Digital is No Small Potatoes for Idaho Statesman Specialist

Tue Aug 22, 2017

Courtney Huckabay

Challenge: Education services client needed to educate new audiences                   

Darce Johnson has specialized in selling digital media for 15 years. She saw potential in a new education services client. “They were new to the DMA and had little name recognition,” Johnson explained. “And they had very few registered attendees for an upcoming seminar.” As a Digital Specialist for Idaho Statesman, Johnson does the research, writes and creates the proposal/presentation, and delivers the pitch to the digital client. She was confident AdMall could help her win this business.

Solution: Learn more about the audience with AdMall

“I used AdMall’s wonderful (national) audience analyses across my client’s best audiences, searched for segments within each that crossed each other, added qualifiers the client requested using market demographics, drilled into everything at the local zip code level and ultimately crafted a proposal,” Johnson said. She specifically utilized the Affluent and Parents of Teenagers AudienceSCAN Profiles, and ran a Digital Audit on her client.

Result: An educated consultant aced the sale

Johnson’s client bought digital banners with advanced audience targeting, in the following sizes: 728×90, 300×250, 160×600, 320×50. These ads ran across desktop, mobile and tablet, targeting audiences with household incomes of more than $100,000 with one four-year degree and the presence of children in the home between the ages of 2 and 15, as well as designated zip codes.

“AdMall makes it easier to show clients value. It makes my job easier. Full stop.”




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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