The Business Fairy Digital Marketing Agency

22/09/2025

When we talk about innovation, the focus often drifts to global hubs and tech centres. But real, lasting transformation begins in place — in towns, rural regions, and with the SMEs that form the backbone of our local economies. At our recent retail innovation programme in Gorey with Wexford County Council and Local Enterprise Office Wexford , I was struck by the example of Ecokinly, an Irish brand creating sustainable reusable products. Their work is more than good business — it’s leadership in the circular economy.

Ecokinly is challenging the disposable product spend pattern, tapping into both a market opportunity and a societal need. Their solutions directly connect to government policy — including the target to reduce nappy waste by 20% by 2027 — and align with European Circular Economy legislation that prioritises waste reduction, reuse, and sustainable consumption.

This is innovation in action:
SDG 12 (Responsible Consumption and Production): creating alternatives to single-use products.
SDG 13 (Climate Action): reducing carbon and waste impact through everyday choices.
SDG 11 (Sustainable Cities and Communities): making local retail and consumer behaviour part of the solution.

Place-based innovation ecosystems rely on the quadruple helix (business, research, government, citizens). Ecokinly sits squarely in this — providing sustainable products for citizens, supporting government policy, and opening opportunities for collaboration with researchers and local retailers.

The future of rural towns and SMEs isn’t about waiting for innovation to arrive from elsewhere. It’s about recognising that the seeds of transformation are already here — and scaling them through collaboration, policy alignment, and ecosystem thinking.

What inspired me most in Gorey was seeing local businesses and retailers come together — not as competitors, but as collaborators — to imagine how innovation can strengthen their town, their region, and the communities they serve.

22/08/2025

Hi, if we haven't met in persion, I'm Aisling. From AI integration to human-first design, I help rural SMEs, educators & policymakers build strategies that work in real life.

🔬 I’m the creator of the PBEE Design Thinking Framework, a registered EU Expert, and a PhD researcher focused on innovation outside city centres. (I also lecture in various universities including on SETU's MBA programme. I lecture in sustainable design strategy for innovation, responsible leadership and ethics).

Whether I’m in the classroom, the boardroom, or a co-op in the countryside — my work centres real people, real places, and real challenges.

Follow along for practical tools, research-backed insight, and ideas worth trying in your own community or team.

29/07/2025

Attn Wexford retail businesses. Place-Based Innovation is coming to Gorey. On Friday, 19th September, we’re excited to partner with Local Enterprise Office Wexford, County Wexford Chamber, Wexford County Council, and a brilliant collective of Gorey Retailers for the next phase of our innovation programme — one designed not just for businesses, but for the places they call home.

Following the powerful momentum in Wicklow Town, this next iteration of our PBEE Framework brings together creativity, collaboration, and community. This programme is about more than just growth — it’s about reframing rural retail as a powerful ecosystem. We’ll explore what’s possible when independent retailers move beyond solo strategies and start building a shared vision.

If you'd like to take part, or know a Gorey based business you can book via LEO Wexford; - https://www.localenterprise.ie/Wexford/

The future of retail isn’t isolated - It’s designed, collaborative, and rooted in place.


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14/07/2025

Recently, we did an innovation project with Local Enterprise Office Wicklow, Wicklow Town Chamber of Commerce and the Wicklow Town Team. What began as a B2B Sales & Marketing Masterclass evolved into something far more powerful — an innovation programme for a whole town.

Using our PBEE framework, we worked with over a dozen inspiring Wicklow retailers to explore not just individual growth, but a shared identity. We used the framework to explore what’s possible when small businesses stop competing in silos — and start co-creating a shared retail identity.

🚀 The group explored and adopted emerging marketing models like the Flywheel, moving beyond the traditional sales funnel to build lasting customer engagement.
🧭 Together, they crafted a collective vision for Wicklow as a retail destination, while also refining their own brand stories and growth strategies.
📊 From analytics to storytelling, collaboration to content, they dove into tools and techniques normally reserved for big brands — and made them their own.
🌍 Repositioning Wicklow as a distinctive, collaborative retail destination.

Together, they crafted a collective vision for Wicklow as a retail destination, while also refining their own brand stories and growth strategies. A group of independent retailers united under a shared strategy — and a town ready to lead with purpose. This is what happens when a community comes together not just to compete — but to co-create.

