BY Adam Ambro
Challenge: Crafting an effective annual ad campaign to keep drawing in customers
Diane Kapinos, an account executive for WMAR, has been selling media for nearly 15 years but only started using AdMall in 2021. Even though she’s newer to the platform, she knew certain tools would provide useful insights into creating an annual ad campaign for a local outdoor furniture store.
“[The company] specializes in outdoor living, outdoor patio furniture, grills, gazebos, pergolas, swing sets, sheds, fireplaces, firepits and more,” said Kapinos. “Coming out of [the COVID-19 pandemic,] they were experiencing a shortage of products due to origination of products shipping from overseas.”
Solution: Turn to AdMall’s many sales tools
“[The company] did not have an advertising budget; however, we met and showed him the value of advertising and exactly who was spending in his marketplace, using zip code ranking, compared to the market average,” said Kapinos.
“I used AudienceSCAN, [more] specifically the national advertising response in the past 12 months, to create an additional local contest to win a Big Green Egg grill for National Grilling Month. I also used [categories] from Advertising Response, [such as]: Barbecue Grill Shoppers, Advertising Response Past 30 Days, Advertising Response Past 12 Months, and Consumer Spending for Outdoor Furniture.”
Kapinos’s annual ad campaign consisted of TV, targeted OTT Streaming, a local contest giveaway, and SEM.
Result: A happy client seeing immediate results
“The total spent in four years was $254,075 by a client who had no budget for marketing,” said Kapinos. “I feel our initial close was attributed to the AdMall data, facts and statistics provided to the client.”
“The client had an increase in business. The first commercial had the wrong [highway] exit listed, and my client said he had about 25 calls telling him the wrong exit was [listed] on the ad. He also had customers coming from Virginia and many from Baltimore on their way to the beach. We also had many entries for the ‘Big Green Egg Contest.’ [The owner] is very pleased with his results.”
For other sales reps looking for ways to use AdMall to close sales, Kapinos had a simple recommendation.
“I would recommend using AdMall when presenting to clients because [some of] the information is based on Census [data], which is very compelling when pleading your case to the prospective client,” said Kapinos.
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 15th year, this in-depth analysis of over 17,000 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 1,355 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.
More About: Outdoor Patio/Furniture Retailers
These businesses retail furniture for outdoor spaces, such as patios, as well as playsets for children. While in many parts of the country the business may be seasonal, in areas with warmer climates, these retailers experience heavy demand year-round.
Businesses in this industry include retailers (and manufacturers) that focus solely on outdoor furniture, as well as general furniture stores, department stores, home and garden centers, and mass merchants. This industry may also cater to other businesses who need their spaces furnished.