BY Adam Ambro
How to expand local reach with a linear TV ad campaign?
Sara Kronenberg, Hearst TV account executive, knew approaching a local plumbing contractor about a linear TV ad campaign could be challenging.
“[The] owners are trusting in our recommendations,” said Kronenberg. “[Their] challenge was to find more qualified leads. The client was interested in increasing their local reach but wasn’t sure where to invest.”
Which AdMall reports did Kronenberg turn to?
“I’ve been an avid proponent of AdMall since we signed up for it,” said Kronenberg. “I’ve used it in almost every proposal I’ve done. I love looking at the TV insights for each category of business.”
To create the best linear TV ad campaign proposal, Kronenberg went to AdMall’s Local Account Intelligence Report.
“I started by using AdMall to research their industry and market,” said Kronenberg. “I pulled category-level insights on plumbing services, including consumer behavior, top media channels and timing trends.”
“Using this data, I built a proposal showing how shifting part of their media budget into more appropriate programming would deliver stronger reach and better cost efficiency. I backed everything up with AdMall’s research. The client was impressed by how data-driven the plan was.”
What was the outcome?
“They approved a $40,000 [two-month linear TV ad campaign], all scheduled around the insights of AdMall,” said Kronenberg.
According to Kronenberg, the local company has already attracted new clients, increased market share and generated more leads. She credits AdMall for recommending more effective media placements.
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 Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state, and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client.
Everything from market demographics, consumer spending, marketing/budget figures, top products sold, industry challenges and opportunities, and more can be found in this report. If you’d like to learn more about the Local Account Intelligence Report, feel free to register for the next AdMall 101 webinar in AdMall’s Learning Center.
More About: Plumbing Contractors
Plumbing contractors operate as skilled trades professionals in the building construction, repair, and maintenance industry. Plumbers work in the residential, commercial, and industrial markets. They may specialize in specific types of buildings such as hospitals.
These professionals typically have either four years of apprentice work or a combination of technical school training and apprentice work that leads to licensure. Plumbers may also specialize in techniques such as pipe fitting and steam-fitting which requires additional expertise in handling gas and other liquids especially in industrial settings. Heating systems, water systems and waste systems all require attention by plumbers.
Plumbers are often union members and may have the opportunity to bid on projects because of union contacts. The plumbing industry is populated by small local contractors.
The plumbing industry includes nearly 128,000 businesses with revenues of $129 billion.
Specifically, plumbing franchises report total revenue of nearly $1 billion and franchise establishments number approximately 2,980.
The highest market share of a single plumbing company is approximately 5%. Reports predict that plumbing service demand will continue to grow during the next five years.
The outlook for the plumbing industry is about equal to the general economic growth outlook. Even during times of slow construction, plumbers experience demand for their services in repair and maintenance.
