The Body Coach #Leanin15, he’s doing it differently!

The Body Coach #Leanin15 Joe Wicks UKI rejoined the gym for a bit of pre-season training before my season of coastal rowing starts again for 2015. The biggest single thing I have noticed since returning to the gym is that people actually know what they are doing. Gym-goers are using the machines correctly, TRX, CrossFit are the buzzwords and ladies lifting heavy weights is the norm. 


Gone are with the days of being prescribed a fitness plan of running on the treadmill for 40 minutes and you were classified as “super fit” or cycling on a bike for 30 minutes and thinking you were great, flexing a few muscles and that’s it, you put in a fantastic workout. 


We are witnessing an era of people wanting to ‘learn’ more about exercise, but even more so about nutrition. Hello, I am one of them! I am continually searching for ‘clean eating recipes’ on Pinterest, Instagram, YouTube and Twitter as well as looking for new ways to train. 


Over the past year or so we have experienced an explosion of health and fitness professionals coming into an already crowded market place, there’s a hell of an amount of noise. Some are doing great while others have run away with their egos due to gaining traction and as a result are not connecting with their potential customers. 


There’s one guy “The Body Coach” that I would like to focus on from a marketing perspective, he’s doing everything right. From customer acquisition, engagement and retention, he is one to watch on how to successfully market your business to an international audience, regardless of what area of business you are in. 


The guy behind the “The Body Coach” is Joe Wicks and he is an online nutrition coach from the UK. He has been featured by The Daily Mail, Men’s Fitness, The Times.. and the whole heep of other media outlets and has recently signed a book deal. He is rocking it! 



When I first came across Joe I initially checked his website for further information. This is normally where a lot of businesses fall down, they might be active social media and present themselves very well but but their website can be terrible and that’s where I lose my interest. I always say to people, your website is your shop window, make sure it looks well!


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Joe’s website is one of the best I have seen in the industry to date. It’s clean, well presented with nice high-res images and it’s easy to navigate. The Body Coach also encourages you to sign-up for a “free” get lean guide. This is a perfect way to capture email addresses for future marketing. In fact when you sign up to his newsletter you get 14 days of exclusive fat loss advice (call-to-action). 


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But how did he gain attention of his clients, and the media? The answer is “followers”. The Body Coach UK has 184K followers on Instagram, 25K followers on Facebook, 30.7K on Twitter & 137K views on YouTube. Now that’s impressive! However, Joe did not always have this level of following, in fact a year ago Joe had a very small presence online – but he stuck with it. Day in, day out, he was posting his #leanin15 meals to an empty Instagram account but as time passed people started to follow and to tell their friends and it all took off organically from there. 




This is a wonderful marketing campaign. Joe devised his own hashtag that has become his main marketing campaign that is so captivating! Via his Instagram account he pushes out #Leanin15 video meals and shows client results from his 90 Day Fat Loss Plan, it is incredibly engaging and would motivate you into signing up. The videos of his food preparation he prepares are interesting, funny and to the point. See example of his videos here. Through Instagram, Facebook, and Twitter Joe asks participants for a testimonial once they have finished and a before & after picture. From a marketing point of view this is very important because how can you get someone to buy into a program without seeing what you can achieve? The same applies to everything you market, your communication should tell a story. 



90 Day SSS Plan 


We all know that sticking to a “diet” or lifestyle change is very hard, that’s why Joe has broken it up into 3 different cycles as described on his website:







Positioning: By breaking the cycles up into three sections makes the offering of the plan more attractive to potential clients. After the 90 days of the plan you “graduate” from the plan, by using the word “graduate” gives a clear goal for the client to reach that will give them a great sense of achievement. Everyone wants to graduate! Everyone, I am sure prior to joining the 90 SSS Plan wants to see their before and after pictures being pushed out in social media. This is very clever marketing from The Body Coach. 




Joe Wicks is a very busy man, he’s just received a book publishing deal, constantly being interview and even appeared on Sunday Brunch on Channel Four show last Sunday to cook one of his now famous #Leanin15 meals. However, he always makes time for his clients and potential clients via social media. I contacted Joe a number of weeks ago to ask for his permission to feature them on the blog and to ask if I could use some of his images etc, within a few minutes I received a reply saying yes! (see image). This was not the first time I communicated with him either, many times I have engaged with him via Instagram and Facebook and this is from a guy that has hundreds and thousands of followers worldwide. This is where many “well-known” fitness and nutrition ‘experts’ falls down. You have to keep up communicating to encourage and attract new customers and to retain existing ones. 


