TV Rep Utilizes Money Matters; Former Print Client Converted to Digital

Tue Apr 26, 2016

Courtney Huckabay

The 4th Quarter 2015 Sell Smarter! Awards video puts the spotlight on two media salespeople who increased revenue for their media companies by using the tools in AdMall.

 

Hi. I’m Doug Lessells. On behalf of everyone at SalesFuel, we welcome you to the fourth quarter 2015 Sell SMARTER! Awards – where we honor excellence in media SALES.

[SEGMENT ONE]

In Winston-Salem, North Carolina, not many financial advisers run TV spots, so AE Hayley Curry with WMYV and WXLV felt it was an untapped OPPORTUNITY.

Using the Financial Advisory Services Local Intelligence reports from AdMall PRO, Curry approached a firm with a creative campaign.

“I shared reasons why clients CHOOSE financial advisers and advised the owners to build up their BRAND image using the power of TELEVISION to convey their knowledge and TRUSTWORTHINESS to their target audience of people ages 50 to 79,” Curry explained.

She NAILED it, LANDED the account, and secured a $15,600 buy for her station. In their thirty-second spots, the client donuts a twenty-second financial TIP with a Money Matters BRANDED OPEN and CLOSE.

Curry notes that “The commercials air approximately a 100 times per month in programs like Good Morning America, ABC America This Morning, This Week with George Stephanopoulos, during local news, as well as in PRIMEtime on my network affiliate.”

“The client has heard from a LOT of people who say they’ve seen the commercials,” Curry said. “The GOAL of the campaign was focused on BRANDING the business and building NAME recognition, and so far it’s performed ADMIRABLY.”

[SEGMENT TWO]

Advertising Sales Manager Kristen Pickens with the Van Wert Times had a Kubota dealer in Ohio who vowed to NEVER use PRINT advertising again. But Pickens was determined to prove she could make advertising WORK for this business. So when she saw a DIGITAL-focused Limited Time Opportunity for Kubota appear in the AdMall Minute, she RAN with it!

“I went in with the BENEFITS of website advertising,” Pickens said. “AdMall gave me an INSIDE TIP, because the owner wasn’t even AWARE of the LTO!”

She sold him a leaderboard banner on the Van Wert Times website that ran for a month. The dealer has already gotten decent RETURNS.

“The ad received a little more than one click per day,” Pickens said.

Pickens has been selling media for almost 5 years and DEPENDS on her AdMall Minute for DAILY inspiration.

Congratulations to Hayley and Kristen, along with the OTHER 4th quarter Sell Smarter! Award recipients:

  • Joanne Sabo of Beasley Media Group
  • Lynette Whitman of WBNG-TV
  • Teresa Hardcastle of Comcast Spotlight

To find out how YOU can qualify for a Sell Smarter! Award, visit the Sell Smarter page under “FEATURES” on MediaSalesToday.com.

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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
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