New launches focus all eyes on the target

Since my last diary most of my time has been taken up planning the advertising campaigns with our agency, the launch of our new Client Entertaining product and planning for the next budget year.

Easter is always busy, with families and couples all getting away for a break. Activities are arranged each day to allow a clear conscience for all the eating that takes place. Keeping the children occupied is important, and the PlayStation room and splash parties are welcomed by all. Many guests book for the following year before they depart.

Our advertising is targeted at this time of year. Space is bought on a weekly basis to allow for greater response levels and to switch locations and publications where necessary. The agency measures the effectiveness of publications. It has our availability charts and understands how our customers buy, which results in effective suggestions for ad space.

In March we launched a new product called Client Entertaining. The launch day was targeted at entrepreneurs who are likely to take their top clients away for a day to thank them. We assigned one member of staff to every three clients and the teams sampled archery, clay target shooting, falconry, horse-riding, off-road driving and more. The idea was that they went away with a big picture of all the activities at Gleneagles, and, of course, booked. The day was a huge success and a booking has already come in which instantly covers the cost of the day.

We have also launched our new Web site and taken on-line bookings and sold golf merchandise within the first week. If you have access to the Web it is worth visiting, perhaps send a postcard to a friend or visit the "tearoom" and join in the conversation.

I have had only a few phone calls with Katie, my Edinburgh University "mentee", since I last wrote, as she is in the middle of exams. The formal programme comes to an end on 5 May, although my contact with Katie is set to continue. She will work closely on next year's mentoring programme and how we can improve it. I met one of our design agencies to discuss an identity and name.

We have an away day this month where each member of the sales and marketing team presents their key result areas to the team leaders in the resort. The sales and marketing plan is also presented, ensuring all the teams buy in to it from the outset. n

Terry Waldron is marketing manager at Gleneagles hotel, Auchterarder

Next diary from Terry Waldron: 27 May