TAILTEANN


Products Of Our Environment



Promotion



The Story Behind Our Marketing Services



aged sixteen and a half, and sorely lacking in real world experience...





...Leaving Cert student Padraig McDonnell finally made up his mind to play it safe with his college application form. Having spent half of his life in the midst of Primary School Teachers, their job was one of very few he could accurately visualise. So grateful for all they did for him, the thought of providing similar intellectual, moral, social and physical guidance to the next generation did appeal. Being brutally honest though, the secure and pensionable nature of the job, coupled with its short work-days and long holidays, appealed more. So down first went this solid if slightly unspectacular choice upon his CAO form, which was returned to sender in the morning post.



Having agonised over the decision...





...Padraig felt a weight had been lifted off his shoulders. For the first time in a month, the cost-benefit analyses that were on loop in his head were replaced with thoughts of bright lights, festival campsites and hurling riots. Questions that dogged his mind (such as would his work have sufficient reach, would the repetitive nature of primary teaching restrict his desire to continuously develop, and would his somewhat unconventional ways be inappropriate in a classroom environment) seemed to fade into the ether. A calmness had now descended - it was great to be able to breathe easily again.



on his return from a supervised-study session in school the following evening...





...Padraig immediately switched on the iconic BBC charts’ show, Top of the Pops. The mellow fellows that were The Lighthouse Family were first to perform and their smooth and soulful hit, High couldn’t but reinforce his sense of ease and contentment. The primary reason Padraig was tuning in however was to listen to the voice of his generation, Radiohead play the latest single from their groundbreaking album, OK Computer. Upon hearing the searing No Surprises, which instantly resonated with him in the most profound of ways, Padraig knew the issue of his college application form would have to be readdressed after all.



For the bones of the previous year, his heart and intuition had been telling him...





...something Product Development/Marketing-related was a more natural fit than Primary Teaching; regretfully, he had let the conservative outlooks of admittedly well-meaning advisors drown out his inner voice. Now starting to fear the possibility of ending up in "a job that slowly kills you", Padraig began to focus more upon the adventure a life in Entrepreneurship/Marketing could bring, and less upon the associated risks and uncertainties, which was a different stance to the one he had been taking up to that point. Very soon afterwards, a change-of-mind form was submitted, which led to a place in the 1998 University of Limerick Business Studies (Majoring in Marketing) Undergraduate Degree course being offered and accepted.



Was it everything he hoped it would be?





It unfortunately was not. Most of the course lecturers, and in particular the marketing ones were too “Kotlerite” for Padraig’s particular tastes, perpetually treating the branch of knowledge as a cold scientific process with extremely limited probabilities, and almost never as an artistic process with endless possibilities. As someone who always believed differentiation was the key to success, Padraig feared slavish devotion to the course content would at best curb lateral thinking, and at worst, indoctrinate.



Appreciating the value placed by "the industry" on undergraduate degrees at the time...





...Padraig resisted the temptation to drop-out, instead half-heartedly sticking with the course in the hope it would eventually take a turn for the better. Deciding his best option was to not let school interfere with his real education á la Mark Twain, Padraig rejected all prescribed reading in order to instead study the works and ways of numerous original thinkers. These included (but were by no means restricted to) Edward De Bono, P.T. Barnum, Andy Kaufman, Ty Warner, David Bowie, Ronaldinho, Matt Groening, Eoin Kelly, Larry David, Thomas Edison, Ricky Gervais, Richard Linklater, David O'Doherty and Carlos Spencer.



Equipped with a different perspective to the typical 3rd Year U.L Business and Marketing student as a result...





...Padraig went on to secure a 9 month work experience stint with one of Ireland’s leading marketing companies, The Irish Dairy Board. Excited by the chance to put some of his leftfield theories into practice in a real-world business setting, the programme proved a very rewarding experience in this regard, it providing Padraig with great confidence for the future. However, he quickly learned two particularly valuable lessons, which transformed his marketing position:

1) To break a rule, you need to first know the rule, and

2) There are definitely occasions when a pinch of probability is worth more than a pound of possibility.



Returning to U.L to complete the final year of his degree with a more balanced outlook...





...Padraig’s previously lukewarm attitude to course content changed considerably. Now adopting a dual “know your enemy, know your friend” approach to all “Best Practice” material, Padraig started to manipulate it in order to construct a “Best Fit” philosophy that was applicable to SME’s. Leveraging the most relevant aspects of the most acclaimed scientific marketing models to provide a solid foundation, Padraig then customised his ideological framework to fit the imagined practices, business strategies and culture of his future company, Tailteann. Continually developed over the course of his Undergraduate, Post Graduate and Master Degree studies, and on into his fledgling entrepreneurial career, the philosophy paid rich dividends when it catapulted Tailteann Games’ Bainisteoir – Hurling to Number One in the Irish Games’ chart from seemingly nowhere.



With Tailteann entering a variety of different industries over the next decade...





...their “Best Fit Marketing Model” evolved month-on-month, year-on-year. Today, Tailteann are, on a limited basis, willing to open up their model to like-minded individuals and companies, helping them to craft and execute imaginative marketing solutions that concentrate upon reflecting their uniqueness, and making their audience care.



The service offerings in question include (but are not limited to) the following areas:





- Brand Storytelling

- Legacy Programmes

- Marketing Communications

- Web Promotion

- Advertising

- Direct Marketing

- Public Relations

- Sales Promotion




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TAILTEANN


A: Tailteann House, Carrigatoher, Nenagh, Co. Tipperary, Ireland
E: info@tailteann.org