Challenge: Understanding digital advertising

Corey Baysden, account executive at Spectrum Reach, has been selling media advertising for over 20 years. During that time, the advertising landscape has evolved towards digital, however, believe it or not, there are some companies that have yet to make the jump. That was the case when Baysden reached out to a local HVAC dealer who had never thought about digital advertising before.

“The [HVAC dealer] owners are very nice and easy to work with,” said Baysden. “They really had no idea where to start or what options were available. They just needed someone who would explain to them their different options in a way they could comprehend. Business, fortunately, has been very good this past year. They just wanted to get their name out more and grow their business share.” 

Solution: Turn to AdMall’s Digital Audit

A veteran of media sales, Baysden only started using AdMall recently.

“I’ve had access to AdMall since I started with this company, but have only started utilizing it this past year,” said Baysden. “I didn’t realize the full scope and capabilities of it until a fellow co-​worker showed me.” 

“I pulled the digital audit for the [HVAC dealer] and incorporated it into my proposal. The client was absolutely taken back by how much information it provided. They had never had anyone show that kind of information to them. This was a new business that had never advertised with us before. AdMall research was able to show the [HVAC dealer] where they needed to improve their web presence and reinforce the importance of search marketing. The SEO Alignment section [of the digital audit], along with their website speed, were very helpful.”

While the audit was Baysden’s main source for their presentation to the HVAC dealer, they also pulled research from the “Heating/​Ventilation/​Cooling Dealers” local account intelligence report as well.

“The ‘opportunities and challenges’ portion of the [local account intelligence report] brought forth some new ideas for them, like focusing on home automations,” said Baysden. “I feel that each bit of information built credibility with the client. I sold them on search; Google, Yahoo and Bing; as well as our addressable display product.”

Result: A new world of advertising for the HVAC dealer

The HVAC dealer may have never tried digital advertising before, but they were so pleased with Baysden’s presentation that they agreed to a contract worth $22,760.

“They signed a 10-​month contract and now have several digital campaigns running with us. I fully believe the information AdMall provided built trust and credibility with the client. It didn’t take me long at all once I gave it a try. I’m embarrassed that I wasn’t utilizing this tool sooner. I find myself telling everyone about it now, how easy it is to use and how much it makes a difference with my presentations.”

AdMall’s Digital Audit will do a real-​time data capture of any client or prospect’s digital presence in less than a minute. Using real-​time big data to analyze the account’s activity and findability, the Digital Audit:

• Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
• Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
• Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
• Compares the account’s digital presence to their top local competitors
• Does in 60 seconds what would take you 60 minutes to do by hand
• Incorporates data into tablet-​optimized sales presentations in AdMall PRO