Challenge: Sell a Symphony Ad Campaign

Denice Kirby, a ten-​year account executive from WAFF, has been using AdMall for nearly as long. Knowing the ins-​and-​outs of the product helped her when she approached a local symphony that has never advertised before.

“The [symphony orchestra] hold concerts in Huntsville, AL,” said Kirby. “The owners are excited about getting HSO out to the public. They had never advertised in the past.”

Solution: Turned to AdMall’s digital intel

Kirby, knowing AdMall, was able to turn to AdMall’s research to craft a symphony ad campaign.

“With AdMall intel, I was able to show research to back up my campaign recommendation,” said Kirby. “Showing research on both digital, and broadcast TV, help me overcome their fears and objections.”

Result: A multi-​faceted ad campaign with a quick increase in customers

Kirby’s proposal for the symphony ad campaign consisted of a broadcast TV schedule paired with targeted email, streaming, and targeted display ads. The company agreed to the $45,000 campaign amount.

The symphony ad campaign who generated an increase in customers, an increase in web traffic, and more tickets sold.

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.

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:

• 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: Performing Arts Companies

These organizations operate in the entertainment and amusement industry. Organizations perform concerts for audiences, and they typically perform in halls, theaters and other venues.

They make money by selling individual, package and season tickets to their performances. They may also make money by selling programs and refreshments during the events. Additional revenue is derived in the form of selling advertising space both in the venue and in programs.

Organizations may also obtain funding through public arts and corporate grants. Some corporations have opted to fund nonprofit organizations linked to the corporate cause in lieu of supporting traditional local nonprofit arts groups such as symphonies. These organizations must advertise to attract attention and an audience.

These businesses must compete with other forms of similar entertainment including other performing arts events. They must also work to broaden the scope of the audience which is typically older consumers.

Overall, there are approximately 9,000 performing arts companies across the country, with revenues of $15 billion. These numbers include dinner theaters, opera and dance companies. This industry is highly fragmented with 30% of the revenue coming from 50 of the largest companies.