Burrell Marketing Group Profile

Burrell Marketing Group enables you to reach your target market in almost every medium: television, print, radio, and the internet; and assists in the creation of the perfect message for your audience: from strategy and scripting to final production.

Although the company in its current form started taking direction in 2005, founder Ashley Burrell has almost 30 years worth of experience in a range of industries, ensuring results. These include automotive, vehicle security, car audio, video, mobile phones and general consumer electronics.

The JVC connection

Burrell’s involvement with audio, visual and multimedia electronics company JVC has been extensive. As early as 1989, JVC Australia approached the then Australian-based Burrell to head up its Car Audio Division as National Account Manager, giving him the overall responsibility of growing its Car Audio business nationwide.

Over a decade later, Burrell had amassed experience in the video and mobile phone industries, returned to New Zealand and started a business called Abtec (Ashley Burrell Technical). Amongst other things, Abtec was a wholesaler for Vehicle Security and Car Audio products throughout New Zealand via auto electrical and car dealer groups. It was thus no surprise when the company linked up with JVC again, wholesaling its range of products through Abtec’s distribution network.

In early 2005, this relationship developed further, with Abtec asked to take over the sales and marketing of JVC NZ’s car audio products. This new direction for the company formed the kernel that became Burrell Marketing Group (BMG). Characteristic of BMG’s attention to detail, the company first asked all of JVC’s customers what JVC could do for them to increase interest in buying their Car Audio range. Then the marketing started in earnest. Using the intel collected, BMG started a website called JVCEVO and purchased an Evo 9 rally car to customise with the best JVC Car Audio available – a unique point of difference at the time and a strategy that proved to be incredibly successful.

As Burrell says: “Late 2006 JVC NZ asked us if we could run the total JVC NZ business for them. This required us to employ a team of staff including a sales team, Product Manager and Operations Manager, with all sales and marketing handled by us. Within a year we had achieved the budgets set and it was time for JVC to take over and handle the operation from its head office in Australia”.

BMG prides itself on taking an interest in its client’s activities and building on long-term relationships to get the job done “right first, and wonderful second”. As the JVC case study shows, the first thing BMG does is “listen carefully to you so we can define your aims and objectives. Only then does the creative process begin”.

A mobile company

The first contract Ashley Burrell’s newly formed Abtec signed in mid-1993, was with Ericsson Cellular, installing cellular handsfree kits. The growing popularity in this category was part of the impetus for forming the fledgling company. Burrell was no stranger to the mobile phone industry, having previously worked as National Sales & Marketing Manager for Samsung’s Cellular Phone Division in Sydney Australia and U-Bix Communications Ltd in Wellington.

Abtec then became a Telecom mobile dealer, selling and connecting cellular phones to the network. As the years went by it was a logical progression for Burrell to take advantage of his years of experience in the automotive industry to move into distribution of Vehicle Security and Car Audio. The company had come full circle from Burrell’s initial move to Australia in 1981 to pursue a career in the automotive industry.

BMG: diversity

Insurance, video and games feature amongst the many and varied sales and marketing roles Ashley Burrell has enjoyed – adding yet another few strings to a bow that can be used to a client’s best advantage. In 1988 Burrell joined the family business in Australia as the National Sales & Marketing Manager for Burrell’s Network Insurance Brokers Pty Ltd. Later, while still in Australia he was appointed Managing Director of Multisound Australia Pty Ltd. Multisound distributed nationwide to the video industry including Video Ezy, Blockbuster Video, Civic Video. The products were a wide-range of games including Nintendo, Sony Playstation, and various accessories such as blank tapes, security labels and video rental protective cases.

This lifetime of experience benefits all Burrell Marketing Group clients. Whether you have a small or medium business; or a large corporation, Burrell Marketing Group can help you with the overall branding and design of your business and its products. This includes logos, business cards, websites and advertising design, right through to the 3D animation of products or services, and the production of TV and radio commercials. See our portfolio here. It can also assist you with the design and placement of media in multiple channels, including television, newspaper, magazine, radio, outdoors, the internet and direct marketing.

Not all marketing is expensive. As Burrell Marketing Group can show you, it’s just about getting the marketing mix right.

Please contact us to find out how Burrell Marketing Group can help you when it comes to marketing.