On Monday last we partnered with Wicklow Town & District Chamber of Commerce and the Wicklow Town team to offer the retailers of Wicklow Town a Strategic Retail Masterclass with facilitator Aisling Hurley of The Business Fairy Digital Marketing Agency

Over 13 Wicklow Town based retailers participated in the mentoring and training programme which covered: how to craft compelling content for retailers, effective digital marketing collaboration and joint marketing campaigns, using analytics to drive your marketing efforts, as well as facilitated brainstorming to develop an umbrella brand for Wicklow Town.

The feedback from the participants was fantastic and LEO Wicklow would be delighted to offer retailers of other towns the same training opportunity if they wish. We would also welcome any joint collaborations with the various business networks and agencies.

Get in touch on (0404) 30800 or [email protected]

Wicklow County Council Network Ireland Wicklow Branch Bray Chamber Arklow & District Chamber of Commerce GreyStones Chamber
Hopkins of Wicklow The Sports Room , Bridge Street Books Wicklow , Canopé , Burkes Hardware Lilypad Home , Kellys fruit shop. , Perry Oil Company , Eden Beauty Group and Wicklow Hire & Sales LTD .

10/07/2025

Yesterday I delivered a session for Dundalk Chamber Skillnet on something we’re not talking about enough: AI tools aren’t just about speed or cost savings. They’re about how we work — and how we feel.

In this talk, we explored:
Why risk is growing when employees adopt AI faster than leadership.
How trust in AI is outpacing accuracy.
The power of deep work in a distracted world.
And how AI can actually support wellbeing, mental health, and neurodivergence — not just productivity.

For HR leaders, this matters. Many of the tools I shared directly address the root causes of:

1. Overload
2. Stress
3. Burnout
4. Quiet quitting

They help teams focus, regulate, and recover — while still delivering at a high level. I’ve distilled the key insights into a 6-slide carousel: "AI Power Focus: Smarter Work, Healthier You".

If your organisation is trying to make sense of AI — and wants to do it in a way that’s responsible, human-centred, and grounded in strategy — I’d love to talk.

31/03/2025

Thank you so much to the incredible female entrepreneur that is of who joined us at the School of Business Maynooth University last week. Cora gave a fantastic talk about motivation to the business students. She shared her entrepreneurial journey and key takeaways included The Purpose Chart. My favourite part was where she encouraged the students to consider the following questions when considering what motivates them.

1. What activities make you feel the most fulfilled and energised?
2. What goals or achievements make you feel proud and excited?
3. Would you rather have job security, creative freedom, financial success, or social impact – and why?
4. When faced with challenges, what keeps you pushing forward?
5. If money wasn’t a factor, what work, or projects would you choose to do?

A nice reminder for all of us to think about over the next cup of coffee. Thank you Cora. Aisling

13/01/2025

**UPDATE - only 2 places left.**

Newsflash - upcoming Digital Marketing Audit Clinic on 4th February with - this is for Leitrim based businesses only.

We live in a world where digital marketing attention spans have shortened and, increasingly, audiences have access to enormous amounts of highly specific, interactive digital content. Small business owners are now finding it increasingly challenging to connect with consumers in a meaningful way across varying platforms. This Clinic has been designed to help small businesses to address any digital marketing queries you may have.

Possible topics for discussion could include:

Digital Marketing Strategy (Domestic or International)
AI
Email Marketing (newsletter design & database development)
Social Media Marketing (Any channel. Choosing the right channels, Maximising Exposure)
Website (Design, Content, User Experience)
Branding
Search Engine Optimisation
Pay per click Advertising
How to measure your online marketing
Market Research
Competitor Analysis
Content Creation
Sustainable marketing strategies to align your brand with eco-conscious values
link: https://www.localenterprise.ie/Leitrim/Training-Events/Online-Bookings/Digital-Marketing-Review-Clinic-4th-Feb-2025.html
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09/01/2025

I've been continuing to experiment with AI and in particular lately we've been training systems, and re-fining prompts for better image generation. Looking back over what we could produce 2 years ago, then one year ago and to yesterday where I managed to get really good precision (see attached image), the improvement in the models has really become exciting, more sophisticated, with remarkable attention to detail, lifelike textures, and stylistic variety.

