Challenge: Successfully Marketing During COVID-19
Like many account executives these days, Jacob Flaten of Sparklight Advertising has had to alter the way he approaches his multiple clients during the COVID-19 pandemic.
“Over the course of the COVID-19 pandemic, many of our advertisers have faced a large amount of uncertainty with having to temporarily close their stores,” said Flaten. “They quickly had to scramble to change business practices to find ways to stay in business or permanently close. As the advertising arm of a media company, we had to find ways to help our advertisers continue their messaging to their audiences or help them transition their ad dollars from traditional to digital or to a later date when lockdowns ended.”
Solution: Turn to AdMall’s AudienceSCAN Digital Data
To help move these advertisers toward more of a digital approach to combat the lack of in-store patronage, Flaten used AdMall’s AudienceSCAN reports for every sales call.
“The AudienceSCAN data from AdMall was a huge tool in helping me get some advertisers to renew their digital marketing and to help me set myself apart from the competition that was selling other platforms,” said Flaten. “We have a market filled with aggressive TV broadcast and radio sales reps. Using that data to show how specific audiences respond better to advertising formats they don't offer will help set us apart.”
Flaten was also aware that because of the COVID-19 pandemic, many of his clients could benefit from co-op advertising reimbursement funds that they didn’t even know were available.
“The other huge tool was the co-op reports,” said Flaten. “These helped those advertisers that wanted to know what their competition was doing for limited time opportunities, or what extra marketing dollars they could take advantage of.”
Result: Increased ROI During an Uncertain Time
“One client was sold on how we need to continue their advertising through COVID-19 and focus more on an audience of ‘potential switchers.’ They have reported back they are seeing 300–400% ROI,” said Flaten.
The account executive had plenty of suggestions for anyone looking for help on how to navigate the unreliable advertising times we’re currently in.
“I have taken the AudienceSCAN data to every sales call. I would like to say it has contributed in $23,000 in digital ad sales with a $50K proposal waiting to be approved,” said Flaten. “I attribute it as well to $59,000 in cable TV buys. For cable TV, the AudienceSCAN data has helped me make more targeted TV schedules and less of a shogun approach.”
“I would recommend AdMall to anyone who is in a highly competitive market with multiple media sales reps vying for the same dollars. I would also recommend it to anyone that is just starting in the media sales business. I wish I had AdMall three years ago when I was a rookie. It is an amazing tool to formulate ideas on how to approach certain prospects so that you don't come off as too salesy or a complete cold call.”