Challenge: Keep up with larger powersports dealers in the market
“The [powersports owner] specializes in ATVs, UTVs, snow mobiles, etc.,” said Niesen. “The owners are incredibly down to earth and very nice to work with. They wanted to know how to take over a larger portion of the market share within their area but were on the fence about starting this large of a campaign.”
Solution: Check for co-op advertising support using AdMall’s reports
Though Niesen is a veteran of media sales, he only started using AdMall a little over a year ago.
“When I first discovered AdMall I dove into it hard for probably 3 hours to learn it as much as I could,” said Niesen. “I use it daily to help new clients as well as existing ones.”
With this in mind, Niesen knew it was time to do some research and find a path to break through with the powersports business.
“I was checking on some of their product lines offered and discovered Polaris was currently offering a 50% co-op opportunity for the next three months. I was also able to specify their specific demographics, target audience and peak time of year for their business.”
Result: An immediate ‘yes,’ and ROI
“The minute I contacted the Polaris rep I was able to get the [powersports client] prior year approval,” said Niesen. “When I then reached out to the client, they said yes immediately.”
“It was an all-digital campaign and it allowed me to upsell them to a larger print campaign on top of the digital spend. The sale was $22,500 for the year, plus the extra printing that came with it for another $6,000, for a total of $28,500 a year.”
Niesen immediately heard from the client that their ROI was significantly higher than anticipated. They were now averaging over 40 calls a month that they could then trace back to successful sales.
Niesen also had some general thoughts and recommendations on AdMall that he wanted other reps to hear.
“My favorite part [of AdMall] is how it helps me locate co-op for my current clients, as well as allowing me to prospect for new clients who qualify for that same co-op I can approach. I love the specific demographics it allows me to present to the clients and it allows me to narrow down what media types I can use for that specific co-op.”
“It’s a sales tool that very effectively assists with helping our clients save money and, more importantly, take advantage of co-op they don’t even know they qualify for. It builds confidence in me as their account executive knowing that I will discover every aspect of every tool out there to help build their ROI and produce results for the next 10–25 years with them.”