Carlson Marketing

The Client

Carlson Europe is a leading Sales & Marketing services company based in London. Carlson is best known for work within consumer loyalty and direct marketing, as well as offering strategy consulting through its Peppers & Rogers consulting division.

As a part of the worldwide Carlson Group of companies, Carlson’s UK clients include Orange, Coca-Cola, Hyundai and Nissan.

The Situation

Carlson had a number of senior Directors running both client relationships and a number of business development initiatives. In order to plan and execute against a large growth target it was decided that a resource was needed to give structure to new business, and to add some real momentum to new conversations and relationships.

At the same time, Carlson had a number of new loyalty and strategy propositions which it wanted to bring to market in a controlled manner, and in order to effectively achieve this, a skilled team was required.

The Solution

Buyingtime put together a team to help Carlson drive new client wins into the business. Working with the senior team to understand and prioritise the propositions we quickly delivered:

• A defined, clean universe of client prospects who met specific criteria of spend, profile and vertical alignment.
• Compelling ‘pitches’ which could be delivered in rapid form to potential sales opportunities
• A dedicated sales resource who could work at board level to generate interest and set up new business meetings
• Full and accurate reporting on all conversations, mailings and seminar invitations.

Since July 2006, we have executed five separate (often concurrent) campaigns for Carlson and continue to work successfully with them.

The Benefits

Contracts have been won with Orange, Coca-Cola as well as M&S Money as a direct result of our team’s efforts. The Client’s marketing team has been able to use our reporting data to build a clean prospect universe which is now kept updated and used for each campaign cycle.

The value of client work won to date by Buyingtime on behalf of Carlson exceeds £2m.

“Besides quickly gaining a solid understanding of our specialist proposition, Buyingtime helped us sharpen our own understanding of the value of our offerings to prospective clients. Director-level meetings  were arranged of a high quality, providing us with valuable solid introductions.”
Valerie Popeck, Marketing Director, Carlson Europe