Challenge: Understanding the best approach to get a client to return

Fred Terranova, an account executive from OnMedia, was as new as new can be when he set off to call on an old restaurant client to return to their advertising strategies. In fact, he had only been on the job for five months when this opportunity presented itself.

“The business specializes in restaurants,” said Terranova. “He currently owns two restaurants and is looking to open a third this year. He is an outgoing and straightforward kind of person and likes to stick to what he knows. Some challenges they were facing were just general customer traffic and getting the word out about a new location.” 

Getting the client to return would prove to be difficult, but Terranova felt that with AdMall’s tools at his fingertips, he’d be able to come up with a plan to convince them to purchasing advertising.

Solution: Turn to AdMall’s Local Account Intelligence Report and AudienceSCAN Profiles

“AdMall was able to help me [with getting the client to return] because we were able to use some of the research on the restaurant industry, and restaurant customers, to show the best ways that we would be able to target those consumers,” said Terranova. “We showed [the restaurant owner] the data on ‘what type of advertisements lead customers to take action’ and the data on peak sales months for businesses like theirs.”

“We also used some ‘industry facts’ to show him the average advertising budget in the restaurant industry and the geography in which customers are drawn from. Lastly, we showed him the top factors that customers consider when they are choosing a restaurant. This allowed him to highlight these factors in the creative that he was producing.” 

Result: A first-​time sale, with room for future growth opportunities

Terranova’s pitch convinced the restaurant client to return to OnMedia for six months at $1,200 per month, with the hope to continue down the road. Not bad for a first-​time sales with only five months of experience.

Terranova has some advice for AdMall users, both new and old, on how to best get up and running with the sales tool.

“It did not take me very long to get comfortable with AdMall,” said Terranova. “After only a couple of webinars I was able to navigate AdMall efficiently and effectively.”

“For someone not utilizing AdMall, I would tell them that if you find a business and research their industry you can find facts that the business owner doesn’t even know and then you can use that to increase your credibility with the client. People love seeing the number. It is very easy to understand and to convince someone that something works when the data is right in front of them. Using facts can carry you a long way when convincing prospects that the media we want them to utilize is worth their investment.” 

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.