Challenge: Managing early COVID-​19 restrictions

All of us had to deal with the COVID-​19 pandemic to varying degrees. Vanessa Taylor, senior multimedia sales executive at LocaliQ, was looking for creative ways to approach boat dealers in her market during the early days of COVID-​19. As a 22-​year media sales veteran, Taylor knew that even though times were tough, she could turn to AdMall and find ways to ease the burden for these local businesses.

“The [boat dealers’] operations have been impacted by COVID-​19 restrictions,” said Taylor. “They’ve had to learn new ways to interact with customers with mandated protocols, lack of inventory and cancellation of boat shows, open houses, events, etc.”

Solution: Share AdMall’s valuable co-​op ad funding research

Taylor has been using AdMall’s intelligence tools for over seven years now, but only started specifically focusing on co-​op ad funding within the last three.

“I am very vertical-​specific with the businesses I work with,” said Taylor. “I mostly work with powersports, motorsports, motorcycle, boat dealers, RV dealers, etc. So, I work with a lot of [big name brands].” 

“Being able to share knowledge of co-​op opportunities and seasonal campaigns for boat dealers helped overcome the challenges these businesses were facing. It also helped bring their out-​of-​pocket costs down and get more for their buck.”

Taylor reviewed AdMall’s co-​op research and came up with digital marketing campaigns composed of email blasts, targeted and re-​targeted display ads, YouTube advertising, and social media.

Result: Multiple boat dealers agree to advertising during challenging stretch

Any sale, during a pandemic or not, is tough. Taylor showed that even during the most trying times, a good sales pitch, combined with the right research, is all it takes. Across seven different boat dealers in her market, Taylor’s final total equaled out to $113,103 for the year.

Additionally, Taylor’s AdMall expertise was all self-​taught. She was usually on the road selling, so she didn’t have much time to attend the free monthly webinars. However, she credits Admall''s ease of use for her success.

“AdMall is a tremendous tool and resource, especially if you are working a vertical that you aren't familiar with,” said Taylor. “I have really just played with it and learned my way by trial and error.”

AdMall maintains 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 programs details listed in the AdMall intelligence system. When you share your co-​op plan with AdMall, your local dealers can have the kind of success experienced by this beauty salon and this window treatment retailer.

In addition, AdMall can help your co-​op program work harder for you. If you’re planning on running limited-​time promotions, with or without co-​op, we can promote it to local media reps who will get it in front of your dealers. Not planning a promotion? We can help you set one up and be featured in AdMall.

Please feel free to email your co-​op plan and any questions you may have to co-​opteam@​salesfuel.​com.