Challenge: New User of AdMall Needed to Save a Home Improvement Client
“The [home improvement business] was spending a lot of money on advertising, [and there were] many competitors in the area,” said Kapaln.
Solution: Comb through AdMall’s co-op offerings to help the advertiser save money
Kaplan “compiled a list where the most advertising money was being spent and used AdMall to find co-op partnerships.”
“I used AdMall to find co-op partnerships to save [the home improvement] client a lot of money she was spending on advertising,” said Kaplan. “She was paying for advertising with vendors who we found in AdMall have…co-op programs.”
Result: A mix of traditional radio advertising mixed with a digital component
According to Kaplan, because of the co-op research she compiled through AdMall for the home improvement business, her company was given a larger advertising budget.
The home improvement company agreed to a $50,000 campaign that consisted of radio and digital. Additionally, Kaplan said the client is super pleased to be saving money on advertising.
Kaplan had a simple recommendation for other reps looking to use AdMall, pointing out that there’s an “ease of use” to the product. Also, AdMall can help anyone “find out a lot about a retailer” en route to a campaign proposal.
AdMall's intelligence system is used by thousands of U.S. media properties, from cable companies and newspapers to local TV, billboard, and cinema companies. It also includes manufacturer co-op funding information. Through the shared-cost advertising vehicle of co-op funding, media sales reps encourage local dealers to create ad campaigns featuring vendor products, especially when there are limited-time promotions and new product introductions.
We maintain a database of detailed co-op funding/market development programs for over 10,000 brands. There is no cost for vendors to have their co-op advertising program details listed in the AdMall intelligence system. When vendors share their co-op plan with AdMall, their local dealers can have the kind of success experienced by this beauty salon and this window treatment retailer.
Home improvement services operate in the building services industry. The businesses work primarily for residential clients who require regular maintenance on home systems or who need repairs prior to selling or after buying a home. Home repair specialists may offer general services or they may specialize in a specific service such as window cleaning or chimney sweeping. These business owners often have a broad background in the construction industry or they may have specialized training in a few specific areas such as chimney repair, window replacement or rough carpentry. In addition to providing maintenance and repair services, these businesses may also work as remodelers.
The industry is comprised of small locally owned businesses but some franchising has occurred, and these franchised businesses total approximately 1,600. They report revenue of $4 billion.
These businesses must advertise to convince homeowners that using a professional service will save time and that the job will be done without a hassle. They compete with other small repair businesses. Repair services may also compete with big box operators such as Home Depot and Lowe’s in cases where supplies and equipment are necessary to do the job. These companies also offer professional services.
The outlook for this industry is generally positive as U.S. consumers are increasingly comprised of two-income families. These homeowners lack time to perform household maintenance and they may also lack the expertise to repair home components. Also, the recession is causing many homeowners to stay in their current homes, which may lead to increased need for repair and maintenance services.
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