College Buys $175K Ad Campaign After AdMall Revealed How They Stack Up Against Competitors

Leah Harrelson competitors

Challenge: Standing apart from their competitors

Leah Harrelson, account executive at Spectrum Reach, has become synonymous with AdMall’s Sell Smarter! Award. Over the last five years, she has been a multiple time award winner, but never has she seen such a huge amount from a single campaign before. Her latest pitch showed a local university where they stood in relation to their competitors’ advertising campaigns.

[My] client was looking to see what their competitors were doing digitally,” said Harrelson. “They were constantly trying to keep their share of certain programs of interest they were pushing. They have the potential to work with other agencies but choose to work with Spectrum Reach for [our consultative way of doing business,] using AdMall for example.”

I have been using AdMall for over five years and I know AudienceSCAN is a favorite, but in this case, the Digital Audit saved the day.”

Solution: Running Multiple Digital Audits

The client came to me asking how I could help them know what their top competitors were doing,” said Harrelson. “The first thing I did was come to AdMall. I was able to do a Digital Audit for each of their top competitor schools. I was able to show them who was running what and where.”

With the Digital Audit I was able to identify down to the ad placement and creative. This helped them plan what DMAs to hit the hardest, based on the programs of focus. This insight allowed me to be the best partner in helping them [with their 2022 plan of attack.] The [ad buy] was a huge win for me as I was trying to help use my resources to better craft their plan and campaign.”

Result: A huge ad buy with potential long-​term growth

After seeing what their competitors were doing, the local university signed a massive $175,000 annual ad campaign that consisted of SEM, search and display advertising. They have already seen ROI from Harrelson’s assistance as there has been an increase in their enrollees.

Harrelson has simple advice for anyone looking to use AdMall but are maybe unsure how to go about it.

I always ask new account executives if they are familiar with AdMall,” said Harrelson. “I would love to say it is my best kept secret, but I believe it is the fact that I have the tool and use it! If you need any sales related data or insight, chances are there are tools within AdMall to get you what you need. If you don’t know how to find it, [the] team can help guide you.”

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.

AdMall’s Digital Audit will do a real-​time data capture of any client or prospect’s digital presence in less than a minute. Using real-​time big data to analyze the account’s activity and findability, the Digital Audit:

  • Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
  • Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
  • Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
  • Compares the account’s digital presence to their top local competitors
  • Does in 60 seconds what would take you 60 minutes to do by hand
  • Incorporates data into tablet-​optimized sales presentations in AdMall PRO
Adam Ambro

Adam Ambro

Adam Ambro is the Director of Client Success for SalesFuel. He is responsible for the onboarding of all new AdMall clients, aids in client training and writes for Media Sales Today. He holds a bachelor's degree from The Ohio State University.