Challenge: Opening a new location in a local area

MaryKate Hester, account executive at Spectrum Reach, had been working with a family-​owned jewelry store for about three months when it came time to decide if they wanted to invest in a full year’s worth of advertising. The business recently opened a new location nearby and wasn’t quite sure how to go about advertising for it.

“This family-​owned jewelry store originally ran a seasonal campaign 2021 Q4 to get their feet wet,” said Hester. “The current owner remembers growing up in the old storefront with his father and now his two sons are working alongside him and welcoming their own children into the family. They are wonderful people with a real drive and emphasis on customer care. They do custom jewelry as well as designer styles.”

“Their business is booming, however they had just opened a new [location] a few months prior to meeting me, so they needed to drive business to the new location as well as the original.”

Solution: Pitch easy-​to-​understand information to the family on what, and how, to advertise

Hester had been using AdMall for four years, so knew that she could rely on its library of research to help the jewelry store business advertise its new location. Specifically, Hester used the Local Account Intelligence Report.

“I knew I wanted to use AdMall to present factual information about their clientele to support my pitch,” said Hester. “I attached a slide from my presentation that used AdMall Intelligence insights, this was a great way to help them figure out where their customers are.”

Hester pitched them on a platform of traditional linear advertising, streaming TV, online video, as well as three video productions. 

Result: Instant ROI and a budding relationship

After initially trying Hester’s quarterly plan, the jewelry store signed a contract for 12 months, worth $24,000, to advertise their new location.

“They decided to move forward in 2022 with a full annual campaign to focus on branding year-​round while promoting holidays associated with jewelry during certain months,” said Hester. “We have built a wonderful, trusting relationship and it all started with AdMall‘s Local Account Intelligence Report.”

“They have told us multiple times that they’ve had customers enter their new store and mention seeing their commercial,” said Hester.

For anyone new to AdMall, Hester had the following advice.

“You can really leverage the insights to support the why behind your pitch,” said Hester. “Our prospects know we are coming to them with the products we sell, so if we can provide them with intel that tells them a story about where their customers are watching, engaging, interacting, they are more likely to agree with our recommendations.”

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.