BY Adam Ambro
Challenge: Increase name recognition with a targeted home remodeler ad campaign
Ben Mendoza, an account executive for KKTV, has been an avid AdMall user for nearly three years and is already a multiple time Sell Smarter! Award winner. Having earned so many sales successes, he felt that his expertise, and AdMall’s sales tools, would prove beneficial when reaching out to a local business about a potential home remodeler ad campaign.
“They specialize in bathroom and kitchen remodeling,” said Mendoza. “The main challenge they are facing is people don't know what they do. Their name is not a good descriptor. They also did not believe that targeted email or advertising on our news website would work.”
Solution: Create a presentation backed with AdMall’s research
Using AdMall’s sales tools, any user can create a professional PowerPoint presentation that consists of nearly 50 slides. Mendoza, being the savvy AdMall veteran, knew this would help prove his targeted home remodeler ad campaign could work for the potential client.
“AdMall helped me with producing a PowerPoint that gave me information about their industry, as well as information on advertising responsiveness which helped me sell them on broadcast and targeted email,” said Mendoza
“I used the PowerPoint creator to help me feel informed, but the AudienceSCAN data is what sold them and was most beneficial.”
Result: A new client, with potential for more growth
“I sold them on broadcast and targeted email,” said Mendoza. “So far, they have spent $11,700, and I hope to sell them streaming in the near future.”
Mendoza says that the client has already seen an uptick of consumers responding to the home remodeler ad campaign.
“They have seen an uptick in calls, website traffic and contacts with commercial clients,” said Mendoza.
And while Mendoza is a multiple time success story winner and has closed multiple sales using AdMall, he wanted to stress to new users of the tool that it’s not hard to master.
“It only took me about a month to get comfortable with AdMall,” said Mendoza. “I would recommend AdMall to another sales rep because it provides comprehensive insights into local markets, helping tailor sales pitches with relevant data on competitors, audiences demographics and industry trends.”
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 14th year, this in-depth analysis of over 15,080 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: Home Remodelers
This industry continues to be dominated by small independent operators and self-employed contractors. The top three largest operators account for less than 5.0% of industry revenue.
Many of these businesses are focusing on niche markets, such as weatherization and retrofitting homes for homeowners who want to age in place.
Overall, Americans spend $400 billion on home remodeling. Specifically, there are an estimated 487,108 businesses in the industry and revenue totals $112 billion.