Challenge: Reaching the right types of audiences during the Final Four

Kristen Robinson, of Spectrum Reach, has won multiple Sell Smarter! Awards over the years, so it comes as little-​to-​no surprise that when the Final Four rolled around earlier this year, she knew she could take all her sales experience and close a sale. Little did she know that there would be three local companies that would come around on her sales pitch.

“The Final Four and the National Championship in the Raleigh Area [generated] historic ratings as UNC and Duke faced off in the Final Four,” said Robinson. “I used the Local Account Intel to help close business in the health care, education, attorney and home improvement categories. Huge win for me. I have been using AdMall for over 3 years, and I use it for every single pitch I do. The intel reports are my favorite tool.”

Robinson said that the companies she approached were not facing any immediate challenges, highlighting that not all companies need to be in trouble for sales reps to be successful with AdMall.

Solution: AdMall’s Local Account Reports

AdMall is full of Local Account Intelligence Reports for all kinds of sports, college ones included. Additionally, there is an AudienceSCAN report for college basketball fans specifically. And Robinson used this information to make her pitches to local advertisers and agencies that wanted to connect with fans during the Final Four.

“I worked with an agency I have been trying to close for months,” Robinson. “[They’ve] always shown interest in sports but never closed. [Then the] Final Four came up and I sent information and before I knew it, we closed a $5,000 deal. His client is a big attorney in town that airs on broadcast not cable.”

“[The next sale was] another agency win. I closed a client that has been off the air for at least five years — a home improvement business.”

“Another win was in health care. I had been cold calling them for a few weeks and was able to close them with Final Four and the National Championship.”

“[Another] was current customer, a community college, that bought a streaming package.”

“[The Final] current client bought about $50,000 worth of streaming and linear packages.” 

Robinson utilized these sports reports the most to get her potential clients to respond.

“I pulled intel reports to show sports interests,” said Robinson. That helped tremendously.”

Result: Three new clients in a week

Timing, and sometimes a little luck, can be everything in sales. For Robinson, a once-​in-​a-​lifetime Final Four matchup was crucial in bringing on so many new clients in a single week.

In all, the three new clients, in addition to the two renewals, added up to $65,000 in a single week.

For those who may be new to AdMall, Robinson had simple advice.

“If you are in sales and not using AdMall, you are missing out on a huge resource that can help you close current and new business,” said Robinson.

AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client.

Everything from market demographics, consumer spending, marketing/​budget figures, top products sold, industry challenges and opportunities, and more can be found in this report. If you’d like to learn more about the Local Account Intelligence Report, feel free to register for the next AdMall 101 webinar in AdMall’s Learning Center.