Despite these advancements, challenges like bias in datasets, limitations in creativity for niche or highly specific tasks, and the inability to perfectly mimic certain artistic styles remain barriers to widespread adoption but I am hopeful for what's to come. Prompt engineering is becoming a must-have skill for organisations. In the meantime we've done a little blogpost where you can see examples of imagery from 2 years ago and 1 year ago, you can read it here:

https://tbf.ie/the-challenges-of-creating-imagery-with-ai-progress-complexity-and-the-future/



It covers The Evolution of AI Image Generation tools : Challenges, Progress, and the Future. Aisling

06/01/2025

Thank you to the team at Education Matters who posted an article by Aisling Hurley and Dr. Lindsay Malone that covers a recent Design Thinking programme Aisling researched, designed and delivered for South East Technological University for the fantastic teams at WWETB Waterford and Wexford Education and Training Board. This was a collaborative exploratory action learning research project.

The objective of the project was to enable FET (Further Education) teams across various geographic locations to collaborate and explore together new and creative ways to innovate their respective programme offerings.

You can read about the project here: https://educationmatters.ie/empowering-adult-learners-innovating-further-education-fet-through-design-thinking/

Please feel free to DM (or email) if you'd like to know more about innovating with your educational or Learning and Development teams.

11/12/2024

As the holidays are approaching and we bring our families together, it's the perfect time to reflect on the future — both personal and professional. In this episode of The SME Community Podcast Tipperaryleo, we deal with the (sometimes) hot topic of succession planning for small businesses. I am joined by solicitor Ronan Kennedy of solicitors Kennedy Frewen O'Sullivan and accountant Frank McMahon.

Learn about the steps, challenges, and strategies to ensure a smooth transition for your business legacy. Whether you’re passing the reins to family or preparing for new leadership, this episode is packed with insights to help you plan for tomorrow. Pass the baton, not the drama!

Frank McMahon, is the Managing Director at McMahon & Co Auditors & Accountants. He is a Chartered Accountant with over 30 years of experience, spanning both industry and public practice. He holds advanced qualifications in Forensic Accounting, Corporate and Personal Insolvency, and Business & Executive Coaching from UCD Michael Smurfit Graduate Business School. Committed to staying updated, Frank regularly undertakes professional education in taxation, company law, and regulations.

Ronan Kennedy is a Partner in Kennedy Frewen O’Brien Solicitors since 2003. He is a CEDR qualified mediator and the litigation partner at the 120 year old firm where he has acted for both Plaintiffs and Defendants. This gives him a unique insight into how opponents operate tactically. He has experience across the court system including the Circuit Court, High Court and Supreme Court.

Listen: https://www.buzzsprout.com/875320

02/12/2024

In this episode of The SME Community Podcast with Tipperaryleo, Aisling dives into the art of building lasting customer relationships with Cora Barnes, founder and M.D. of 3Q Recruitment Agency. Discover practical strategies to keep your customers coming back, turn them into loyal advocates, and create unforgettable experiences that set your business apart. Whether you're an SME owner or part of a growing team, this episode is packed with actionable insights to help you foster customer loyalty and drive long-term success. Tune in and learn how to turn customer relationships into your secret weapon!

Cora Barnes has over 27 years experience in recruitment with an Executive MBA from Smurfit, a Post Graduate Diploma in HR from DBS, and a BA in Social Science from UCD. She is a resident judge for the Dublin City Local Enterprise Office Female Entrepreneur Award since 2008, a Fellow of the Employment Recruitment Federation, ERF Skillnet & Small Firms Association committee member and a board member and fundraiser for educational and youth initiatives in Dublin and South Africa. She is also a mentor for the SHONA project for empowering young women.
Listen here: https://www.buzzsprout.com/875320/episodes/16196002-cora-barnes-customer-relationships-turning-one-time-buyers-into-lifelong-customers

18/10/2024

In the latest episode of The SME Community Podcast with Tipperaryleo Local Enterprise Office, I talk to business management consultant Pamela Campagna MBA, CMC, CMS from Boston, to discuss "AI Strategy for SMEs." This episode is packed with valuable insights, from tips on doing business in Boston, USA, to exploring the dynamic ecosystem for female entrepreneurs in the region.

Pamela also breaks down how small businesses can integrate AI by recommending powerful tools for automation, data analysis, and customer service as well as tips on how to create a process with several tools combined. Listeners will discover practical steps to adopt AI, including mapping these tools to specific business processes, ensuring smooth implementation and strategic focus.

Tune in for expert advice on how to leverage AI and thrive in today’s competitive marketplace. https://www.buzzsprout.com/875320/episodes/15922030-ai-strategies-for-smes-pamela-campagna