Since 2001, we have helped Diageo develop and deliver esp (environment, service, product) – the award winning on-trade category development programme. So far, we’ve trained over 50,000 pubs to become more profitable. For example, moving over 75% of the trade to a quality serve for long mixed spirits and (during 2008) over 40% to stocking premium products. esp has won the BII (British Institute of Innkeepers) award for quality on two separate occasions.

It’s a big programme – and KLM has the resources to deliver it. Up to 10,000 telesales or recruitment calls per week from our own contact centre. Direct mail to over 30,000 businesses per year; up to 12 day-long training sessions per week – booked and delivered by our operations team and field based trainers. We have created merchandise and mystery-shopped over 3,000 outlets per year. We have also provided in-depth research and evaluation for other Diageo promotional activity.

As if that wasn’t enough, we’ve helped write and design the creative content for the communication and training materials too.

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