Challenge: How a financial services company can appeal to a younger generation

Heather Stanley, a marketing consultant for Sinclair Broadcast Group, has been in the media field for six years but only made the switch to media sales a little over a year ago. In that time, Stanley found AdMall, which helped her approach a new client, a financial services company looking for a way to reach out to a new audience.

“The [financial services company] I’m working with was focusing their marketing efforts on reaching parents with young kids who could be taught about financial literacy and setting up savings accounts,” said Stanley.

“The [financial services company] was involved in communitywide events but wanted the chance to reach those parents through media devices. The marketing team I’m working with truly cares about their products and knowing the difference it can make in households and in the community.”

Solution: Research the industry and create a sales presentation using AdMall

“This was my first meeting [with the financial services company] where I was pitching a big sale, and was given a big budget to work with, so I wanted to make sure I was fully prepared,” said Stanley. “I used AdMall to help me come to the pitch meeting with full knowledge on their category, how other [financial services companies] in the Nashville market spend their advertising dollars, creative examples, and knowing their target customers.”

“AdMall was able to tell me which media products most credit unions were already advertising in and what was showing success. I was able to take that information into my meeting and show the client.”

Result: A new client ready to market immediately and perhaps during the biggest game of the year

Stanley was clearly well prepared for her sales pitch because she was able to close a five-​month sale worth $18,000.

“The [financial services company] specifically bought 30-​second commercials, one-​minute vignettes to air inside of our broadcast high school football games, and is running a digital campaign through OTT,” said Stanley. 

“The knowledge and expertise from AdMall helped me close the deal [with the financial services company] for a five-​month campaign through television and digital marketing, all in new business,” said Stanley. “Because of this winning deal by backed research and the developed relationship, I was able to talk with the client about advertising in the 2023 Super Bowl. We will see what comes of that by more conversations in the future.”

Stanley, while new to AdMall, had suggestions for those looking to use it more frequently.

“AdMall is by far the easiest media research platform to understand,” said Stanley. “It’s my favorite tool to use that my company provides to us. I used AdMall while preparing for every pitch meeting I attended. I would recommend AdMall to every media sales rep because of the abundance of information and research provided. That way it’s all broken down by section and the trouble-​free way of understanding how to read the information and how to communicate it to a potential client is unmatched.”

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.