Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
When we launched our product in the test market last year, we were hoping to hit about two cases per store per week. Through the marketing strategies we developed with AMP Agency, we hit that number pretty quickly. The distribution was done through our programs with AMP Agency, as well as a couple of other programs that we did ourselves. Once those were in place, we reached two cases within the first month and a half in market. Those numbers held for the first two and a half months before some of the seasonality kicked in. That was definitely one of our biggest accomplishments last year. This year, we’re not focusing on specific sales or distribution goals. Instead, we want to continue progression and upward movement as we’ve gained new distribution. With AMP Agency’s input, we’ve hit our targets month on month for the past three months.
How did AMP Agency perform from a project management standpoint?
AMP Agency was great and helped start our campaign. They really had a strong investment in it. Since then, they’ve added strategic people to our account. They’ve been able to keep up with us, especially since this is such a moving and flowing brand type. We’re a brand new startup and we’re continuing to try to pivot and change on the drop of a dime. So it’s not just rehashing the same marketing plans year on year; they need to really look at things month to month. AMP Agency performed well in the media and analytical side. They check our media plans biweekly and are able to identify the improvements we should be making. AMP Agency has the ability to change plans at a moment’s notice. They can quickly make a shift, whether it’s timing, tactic, budget, etc.
What did you find most impressive about AMP Agency?
I was impressed by AMP Agency’s media planning and execution. They do a lot of buying and other tasks in-house so that they’re able to move pretty quickly. Other agencies I’ve worked with had a lot of different people doing various things. They had separate media buyings from strategic agencies, separate planners, and separate creative teams. As a result, the transition was not always smooth with those other agencies. AMP Agency’s ability to hold all of those pieces and have those groups work together makes a little bit of a smoother transition.
The digital media strategy of AMP Agency is done by a lot of smart people. They continually try new things, optimize, and are on top of the trends within the digital media platform, from programmatic buying to paid social and others. They’re able to utilize that to improve, update, and monitor our media spend on a weekly basis.
Another great thing about AMP Agency is we’ve always had a very open and honest conversation. Their account people and higher ups still sit down together for feedback. They want to know what’s working and what’s not. AMP Agency doesn’t get defensive and they don’t back down.
Are there any areas AMP Agency could improve?
I know we’re a small fish compared to their other clients, so sometimes we take up too much of their time. Sometimes, small things get missed here and there. There have also been occasions where things have lagged behind. Because we're a startup, everything moves fast. Being that AMP Agency is a large company, sometimes internal processes take a little more time than we want. That being said, they’ve always been receptive to feedback. They are willing to sit down and talk about it. We’ve talked through those types of things and we see improvement when those things happen.
What tips or recommendations could you share that might increase the likelihood of success with AMP Agency?
So far they are doing great.