Co-op is King for Texas Broadcast Consultant

Tue Aug 1, 2017

Courtney Huckabay

Challenge: Kawasaki dealer faces Texas-sized competition       

Marketing Consultant Arnold Bernardino had been hunting down new business for KETK-NBC/Nexstar in Tyler, Texas. He was hot on the trail of his local Kawasaki retailer, but was getting some push-back.

“This particular dealer was very reluctant to try TV, but I assured him that I was here to help build his business in the most effective way possible,” Bernardino explained. “I asked if he would give me a chance to do some research and look into co-op dollars.”

They are an East Texas family-owned and operated business, selling Kawasaki ATVs and UTVs.

“They very much sell on down-home feel and service after the sale,” Bernardino knew.

But, the biggest challenge they faced was bigger Kawasaki dealers within a 60-mile radius with bigger marketing budgets. Bernardino asked the owner if he would he give him a shot at helping his business after doing a lot of AdMall research, and the owner agreed!

Solution: Supplement small-scale budget with co-op reimbursements

“I went to AdMall as I always do for opportunities, and searched for Kawasaki,” Bernardino said. “And I found that they did in fact offer co-op opportunities for spot TV for their dealers.”

He used the contact information listed in the AdMall Co-op Intelligence Report and proceeded to email Kawasaki’s co-op department. They quickly responded and after exchanging a few emails with Bernardino, they sent him pre-produced commercials. He shared the spots with his client, as well as the Kawasaki co-op reimbursement percentages.

“My client was so impressed that I was able to find this information and do this for him [that he] signed immediately with me!”

Result: Selling smarter wins new business

The family business has been on air with KETK-NBC for two months and in this short period of time already has success stories from the advertising campaign! The client is spending approximately $1,500 per month.

“Had I not had AdMall available to me to do the research, my road to closing this sale would have been much harder,” Bernardino admitted. “The fact that I was able to speak intelligently with my client about what he could do, how his co-op dollars were accrued and how much money he would save made all the difference in the world!”

“I firmly believe in what AdMall provides us as AEs. It is truly an invaluable tool!”

Do you have a case study to share? Submit yours on the website and you could qualify for a Sell Smarter! Award. You will be contacted to provide additional details of your success. Media sellers who submit their success stories and are selected for a Sell Smarter! Award receive a plaque, a $50 gift card, and a chance to win an iPad in a random drawing at the end of the year. To locate the form in AdMall, watch this 15-second video.






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About Courtney Huckabay

Courtney is the Editor for SalesFuel and AudienceSCAN. She is a graduate of Middle Tennessee State University.

View all posts by Courtney Huckabay