Billboard Insider’s Dave Westburg moderated the Independent Media Company Panel at the 2024 OOH Media Conference earlier this month. He invited audience members to text questions they’d like panelists to answer. There were many sales-related questions which the panel didn’t have time to address so we put the questions to OOH sales expert Kevin Gephart. Yesterday Kevin talked about effective marketing. Today Kevin talks about how to compete against larger companies for multi-market buys.
“How do you deal with clients who don’t have a strong creative sense or design capabilities?”
Good creative helps $1 worth of DOOH advertising do the work of $2. If you only do business with prospects who have strong creative insight or design capabilities, you’re severely limiting your sales potential. Hire either a full-time or contract employee who can help you/your clients develop very strong creative solutions to their problems.
If you need to demonstrate (to your prospects) the value of good creative, do a creative test post on your digital for prospects or use the OAAA online virtual creative tester.
Local advertisers will succeed when they change their focus from spending 80% of their time deciding which media to use, to spending 80% of their time on compelling, relevant, timely messages.
“What is your strategy when competing with larger national OOH companies on multi-market buys when you don’t have as much inventory?”
Let go of the notion you are going to be a player in a large multi-market buy. It is fickle, mostly one-time, limited business. As ad buyers are forced to do more with less, they are in a constant state of trimming the number of vendors they use.
Be sure your inventory is represented in the SSP programmatic platforms and you have a relationship with a national ad rep; then consider any multi-market national revenue a “gift.” It isn’t worth the amount of time and resources required to chase it. That business doesn’t deliver a good cost/benefit. Invest your time and effort in cultivating local direct advertiser accounts. They will pay much bigger, longer-term dividends.
If you would like a free copy of the PPT deck regarding selling DOOH faster I presented at the recent OAAA Media Conference, or want to know how I can help your company sell more DOOH faster, please email me at: KevinJGephart@gmail.com
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