BY Adam Ambro
Challenge: Keeping pace in the colder months without a unique plan like a streaming radio campaign
Max Valkner, a marketing consultant from Zimmer Communications, had only been in his position for four months, but had been using AdMall since day one. He wanted to approach a local company about his idea to broaden their reach with a streaming radio ad campaign.
“The business is owned by a husband and wife, both of whom are very respectful and open to hearing new ideas, but they require substance and research for proof behind what I tell them, like any good business owner should,” said Valkner.
“They were struggling to pace for the fourth quarter which they knew is usually a slower quarter, but they were not predicting it to be as low yielding as it was. They weren’t convinced that advertising in the fourth quarter would do anything for them but the research I used proved to them that it was worth it and that our tactics would show them an ROI.”
Solution: Turn to AdMall’s market intelligence to show substantive valid business reasons
“I used the [Local Account] Intelligence Report in AdMall to do some preliminary research before presenting a [power washing streaming radio ad campaign] to go along with [a sponsorship],” said Valkner.
“I used facts like ‘industry professionals predict increased demand for Do It for Me (DIFM) services, due in part to the aging of a large portion of the population’ and ‘many homeowners are willing to do DIY home painting, which presents a challenge for these businesses.’ These facts from AdMall are what made the difference in getting the sale.”
Result: A client seeing immediate results
In total, Valkner’s proposed power washing streaming radio ad campaign amounted to $8,300, along with a $2,000 donation to a local food bank.
“I sold them a food bank sponsorship charity event that we do on the radio and all of our social media pages and the station website,” said Valkner. “People can donate to request a song, and the painting business is the title sponsor and will match whatever the audience donates, up to $2,000.”
“I also sold them a regular [power washing streaming radio ad campaign] schedule leading up to the radiothon to build the business's brand awareness before they took on a large sponsorship.”
Valkner had advice for those who want to best utilize AdMall.
“I became comfortable with AdMall very quickly since I use it about every day and it is very easy to use,” said Valkner. “I would show [other reps] how certain aspects of AdMall have helped me close deals and tell them why it would help them and their clients.”
You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.
More About: Painting and Power Washing Services
The painting contracting industry is populated by small businesses, and barriers to entry are low because the equipment and training necessary to launch a paint contracting business are inexpensive in comparison to other businesses.
Contractors typically purchase paint and other coatings on behalf of clients, and they also purchase equipment and supplies necessary to complete the job, such as ladders, brushes, and rollers.
Painting contractors may be expected to bid for jobs, especially for commercial or institutional work. In the residential market, they must sell their services in a way that convinces homeowners it is worth having a professional do the job. Many homeowners will do painting work, especially interior painting, themselves.
Large issues facing the typical painting contractor include the high cost of insurance, which drives up the cost for clients. Because painting is considered an unskilled profession, these business owners face difficulties in securing legal documented workers.
The painting industry includes approximately 268,000 businesses that report revenue of $42.7 billion.
The pressure washing service generates an approximate annual revenue of $1.2 billion with about 32,200 businesses.
