Case Study: Rich Carr

Almost doubled his company’s revenue

You know how some advertising agencies can be a bit intimidating with their low swinging hipster skinny jeans?

Well, pick up your imaginary sledgehammer and squash that vision into purple Play-Doh, add a liberal dash of tangible metrics and sprinkle in a hefty dose of jaw-dropping results. You’ve now got something pretty close to Rich’s company.

As President of Carr Knowledge Interactive Marketing & Advertising, over the past three decades, Rich has worked with hundreds of businesses to develop their marketing plans and strategies, generating millions of dollars for clients including Volkswagen, Subway, Max Muscle Sports Nutrition and municipalities such as Denver & Seattle.

Before taking The Pendulum course Rich wasn’t exactly struggling—quite the opposite. His business, Carr Knowledge Interactive Marketing & Advertising, was thriving. But at odds with an industry viewed by many with suspicion for creativity for creativity’s sake, he was on the lookout for ways to strengthen research procedures and add direction to the creative process. In a nutshell, Rich wanted to boost results and make things even better.

“Even better” quickly became an understatement for Rich’s results. Almost doubling his own company’s revenue, as well as increasing the revenue of 100% of all his clients.


Here’s the story:

IN RICH’S WORLD, IT ALL STARTS WITH DATA.

Data has no agenda, as he likes to say. Armed with the right data, an army of creatives can move forward and conquer the world (or at least, an audience). So when Rich heard about how Pendulum can add a new layer to data analysis—a historical layer—his ears pricked up.

“Pendulum took a direction (history) and gave it order (patterns) to be applied to today’s problems. Because I work in Interactive Marketing, the metrics I have at my disposal display patterns all the time. Now I have historical, documented logic to apply to those patterns and precisely how an audience will react.”


So how did he collect this data and how did it work out for him, you’re probably wondering?

“I took client’s current issues and researched similar issues forty years ago and how they were then resolved.

I then took the information learned from Pendulum, as well as our own intellectual property, and developed marketing plans and campaigns, which we then administered.

Essentially, Pendulum altered our paradigm into research by adding a historical element to our typical procedure. We’ve since elongated that process into researching series of 40-year timespans to gauge patterns within those shifts and applied what we learned to our campaigns.

We’ve never had a better year, and I’m proud to say neither have our clients”.


But it’s not just all about data. It’s also about communication.

FROM RICH’S PERSPECTIVE, THE IDEA OF SHIFTING SOCIAL VALUES IS NOTHING NEW

we all know that today’s generation responds differently than the baby boomers. But what Pendulum does is allow you to connect the dots by defining these shifting social values and enabling you to apply that knowledge to what you’re trying to communicate.

When it comes down to the nitty-gritty, the most effective communication style is determined by which Cycle a particular generation grew up in. The younger generation (aka Gen Y) are from a “We” Cycle and need to be spoken to in a language that matches their own. When asked “How has understanding how to speak in a ‘We’ Cycle helped you”, Rich responded:

“How does speaking Italian when visiting Firenze help a tourist? Communication. If communication is defined as ‘the act of communicating’, Pendulum helps to begin a conversation on stable common ground”.


Here’s an example of how he did it:

CARR KNOWLEDGE WAS WORKING ON A PROJECT FOR DUKE’S CHOWDER HOUSE IN SEATTLE, PLANNING THEIR UPCOMING CAMPAIGN ON SUSTAINABLE SEAFOOD – WILD FORM ALASKA.

 

  1. Looking back 40 years, he identified what is arguably the most famous ‘sustainable’ commercial of all time—“Iron Eyes Cody”, where an Indian sheds a tear during a public service announcement about pollution.
  2. Viewing it through the Pendulum lens, they gained inspiration from this and began to position everything as sustainable, wild, natural.
  3. They changed the website, the imaging and the overall look and feel of the brand
  4. They changed the ingredients on the menu and began catering to Paleo eaters and gluten-free fans.
  5. They began writing about Duke traveling to Alaska to inspect the catch and handling every salmon at his restaurants and released them as home-style videos rather than polished advertising creative.

The results of applying this Pendulum perspective were astonishing.

KEEP IN MIND THAT THEY GET PAID BY CLIENTS ON A RESULTS-BASED BASIS, SO THE RISK OF TRYING THIS NEW TECHNIQUE WAS ENTIRELY ON THEIR SIDE – THEY COULDN’T AFFORD TO FAIL.

After culling their client roster of businesses that wanted to use the “spray and pray” approach to advertising, Rich’s business increased nearly twofold in the six months that followed, also landing two Fortune 50 clients.

With 2012 being their first year utilizing Pendulum as a core pillar in their Marketing Plan development, Rich is pleased to report that all client business is on the rise;

“100% of our clients are ‘up’ monetarily or can see that direction has changed and improvement is well underway. If 2013 were starting today, I’d be enjoying a 32% raise across the board. Happy New Year.”