Challenge: Competing with major paint retailers in a small market

Danielle Bernard, a multi-​media account executive with the Hickory Daily Record, has been an avid user of AdMall since July of 2018. She’s used the tool in the past to close sales and knew it was the perfect solution for approaching a local paint store.

“The family-​owned and operated paint store serves three areas in multiple markets in North Carolina and has been in operation since 1987,” said Bernard. “The owner is molding his daughter to take over the business when he retires. They believe in quality products, excellent customer service and supporting our local community.

“[They’re facing] competition from multiple same-​business competitors in the market and the big box stores. They wanted something that would drive traffic and results to their business above the rest.”

Solution: Turn to AdMall’s diverse sales tools

Bernard ended up using multiple facets of AdMall when preparing to pitch to the paint store. She used portions of the Local Account Intelligence Report, demographic data and the Digital Audit and then compiled all of that information using AdMall’s presentation tool.

“I used the ‘Opportunities & Challenges’ for their industry type and the ‘Top Product Categories,’” said Bernard. “The product information showed the customer what types of paint would be best to showcase in their ads based on the information given in the metro-​area. I used the Digital Audit portion [to show] that 47.6% of painting service customers have used Google search and maps when deciding to purchase products.”

“I like that you can build a presentation [in AdMall] for your business type and it pulls in their account information and the digital components. I then cherry pick what I think is best for a proposal. The co-​op report is great and allows me to do the research for customers. It helps me help the customer, so they can feature their co-​op funded products for advertising reimbursements.” 

Result: An all-​new digital ad campaign

Bernard’s preparedness impressed the local paint store. They agreed to an all-​digital package with the Hickory Daily Record that included an SEO builder package, SEM targeting a 25-​mile radius and local display advertising with an email marketing campaign.

The agreed upon contract was for a 12-​month period and totaled $9,000.