Challenge: Convince a client you’re the right person for their company
Spectrum Reach Account Executive Leah Harrelson was facing new obstacles when she recently switched companies, moving from selling print advertising to selling cable TV. Harrelson knew it wouldn’t be easy, but that AdMall would be there to assist her when she approached a local RV dealer.
“As a new account executive for this client, I had to prove my worth with research to show my skills in knowing how to use data to show where best to put advertising spend,” said Harrelson.
Harrelson’s prospect was dealing with challenges of their own as well.
“The owner is extremely hands-on,” said Harrelson. “At our first meeting it was time for renewal, but he didn’t sign. He told me that he didn’t understand what was on the contract and wanted to work with someone who had the best interest of his business that could explain things where he could understand it. He also wasn’t sure that what he did over the last year was working as best it could.”
Solution: Turn to AdMall’s AudienceSCAN Data on RV Buyers
Harrelson’s strategy was to prepare with AdMall’s AudienceSCAN data on RV buyers.
“I showed him the ‘Advertising Response Past 30 Days’ for RV [customers] on television was 48.2%,” said Harrelson. “This showed the impact advertising on cable has for their industry. AudienceSCAN also shows what sources people use to consume media and cable subscription was the top source with RV [customers].”
“His new plan included ‘Ads Everywhere’ which allows him to be in front of a targeted audience and complimented his linear campaign and gave a well-rounded share of TV viewers. This helps us align them in the best manner for maximizing return. With the data showing RV spend, we used that to identify zip codes to target for their streaming ads and showed how that would layer over their current zones with linear.”
Result: High activity and room for growth
“They are staying busy,” said Harrelson. “He loved seeing the RV data and it assured him that the work was done to make the best places to target, over the best tactic, to make the best plan for him.”
According to Harrelson, the final 12-month contract was for $65,000.