Simpson Carpenter is a small to medium-sized, independently owned and operated research agency. Based in Wimbledon, it operates alongside blue chip clients in the following areas:
- Retail
- Consumer
- Automotive
- Telecommunications
Its strengths lie in the experience of its people, the creativity which they bring to research issues and the simplicity with which they communicate their findings. Operating in a highly competitive market they have carved a niche and are known for their professionalism and creativity.
Strategy
The broad issues the company faces include competition from ‘boutique’ qualitative agencies which offer ‘groovy’ qualitative techniques but do not join the dots with quantitative research. Budgets are being squeezed too. Research managers too often will rely on outdated findings rather than refreshing with more up to date and specific data. Attraction and retention of staff is also key. Our ads and DM are aimed as much at our staff and potential staff attending interviews as they are at prospective clients. ‘Bloodhound’ was a simple, strong visual idea. It encapsulated the feeling of a research agency that was always alert, always searching and always different.
Objectives of the campaign
- To communicate Simpson Carpenter’s core values of ‘Experience. Creativity. Simplicity’
- To generate at least 10 new business meetings
- To retain existing staff.
- To recruit new staff
- To meet these objectives, the idea of a Bloodhound named ‘Simpson’ was introduced
- The core idea is that there is ‘ordinary’ research. And there is ‘Simpson Carpenter’ research.
The Simpson Carpenter research may be faster when it’s required quickly. More thorough
when it’s detailed. More wide-ranging when differentiation is required etc.
The target Audience
We know who we’re trying to talk to. They’re research managers in companies in the retail, automotive, telecommunications and FMCG markets. We keep in touch with them: we know where they are; and we know what they read. We plot their typical days, we try to imagine their typical weeks and we analyse our potential ‘touchpoints’ with them. The result is campaign planning which makes every penny drive a message to someone with whom we wish to talk.
Media or channels used
Simpson Carpenter has always stood out. We stand out by doing things a little bit differently. For example, we only ever take front pages of magazine advertising. And we do it on an exclusive basis. If a media company doesn’t offer front pages, we try to persuade them to change their minds. If they won’t, we don’t advertise with them. We also conduct highly specifically targeted DM consisting of a simple, elegant, beautifully produced brochure that was mailed to research managers as well as regular opt-in e mail campaigns.
Results
Fifteen new business meetings in two months which have so far generated 3 clients and £200,000 revenue, seeing a 2222% return on investment.
Client Testimonial
“Quick Thinking has been our agency since the launch of ourbusiness 11 years ago. They produce consistently high quality communications material and continue to make a huge contribution to the strategic development of our business.
They are particularly adept at persuading us to remain ‘brave’ when all our instincts are telling us to remain ‘safe’. The braveness invariably pays dividends in a difficult market.
‘Bloodhounds’ was a particularly strong campaign for us. It differentiated us in a crowded, highly competitive market and is now paying dividends in a steady pipeline of new business.”
TOM SIMPSON, SIMPSON CARPENTER