There is no doubt that Joe is a fantastic communicator, I read his client reviews all the time and many of them say “I contacted Joe as I was finding the plan hard and he got back to be and gave me a few words of encouragement to keep going”. A lot of clients say, “if it wasn’t for Joe and his words of advice I would have given up a long time ago”. This proves to me that what he advertises on his website is fact “we believe support is one of the reasons people achieve such amazing results!”


The cost of the plan is £147, you can either pay up-front or via three direct debit payments. 


In summery, Joe Wicks AKA The Body Coach is doing a fantastic job marketing his business to not only to an audience in the UK but to the rest of the world, everyone from all types of business can learn something from the way he attracts, engages and retains customers. He has his marketing positioning correct by having a really attractive website, good graphics on his social media profiles, clear and consistent messaging via his social media profiles and his use of video for his #Leanin15 meals are killing it (in a great way). I would love to know what his Facebook stats look like in terms of reach and engagement, no doubt they are impressive! 


From all of us here in B*Different, Joe Wicks, congratulations you are ‘different’ and your marketing is super impressive- keep up the good work! 

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Job Opportunity: Marketing Intern


Hello there, could you be the one we’re looking for?


We are currently looking to hire two interns to join our team! Let me tell you a little about us first. B*Different is almost two years old and in that two years we have gone from strength to strength, attracting all types of businesses in Ireland and further afield. We work with clients in  a wide range of industries from pharmaceutical, sports, luxury confectionery, cosmetic surgery, app companies to even celebrities!

B*Different provides both digital and traditional marketing services from outdoor media campaigns, radio, TV planning, to digital campaigns such as social media management, online campaign management and so on…

Since the start of our company, interns have graduated from B*Different and went on to hold mid-senior level marketing roles in organisations. B*Different will give you the experience to excel in marketing. It’s the perfect learning opportunity.

So what type of person are we looking for?

  • Self-motivated with plenty of passion and the willingness to learn

  • Must have a full command of the English language

  • Design skills (Photoshop, InDesgin etc)

  • Frontend web design skills (HTML & CSS)

  • The ability to work on your own initiative  

  • Come up with ideas and share them with the team

  • Enjoys having fun and a bit of banter


What will you get?


  • You will learn about the industry that will give you excellent experience

  • You will get exposure to big projects and work with a diverse range of clients

  • You will attend events that is relevant to the industry so you continuously learn

  • You’ll assist with the management of social media accounts

  • You will learn how to plan marketing campaigns and execute them  


This role is a hands-on learning role that will give you the skills and expertise in the marketing industry.


This role is based in our HQ:


  Suite 5, Gowna Plaza,

  Bracetown Business Campus,

  Clonee, Dublin 15, Ireland





The hours of work:

Monday – Friday, 9am – 5pm.



This is a 7 month contract that could lead to a permanent position for the right person.



If you are interested in this role, please email your CV to


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How We Won A BIG Client

I received a call from a very large organisation asking could they meet me to discuss doing some business. Like all potential clients, I invited them to meet me in my office to discuss their needs. The Marketing Manager from the organization called to meet the team and I, and I took her through our company presentation deck along with showcasing work that we had previously completed for other clients. I could tell she was happy with my no-bullshit approach and what she was hearing was fact but I really felt we were a little too small for her, with them being a massive group.

The week after coming over to meet me she called me again to see if she could bring her Head of Brand for the company over to meet me, I of course accepted. We ran through the deck again and spoke of my experience, but he was harder to read and really felt that I did not have a hope in landing this contract, not because we were not able to fulfil it, but because large companies tend to steer to larger agencies. But I did think big because I knew we could do it.

However, I do recall an important moment in our conversation and that was when they asked me, do I think there is any difference between the UK and Irish market. Well, I went off on a tangent and explained the differences in terms of marketing. For example, I spoke about the UK market are receptive to negative marketing, as in being told what to do, whereas the Irish market reacts well to positive marketing, I also give a few examples to explain my points and they loved it. Bare in mind though, what I was saying was the truth and based upon facts an experiences having marketed to both markets.

When they returned back to the UK we had a follow-up call and they explained the process that they were talking to a lot of agencies and they would be in-touch in due-course within the next week. Next week came and went and I thought oh well, at least I tried my best and I had been completely honest in my endeavors to secure the contract.

