What was the scope of their involvement?
We had a new product we were starting to manufacture that was different than virtually anything else out there, and we felt like it would be very successful. We had a big margin on it, and we had figured out how to make it the right way. It was a product that was really in demand, but we had no marketing for it. In the past, we had made products that were similar to other people’s products and had done the marketing on our own. We thought it would be interesting to hire a professional marketing company, so we went and met with Daake and looked at some of the things that they had done in the past.
They had worked for some huge companies in Omaha and done a really nice job for them, but even though they had worked for these huge companies, you got the feeling that they were a smaller shop because they were really personal with us. They were just great to work with. They listened to everything that we said. They really got who we were as a small family-owned manufacturing company. They put together a campaign that we just absolutely loved. Our target customer is your general contractor, especially for exterior products, gutters, siding, windows, and things like that. They were able to put together marketing for this little product, which was just fantastic.
How did you come to work with Daake?
We had a former employee who had worked here for a year or two that had gone on to MBA school and had gotten pretty high up with a company called Conagra in Omaha, which is a huge company. He had worked in the marketing department at Conagra with Daake, so when he saw our new product, he thought it was a home run. Conagra is a massive company, and they have used Daake for a number of things, and just absolutely loved them. That’s how we got in contact with them, and then we went down and met them. They showed us some of the things that they had done for other people, and we felt like it’d be a really good fit.
How much have you invested with Daake?
On that first project, we spent around $75,000. We’re anticipating this project running probably around $125,000. Besides those two projects, we go back to them every other month or so and spend $3,000 or $4,000 to have them modify or update things.
What is the status of this engagement?
We began working with Daake in September 2014. That first project was completed at a certain date, but we’ve gone back to them to do little tweaks here and there. We just decided a couple of months ago to use them to redo all of our other ad material, so we’re in the process right now of doing a project with them that’s way bigger in scope than the first one was.
It all comes from the compliments that we got from other people in the industry about how good their work was and us just thinking what they did for that particular product, we’d like them to do for all our other products. We’re working with them a lot right now.