Challenge: A chiropractor unwilling to try OTT again
Niel Sollod, an advertising account executive at Spectrum Reach, is an expert at media sales, having more than 30 years of experience. While doing some prospecting with a new chiropractor client, he found that the business, like many others, was struggling with its staffing.
“The business owners are a husband-and-wife team specializing in chiropractic care and weight loss and nutrition,” said Sollod. “They are both outgoing and enjoy physical fitness and helping people. During the height of COVID-19 pandemic, they had to let go several employees as they dealt with restrictions in operating their business. They are in the process of recovery but are open fewer hours and still have limitations on capacity for physical therapy and other services they provide.”
More than that, the chiropractor was struggling reaching new patients with its advertising.
“I learned that he had tried OTT advertising offered by one of the TV stations and it did not work for him,” said Sollod. “He was not receptive to consider it again.”
Solution: AdMall’s OTT AudienceSCAN Data
“Upon further investigation, I learned that the streaming TV [the chiropractor] had purchased covered the entire DMA and included a very broad selection of networks,” said Sollod. “I told him I could do much better with the help of research from AdMall, and he agreed to another meeting.”
“AdMall is unique in that it is a one-stop source for the most vital phases of the media sales process, providing inspiration and guidance on prospecting along with deep dives into all elements of getting the sale.”
“I used the AudienceSCAN reporting to demonstrate that relying only broadcast TV was missing their target audience. They were surprised to see that 30% of chiropractic patients get their TV programming from OTT and Cable TV and only 7.2% from over the air. I also used AdMall's Market Intelligence Healthcare Needs report to inform the geo targeting of the digital TV plan.”
“I proposed a streaming TV plan, using AdMall's Market Intelligence Healthcare Needs report, to pull zip codes in those zones that indexed over 100% for ‘[people who] experienced neck pain in the past year’ and targeted the network selection towards older active adults using Spectrum’s Audience Finder data.”
Result: A new client willing to start over
Sollod’s pitch for the chiropractor to try OTT again worked.
“The doctor was extremely impressed with the strategy, particularly the Healthcare Needs report that provided insight into the health behaviors of potential patients around his practice location,” said Sollod. “This new client’s initial commitment is $10,500 for a three-month plan.”
Sollod has some words of wisdom for users of AdMall, new and old, who may be struggling to figure out where to begin.
“I have benefitted from several of AdMall’s training webinars and videos,” said Sollod. “My advice is to make AdMall the first website you visit every day. You will always find something useful to apply to all your sales efforts. There is so much in AdMall that can save you time and help you focus on growing your clients’ businesses, but perhaps most importantly, help you grow your own.”
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and decision-makers in America. Now in its 12th year, this in-depth analysis of over 18,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,380 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach,) while crafting a message with impact to those who are most likely to buy.