BY Adam Ambro
Challenge: Going through a rebrand without a proper digital advertising campaign
Cameron Reamer, a marketing consultant with the Charlotte Observer, had been selling media for five years when he was able to leverage AdMall’s sales tools to help his city’s NBA team with a new digital advertising campaign.
“The business owner/marketing team is incredibly data driven,” said Reamer. “They specialize in driving ticket sales and generating revenue through highly targeted and trackable marketing campaigns. They have a team that analyzes their ROI and does deep dives into their various target audiences.”
“They are doing somewhat of a restructuring/rebranding of the team [and wanted] a marketing strategy that reaches different audiences and can expand their fan base.”
Solution: AdMall’s Local Account Intelligence Report and more
Using AdMall, Reamer pulled hyper-relevant audience data and matched it to the target NBA team’s existing fan base. He used ad response behaviors of key demographics, particularly new movers, and sports fans. Additionally, AdMall’s local intelligence data provided unique data to the Charlotte market, identifying the best timing and creative approaches for digital messaging.
“[I] couldn't have closed the sale without AdMall,” Reamer admitted. “AdMall played a very large role in helping me pull relative data to match alongside a professional basketball team in the NBA’s data,” said Reamer.
“I focused mainly on different audience groups in the great Charlotte area, as well as new movers coming from out of state. We focused on their ad responses, as well as different local intelligence trends found on AdMall.”
Result: An ongoing partnership thanks to AdMall
According to Reamer, the team’s AdMall-supported digital advertising campaign, which included display, email, OTT, and social media ads, has generated over $178,000 in spending over the past year with the help of AdMall.
“I would recommend AdMall mainly due to its massive value of consumer insights and local account insights,” said Reamer. “The insights and data that I gain from AdMall on target audiences is unmatched compared to other [services] that I have used.”
It took Reamer just around a month to feel comfortable with AdMall.
“I would say I became comfortable using AdMall within the first month or two of being trained on it. I joined various webinars, as well as training sessions,” Reamer explained.
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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.
More About: Sports Teams and Clubs, Professional
This industry includes organizations competing in live events viewed by millions, with revenue streams from broadcasting rights, sponsorships, ticket sales, merchandise, and digital engagement. Sports franchises have evolved far beyond competition, blending entertainment, community, and business on a national scale. Nationally, this industry includes the National Hockey League, Major League Baseball, Major League Soccer, the National Basketball Association, and the National Football League among others.
The teams in these associations are independent businesses that earn revenue from ticket and merchandise sales, but they also share in revenue generated by the associations' work to sell league-branded merchandise and advertising from broadcast events.
