”We chose RCP because they were known as a leader in dealership marketing and in the three years we’ve worked with them they have proven to be nothing short of that. Before bringing them on board, our marketing consisted of social media and some traditional advertising. They have since brought search engine marketing, display ads, social media advertising, targeted emails, call tracking, and lead monitoring into our marketing portfolio. Our consumer sales have doubled as a result, and we will never look back on our decision to work with RCP.
CODY TIEMEYERSALES MANAGER, BURNIPS EQUIPMENT


Burnips Equipment Co. (Burnips) is a family-owned agricultural, construction, and lawn & garden equipment dealer providing high-quality equipment at value-driven prices. With eight locations across Michigan and northern Indiana, they are known for their excellent customer service and after-the-sale support.
Campaign Goals
- Increase awareness of Burnips to rural consumers
- Increase leads and ultimately sales for Burnips’ small equipment product lines vs sector
- Showcase Burnips’ knowledge of their small equipment options, build trust with consumers, and continue to be a resource with after sales support


The Challenge
As a top New Holland large agricultural machinery dealer, Burnips was regularly ranking high on the leader board in annual sales. However, they remained virtually unknown by the average rural consumer considering smaller lawn, garden, utility vehicles, mowers, snow removal equipment, and outdoor accessories.
Brought on as Burnips’ agency of record, it was immediately clear in 2018 to RCP that this unique, rural lifestyle audience group was faced with a lot of choices for where to purchase their equipment needs. Burnips plays in a very competitive landscapefrom big box retailers to an array of similar independent dealerships. Seeing an opportunity in the digital realm, we propelled forward Burnips as available resource for these busy farmers and DIY consumers intercepting their everyday behavior with messaging to create awareness of Burnips’ offerings and nurture new customers through the decisions – making process toward the purchase.
What We Learned
Video series built trust with the consumers DIY type lifestyle. A mix of awareness-based tactics with digital advertising in target funnel was successful. A digital landscape allowed Burnips to stand out and deliver content their targeted audience wanted. We discovered a consumer perception that Burnips was expensive compared to big box retailers, so advertising needed to feature pricing and financing to debunk. As competition was increasing their advertising spend, it was more important than ever for Burnips to have consistent advertising.
How We Performed
36,540,352 overall impressions
78,261 clicks
162% increase in new visitors
3,040 conversions
64.73% increase of units sold
200,000+ video views
nine-month campaign results.

