The Challenge: Showing the Value of CTV Over Cable
The Regional Vice President of Sales for a large Southeastern television station had a goal to secure a significant advertising investment from a local plumbing company. The company was focused on cable advertising and needed to be convinced that CTV could deliver better results. To make the case, the sales leader needed to:
- Highlight the measurable benefits of CTV advertising compared to cable.
- Demonstrate CTV’s ability to reach their ideal customers effectively.
- Provide actionable insights to support the proposal and build confidence.
The Action: Leveraging TopLine’s Consumer Insights
The Regional VP used TopLine’s consumer insights tool to collect data that would build a supportive case for the pitch for CTV. The information included data showing the prospect’s target audience’s preference for streaming platforms and quantifying its ability to target specific households. With this, he created a tailored proposal that highlighted the ROI potential of a CTV advertising campaign.
The Result: Closing a $165K Deal
The combination of data-driven insights and a customized pitch resonated with the plumbing company’s decision-makers. The Regional VP secured a $165,000 commitment for a CTV advertising campaign. Additional impacts included creating a client success story around CTV advertising and showcasing the station’s expertise in delivering tailored advertising solutions.
This success story highlights how TopLine’s consumer insights empower sales teams to craft compelling pitches that drive significant business results.
Learn more about TopLine here.
[button class=”” href=”https://content.futurimedia.com/hubfs/Case%20Studies/The%20$165K%20Win%20-%20How%20Data-Driven%20Insights%20Sealed%20the%20Deal.pdf” label=”Download This Case Study” target=”_blank”]
Related insights
Case Study: Elsi Twombly of Fox 11 and CW14 Turns Prospector’s Block into $10K per Month in New Business
Discover how Elsi Twombly of Fox 11 and CW14 turned “prospector’s block” into $10K/month in new business using TopLine tools to shift from selling to storytelling.
Case Study: Top 30 Broadcast Group Drives ROI in First Month with Smarter Sales Enablement
Learn how AI-powered sales enablement can transform your sales strategy for increased engagement and higher close rates.
Case Study: Personalized Insights Saved Time, Secured Key Advertising Account
Securing new advertisers, especially digital-only businesses, can be a challenge for local television stations competing in an increasingly digital world. A Marketing Consultant with a network affiliate in the Southeast needed to connect with a boat company’s new General Manager, who had no prior relationship with the station.