BY Adam Ambro
Challenge: Properly targeting the right audience with their solar panel digital advertising campaign
Grant Meech, an AE for KRDO in Colorado Springs, has been selling media for nearly four years. Since his first day, he has been using AdMall’s various research tools. He knew he could use these when approaching a local business looking to run a solar panel digital advertising campaign.
“[The company] installs new solar panels for home and business owners, as well as service for existing panels,” said Meech. “[They are] new to marketing. We [wanted to help] them get their name out there. But also make sure we marketed their name and business to the shoppers most likely to buy their products.”
Solution: Leveraging local account intelligence report and AudienceSCAN survey
Meech turned to the local account intelligence and AudienceSCAN reports to pitch a solar panel digital advertising campaign.
“We were able to zero in on homeowners for [our solar panel advertising campaign] and the best mediums to use to get the best frequency and visibility,” said Meech. “And peak seasons for home improvement shopping. AdMall showed when they were more likely to invest. We looked into peak seasons for shoppers and the best tactics to reach those shoppers, using AdMall reports.”
Result: Increased sales for the company and an annual contract for the AE
The company agreed to Meech’s solar panel digital advertising campaign. Already, the company has seen increased sales revenue, has attracted new clients, and is generating more leads.
“We were able to close a $55,000 annual digital campaign with room to grow in peak seasons,” said Meech.
Meech had recommendations for sales reps who are aware of AdMall but might not be using it enough.
“If you don't have the information to share with the prospect, you're cutting your legs off before the race,” said Meech. “You can't compete without it anymore. Business owners are savvy and won't just buy to buy. They need research that justifies their spend with you and you need to show them they this makes sense.”
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.
Everything from market demographics, consumer spending, marketing/budget figures, top products sold, industry challenges and opportunities, and more can be found in this report. If you’d like to learn more about the Local Account Intelligence Report, feel free to register for the next AdMall 101 webinar in AdMall’s Learning Center.
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: Alternative Energy Solutions Providers
These businesses sell, and often install, alternative energy products, including solar panels and coordinating accessories. In addition to other smaller technologies that are easier, and less expensive to adopt, solar energy products are leading residential demand. Solar panels are relatively cheaper for households to adopt, and demand is predicted to grow even more as solar panel installation kits for do-it-yourself consumers become available.