AdMall’s AI Executive Summary Helps to Close a Digital Roofing Ad Campaign
BY Adam Ambro
Challenge: Failing to create a digital roofing ad campaign strategy
Teila Thommen, an account executive from OnMedia, had only been selling media for six months when she came across a local business that knew they wanted to create a digital roofing campaign, but had no idea how to go about it.
“[The company focuses on] roofing, siding, gutters and exterior remodeling,” said Thommen. “Both [owners] are hardworking, approachable and dedicated to building their business reputation the right way.”
“They had absolutely no marketing direction or strategy and had been relying almost exclusively on word of mouth. With unpredictable weather and scheduling challenges in construction, it was tough for them to keep new business flowing consistently.”
Solution: AdMall’s Digital Audit new AI tool
“I started with [AdMall's] AI Executive Summary,” said Thommen. “It’s quick, one page, and instantly gave them a clear picture of their market and how they could fit in. That snapshot built credibility on my end of things, and from there I went deeper with category trends, digital audits and audience insights.”
“Instead of handing them something prepackaged or cookie-cutter, I built a plan that was fully custom and designed around their business, their goals, and their realities within the next year. They leaned heavily on that research and guidance because it was the first time that marketing felt clear and strategic to them rather than a ‘spray and pray.’”
Result: An impressed client and an ad campaign with room to grow
Almost immediately, Thommen’s digital roofing ad campaign proved successful.
“We kicked off with a $12,000 three-month trial, putting together a mix of tactics tailored to their business,” said Thommen. “Even with all the crazy weather and scheduling issues roofing brings, they’ve been thrilled with the results and how flexible we’ve been in pivoting.”
“They have been impressed with the whole process and despite some challenges, I feel as if this has significant potential beyond the trial run. With the strong foundation we’ve built, this $12K investment can easily grow into a $48,000 annual plan that keeps their momentum going year-round and helps them stay ahead of the curve.”
You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.
AdMall’s Digital Audit will do a real-time data capture of any client or prospect’s digital presence in less than a minute. Using real-time big data to analyze the account’s activity and findability, the Digital Audit:
- Generates an AI Analysis for recommendations to improve the advertiser’s digital presence.
- Creates AI-generated campaign suggestions and competitive ideas to share with your client.
- Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
- Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
- Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
- Compares the account’s digital presence to their top local competitors
- Does in 60 seconds what would take you 60 minutes to do by hand
- Incorporates data into tablet-optimized sales presentations in AdMall PRO
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.
Roofing firms may also specialize in materials such as slate. When working with clients, roofers may have to bid on projects to win jobs. Contractors may also regularly apply to stay on pre-qualified contractor lists to be eligible to bid on projects.
Total revenue for roofing contractors (which includes not only value of work performed but also other items billed, such as materials) is approximately $51.3 billion. These businesses total approximately 99,200.
