Sounding Out 2025: Insights from iRadio and Radiocentre Ireland’s Business Growth Event in Galway

Yesterday morning, the Buymedia team attended Sounding Out 2025 – How to Drive Business Growth, an inspiring event hosted by iRadio and Radiocentre Ireland at The Clayton Hotel in Galway. The immersive session brought together business leaders, media professionals, and marketing experts to explore how brands can grow in 2025 and beyond — and it delivered inspiration, actionable insights, and a healthy dose of motivation.

The event kicked off with Louise Clarke of iRadio as MC, energising the room and setting the pace for a dynamic morning.

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Setting the Tone – Motivation from The Navigation Coach

The first speaker, Tara Rafter — aka The Navigation Coach — delivered an inspiring talk grounded in mindset and self-belief. A few standout messages included:

• “You do not rise to the level of your goals. You fall to the level of your systems.” – James Clear
  
  
• “First we make our beliefs, then our beliefs make us.”
  
  
• The average person has 6,000 thoughts a day — 90% of them repeated.
  
  
• It takes 66 days to install a new habit.
  
  
• Language matters — our brains are always listening.
  
  

Tara encouraged attendees to focus on the “four legs of the chair”: physical, psychological, spiritual, and emotional wellbeing  — as a foundation for both personal and professional growth.

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Radio: The Original Growth Engine – Ciaran Cunningham, Radiocentre Ireland

Ciaran Cunningham followed with a compelling talk on the power of audio in advertising. He posed the question: Does advertising work? The answer — backed by data and case studies — was a resounding yes.

One standout case study tracked £1.8 billion in media spend across 141 brands and 10 media channels. The result? For every £1 spent, £4.11 in profit was generated.

Ciarán outlined the dual purpose of advertising:

• Short-term (Sales Activation): Targeted, rational, responsive — great for immediate impact.
  
  
• Long-term (Brand Building): Broad reach, emotional, memorable — this builds trust and equity over time.
  
  

He reminded us that radio is a powerful, uncluttered medium that offers a 1-to-1 message with emotional resonance. From iconic sound cues like Netflix’s "ta-dum" to smart storytelling and music, audio connects in ways visual ads sometimes can’t.

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Real-World Brand Perspectives – Panel Discussion

A lively panel discussion followed, featuring:

• Siobhán McDonagh, Marketing Manager from Supermac’s
  
  
• Gary Hughes, Marketing Manager from Omniplex
  
  

Key takeaways included:

• Radio as a Habit: Siobhán noted how local and regional radio is essential for brands rooted in the community. “We’re creatures of habit,” she said, “and we want to be part of people’s day.”
  
  
• Radio Sponsorships: Gary highlighted how sponsorships sit at the top of the funnel, helping drive awareness of weekly cinema releases in a consistent, engaging way.
  
  
• Digital Audio: Both brands are increasingly leveraging digital audio for segmented, cost-effective campaigns.
  
  
• Creative Strategy: Omniplex uses a three-pronged approach: build-up, the event itself, and follow-up via UGC and social posts.
  
  
• Tactical Ad Strategy: Supermac’s shared how they layer always-on campaigns with reactive, subtle tactics — like promoting ice cream during the heatwave.
  
  

Their advice?

• Set clear goals and budget.
  
  
• Know your audience inside and out.
  
  
• Align with your brand values.
  
  
• Use storytelling to build authenticity and trust.

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The Digital Future of Audio – Joanne Sweeney

Joanne Sweeney, CEO of the Digital Training Institute, closed the event with powerful insights on the evolving digital audio space. She stressed that a personal approach to customers is more important than ever, especially as AI reshapes how we communicate.

Trust matters — brands should align with credible, value-driven media partners. Audio stands out by creating talkability and emotional connection in a noisy digital world.

Joanne noted it takes 7–12 digital touchpoints for a customer to convert, so being present across channels is key. She highlighted the difference between short-term sales tactics and long-term brand building, urging businesses to stay visible and relevant.

Her final message: be ruthless in adapting, show up daily as your best self, and embrace disruption as an opportunity.

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Final Thoughts

From mindset and motivation to media effectiveness and digital strategy, Sounding Out 2025 was packed with insight and inspiration.

At Buymedia, we’re proud to support our clients with a platform built on the intelligence of industry and consumer data — helping them cut through the noise, make faster, more effective media decisions, and invest where it matters most.

Thanks to iRadio and Radiocentre Ireland for an energising and thought-provoking event. Here's to driving business growth through clarity, connection, and the power of audio.