The following week I received a phone call on my way up to Dublin from having been at home in Mayo for the weekend. I did not even look at the number and just answered. It was the Marketing Manager from the said organization telling me that I was successful in winning the contract and that they wanted to do business with us. How I did not crash the car that day, I will never know. She said the main thing that swag me winning the contract was my sheer honestly and also the UK/Irish thing. I was delighted!

We had a follow up conversation in a hotel near the airport to finalise details and that was that. Since then we have worked so hard with fulfilling the contract and meeting their every need, but most of all we have a fantastic working relationship.

In December we have our first marketing rollout for this client and we will revile who it is then. The moral of the story is think big and big things will happen!

A huge thank you to all the people that has worked on this project with me thus far, the late night and early mornings have paid off!

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Top 3 Business Books to Read Right Now

Over the past while I have been doing a little bit of reading, it is something I do not do a lot of, as I read a lot of business news from websites, but it is something I am going to make more of an effort in doing. This Top 3 Business Books to read right now is made up of books I have recently read and think they offer something to the reader in terms of learning valuable nuggets of information that can help you personally, and your business. I hope you enjoy them.

Get Sh*t Done!: From Spare Room to Boardroom in 1,000 Days

If this book does not give you the inspiration to get up off your bum, nothing will. I really enjoyed this read for two main reasons, 1) it was written by a guy that went out there and made things happen for himself, it all was not based on luck, it was based on hard work and getting ahead of the competition. 2) If there is one person that you can learn from in terms of personal marketing (i.e. marketing yourself) it is Niall Harbison.

The Start-up of You

This book gives you practical advice of how you can market yourself. From the co-founder and chairman of LinkedIn and author Ben Casnocha comes a revolutionary new book on how to apply the strategies of successful entrepreneurship to your career: in other words, how to run the start-up of you. This book is definitely worth a read.

How to Build a Billion Dollar App

There are millions of apps available to download on your smartphone but choosing the right one to download can be cumbersome. Now imagine yourself trying to build one, from scratch and then get people to download it?

I have been there, and it is a tough space, not only building one but also raising the monies needed to market the product and further the product development. How to Build a Billion Dollar App is loaded with practical information to help you learn and understand both the opportunities and limitations associated with bringing an app to market.

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How To Sell Your Music On iTunes

Over the past couple of weeks I have been working hard on a project to get the music of an unsigned band for sale on iTunes and other digital music outlets whilst ensuring that the band are making the most money possible in the long term. iTunes and Spotify control approximately 80% of the digital music sales/streams. For a band, making your music available on these services is a huge step to take, the first stumbling block people come across in getting their music into these stores is, none of the digital retail stores will let you in directly, you will need to be signed to record label or use a digital music distributor to get in.

It is worth noting that when you upload a single to iTunes and the sale cost is €0.99, that Apple take a commission leaving about €0.70 for the artist. Depending on the digital music distributor you choose you could be losing up to another 15% to them.

The world of digital music distributors is confusing to say the least. So I have put all my findings into one easy to read table to help you figure out which distributor works best for your needs. I will look at: sign up costs, costs per album uploads, yearly fees, commission per sale, minimum sales for payments across the four digital music distributors I considered using: TuneCore, DistroKid, CDBaby and Ditto Music.

  TuneCore DistroKid CDBaby Ditto Music
Upfront cost per Album $22.99 $19.99 unlimited uploads $49 $35.00
Annual fee per Album $49.99 $19.99 unlimited uploads $0 $25.00
Upfront cost per Single $9.99 $19.99 unlimited uploads $12.95 $9.00
Annual fee per Single $9.99 $19.99 unlimited uploads $0 $8.00
UPC Bar Code FREE Free $20 for Album FREE
      $5 for Singles  
Name your Label FREE Not on basic package FREE $41.25
Sales Percentage kept 0% 0% 9% 0%
Payment threshold $0 $10 $10 $25.00


Each of the four digital music distributors I looked at have good points and bad and there is plenty more options out there to choose from such as Mondotunes, JTV Digital, Zimbalam and ReverbNation. I chose to go with DistroKid because we had three albums to upload from a back catalogue and their sign up fee allows for unlimited uploads for a year although it has a maintenance fee of $19.99 per year i felt with no commission going to them that it will work out cheaper in the long run. I will keep you updated with a review on their service very soon. 


