“Progress is impossible without change, and those who cannot change their minds cannot change anything”

– George Bernard Shaw-

How committing to a long term evolution strategy makes sense.

It’s not a shock to anyone that we are experiencing a major pivot in business, from the way we purchase, market, buy and sell products and communicate.

This year we have witnessed some major retail and household brands become extinct before our very eyes.

Sears and Toys R’ US, are two that come to mind.

I have to be honest, I never thought that would happen during my lifetime.

I don’t know about you, but for me it’s been a real eye opener.

I often think how could this happen? Are they asleep at the wheel? Did they just give up? Did they even entertain a rebrand or new direction? Did they refuse to believe they needed to change? Did they think that it couldn’t happen to them? Or blame their failures on something or someone else?

I believe it’s only natural for me to think about the industry that I have been aligned with for over 20 years, Out of Home advertising. Of course, I want to protect it and do my part to ensure its existence.

The good news for us, we aren’t in danger of closing our doors.

No matter what line of business you are in, you are at risk, and vulnerable to losing market share if you don’t have a plan to evolve, innovate, embrace change and grow.

Out of home has made many strides and breakthroughs over the past decade, through the conversion of digital billboards, technology integration, data analytics, and the birth of programmatic buying.

Here are eight areas that I have identified through conversations, experience and research, that will increase opportunities, growth, and to continue to secure our position.

#1 High Profile Static Locations

How long has the current advertiser occupied a high profile location? Are you getting more than a 5% increase year over year? Is flat the new 5%?  If you were to replace the current advertiser with a brand new advertiser, what would that look like in terms of an increase? It’s been reported as much as 50% to 100% in some cases- Changing up the landscape can also inject new life, more interest, and brand new impression opportunities. The first right of refusal should be based on the current market value- not longevity.

#2 Planning-  Are you part of the planning process or part of the RFP? Be proactive, do research on the customer brands and strategy at the client level, then present new creative ideas, and compelling data that is aligned with the overall campaign strategy to gain attention during the planning stage, this will ensure consideration and a much larger piece of the campaign investment.

#3 Technology Companies– They need branding- there is no better medium than ours to deliver larger than life images on Wallscapes or large format inventory, even mobile billboards, transit, & car wraps- Remember we are the go to medium that the other mediums use to introduce a product, re-brand or just simply display a message.  It’s no secret they have huge ad budgets from all of the ad dollars they are receiving through their customers.

#4  Direct Media buys, Many brands & customers are beginning to plan and execute media placement in house-  Do you have a relationship with both the client and the agency?

#5 Digital Online & Social Campaigns-  Get involved- This is where all of the ad dollars are going. Inquire with your agencies and clients direct- and find out the demographic results of their digital and social campaigns. If the campaigns have been successful they will be happy to share the results with you. Data doesn’t have an opinion, and it delivers the facts in black and white. Research your OOH inventory to mirror the results, present a targeted strategic OOH campaign, to support & increase overall impression’s- to deliver stronger KPI’s.

#6  Added Value- Agency’s and customers love added value- so what else can you offer? Here’s an Example- Order the static vinyl’s- 2 weeks prior to the campaign start, when they arrive have them installed early if you can- surprise them with a photo of the location(s)- Customer’s appreciate it. It shows you are on top of their needs and demonstrates great customer service and future expectations.

#7 New Business-  DOOH is programmable and can be purchased the exact same way that the online digital and social campaigns are executed. Our standard current business model isn’t intuitive to the new generation of media buyer’s- resulting in missed opportunities for new customer acquisitions, new categories of business, and increased revenue opportunities.

#8 Always be a resource– If you can’t assist a prospect or customer with their needs- Always refer them to someone who can- even if it is a direct competitor. This will also ensure longevity & strength by keeping the ad dollars within the industry. One day they will return the favor- trust me.

Applying forward thinking strategies can take both large corporations and independent operators toward the direction that tomorrows successes will demand. I hope you find this information helpful!

Thank you for reading, and sharing, please feel free to share your ideas!

Please stay tuned for the launch of my new podcast – #SalesByte

Happy Selling!  Andrea Messimer Henley

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