BY Adam Ambro
Challenge: Broadening the clientele for a new personal injury OTT campaign
Myra Webb, an account executive at Spectrum Reach, has been selling media for 25 years and frequently uses AdMall to attract new clients and help improve a client’s current branding. In this case, Webb approached a current client about a new personal injury OTT campaign.
“[My client is] an attorney specializing in personal injury,” said Webb. “The owner handles the advertising himself; he is traditional in beliefs of advertising value by media type. [AdMall] helped open his eyes to a new client stream and media type.”
Solution: Turn to AdMall’s Mapping Tools
AdMall’s mapping tools are a great resource for any sales rep looking for a quick visual aid with market demographics, media reach, consumer spending, health care needs, and more. Webb, being both an AdMall and media sales veteran, knew this tool would prove to be the deciding factor to increase the spend on the personal injury OTT campaign.
“I have used [AdMall’s mapping tools] on numerous calls recently to describe how I will geographically target a business' streaming TV campaigns to reach their best prospects,” said Webb. “Just [showing] this map gives me instant credibility, and they often point to specific geographic opportunities based on the target demo.”
“The mapping tool on AdMall plainly illustrated the opportunity to reach zip codes with higher numbers of Hispanic households.”
“With my attorney client, I was able to point to a Hispanic population opportunity by zip code to add on to his branding campaign. The map was easy to follow, and the zip code report simplified my order entry tremendously! THANK you for access to this too.”
“The robust AdMall platform allows me to access information when I need it and streamlines my planning and presentation process,” said Webb.
Result: An opportunity to attract new clients
According to Webb, the personal injury client added $6,000 to their current advertising spend of $27,000, bringing them to a new annual total of $33,000.
Webb had advice for those who might be new to AdMall or not using it as much as they should.
“If you, as a sales rep, are not utilizing AdMall as much as possible, consider volunteering to present a feature in your sales meetings and every week find a tip to bring to the group,” said Webb.
“You learn in the process and become an asset to your sales team and manager. AdMall is user friendly and has excellent site map structure. It is easy to navigate.”
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.
More About: Attorneys/Legal Services, Personal Injury
Personal injury attorneys represent consumers who have experienced injury or wrongful death as a result of accidents, medical malpractice or other mishaps. They often work on a contingency basis, which means they only earn money if they are successful in negotiating a settlement with the defendant or winning a lawsuit. Most personal injury claims are settled before the case goes to the courtroom. Personal injury law is almost always considered civil law versus criminal law, which involves defendants who face jail time.
Personal injury law firms are usually structured as partnerships. Partners also hire less-expensive associates as well as office staff. Larger firms may hire high-level managers as well as in-house marketing staff. Note that this industry is highly fragmented because most personal injury cases involve a specific sub-segment of personal injury law that is very dependent on the laws of a specific region, city or municipality.
The personal injury sector of law generates about $57.3 billion in annual revenue and includes nearly 49,000 businesses.