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Appy Monday – FoodCloud

On this weeks AppyMonday we’re looking at FoodCloud, an Irish App and initiative co-created by Trinity students Iseult Ward and Aoibheann O’Brien. 
Foodcloud is an app that lets businesses upload details of their excess food. The service then texts a local charity, who in turn can pick up the donation and share it with those who need it.
Ward and O’Brien looked at ways to get food that would otherwise be discarded into the hands of these people. They estimate that Irish retailers produce about 87,000 tonnes of surplus food a year, most of which is dumped at a cost of €8.5 million. With no existing redistribution infrastructure they set up FoodCloud.
The App itself is very basic but that isn’t an issue; it gives the retailer a very simple signup process to get them up and running and able to submit their details quickly and easily.
The largest retailer to work with FoodCloud has been Tesco who trialled the service from October 2013 to February 2014 in 18 Tesco stores and donated almost 60,000 meals or 27 tonnes of food to 38 charities. They now plan to roll out the service to their stores nationwide.
Any charities or  retailers  who are interested in participating can register with the app or visit for more information.

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Appy Monday – AmpliTube and its hardware interface iRig by IK Multimedia

On this weeks Appy Monday we will be looking at AmpliTube and its hardware interface iRig by IK Multimedia.

AmpliTube and iRig allow you to turn your iPhone or iPad into a mobile Guitar and Bass Sound Studio.


iRig is a small device that lets you connect your guitar or bass to to your iPhone or iPad. The iRig is very simple to use; it connects to your iOS device with the attached cable and has a cable interface for your instrument and another for headphones or for connecting to a sound system. Once your instrument is connect you can open the AmpliTube app.


This review will focus on the free version of AmpliTube for iPad. AmpliTube is also available for iPhone but is much better suited to the larger screen on iPad and iPad mini.

Once the app is running you are presented with the main panel which shows you your amp and chosen effects.

The free version gives you one amp and two stomp boxes (delay and noise filter). This doesn’t give you a huge range of sound to play with but enough to get up and running and an idea how the app works.

The interface is intuitive and easy to use; want to increase volume or treble? Just tap and drag the knob as needed. As most users of this app will be bedroom rockers or musicians it’s safe to say that they will be familiar with the hardware that the app emulates and will feel right at home using it. Extra amps, effect pedals and a studio feature for mixing your recorded tracks can be bought individually as in-app purchases.

The app also gives you the ability to play a song from your library to play along with or to play a drum beat for practising to. Again extra drum beats can be bought as in-app purchases. The ‘tools’ tab gives you a metronome and very responsive tuner and a recording interface lets you record your licks and riffs. One cool feature of the app is the ability to let the app keep working in the background to allow multitasking which I found great for listening to songs on Spotify or YouTube to play along to.

AmpliTube offers good sound for its price. If you’re a guitarist who already owns an iPad or iPhone then investing in the iRig is a no brainer and a very small investment for all you get when you consider the price of AmpliTube’s bigger brother for PC/Mac which will set you back over €150.

iRig currently sells for €15 – €25 depending on retailer with AmpliTube available for Free, with prices ranging €10.99 to €13.99 for the pay versions which include extra amps, and effects but in-app purchases are still present and at this time it doesn’t seem possible to buy an ‘all-in’ app that contains all those extras for a once of fee.

Despite this iRig and AmpliTube offer excellent value for money and is a highly recommend for the beginner just learning or the veteran musician as the app offers a lot in a very small package for a very small price.

So plug in your guitar, plug in your headphones and turn it up to 11*.

*Obligatory Spinal Tap reference.

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Appy Monday – iMotionHD

iMotionHD is a time-lapse and stop-motion photography app developed by FingerLab for iOS.

What are Time Lapse and Stop Motion Photography?

This is probably best explained by the app developers themselves:

“Time-lapse is a cinematography technique which accelerates movement. It can be used to photograph cloudscapes, plants growing, crowds… Stop motion is an animation technique which makes a physically manipulated object looks like it’s moving on its own. “

Viewers of the Netflix series House of Cards would be familiar with time-lapse sequences as the opening credits were created using this technique and stop motion photography would be familiar to fans of The Wallace and Gromit franchise.

How it works?

Without going into too much detail, this is an app review after all…

Time-Lapse sequences are created by taking a series of photos at a set interval and then playing these back at a user defined rate to give the effect of movement.

Stop-Motion works in much the same way, though the images are usually taken manually after the object has been moved to create the desired look.

