BY Adam Ambro
Josh Arnold, a marketing consultant for Zimmer Radio & Marketing, has been selling media for five years and has been using AdMall his entire time in sales. Arnold took what he knew from AdMall’s local account intelligence report when approaching a local supermarket, looking to close a traditional radio ad campaign.
“The decision-makers we dealt with were local regional managers of their grocery chain,” said Arnold. “They were looking to increase their brand awareness, while there were new low cost grocers popping up in the area undercutting prices.”
“I was able to use [AdMall] insights for the grocery industry to express the importance of a long-term branding campaign to better educate consumers in the market, and to be top of mind when thinking of grocery/supermarket needs,” said Arnold.
“[AdMall’s] research indicated that 86% [of] consumers shop at three different stores each week on average to get the items that they need. 52% said they shop at at least two supermarkets and grocery stores. [The client] understood the importance of making sure [they]were at least one of those stores or educating consumers on their offerings so they didn't have to shop elsewhere.”
“[AdMall] research also indicated that 80% of consumers prefer ads in the food/drink/restaurant category, and that 51% of consumers want to learn something from advertisements. This made them understand they need to utilize their campaign to [stand out] and educate customers, and not use the campaign to try and compete simply based on price.”
With this persuasive research in hand, Arnold was able to close his radio ad campaign pitch to the local grocer client. The total amount spent on the campaign was $160,000.
Arnold shared his recommendation for anyone new to AdMall, or who hasn't been using the platform to its full potential.
“Utilizing AdMall can help educate you in a prospective client’s industry,” said Arnold. “It can provide insights into what they are doing digitally online, and it can educate you on consumer trends and insights in their industry.”
“It also gives ideas for the future and trends that are coming and how you might be able to adapt. I always bring the data, but make sure to ask the clients if this matches what they see. AdMall can also give you good prospecting ideas if you are struggling with new ideas, and they have a great system for reaching out to certain clients about co-op [funding] opportunities.”
