Challenge: Selling a combination of print and digital to a company that had never used advertising
Dustin Holland, a sales specialist from The Daily Journal, has been using AdMall for over five years. Based on that experience, he knew the research he had access to would prove advantageous when he put together an advertising pitch that incorporated a combination of print and digital and approached a young local dentist who was opening a new location. The twist here was that the company had never used advertising before.
“[The owner] is very welcoming and has a friendly demeanor,” said Holland. “He had no advertising experience, and after I showed him the data from AdMall, [he saw] the potential of what he could do. He took a big risk in opening a brand-new facility being a young doctor as he took on a retiring orthodontist’s patient list.”
Solution: Present AdMall’s local intelligence data
Selling traditional media in 2023 is a difficult task. Compound that with a client who was so new that he had never marketed himself before, the task could seem insurmountable. However, Holland’s approach of going to the dentist with a combination of print and digital advertising, a key approach for any media campaign, is what ultimately broke through with the client.
“The [local account] intelligence report definitely helped him to see the value in getting his message in front of his target audience,” said Holland. [Additionally,] we took a look at the data provided by running a digital audit and looked at the demographics report of the area to maximize his exposure.”
Result: A new 12-month client
“After I showed him the data, we got him signed up for a 12-month contract, at $350 per month, with a combination of print and digital with a community sponsorship opportunity we had highlighting high school athletes,” said Holland.
According to Holland, the client has already doubled his client list. For any sales rep looking for advice on approaching a prospective client using AdMall, Holland has simple advice.
“AdMall is a very easy-to-use tool and has all the necessary data at our fingertips to close a deal.”
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.
Dentists are highly trained professionals who complete up to eight years of college and then obtain licenses to treat teeth problems. While some dentists practice in a group setting, most are solo practitioners with a staff that includes hygienists and administrative staff. Note though that the number of private-practice dentists is declining, recorded at 73% in 2021.
Independent dentists often establish themselves in a community and take several years to develop a client base.
Dentists may also specialize in offering cosmetic or orthodontic procedures as well as implants. Dentists work closely with labs which manufacture custom dentures, crowns and bridges. As new procedures are developed, the dental profession continues to expand from cleaning teeth and filling cavities to offering adult orthodontics and other cosmetic work.
Dentists also rely on insurance companies for reimbursement of costs related to routine procedures. However, cosmetic procedures are often more lucrative and not reimbursable by insurance.
The entire dental industry reports revenue of $162 billion and includes approximately 191,497 businesses.