Using iMotionHD 

The interface is extremely easy to use and a total novice will be creating visual masterpieces in minutes. Upon launching the app you are given the option to create a New Movie with definable options such as movie title, and the recording mode such as time-lapse, manual, remote, or mic. Though not exclusive to this use; the latter 3 options are more relevant to creating stop motion videos.

If choosing time-lapse you can also define the interval that the images are record at ranging from 0.1 seconds to an entire day (though I would recommend having your charger handy if recording sequences at that rate!).

Videos are recorded at 1080 x 1080 pixels if using the device in portrait orientation and 1920 x 1080 pixels in landscape orientation giving you full high definition videos which look superb.

Other useful features of the app are the ability to control focus and exposure controls as well as a grid to allow you to get those landscape shots straight before you sit back and call Action!

The free version of the app only allows you to save your completed video to your photo library or to your iTunes sharing folder whereas the full version gives you email, Facebook, and YouTube interfaces direct from the app.

The app offers an in-app purchase to upgrade to iMotionHD Pro, though it’s hard to see if the Pro version offers anything extra besides the unlocked sharing options mentioned above.

In Summary; iMotionHD is a really fun easy to use app that lets you see the world in a different way or gives you a reason to play with some toys and bring them to life.

iMotionHD and iMotiondHD Pro are available from the App Store with the Pro version setting you back only €2.69. It is compatible with all camera equipped iOS devices (though the developer states some features are only available to newer devices).

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Cool New Dublin Restaurant Sober Lane Looks For Staff Through Snapchat

Snapchat has been around for a while now and we just love seeing all the innovative ways that companies are coming up with for using the hit app. With a core user base of 13 to 25 year olds. It is a great way to get your message directly on front of your target audience. Which is exactly what already established Cork based bar and restaurant Sober Lane has done to announce it has officially hit the big smoke. 

We saw this tweet from Sober Lane yesterday just as it started picking up traction and we’re super excited to see how it took off across the Irish social scene and media. Sober Lane are hiring staff but are only going to take applications via Snapchat. 

Check out what Ernest Cantonlin owner of Sober Lane had to say when talking to Newstalk yesterday afternoon. 

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Appy Monday – BeoirFinder Supporting Craft Beer in Ireland

Craft Beer has become very popular in Ireland in recent years with microbreweries and brewpubs popping up all over the country not to mention the ever growing list of pubs stocking the extensive and sometimes daunting list of beers.
BeoirFinder aims to make the finding and the drinking of said beers much easier. Developed by who are “an independent group of consumers with a primary goal of supporting and raising awareness of Ireland’s native independent microbreweries”, it uses the extensive database of
The App’s name comes from the Gaelic word for Beer. While a great choice of name for an Irish beer app it actually makes it difficult to locate in the app store and doesn’t appear for typical search terms you would use if searching for an app like this.
The interface is simple and to the point. It is broken down into four sections, Maps, Venues, Beers, and Events. The Map screen shows your location and icons for venues nearby. These can be filtered to narrow your viewing to pubs, breweries or even off licences.

The next tab is an extensive list of beers, a description of them, and the ability to rate and leave comments for each beer. A must have feature for the beer connoisseur.


Finally the Events section which as of writing is empty. A quick visit to the website shows upcoming events so hopefully this will be something that is fixed or updated in the next version.

Overall a really great app that will only improve with the planned updates and a must have for people new to the craft beer scene and those already enjoying it.

The app is free to download from the iTunes store and Google Play store.

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Appy Monday – FIFA the Official FIFA World Cup App

World Cup fever will hit the planet this month and even though Ireland won’t be taking part, that won’t stop us from enjoying one of the greatest sporting events on earth.

Although there are a lot of apps available for tracking the match scores, The official FIFA app has undergone a pre-tournament update providing football fans with the latest World Cup news, information on all the coaches and players across the 32 participating teams, and a full fixture list for all 64 games to be played in Brazil over the next 5 weeks. The update also provides tourist information for exploring the home nation with details on the host stadiums and cities.  

Another update is due as the tournament starts to access minute-by-minute action, live from all 64 games of the tournament.


Set up of the App is simple, select your favourite team participating in the World Cup, select the team notifications you want pushed and you are ready to go. Tournament news and team news is easy to access and the content on the app is very informative. Table positions and match details are what most users will be interested in, and I especially love the feature that allows you to add fixtures to your calendar.  

FIFA – Official App of the 2014 FIFA World Cup Brazil is available to download for free on both Android and IOS

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