Challenge: Create a compelling radio branding campaign to bring in new customers

Amber Smith, an account executive for Federated Media, says she’s still learning new things in AdMall every day. Consequently, Smith knew the sales tool would help when she approached a local animal hospital with a radio branding campaign ad pitch.

“The [animal hospital] specializes in routine and emergency animal care,” said Smith. “It is a family-​owned business. [Their challenge was] getting clients in for more routine care throughout the year.”

Solution: Turn to AdMall’s Local Account Intelligence Report

Though Smith was new to AdMall, she used the Local Account Intelligence Report for veterinarians to show the potential client how much they should be spending on a radio branding campaign.

“Using the information I gathered from our customer needs analysis, I was able to precisely calculate what [the client] should be spending on marketing and what he would need to spend in order to meet his goals,” said Smith.

“[The Local Account Intelligence Report] showed the client that a certain amount of investment was needed for marketing and advertising to have a platform to consistently deliver messages to people and remain top of mind.” 

Result: A new client with room to grow

“What convinced this client to sign on was the annual advertising/​marketing budget section of [AdMall’s Local Account Intelligence Report],” said Smith. “I landed a $9,000 six-​month radio branding campaign, and I'm hoping to convert him into a key account towards the end of the campaign. I put together a highly effective schedule that runs for one week out of the month for six months.”

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: Veterinarians

Veterinarians specialize in offering health care services to domesticated animals. Suburban practices may primarily serve dogs, cats, hamsters, fish, and other common household pets. Rural practices may specialize in large animal services and make house calls for cattle, horses or sheep. Veterinarians study for four years to obtain a Doctor of Veterinary Medicine. In some cases, the degree is obtained in addition to a four-​year degree but not always.

Independent vet clinics compete with each other, in addition to the services offered at large pet stores. These businesses may also compete with kennels and groomers if they offer these additional services. Note that many private practices are consolidating to larger group practices.

The outlook for the industry is very positive as consumers continue to own more pets and spend money on pet wellness and health care. The industry is currently struggling to meet demand in some cases because the nation’s veterinary medicine training programs have limited capacity.

There are approximately 87 million pet-​owning households in the U.S., which is almost 70% of the population.

The industry includes nearly 57,370 businesses that report $62 billion in revenue. Specifically, the American Veterinary Medical Association reports an estimate of 90,200 veterinarians currently practicing.

There are also clinics that identify as emergency veterinary services, which has a market size of about 45,660 businesses in the U.S., with projected total average sales of $14 billion in 2023.