What evidence can you share that demonstrates the impact of the engagement?
Sales is the ultimate parameter when you operate in any retail business. DBA helped to contribute to many quarters of increased growth, and we saw increasing sales for the entire time that we worked with them.
We also look at key metrics through research; we use NPD CREST’s syndicated research to understand how we’re doing as compared to competitive sets. With DBA, we always did very well in most of the advertising measurements, such as awareness and persuasion. DBA does a great job building brands that result in increased sales.
How did Daniel Brian Advertising perform from a project management standpoint?
They were always on time and budget with sales-building ideas. Back then, our communication was mostly email, phone, and face-to-face because they were local in our trading area. I manage our agencies by being part of the process, and they were always open to that. It was easy to have meetings at either of our offices.
One of the great things about working with DBA is the hands-on ownership. Dan (Owner, CEO & Chief Strategy Officer) gets very involved with his clients, so we had a good working relationship with Dan and Matt (Principal, EVP & Creative Director). I enjoyed working with both of them tremendously; they’re gifted and talented. The relationship was one of mutual respect and trust.
What did you find most impressive about them?
There were many impressive things. I was always very impressed with their creativity. For example, they helped execute a promotion in conjunction with the National Breast Cancer Foundation that they named Love, Hope, & Pizza. That has stood the test of time; we still support that campaign 10 years later, and we’ve donated over $3.5 million to the organization. Any great brand has an association with a great cause, and DBA was responsible for that campaign.
Are there any areas they could improve?
They were always a partner, and they grew as we grew.
Any advice for potential customers?
Follow their creative instincts. Dan manages the agency to maximize sales results.