Europe's largest manufacturer and supplier of conservatory blinds and patio awnings,
Thomas Sanderson was looking for new ways to improve return on marketing
investment. Using ESP they were able to build an accurate picture of the company's
customers, their attitudes, beliefs and motivations.

Strategy

ESP’s customer modelling was used to elicit values from a sample of 150 existing
customers. Thomas Sanderson's marketing objective is to increase appointments for
customers to meet designers. ESP spoke to customers at all stages of the sales
process: those who had merely booked an appointment; those who had bought a
product following an appointment; and those who turned down the chance to book an
appointment.

The ensuing analysis was able to tell the marketing and sales teams about the
different motivations of customers at particular stages of the sales process.

The client also gleaned valuable insight into how it could tailor communications to this
profile, thereby securing more of the customers they desired. Perhaps even more
importantly, Thomas Sanderson now knows what turns customers away, and can omit
these triggers from all customer communications.

The Results

The research also created a window of opportunity for Thomas Sanderson to ask its
agency and in-house creative teams to improve its direct marketing, based on the
findings.

The company has now incorporated the critical findings into all aspects of its
marketing, including its call centres and printed media. Thomas Sanderson has also
tested the new work - with positive results that have more than returned on the
investment made.

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