Hi. I'm Doug Lessells. On behalf of everyone at SalesFuel, we welcome you to this month's featured Sell Smarter Award — where we honor excellence in media sales.

By the time Colby Frost, an advertising sales manager from the southeastern division of Charter/​Spectrum, met with a local funeral home, they were already thinking about digital advertising. 

“He understood he needed to take his marketing efforts into the digital space, but had no idea how he could be different than his competition,” said Frost. 

As a smaller business owner, the client knew he needed to be forward-​thinking in order to compete on a larger scale with corporate-​owned funeral homes. Upon hearing this, Frost knew just what to do. He pulled up AdMall’s Digital Audit and Competitive Analysis tools. 

“I utilized AdMall PRO’s Digital Audit capability to conduct research on our prospect, as well as research on all of his competitors,” said Frost. “From the information I gathered, none of his competitors were utilizing any online formats or platforms and had little to no digital presence anywhere. This was the perfect opportunity for our client to get ahead of his competition.” 

“We utilized a strategic online video and an SEM campaign to actively seek out his potential consumers, as well as show up when people were looking for his products or services. His click-​through rates for search are more than 11% and costs per click are under $1! His video ads are very engaging and are generating a 70% video completion rate and click-​through rates above 50%. We have been able to get ahead of his competition and consistently drive leads into his business because of AdMall PRO!” 

The campaign, worth $14,000, has already resulted in an uptick in business, along with an extremely happy client.

Congratulations to Colby Frost, along with the other Sell Smarter Award recipients: Erik Bohl of The Pueblo Chieftain and Megan Stratton of WRCB-TV.

To read more about these winners, along with submitting your own story for a chance at a Sell Smarter Award, please visit SalesFuel​.com/​SSA.