Messenger Post Media Manufactures Digital Marketing Win for Home Dealer

BY Courtney Huckabay
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Challenge: Manufactured home dealer needed to clear stagnant inventory

Senior Multimedia Account Executive Dawn Bell recently took a very small account at the Daily Messenger to big-​spender status in Clifton Springs, NY. When she found out her manufactured home dealer/​park needed to sell some hard-​to-​sell vacancies, she put her 22 years of media sales experience to work for them.

They were a very small account that ran sporadically,” Bell explained. “But [they] have grown into a $100,000 account this year!”

Solution: Digital Audit reveals holes in dealer’s digital marketing strategy

I was able to show this client a Digital Audit, a Category Analysis, and a Competitive Analysis which solidified their need for a strong SEM presence to compete in their marketplace,” Bell said.

The property managers loved the reports Bell provided through AdMall! They told her it made it easier for them to present to the owners of the company.

They were having trouble selling some specific homes and having the AdMall reports showed them exactly where they were lacking in their advertising and marketing efforts,” Bell recounted.

Result: 22-​year media seller nails $2,500 SEM campaign for newspaper

As it turns out, they were doing a specific promotion and wanted to use Bell’s recommended SEM budget to maximize their results.

I sold them a custom SEM campaign for a special, time-​sensitive event,” Bell said. “It ran for one month but they have been running targeted online digital ads ever since!”

Bell reported that initial campaign had great results: netting 23 leads and selling 10 properties in 30 days. And now they are consistently advertising with Daily Messenger every single month!

I have been using AdMall for about 5 years. My favorite part is everything within the Digital Audit tab: competitive analysis, category analysis, etc.”