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Background

The American Automobile Association (AAA) is a federation of motor clubs throughout North America. It is a non-profit member service organization comprised of 42 individual, regional clubs. AAA currently has over 58 million members in the United States and Canada.

AAA Northeast is a regional portion of the company, serving territories in Rhode Island, Connecticut, Massachusetts, New York state, and New Jersey. AAA Northeast serves a print and digital publication entitled “Your AAA” to it’s network members, featuring automotive news, travel ideas, and much more.

Challenge

John LaMarca, Healthcare Advertising Sales Director at AAA Northeast, saw that his team was spending an enormous amount of time researching ad sales opportunities, but were not breaking as much new business as they would have liked.

Furthermore, due to some cases of advertiser exclusivity, it was becoming difficult for LaMarca and AAA to find advertisers in new markets and in new brand categories to advertise within AAA Northeast’s publication. LaMarca was in search for a way to more efficiently find new business and expand AAA’s ad sales into new markets.

Solution

LaMarca saw MediaRadar as a great way for AAA Northeast to find and pursue new business across a number of different categories – notably, the healthcare industry. AAA Northeast was able to add a great deal of new healthcare advertisers, using MediaRadar for their research.

With MediaRadar’s prospecting reports and recommendations, contact information, and digital and native insights, AAA Northeast is now able to see where and how much advertisers are spending, as well as which prospects in their desired markets are ready to buy ad space across digital and print.

LaMarca says that MediaRadar, “is the #1 tool in the media and advertising space. I use MediaRadar on a daily basis, and it has helped me immensely in my mission to reap new business for AAA Northeast.”