BY Adam Ambro
Challenge: Finding new clients without using AdMall lead gen tools
Max Miller, a six-year media sales rep from Brkthru Digital, had used the usual methods to find potential new clients in the past, but hadn’t tried AdMall’s lead gen tools before.
“I’ve used AdMall for about four years,” said Miller. “Until recently, I used it almost exclusively to get co-op details for my clients. However, I’ve begun using it to build lead lists and do research on prospective clients, and it’s been a great resource.”
“[The client’s] main challenges were bandwidth. They needed to run $250,000 of SEM in 2025, which is a huge time commitment for their team. As they grow, they needed some outside help.”
Solution: Use AdMall’s lead gen capabilities
Miller turned to AdMall’s lead gen tool, the local account locator, to find leads in his immediate area.
“By utilizing AdMall, my team was able to identify some potential leads that we otherwise wouldn't have found right in my backyard,” said Miller. “After outreach, [we set] a meeting with an advertising and PR firm out of Myrtle Beach.”
“SEM will be the initial tactic we will help [them] with. Brkthru is a digital media partner that works primarily with agencies to help expand their digital media capabilities, give support/bandwidth back to in-house media teams, and lend help with strategy, research, analytics, and more. Our partnership with [the client] will be a white labeled partnership.”
Result: A quarter million-dollar sale
Miller’s story shows that a $250,000 ad sale can come from something as straightforward as lead gen. Miller also shared recommendations for those looking to get the most value out of AdMall.
“Learn more about AdMall’s capabilities and identify one thing at a time you’d like to learn or that you think will help you,” said Miller. “There is so much AdMall can do that if you think you’re going to learn it all at once, you won’t learn anything really. I look at AdMall as the hardware store. The best thing for me has been slowly adopting one new tool at a time to add to my AdMall toolbox. I don’t recommend trying to buy the entire hardware store on your first visit.”
More About: Advertising agencies
Advertising agencies design, plan and/or place multimedia advertising campaigns for businesses, government agencies and nonprofit organizations. Some may specialize or extend their brand to offer marketing communications, public relations, digital expertise, or media buying. Agencies may provide their range of services to a business, or they may work in concert with a company’s marketing department. Companies may also hire agencies to work on separate pieces of business such as a new product launch or an ongoing campaign. Agencies may be hired for their expertise with a specific demographic, business category or constituency.
Advertising agencies pursue business in several ways. They may answer a request for proposal (RFP) to compete for contracts that are won through a review process. Or they may develop revenue through business channels, referrals, networking, and affiliation through professional associations. As such, opportunities exist for small agencies with a specialty, a reputation for creative thinking or a proven track record.
As a business support service, advertising is considered cyclical and spending on marketing and advertising shrinks when the economy is soft. The industry has annual revenue of about $73.3 billion generated from approximately 89,600 businesses. Trends in total mainstream media advertising, particularly in radio, TV, newspapers, magazines, and digital online efforts have a direct effect on this industry. Growth in total US advertising expenditure indicates that businesses are more willing to incur advertising expenses, which benefits advertising agencies.
