BY Adam Ambro
How to raise awareness using a brand-new multimedia roofing ad campaign?
Taylor Lammi, an account executive from Sinclair, had been selling media for six months when she approached a local business. She wanted to help them by crafting the right multimedia roofing ad campaign to overcome the challenges they were facing.
“They wanted to get more leads and call-ins,” said Lammi. “We had a pretty bad hail season, so they knew people needed to get their roofs fixed. [However, they] didn’t want to spend the money because of the fear that hail will just happen again. That is how we came up with the tagline ‘Let Insurance Pay for Your Roof!’”
How did Lammi use AdMall to help?
“When the client first started working with us, they put all their money into CTV and weren't seeing the results they were looking for,” said Lammi. “I used [AdMall's] local account intelligence report on them to figure out what others in the market were doing.”
“I told them that 48.9% of local ad spend was going towards digital/online, and only 22.6% was going towards TV, so instead of putting all their eggs in one basket, they should diversify their marketing mix.”
"Also, I used the target customer profile to help tailor their audience segmenting with their digital marketing. I pitched them our advantage package, which includes streaming TV, broadcast TV and banner ads. I showed them how much more they would be getting by signing our package deal vs. just doing streaming TV.”
What was the result?
The client loved the multimedia roofing ad campaign and agreed to an annual contract with Lammi.
“I got them to sign for [the package I proposed,] which is an annual agreement,” said Lammi. “[It came out to] $4,500 per month, or $54,000 total.”
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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: Roofing/Siding Contractors
Roofing contractors repair, replace and maintain roofs on residential, commercial, and industrial buildings. Most roofers learn this trade with on-the-job training, and a formal apprenticeship training program can last up to three years. Roofing companies may also sell services such as insulation and siding and therefore present themselves as experts on maintaining the exterior materials of homes and buildings.
The outlook for the industry is about even with general economic growth. Installation of roofs on new buildings is closely linked to the general housing and construction market. Key industry issues include the costs of liability insurance and materials, as well as the difficulty in finding local employees to take these positions, which has often led to the hiring of immigrant and sometimes illegal laborers. Immigration policies will have a major impact on this industry.
Roofing contractors are experiencing strong demand, with 78% anticipating growth in 2026 and 89% expecting growth over the next three years. The roofing market overall is growing at 4% to 5%. Exteriors contractors also report optimism: 75% expect revenue growth and 74% anticipate higher profits in 2026, though about one-third have EBITDA margins between 6% and 15%.
