CD2: Tracks 18-21
Track 20
Marketing
Manager:
T rack 21
Chief Executive
Officer:
orange jackets. They'll show you where the w aiting area is, but ju st so you know, it's the park at the
rear of the office block. Your departm ent has a fire safety officer - I believe it's Susan Jenkins - and
it's her job to make sure that everyone who signed in has vacated the building. Susan w ill then te ll
the fire safety m anager if there are any m issing people. Can I also rem ind you that you m ustn 't enter
the building again u n til the fire safety manager, in o ther words, me, te lls you that the situation is no
longer dangerous.
Right team , th is afternoon I w ant to go over the new m arketin g and advertising strategy so th at
everyone is clea r on the strea m s fo r each of o ur product ranges.
Let’s s ta rt w ith toys fo r ch ild re n . Now, last year m ost of the advertising was done through
leaflets posted through people's letterboxes across the city. However, the products are now selling
w e ll nationally in departm ent stores ra th e r than ju s t in our local shop here in Leeds, so w e’re
going to expand the budget and use p rin t media. By this I mean the national newspapers, in order
to m axim ise the exposure to these products. And despite the fact th at o ur com petitors advertise
baby clothes on TV, we w o n 't be using th is method as o ur statistics show th at it's ju s t not cost-
effective. People don't pay much attention to TV ads fo r baby clothes, but we believe a picture in the
newspapers w ilt be much m ore attractive to potential custom ers. We’re going w ith this m ethod.
As fa r as clothing fo r expectant m oth ers is concerned, the cam paign w ill move from
new spapers to the in te rn e t due to the fact th a t w e ’ve seen an increase in in te rn e t shopping fo r
clothes among w om en in g e n e ra l.
And fin ally, baby food. A dverts fo r th is are d iffic u lt to place, and w e ’ve previously trie d ads in
a ll three media. Anyway, although o ur analysis has shown th a t the in te rn e t is one possibility,
w e're going to continue using te le v is io n ; many o th e r types of food are also advertised on TV and
happy m oth ers and babies make a very strong image.
I'd like to sta rt by welcom ing everyone to o ur annual meeting and thanking you a ll fo r your hard
w ork. It's been a great year fo r us in te rm s of expansion and optim ising business opportunities,
and I'm pleased to say that Benchm ark Consulting is a thriving, successful company.
I'd like to take th is o p p o rtu n ity to give you an overview of w here the com pany began and w here
w e 'll be going in the next ten years. For those of you who've been w ith the com pany since the
s ta rt, s o rry if you already know a ll this, but we have so many new sta ff m em bers th a t I th ou gh t it
w ould be w o rth fillin g in some background inform a tion .
Benchm ark C onsulting was set up in 2000 by James Cox, a local e ntrepreneur who opened the
firs t office in M elbourne. His real achievem ent was to create a new consultancy system which
enabled clients to see w hich of the key areas of th e ir business needed strengthening. Jam es was
incredibly successful w ith his system, and started the company off on a journey of expansion. He
retired in 2006, and was succeeded by Fred Montgomery. Fred shared Jam es’s views on consulting,
and continued the expansion; he increased revenue to $5 m illion and opened a new office in P erth.
Soon the B enchm ark C onsulting system had become ju s t that - the benchm ark fo r many other
consulting firm s , and Fred took the opportunity to se ll Benchm ark fo r $10 m illio n in 2008.
Our new ow ners are, as you know. TFB Group Ltd.. and th e ir investm ent has allowed us to
build o u r brand new headguarters here in Sydney. TFB Group have brought us m ore exposure at
a n atio na l level, and o u r m ost recent success has been w inning a co ntract w ith the governm ent
of A u stralia, advising on m anagem ent re s tru c tu rin g .
Now we ourselves have done a little reorganisation over the last year to m axim ise our
productivity. We’ve thought long and hard about the best location fo r the M arketing D epartm ent as
this is the key to facilitating our fu tu re business. Although Perth has a large num ber of m arketing
companies, which enables us to learn from o ur com petitors, it’s M elbourne that's the gateway to
interna tion al connections, and therefore we've decided to move a ll m arketing operations th e re .
In te rm s of professional developm ent, we wanted to optim ise the tra in in g program m es
available to o ur sta ff because tra in in g is v ita l if we w an t to rem ain com petitive. As a resu lt, staff
Do'stlaringiz bilan baham: 
