BY Adam Ambro
How could a multimedia ad campaign raise awareness in a competitive market?
Kristen Robinson, account executive at Spectrum Reach, has been using AdMall for seven years and has been a multiple-time Sell Smarter! award winner. When reaching out to an account about a flooring retailer ad campaign, she knew AdMall would help.
“[The company is] a family-owned business that specializes in flooring,” said Robinson. “The owners are nice, but very skeptical. [They were facing challenges] with competition in the market.”
How did AdMall help Robinson’s sales process?
Closing the flooring retailer ad campaign wasn’t easy. It took time. A lot of time.
“I had called on them for over a year before they finally responded to one of my cold call emails,” said Robinson. “I spent a tremendous amount of time coaching, I had called on them for over a year before they finally responded to one of my cold call emails, we have access to. I used AdMall, especially the digital audit, because they were having issues with their current website developer and designer.”
“I also used the co-op and intelligence tools. It took months to close. Finally, after over a year of continued persistence, I closed the annual [deal.] It was not easy, but I did it. Thanks to AdMall for all the great tools I could show my client. It made a big difference.”
What was the result?
The client, while initially skeptical, was won over by Robinson’s persistence and by how she backed up her argument with credible research.
“[By using AdMall, we] showed them all the different ways we can help them cut through the competition,” said Robinson.
The flooring retailer ad campaign consisted of both linear and streaming TV components, for an annual total of $65,000.
The best part, according to Robinson, is the client has already seen an increase in lead generation and website traffic.
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: Floor Covering Stores
The flooring market is comprised of residential and commercial demand and within these sectors, new and replacement products. Top flooring retailers may carry carpet only or they may also carry hardwood and other materials such as ceramics and vinyl.
The retailers typically offer services such as removing old flooring and installing new flooring. Large independent retailers are key market players and often operate in several locations. Smaller retailers face increased competition from big box competitors. Retailers order materials from manufacturers and/or distributors and rely on both co-op support as well as direct advertising to generate demand for their services. The flooring market is closely linked to the health of the new home market and the housing market in general.
Floor covering stores number approximately 20,800 and report revenue of $59 billion.
