Account Executive Uses AdMall Intelligence to Sell a Local Electrical Contractor on a New Ad Campaign

BY Adam Ambro
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Challenge: Helping a Local Electrical Contractor on a New Ad Campaign

Shannon Thurby, a senior account executive from WEHT/​WTVW, has been using AdMall for a decade, so she knew it would provide valuable insights, and direction, when it was time to sell a local electrical contractor on a new ad campaign.

This is a younger electrician who went off on his own,” said Thurby. “He is from a small town but services a large area and I found him on Facebook. The local housing market is a challenge, [one that includes all other HVAC companies adding on services that compete with his generators and electric services.”] 

Solution: Turn to AdMall’s Co-​op Source Reports

Thurby wanted to help the local electrical contractor keep up with the competition. She researched AdMall’s Co-​op Intelligence Reports and found the program for General. Using these funds would help to sell the local electrical contractor on a new ad campaign.

He makes a great margin on generators, and it is a quick installation,” said Thurby. “After asking about whether he has co-​op, he said his regional dealer that he goes through told him no, [it wasn’t a possibility]. I told him that if you are getting this product, then you likely have access to co-​op advertising funds. After researching in AdMall and finding the [manufacturer], and several emails later, he is set up and now using co-op.”

Result: A Closed Sale With Room for Increase Down the Road

While the campaign isn’t the largest SalesFuel has ever seen, $5,000 in a broadcast TV spot campaign, Thurby believes this is a great starting point for the client.

Additionally, it’s a way to build trust and credibility with them moving forward, so they can work together in the future to build a bigger campaign.

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.

More About: Electrical Contractors

Historically electricians or electrical contractors have been responsible for bringing electricity safely from a utility meter box into buildings and then installing wiring throughout the building. Contractors have recently begun to branch into related fields such as communications and data systems and safety systems which also includes alarms.

The work can consist of new construction as well as upgrades and renovations. The typical contractor may also perform project work for highway lighting needs. In up to 50% of cases, contractors win projects through a bid/​build process.

Some contractors may specialize in specific markets such as hospitals or medical office buildings. 

The market is also changing as electricians are not only working on high-​tech communications equipment and home theater installation, but they also expect to be working with alternate sources of energy such as solar in the near future. Electricians are usually licensed and have completed some technical/​trade education after high school however the changing demands of the profession may require ongoing technical education.

Some of the largest businesses in this industry such as Integrated Electrical Services and Emcor Group maintain multiple divisions that specialize in U.S. and overseas markets in order to maintain high revenue growth.

The electrical contracting industry is worth approximately $203.6 billion and includes approximately 223,659 electrical contracting businesses across the country.