Challenge: Competing with big-​box stores without a proper multimedia advertising campaign

Jacob Humphrey, a business development executive from Lee Enterprises, had only been on the job for five months, but immediately knew that AdMall’s sales tools would come in handy when approaching a local paint store that needed help creating a multimedia mixed advertising campaign.

“The owner…runs a family-​owned local business that has been proudly serving the community for 23 years,” said Humphrey. “Their deep roots in the area and commitment to quality have earned them a loyal customer base. They are dedicated to helping their customers find the perfect products for their needs, offering personalized service and expert advice.”

“They were facing the challenge of expanding their business by building another location in the neighboring town. This expansion is a significant step for them, especially since they have never done any advertising before. They needed a strategic approach to reach new customers and establish their presence in the new market, which is where our advertising campaign came in.”

Solution: Turn to AdMall’s Co-​op Report

To create a well-​crafted multimedia advertising campaign, while also saving the advertiser some money, Humphrey looked to see whether co-​op advertising funds might be available for them.

“AdMall played a crucial role in overcoming these challenges by allowing me to discover that [the company] was qualified for co-​op funding through Benjamin Moore,” said Humphrey. “Armed with the detailed co-​op information provided by AdMall, I was able to propose a comprehensive marketing plan that would effectively promote both their current business and their new location. The key advantage was that a significant majority of the advertising costs would be covered through their co-​op program, making the campaign not only strategic but also highly cost-​effective for them.”

“The marketing plan I proposed for [my advertiser] included a variety of advertising formats designed to maximize their reach. Specifically, we are utilizing monthly video production to showcase their products and services, high-​impact reveal ads for maximum visibility, ROS (run-​of-​site) banner impressions, video banners, and exclusive email marketing campaigns—all featured on our local newspaper's website. Additionally, we included print advertisements to ensure a comprehensive approach that reaches their target audience both online and offline.”

Result: A rep new to media sales helps a company advertise for the first time

Humphrey’s multimedia advertising campaign was an annual agreement for a total of $9,000. 

AdMall maintains a database of detailed co-​op funding/​market development programs for over 10,000 brands. There is no cost for vendors to have their co-​op advertising program details listed in the AdMall intelligence system. When vendors share their co-​op plan with AdMall, their local dealers can have the kind of success experienced by this beauty salon and this window treatment retailer.

More About: Paint and Wall Covering Stores

These retailers sell interior and exterior paint and stains and wall covering supplies and accessories. They may also sell window covering materials and may offer the services of interior decorators to help clients select appropriate colors for their homes and businesses.

Specialty retailers compete with mass merchandisers and with large home improvement retailers. In addition, paint and wall covering stores also compete with local hardware stores and company-​owned paint stores. Some local paint and wall covering stores compete by aligning themselves with one major manufacturer.

The primary clientele of these retailers includes homeowners, decorators, builders, and home remodelers. Stores can maintain market share by selling quality products at a competitive price and offering advice and service.

To some extent, sales are dependent on new home construction as well as remodeling. However, the home redecorating market is considered steady. Marketing to increase sales of newly developed products and/​or decorating techniques occurs regularly.

This industry includes approximately 3,100 businesses and report revenue of $15.8 billion.