Challenge: Broaden Fabric and Sewing Business' Reach
Jaclyn Freeland, an account executive at Vizella Media, had only been selling media for two weeks when she approached a local fabric and sewing client that was doing well enough in their own market, but looking to expand.
“Because of the size of their inventory, knowledge of their craft, and willingness to share that with others, they were looking to find new ways to reach new audience,” said Freeland. “They specialize in quilting, sewing, fabric, and sewing machines. The two owners are very driven and eager to stay on the cutting edge. They manage their social media pages well and advertise regularly via print. They are very easy to talk to and understand the need for a diverse marketing strategy.”
It was an article in the AdMall Minute daily e‑mail that gave Freeland the idea to reach out to the local fabric and sewing company in the first place. Even though Freeland had only been on the job for a couple weeks, she had been using AdMall during that time and had attended multiple training webinars, so she was able to quickly come up with an idea.
Solution: Check Out AdMall’s Co-op Source Reports
“As a result of a co-op notification through AdMall, [powered by SalesFuel], about Baby Lock Sewing Machines, I was able to locate a local [fabric and sewing store] that is very well known and established locally in the industry,” said Freeland. “I introduced myself and spoke about co-op opportunities and was able to get an appointment right away with both the current owners."
“They were very receptive to all that I had to say because of the research and information AdMall provided. This is not a prospect I would have found if it had not been for the guidance that AdMall provided.”
“The information I learned about in the Baby Lock Sewing machine co-op report opened the conversation. It made me look like I understood their business, which I'm sure is not common when it comes to [fabric and sewing]. Sewing machines are a very niche market.”
Result: An all-digital marketing strategy, with room for an additional print advertising campaign for the fabric and sewing company
“Without AdMall’s email notification regarding Baby Lock sewing machine company's co-op opportunities, I might have never sought [the client] as an active prospect in the first place,” said Freeland.
“I sold the [fabric and sewing company on] a 12-month contract for email marketing, 5,000 contacts a month, and social media ads for their Facebook and Instagram. I only sold them digital advertising thus far, [worth $7,548 over 12 months]; however, we have another meeting to agree on a print advertising contract for 12 months as well, which could generate another $3,000 or more.”
“AdMall is a tremendous asset when you're looking for your next move. The information you can find helps incredibly when it comes to finding leads and learning about how to sell to different industries. I use the website daily and look forward to the AdMall Minute emails each day.”
AdMall's intelligence system is used by thousands of U.S. media properties, from cable companies and newspapers to local TV, billboard, and cinema, and includes manufacturer co-op funding information. Through the shared-cost advertising vehicle of co-op funding, media sales reps encourage local dealers to create ad campaigns featuring your products, especially when there are limited-time promotions and new product introductions.
We maintain a database of detailed co-op funding/market development programs for over 10,000 brands. There is no cost for you to have your co-op advertising program details listed in the AdMall intelligence system. When you share your co-op plan with AdMall, your local dealers can have the kind of success experienced by this beauty salon and this window treatment retailer.