Best Independent Marketing Campaign

26 January 2005
Best Independent Marketing Campaign

"It both hit objectives and came in under budget. That's what marketing is all about"

The winners of last year's award in this category proved that where marketing is concerned often it's the simple approach that counts. Forget your gimmicks, stunts and convoluted branding exercises, Warren House, a stand-alone conference centre business in Kingston upon Thames, Surrey, can put its success down to clear objectives and thorough customer research. Together, these factors have produced clear, quantifiable results.

The judges were looking for the most enterprising and effective campaign run by a single-unit hospitality business over the previous 12 months. And if there is any business out there that thinks it can match Warren House's achievements, then it may be in line to receive the 2005 award.

The primary objectives of Warren House's campaign were to increase occupancy levels above the achieved level of 63% and exceed the sales budget for the final quarter of the trading year to 30 April 2004 by 10%. The secondary objective was to continue the 10% increase in sales through the following trading year to May 2005.

This would represent impressive growth if achieved, which is exactly what Warren House did. Business in January and February 2004 was up by 26.6% and 21.6% respectively, easily achieving the primary aim, and the company is confident that record growth will continue.

What really impressed the judges was that Warren House achieved this target with an extremely modest budget. Sound use of third-party marketing, working closely with two training firms that shared a client base, helped keep the marketing spend below £2,000. One of the judges, John Pallagi, who won the award the year before for his restaurant and lounge bar Room, in Leeds, said: "It both hit objectives and came in under budget. That's what marketing is all about."

Focused customer research indicated that the core target of the campaign should be to increase both day and residential business on Mondays, Fridays and weekends. Fellow judge Bill Vickers said: "It's bang on target - simple stuff. It was a very clear set of objectives; the marketing campaign was clearly linked to the objective; and the results were borne out. The value of what they've done is fantastic."

If the same can be said of your business, then here is the chance to speak up and get your success recognised. To enter your business and become an example to others when it comes to independent marketing campaigns, fill in the separate form included in this brochure. Additional entry forms can be obtained from Sarah Sutton on 020 8652 8349.

Deadline for submissions is Thursday 25 March, with judging taking place at London's Grosvenor House hotel on 20 April.

Judges' criteria - Businesses enter themselves for the Best Independent Marketing Campaign Catey rather than being put forward by a third party.

  • To qualify for the award the business must be a single-unit hotel, pub, restaurant or other catering outlet directly controlled by the owner.
  • Individual outlets belonging to chains are not eligible. Individually owned hotels that are members of consortia, however, may enter.

Don't forget
All nominations in this category MUST be accompanied by a supporting statement.

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Jacobs Media is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


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