BY Adam Ambro
Challenge: Showing how a digital advertising campaign would be beneficial for the business
Ben Mendoza, account executive from KKTV, has been selling media for two years, and knew leveraging AdMall’s research would help sell a digital advertising campaign to a building supply store that had never advertised before.
“The business owner is the third generation of owning this business,” said Mendoza. “They specialize in renting equipment for big and small jobs. The owner is very nice but was skeptical since it is his first time advertising. The main challenge they are facing is getting the word out there about their new location.”
Solution: Turn to AdMall’s AudienceSCAN survey
Mendoza, having used AdMall since he started at his position, knew that AdMall’s various sales tools could help craft a digital advertising campaign with a broadcast TV component.
“AdMall helped overcome these challenges with the AudienceSCAN and Local Account Intelligence Report to help guide us to what audience we should target with each message since we want to build awareness with business owners and DIYers,” said Mendoza.
Result: An annual campaign and a client running a digital advertising campaign for the first time
“I sold them broadcast TV, audience targeting video/display, app opens, desktop takeover, display, and pre-roll,” said Mendoza.
Ultimately, the building supply store agreed to an annual campaign worth $37,000.
For any rep who may not be using AdMall as much as they should, Mendoza had some suggestions.
“I would recommend any AE utilize AudienceSCAN and the Local Account Intelligence Report,” said Mendoza. “It helps you not only get a great idea of how the industry works, but it also gives you talking points about potential target audiences to fine-tune with your client rather than just trying to reach everyone.”
AdMall’s Local Account Intelligence Report is available for over 400+ business types and provides a myriad of research from the local, state, and national level. It is the baseline report a rep should run before their first sales call that will put them on a level playing field with a potential client.
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: Building Supply Stores
Retailers operating in this space sell supplies and equipment to builders. Retailers may also specialize in selling to do-it-yourself homeowners. Since the 1980s, large operators have come to dominate the industry. The business outlook for these retailers is closely linked to new housing starts and to the overall health of the housing industry. They may also be involved in the construction of other buildings.
These retailers, especially the consumer-oriented ones, may also sell installation and/or repair services to homeowners to smooth out revenue streams. Home centers total nearly 3,720 and report revenue of $255.4 billion. An industry report found that the latest average sales for hardware stores in 2023 were $2.9 million, around $6.2 million for home centers and approximately $9.7 million for lumber and building material outlets.