Challenge: Losing business to chain service dentures providers
Paul Ruiz is no stranger to the constantly evolving media sales world. Now working for McClatchy’s Fresno Bee, Ruiz has over 30 years of sales experience. And for most of that time, he’s been using AdMall. So, when he approached a dentures company in his market, he knew that the tool would help out when he heard the difficulties the business was experiencing.
“[The dentures client] performed a lot of work in the past year and we delivered lots of new patients to them,” said Ruiz. “They lose business to [chain service providers] and need my help to cut those losses with effective advertising. They specialize in creating dentures and perform implant surgeries for people of all ages. The owners are extremely intelligent. They know what they want and have had lots of business experience.”
Solution: Convince the client to spend more to compete
“I have been using AdMall for as long as I recall since I started with McClatchy,” said Ruiz. “What really impresses clients about the AdMall reports is how we can give them a snapshot of how well they are performing against themselves, and they can also measure how much more they need to do to get good grades online. It gives reasons why they should be doing something they are not and backs it up with a source. It talks about what they are doing right and what they could be doing better.”
“In this scenario, I needed them to see the value of spending more to compete [with other dentures companies]. I used the Local Account Intelligence Report that talks about Dentists and Orthodontists in Fresno, California to make my point. That report was extremely valuable to the office manager, while the doctor was trying to minimize and disagree with the data. He did not want to spend more. The area where it talks about the estimated ad budget of $46,325 per location for average size dentist offices was the clincher in closing the deal. They were spending close to $20,000. Showing them that they did not have enough advertising spend to compete allowed me to win the upsell.”
“I sold them weekly ¼ page print ads, once a month email marketing campaign, and programmatic display banner ads as a well-balanced schedule of ads to allow them to be seen even better than this past year.”
Result: Immediate ROI and nearly $38,000 ad buy
“It’s an annual campaign and we agreed to spend $37,425,” said Ruiz. “The [dentures client] knows that the print and digital ads worked well based from asking customers how they heard from us over the past year. They are sure we will do even better with a larger spend and dashboard tracking. They will receive monthly reporting to see their results.”
“The entire [Local Account Intelligence Report] was beneficial because it had some chemistry or science behind each statement. For medical people, they need to feel that the science behind the data is accurate when they plan to invest a lot of money. Everything is sourced to prove the data too. It’s not me telling them, it’s lots of other people telling them which makes it feel like a lot of work was done to help them.”
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!