AdMall’s Market Intelligence Helps Close $20,000 Fireplace and Grill Radio Ad Campaign

Getting People in the Door with a Compelling Fireplace and Grill Radio Ad Campaign

Max Valkner, a multimedia consultant for Zimmer Radio, approached a local franchise owner about the possibility of a new fireplace and grill radio ad campaign. His intent was to help the business draw in more customers.

“I didn’t work with the owners specifically because they are a massive nationwide business headquartered here in Columbia, MO,” said Valkner. “They have [a franchise location] here which is what we advertise for. The people I work with are super fun, growth-oriented, outdoorsy, and educated on marketing.”

“They were struggling to get people in the door of the outlet store, and sales had just kind of plateaued.”

How did AdMall Help Valkner?

To pitch the right kind of fireplace and grill radio ad campaign, Valkner turned to AdMall’s research tools.

“I showed them these stats from AdMall: 11.3% of US adults said, ‘Barbecue equipment/Grill (outdoor)’ when asked ‘When it comes to where I live, I intend to purchase these items in the next 12 months…,” said Valkner.

“That's 19,842 adults in the Columbia — Jefferson City metro area, and ‘Barbecue Grill Shoppers’ are 24% less likely to go past the first page of search results. I used this info to explain that when consumers are researching their next grill, we want them to search their brand name specifically, not something generic.”

“Also, we talked about what their revenue would be if even half of these people purchased a grill from them but also that not a super high percentage of people are planning on it, which means they need brand awareness and time to see results.”

What was the Result?

Valkner had only been selling media for six months when he closed his $19,800 sale that consisted of 30-second radio spots for his fireplace and grill radio ad campaign.

He also had recommendations for those who might be new to using AdMall, to get the most out of the tool.

“The info, market surveys and other knowledge you get from AdMall help you explain the reasons businesses should advertise and help you close the deal,” said Valkner.

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.

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 17th year, this in-depth analysis of over 20,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Fireplace and Grill Retailers

These retailers are a subsector of the home furnishings and decorating industry. Some of these businesses may be seasonal suppliers of outdoor grills but many now operate as year-round providers of supplies to meet consumer demand for outdoor spaces. Retailers may focus on a few products with many options (like high-end grills), or offer a wide range of items (like patio furniture and stoves) with fewer choices in each.

For some product lines, these businesses may compete with big box stores and local garden supply stores. To succeed in specialty retailing, owners must offer high-level service and unique items to take market share from discount retailers who compete on price.

These retailers must have purchasing arrangements in place with distributors and manufacturers, and they may also have agreements with local plumbers and electricians to connect electricity and gas lines where necessary. These business arrangements are a selling point for consumers who might hesitate to take on these projects in a do-it-yourself fashion.

BBQ and outdoor cooking retailers number approximately 38,890 and report revenue of $8.5 billion.