Challenge: Keeping up brand awareness as competition from roofing/siding companies grows
Renee McDonald had been a sales rep for many years in the print media space before making the transition to TV with OnMedia. Her prior sales skills came in handy when approaching a current client in the roofing/siding industry.
“I just passed my 90 days with this company but worked for years in print,” said McDonald. “I love broadcasting [media]. Here in Fort Dodge, we have had a lot of wind and hailstorms, and this market has been very successful to this type of [roofing/siding company].”
The roofing/siding company had never advertised during the winter months before but wanted to maintain their brand awareness in a market that was getting more competitive by the day.
Solution: AdMall’s local account intelligence
Using AdMall’s Local Account Intelligence Report, along with the Local Account Locator, McDonald was able to not only find valuable intelligence on the roofing/siding industry, but also clearly lay out where the client’s competitors were located.
“I have used AdMall more aggressively in the last month and the competitor stats really help me sell,” said McDonald. “AdMall helped me show [the roofing/siding client] all the competitors coming into the area,” said McDonald. “This assisted me in maintaining this client for the whole year. This way they stay ahead of the competition.”
Additionally, AdMall provides powerful audience intelligence information that can help bolster a pitch like this. When a prospect sees the type of advertising that influences their target audience to take action, they will be swayed to invest their marketing budget in the right media formats and get the best value from their advertising dollars.
Result: A client willing to try a different approach
Seeing the amount of competition in the market convinced the roofing/siding business that it would have to approach their advertising strategy in a whole new way. Specifically, they made some seasonal changes.
“Normally they take a break in the winter and this year, they will not be,” said McDonald.
The business agreed to run both regular broadcast TV ads, along with CTV spots as well. In total, they spent $24,000 on a new year-round campaign.
McDonald had some useful advice for other sales reps who might need some guidance on where to start when it comes to using AdMall.
“I would show [other sales reps] my sales with all the presentations I have done with AdMall research in them,” said McDonald. “Thus far I have sold three out of seven campaigns that had AdMall research in them.”
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.
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.
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and decision-makers in America. Now in its 12th year, this in-depth analysis of over 15,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,380 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits, and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach,) while crafting a message with impact to those who are most likely to buy.
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