BY Adam Ambro
Challenge: Learning about a local client and golf cart advertising
Joshua Cline-Ciano was brand new in his role as an account executive for Spectrum Reach when he approached a sports shop about how golf cart vendor co-op advertising funds could help save them money.
“So, I had only been in my current role for nearly two and a half months,” said Cline-Ciano. “During my AdMall training, I paid close attention to the co-op portion and immediately began exploring opportunities because I was intrigued.”
Cline-Ciano noticed that the business he was calling on was selling a particular brand of golf carts that had a co-op report in AdMall.
“The business will celebrate their 35th anniversary this year. They are an authorized [golf cart manufacturer] dealer offering new [carts], rental[s], customization, and accessories. They also offer commercial solutions to businesses such as Coastal Carolina University. They are a proud sponsor and outfit the campus with their golf cart needs. Basically, they are a trusted one-stop shop in the community.”
Solution: Leverage AdMall’s golf cart co-op advertising data
Cline-Ciano was sharp to pay attention to the co-op funding reports in AdMall during his training because, according to him, when he approached the potential client, he “knew that there is golf cart co-op funding available … to offset their advertising expenses.”
“I pitched them a high-profile linear TV campaign in both of our local zones, and I included lots of sports content and their spot was placed around the Masters golf tournament,” said Cline-Ciano.
Result: A new rep with their first sale two months on the job
Cline-Ciano received his welcome email from AdMall in early November of 2022 and closed the 12-month, $36,000, golf cart advertising sale by mid-January of 2023.
“This was my very first sale that I prospected on my own and I was able to do so thanks to AdMall,” said Cline-Ciano. “During my training the portion pertaining to co-op intrigued me and I began exploring it almost immediately following my training.”
For those looking for ways to close sales with AdMall, although new to the field, Cline-Ciano had some advantageous advice.
“The more you dive in and explore AdMall, the more comfortable you will be,” said Cline-Ciano.
“I am always on the lookout for email correspondences since they are great gentle reminders to nudge you back to the site. Our world is forever changing, and I feel that AdMall does a wonderful job providing resources to help navigate these changes.”
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: Golf Cart Dealers
Demand has risen thanks in part to many towns across the country legalizing golf carts on roads with 35 mph-or-less speed limits. Currently, 24 states have statutes that allow localities to regulate golf cart use on public streets. Approximately 375 municipalities have ordinances that permit golf carts on public roads. Residents of Sun Belt states often use golf carts as second vehicles. They are especially popular in condo and senior living communities.
Most retailers sell customized carts, offering custom paint, wheels, rims, sound systems, and lights.
Specifically, golf cart dealers report annual revenue of $764 million and number approximately 1,506.