Challenge: How to geotarget a new audience after moving locations
Matt Earman, an account executive at Spectrum Reach, had been selling media for a little under a year when he approached a local golf cart dealer who was looking for new ways to geotarget a new audience after moving locations.
“Most of my interaction at [the business] has been with their marketing manager, and the owner,” said Earman. “Both great guys and very laid back. They’ve both been working with golf carts and scooters for years and are clearly passionate about what they do.”
“I met them not long after they moved to a new location. They moved to have a larger showroom, but they gave up a more favorable location in doing so. On top of that, they had a competitor immediately move into their old location, so they were very focused on building awareness and driving traffic to the new location.”
Solution: Utilizing all of AdMall’s geotargeting sales tools
Earman, though new to his position, was savvy enough to realize that using AdMall’s tools would help geotarget a new audience group for his potential client in their new location.
“We used features like AudienceSCAN, and demographic reports, sorted by zip codes, to pinpoint areas to focus their [marketing] efforts,” said Earman. “We also used the competitive analysis tool [Digital Audit] to make sure their digital alignment stayed at least consistent with competition.”
The golf cart dealer loved what Earman presented and agreed to a plan of “streaming TV and addressable streaming TV with zip code targeting around [the area],” according to Earman.
Result: New audiences and new revenue
Earman closed the 100% digital sale for $10,000 last year and $35,000 for 2023. He credits AdMall’s ease of use for the sale in helping the client geotarget a new audience after their move, along with increasing their revenue.
“They have had an excellent first few months at the new location,” said Earman. “They’ve seen a good boost in monthly sales, 5% to 10%, but according to [the owner], the biggest bump has been with service and customization for locals who already own golf carts and need a reliable service center.”
Earman’s success led him to share this suggestion for anyone looking to use AdMall to close a sale.
“I would recommend it to any media rep,” said Earman. “One thing I’ve learned is that you can never be too prepared in this job, and I think AdMall is sort of a one-stop-shop for all competitive intel you would need.”
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and decision-makers in America. Now in its 13th year, this in-depth analysis of over 15,500 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 1,380 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: Golf Cart Dealers
Demand has risen for golf cart dealers thanks in part to many towns across the country legalizing golf carts on roads with 35 mph-or-less speed limits. Currently, 24 states have statutes that allow localities to regulate golf cart use on public streets. Approximately 375 municipalities have ordinances that permit golf carts on public roads. In particular, residents of Sun Belt states often use golf carts as second vehicles. They are especially popular in condo and senior living communities.
Most retailers sell customized carts, offering custom paint, wheels, rims, sound systems, and lights. Golf cart dealers report annual revenue of $764 million and number approximately 1,506.