BY Adam Ambro
Challenge: Gain market advantage with bathroom remodeling digital advertising campaign
Jacob Flaten, a six-year media sales rep from Sparklight Advertising, has won an unprecedented 9th Sell Smarter! Award after approaching a franchise bathroom remodeler to pitch a bathroom remodeling digital advertising campaign.
“The [franchise] business is the local owner for a bathroom remodeling company,” said Flaten. “[The owner], is a very aggressive and savvy businessman. [He wants] to leverage all he can to gain as much market share [as possible] within his regional territory. He is forward thinking and wants to embrace new technologies in advertising to set himself apart from the competition.”
“They are facing challenges from other remodeling companies as well as [needing to differentiate] themselves from the national branding.”
Solution: Turn to AdMall’s assorted sales tools
“I used a combination of the information on the local account report, the demographic data report for my market, an AudienceSCAN report, as well as information provided from the digital audit [to create a bathroom remodeling digital advertising campaign],” said Flaten.
The company agreed to Flaten’s bathroom remodeling digital advertising campaign pitch that was a mix of: OTT, video, banner display with geo-fencing, YouTube advertising, and some linear cable TV.
Result: A five-figure annual campaign
Flaten’s bathroom remodeling digital advertising campaign closed for $25,000 as an annual contract.
“The most beneficial tool has been the AudienceSCAN report, which helps me show how their specific audience responds to certain types of advertising,” said Flaten. “It helps me set myself apart from other media groups in town that sell print, radio, broadcast tv, and billboards.”
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.
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and consumer behavior in America. Now in its 14th year, this in-depth analysis of over 15,080 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 1,355 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.
More About: Bathroom and Kitchen Remodelers
Kitchen and bath remodelers represent a subspecialty of general carpentry and/or home builders and remodelers. As consumer homes have grown larger and the general housing stock gets older, consumers have hired professionals to regularly renovate kitchens and bathrooms. Renovators work with homeowners to select a new design and install everything from cabinetry and appliances to countertops, fixtures, and lighting. Bathroom renovators may also install new bathrooms in existing spaces.
In all, kitchen and bath remodeling represent a $164 billion industry in 2023, a 14% drop from 2022. Kitchen and bath remodeling is a small portion of the estimated $420 billion spent on home remodeling each year.