Flooring Store Signs Deal After Seeing AdMall Co-​op Research

Amy Thompson Floor Covering

Challenge: Getting the flooring store to return calls

Amy Thompson, from The Sun News, has been selling media for 15 years and is used to the highs and lows of the sale process. While some advertisers will respond right away to a salesperson, others will completely ignore them until the right approach is presented. This was the experience Thompson had when it came to a flooring store she had been trying to get a hold of for a long time.

I tried to get a meeting with [the flooring store] a couple of years ago with no luck,” said Thompson.

Though initially discouraged, it was a notification from the daily AdMall minute email that Thompson saw that gave her a new way to approach the flooring store.

[The owner] basically blew me off completely, but when I saw the Mohawk Co-​op opportunity, I thought, why not,” said Thompson. “I emailed five to six prospects, including her, who carry Mohawk products, and she responded within 24 hours and copied her agency person who I've been in touch with since.” 

Solution: Transition the co-​op opportunity into sale

Seeing as Thompson was finally able to get the flooring store to respond to her, she needed to find a way to turn this opportunity into an actual sale. For her, the lure of co-​op ad funding was the way to go.

The [flooring store] had been pretty good throughout COVID, with all of the homeowners doing home improvements, but she was planning a sale anyway and my reminding her to use her co-​op dollars evidently struck a chord,” said Thompson. “She checked her balance and realized she had about $5,000 available.”

Result: A closed sale from a client who had previously ghosted her

Thompson was thrilled to finally get a call back from the flooring store after pitching them on her ad campaign.

[We decided on a] full page, full-​color ad in Sunday's Sun News and a targeted email we'll deploy to homeowners/​home improvement intenders in this area,” said Thompson.

She credits AdMall’s intel for helping her finally break through to this advertiser, and Thompson has advice for salespeople who may not be using AdMall to its fullest potential.

[The] insights and talking points [AdMall has] provide me with a little different approach to get a dialogue started,” said Thompson. “I think we all can use help finding ‘valid business reasons,’ something that will let a prospect know that we know something about their business, and we care, to get a dialogue started.  AdMall is full of these ‘vbrs.’”

For anyone looking to utilize AdMall’s co-​op intel, please keep in mind that AdMall stresses the importance of consultative selling. Make sure you’re in contact with the manufacturer in conjunction with your advertiser. Unfortunately, there have been situations where salespeople have approached the manufacturer without the advertiser’s input and the potential deal has not been eligible for co-​op funding.

AdMall's intelligence system is used by thousands of U.S. media properties, from cable companies and newspapers to local TV, billboard, and cinema companies. It also includes manufacturer co-​op funding information. Through the shared-​cost advertising vehicle of co-​op funding, media sales reps encourage local dealers to create ad campaigns featuring vendor products, especially when there are limited-​time promotions and new product introductions.

We maintain a database of detailed co-​op funding/​market development programs for over 10,000 brands. There is no cost for vendors to have their co-​op advertising program details listed in the AdMall intelligence system. When vendors share their co-​op plan with AdMall, their local dealers can have the kind of success experienced by this beauty salon and this window treatment retailer.

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.