Challenge: Orthodontist company needed to stand out among competition

Jay Dye, a media consultant for NPG of Idaho, is a long-​time sales rep, having been in media sales for over 36 years now. Having pursued so many leads over the years, Dye knows that preparation and doing research before a sales call is crucial to any potential sale. That’s why Dye spent time developing a campaign for a local orthodontist company after reaching out to them via cold call.

“I have sold media for 36 years, including television, radio and print,” said Dye. “The [potential client is] an orthodontist company that relocated to Idaho Falls and took over a practice from a retiring doctor. He and his wife were eager to learn more about marketing their practice. Location was one of their problems. However, they have committed to build a second location on the east side of town and keep the west side location.”

Solution: Spending time to research the industry in AdMall

“I have been using AdMall for the past 16 months once I was employed by NPG of Idaho,” said Dye. “My favorite part must be the ‘Know the Opportunities’ section and ‘Advertising Budget’ areas. The market information provided by AdMall allowed us to talk more [to the orthodontist company] about the industry trends to help us in planning the marketing for the second location.”

“We used trending and current market information, as well as outlook for the industry. Also, the suggested budget area to help us determine budget for the orthodontist company. When I first set up a customer needs analysis with a client, I research on AdMall and print out the ‘Know the Market’ pages as well as the digital report. They are stapled into a folder, and I use this at the customer needs analysis and on the presentation.”

Result: A new, happy client

According to Dye, the orthodontist company “took advantage of our digital platform and [is] looking at adding broadcast television.” The orthodontist company loved Dye’s approach and signed on for a 12-​month contract worth a total of $14,400.

For those new reps looking for how to take advantage of AdMall’s sales tools, Dye had some straightforward advice.

“AdMall is my favorite source to get facts about the client’s industry,” said Dye. “It saves you a lot of time [you might spend Googling when you have] everything in one location.”

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.

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.