Paul Ruiz, of The Fresno (California) Bee, has seen it all across his more than 30 years of sales experience. He has used AdMall® for most of his time in the industry and that was no different when he came across two local grocery stores looking for new advertising methods this year.
“The first business is still facing product shortages which can make it difficult to operate a grocery store,” says Ruiz. “They explained how hyperinflation poses a challenge because they pay more and then it gets passed onto the consumers. Yet they still want to remain as the place to buy affordable, high-quality products.”
“The second store is having similar experiences with their grocery. They still face product shortages, which can make it difficult to operate a grocery store. Although I cannot fix all their problems with supply chain issues, one thing is for sure, people still need to eat every day and shopping for groceries is serious business. To help overcome price increases, we have promoted some of the products to be unbelievably lower than other stores. Plus, with many other tremendous offers, people race to buy, making our strategy effective. I’m sure mobile buyers check their phones often for the latest teasers.”
“I sold them weekly print ads (half, full and double-trucks through 2022) in our grocery section of our Fresno Bee newspaper and Spanish-language paper, Vida en el Valle. One client, in addition, is printing a two-page standard grocery ad that gets inserted every week and delivered by ZIP codes with grocery specials.”
Ruiz says both clients also purchased digital addressable geofencing products that have a 10-mile radius footprint around their stores.
The combined total sale for these stores was $202,000.
Ruiz says the key factors in closing the sales were advertising needs, money and client trust.
“First, they must need to advertise or promote their store’s products to continue to get repeat business and new customers. Second, they need to be able to afford the costs of advertising, and there must be a strong ROI potential. Third, and most importantly, they must be able to trust me.”
According to Ruiz, AdMall had a lot to do with gaining that trust.
“When asked how I closed the sale, in a team huddle I explained how I used AdMall’s Intelligence Report and specifically how and why the customer became more engaged instead of staying quiet during my presentation. These businesses went from prospects to clients because I shared relevant information with them from AdMall and tied it to their revenue.”
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