Challenge: How to improve law firm’s marketing strategies
Michael McCann is an account executive for Spectrum Reach and has been selling media for over 30 years. Recently, he was inspired to reach out to a local law firm.
“I saw that the [law firm business] was running an outdoor campaign,” said McCann. “I quickly called the law office and secured a meeting by stating how attorneys who add TV to their outdoor advertising yield greater results.”
McCann was aware that there were going to be challenges the law firm would have to overcome in order to stay relevant in the local marketplace.
“The owner and her company are a young practice; professional, fun and they were looking to grow. They were challenged by other law firms in the area.”
With McCann’s experience in the sales field, he knew that his next step would be to turn to AdMall, a tool he had been using for multiple years now.
Solution: Turn to AdMall’s Local Account Intelligence Report
As an AdMall veteran, McCann understood the sales tools available to him would help him state, and ultimately close, his case for this law firm.
“I’ve been using AdMall for a few years now,” said McCann. “My favorite part is the intelligence it provides. This product is robust and has a great deal of insights which will help close business.”
McCann pulled a Local Account Intelligence Report for Family Law in AdMall that provided him with enough research and industry intelligence to allow him to confidently and comfortably approach this business.
“I sold them linear TV commercial plus ten second shared branding BB’s as part of the annual sponsorship commitment for additional branding,” said McCann. “AdMall provided the data needed to help assure [the law firm] that broadcast TV is the number one choice for reaching her target audience.”
Result: A 12-month contract along with additional SEM campaign
The law firm was sold on McCann’s pitch and agreed to an annual contract of $63,000. According to McCann, while there is no ROI at the moment, they are very happy with the call volume and their increase in clients overall.
McCann is a big proponent of all of AdMall’s sales tools, but specifically pointed out the Local Account Intelligence Report as the most beneficial tool in AdMall.
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 HERE!