BY Adam Ambro
Challenge: Learning how to incorporate a fully digital ad campaign
Jacob Humphrey, a business development executive from Lee Enterprises, had only been on the job for a little over a year when he spoke to a local garage door dealer about creating a fully digital ad campaign to evolve the way they were already advertising.
“[They are] a local business [that] has been in the area for over 40 years,” said Humphrey. “They specialize in residential and commercial garage door repair and taking on complex jobs that other companies refuse to do.”
“They faced challenges in marketing. Specifically, they [had] only been advertising in the phone book and wanted to move into something new.”
Solution: Look deeper into the industry using AdMall
Turning to AdMall’s co-op source reports, Humphrey found that the manufacturer carried by the dealer had a formal and fully funded plan. The client didn’t have to spend a dime on advertising.
“AdMall helped overcome those challenges by allowing me to see they had co-op money available,” said Humphrey. “The $3,000 they spent on advertising originally was 100% covered, costing the client nothing to get started.”
Giving him a head start on his competitors, Humphrey was then able to go back to the client, after they were already pleased with the results, and pitch a larger contract.
Result: Immediate impact, and growth from the initial campaign
“They noticed a large spike in phone calls of qualified traffic,” said Humphrey. “It was clear our advertising was bringing them leads, leading to higher sales.”
“The client liked [the results from the $3,000 campaign] so much, he decided to buy a website build from us to better use his co-op dollars for [an additional] $11,000.”
“[AdMall] is great for the discovery process. Prospecting is hard, and there are a generous number of ideas. It's a great starting place to get knowledgabl[e]about an industry.”
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 intelligence system is used by thousands of U.S. media properties, from cable companies and newspapers to local TV, billboard, and cinema companies. It also 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 vendor 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 vendors to have their co-op advertising program details listed in the AdMall intelligence system. When vendors share their co-op plan with AdMall, their local dealers can have the kind of success experienced by this beauty salon and this window treatment retailer.
More About: Garage Door Dealers and Installers
Leading garage door manufacturers may operate multiple showrooms to present their products to builders and residential buyers. They may also sell their products through their own dealer network or through independent networks.
Some garage door dealers specialize in producing garage doors. A majority outsources them from garage door manufacturers. There are home improvement stores that sell garage doors as well as other products.
Over 5,000 sites across the U.S. either sell and/or install and repair garage doors and garage door openers. There are nearly 173 garage door installation businesses in the country, reporting revenue of $326.1 million. Garage door manufacturers generate revenue of $5.4 billion.
Commercial projects can include buildings that require up to 40 new overhead doors. Residential projects can be impacted by the rate of new housing constructed in the U.S. However, 70% of residential demand is linked to repair and replacement.
