AdMall Helps Develop Robust $200,000 Dental Ad Campaign
BY Adam Ambro
How can a media seller help her account grow sales with a multichannel dental ad campaign?
Leah Harrelson, senior manager of sales activation at Charter, has closed many sales using AdMall. She wanted to approach a local account with a dental ad campaign pitch, but first, she needed to know what their current challenges were.
“The business owner is savvy,” said Harrelson. “They wanted to make sure that they were getting their ads [directed] to the best audience. [And they were trying] to make their budget work efficiently for them.”
Which AdMall research reports did Harrelson use?
Harrelson had previously worked with the company, so she had already built a rapport. She felt supplementing her usual approach with research, only found in AdMall, would help bolster her dental ad campaign pitch.
“[The] dental client loved [AdMall’s] AI-[idea] generator and the national [event report] tie-in information,” said Harrelson. “We use the [AudienceSCAN] response information [to tie in with] the plan we build, showing the impact. Putting out creative ideas and building an annual creative calendar has been a game changer.”
“We have a multiscreen approach built for them. [It includes] cable TV, streaming and digital.”
How much did the business spend on the dental ad campaign?
Harrelson’s combination of AdMall research and sharp sales skills led to a closed annual sale of $200,000.
Harrelson gave suggestions to other sales reps who are new to AdMall, or aren’t using it to its full potential.
“If you are in sales, and you don’t use AdMall, you’re missing out,” said Harrelson. “No better time than the present to get in and see how you can add value to your clients.”
