Morris Site Machinery (formerly ArcGen Hilta)

Morris siteee

The Challenge: Morris Site Machinery is a leading British manufacturer and distributor of a range of world leading on-site machinery through their brands; ArcGen, Hilta, SMC, Denyo, Alcon and Softlite.

Operating out of bases in the West Midlands, Lincolnshire and Scotland, Morris Site Machinery supply lighting towers, generators, welder generators, pumps and power washers to a range of industries from petro-chemical to quarrying and mining.

Previously known as ArcGen Hilta, the business was keen to understand stakeholder perceptions regarding its offering to market but was also interested in assessing potential opinions regarding an overall change in business name. Additionally, an exploration of brand awareness in the marketplace was also sought. Having worked with Research by Design on a previous project, RbD were again appointed to work on this critical study.

Our Approach: Having worked with the brand recently on a qualitative study, we were already aware of some of the stakeholder perceptions regarding brand positioning. Thus, to ensure a significant proportion of customers were addressed in this study, and taking into account budgetary requirements, a multi-modal quantitative study was designed.

Given one of the major project objectives was to ascertain brand awareness, we were extremely keen to ensure participants were not influenced by the survey being ‘branded’ as an ArcGen Hilta (or other internal brand) study. Thus, the survey was branded as a wider industry study and ‘fronted’ by Hire Association Europe (HAE). HAE is the industry-leading trade association for the plant and tool hire industry and thus a very reputable face of this study.

Thus, in partnership with HAE, stakeholders (existing, lapsed and potential customers) were invited to take part in a quantitative research study undertaken online and by telephone. In the first instance, the survey was coordinated online with potential participants invited to take part through an email invitation containing a link to the online survey. After allowing a sufficient window for online completions, the telephone stage commenced.

Following a fieldwork period of around two weeks a robust spread of stakeholders had been acquired, allowing us to mine survey data in sufficient detail and permit effective analysis by sub-segment (e.g. product focus, region, depth of relationship, etc).

The Outcome: Insights provided in this study gave the client clear guidelines over its brand positioning.  Subsequently the brand underwent a transformation from the ArcGen Hilta moniker to one fully embedded into the Morris Group. Given the significant positivity and high awareness of ArcGen Hilta (revealed in this study) a comprehensive renaming strategy was developed, with a planned evolution of the name rather than revolution. Utilising the depth of insights in particular regarding products, awareness and competitors, the business has strengthened its position in the market place, significantly increasing its worldwide export presence and bringing new and innovative products to the market place.

Testimonial from Mark Hodgkins, CEO Morris Site Machinery:

“I thought the previous project Research by Design undertook for us was very good, but this recent one has surpassed that. The insights you have provided give us clear direction on the challenges facing the business and the changes we need to implement to ensure success continues in the future.”