Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?
We measure our business with organic lead growth, which is a customer coming through our site and understanding the brand, and we do that on a same-store basis. We also look at our same-store leads during a specific period. Over the time we’ve worked with Duncan Channon, we’ve had a 20% annual growth rate every year in organic leads. We’ve more than tripled our sales since we’ve worked with them, going from about 50,000 sales to over 150,000 this year. We’ve had five very successful years, and a lot of that is attributed to the marketing efforts.
Our work this year is connecting with the customer at a greater rate than any of the past work. We’re seeing upwards of 30–40% lead growth this year since we launched the new campaign.
How did Duncan Channon perform from a project management standpoint?
When we started working with Duncan Channon, we were upfront about our preference to be involved. We’re not going to throw a bunch of ideas over the wall to them, let them go off into their factory, and then come back with the ideas three months later, and not be on the same page. So, very early on, we started a process with them that we call ‘the sausage factory.' We get in and see how the creative is being made, ensuring it moves in a direction we both feel good about. From a project management standpoint, I think that’s unique compared to other agencies.
The openness is hard sometimes, specifically in creative. We’ve built an incredible amount of trust through that process. We can get in there and fight the battles together and come out with work of which we’re both extremely proud. It’s been a partnership throughout the years, and it continues to get better. We have full access to all the creatives that the team works on, and that’s been our recipe for success.
Duncan Channon's team meets all our expectations. We’ve had some unique and challenging things, dealing with music rights and big artists, very strict deadlines, and big egos. We’ve managed that together. We push when we need to, and everyone gets to the finish line. When we have time, we let it breathe. I can’t think of an event that hasn’t ultimately gone as planned. We’ve met every deadline we set for the team.
What did you find most impressive about Duncan Channon?
I would say it’s their ability for the creatives to speak to business people and business concepts and appreciate those, ingest them, and let that impact their work. That’s made a big difference. Their CMO works on our account, and I’m able to talk complex business issues with him as well as creative, then have that merge. They’re upfront and honest about what they do and don’t understand about the business. They take that information, go to our dealerships, and learn how it works. That has been special for me; being able to have meaningful conversations from a business perspective and then see that valued and wove into the solution that comes during the creative process.
Are there any areas Duncan Channon could improve?
I wish I had something to balance out the review, but Duncan Channon is the agency I’ve worked closest with and has had the biggest impact on our organization. We’re really excited every time we get to work with them.