Sample Speech Excerpt: Holiday Inn Worldwide General Session Address - EVP Marketing

 

Introduction.

 

Thank you, Jack and good morning everyone. Results. That’s why we’re all here, isn’t it? Not activity, but results. And it’s not just what we’re all ultimately striving for; it’s the basis on which we are all judged. And I’m no exception to the rule. I will be judged solely on the results I produce for your bottom line.

 

But, whether we’re talking about Olympic athletes, or businesspeople, it starts with goals, followed by the necessary hard work to produce the results that make those goals a reality. And, most of the time, that isn’t even enough. Because if that’s all it took, we’d all be running 4 minute miles, and pole-vaulting 19 feet. And generating an ever-growing market share and increasing profits for our businesses across the globe every month, every year, year after year. But, it’s not easy. No news flash there. We’re facing new challenges. Consumer needs and tastes are changing more rapidly than ever before, and our guests aren’t exactly shy when it comes to letting us know what they want. Nothing new there either. And to top it all off, daily leaps in technology are delivering much more information to our doors than we can ever possibly assimilate.

 

So, how do we deal with this? How do we respond to and manage this new environment? How do we continue to achieve results in this ever more complicated world in which we compete?

 

I believe the answer lies in three steps. We must take three fundamental steps, which will form the cornerstone of how we do business from this point forward. The essence of these three points? Simplification, focus, and accountability. Let me address these individually.

 

First, we must simplify. Everything: the organization, the strategy, the promotions, and -key to the day-to-day implementation of all of this - our communications. Second, we must focus. And that means directing our energies and resources on those elements that give us the greatest return on our investments. And that means our investments in technology, promotions, our sales efforts worldwide, and most importantly, with our consumers - the men and women who are ultimately, our real employers. And finally, accountability. We must make our people accountable. Accountable for the fulfillment of their responsibilities, and ultimately, for the results that you, our franchisees, demand.

 

So, what does all this mean to you? Well, the answer to that question lies in the rest of my presentation. More specifically, what the groups that I’m directly responsible for - Marketing, Worldwide Sales, Frequency Marketing, and Reservations - will be doing to address the following key questions:

 

1) How are we going to make better use of your system funds investment?

2) How are we going to simplify the marketing process?

3) How are we going to improve the lines of communication between you and Holiday Inn Worldwide?

 

And ultimately and most importantly...

 

4) How are we going to generate occupancy in your properties, around the world, through the organization and programs we’ll be hearing about today?

 

END