Audio-Technica employs Sales Talk and a Diva to launch its new headphone range


Leeds 07-04-2007 Audio-Technica, the leading Japanese manufacturer of high-performance microphones, headphones, wireless systems, mixers and electronic products for home and professional, has announced a major initiative in UK.

As the next stage in the launch of a completely new range of consumer headphones; available in Europe for the first time, Audio-Technica has announced the appointment of a team of established sales professionals, Sales Talk Limited, to work with its target retail chain to establish this impressive new range of headphones in the market.

The other major appointment is that of PR specialists, Diva Corporation Limited, to focus its activities establishing and promoting the company’s portfolio of consumer headphones in the UK.

Well established in its home market of Japan, where it is the number two brand in this hugely competitive arena, Audio-Technica is confident that these new appointments will help it build its presence in the UK.

Simon Hedges joined the company as Consumer Business Development Manager for Europe in March of this year, since then the new strategy has been set and these latest appointments confirm the company’s commitment to meet its objectives.

A new summer advertising campaign targeting over 10 million UK consumers has already been announced and following the launch earlier this year of its own e-retail site – atheadphones.com – Audio-Technica is expanding the online presence of its headphones, with a high-profile campaign of advertising and promotion on leading entertainment and retail websites; contactmusic.com, HeadphoneWorld.com and iWorld. In addition, the company is again targeting business commuters with an advertising campaign in the easyJet In-Flight magazine.

The PR specialists, Diva Corporation Limited, is a new agency set up by Angie Curtis and Ben Curtis to provide a full range of marketing and PR activities. With over 25 years experience in consumer electronics, Angie is one of the most experienced marketeers in the business. Working alongside her is son Ben, who has worked as a consumer electronics journalist for the last four years. Between them, they have the experience, enthusiasm and energy to provide innovative and intelligent marketing initiatives for their clients.

Commenting on the appointment, Angie Curtis said “We are delighted and excited to have such an impressive addition to our portfolio of clients. The Audio-Technica brand name is highly respected around the world and its headphone range is already well-established and highly rated in some of the most difficult markets.

“Our challenge is relatively easy - to work with the media explaining the technologies behind the products and demonstrating just how fantastic the range is. It really does have something for just about everyone – from the globe-trotting businessman who wants to shut out noise in an aeroplane, to music-loving teenagers who want the best sound from their i-Pods and MP3 players.”

Explaining the appointment, Senior UK Marketing Manager, Harvey Roberts said, “We have a lot of work to do establishing the headphones in the UK – and we wanted to work with an agency that not only had the expertise, but also the energy and enthusiasm for the task. We chose Diva Corporation because both Angie and Ben have a lot of consumer electronics know-how, as well as a strong understanding of how the media works and what they need to do to deliver for us. We are looking forward to a dynamic and exciting time as we build the market for Audio-Technica Headphones in the UK.”

Commenting on the appointment of Sales Talk Limited, Consumer Business Development Manager for Europe, Simon Hedges, explained, “I believe the Audio-Technica line-up offers a huge opportunity for retailers.”

“This is an opportunity to sell products that offer beautiful design, precision engineering, and un-compromising quality, in a market that is showing unprecedented levels of growth.”

“We recognise the need for our retailers to have regular contact with us, especially as they familiarise themselves with our product line-up, and so we are delighted to be working with Sales Talk, one of the most experienced and effective sales teams working in our area. “

A spokesperson for Sales Talk Ltd commented “ We are pleased to be associated with such a prestigious brand as Audio-Technica. The superb range of products and professional matter in which they conduct their business will be of great benefit to independent retailers”.