Don Wright has nearly 50 years of experience in out of home advertising. He’s seen the industry as a billboard company sales rep and outdoor media buyer. Wright currently operates Billboard Consultants, an out of home buying service and space management service for independent small vendors. Yesterday Wright talked about being out of home company operator. Today Wright talks about what clients look for when they buy out of home.
You were involved with Buntin for a while.
In 1989 with Buntin the agency of record for Cracker Barrel Old Country Stores we pitched handing their outdoor advertising program. Turned out Cracker Barrel was about to start an aggressive building program and were opening at least three new stores a month – which meant a lot of travel. So not only were we doing new display buying but also upgrading numerous existing displays. Later we obtained Morrison Cafeterias. and National Auto /Truck Stops. The Buntin Agency had also obtained Duck Head Apparel and Buntin the Out-of-Home Media helped manage their billboard campaigns as well.
Mr. Buntin and I had a disagreement when in 1994 Cracker Barrel was discussing hiring a new outdoor management firm based on cost. Later it was agreed to split the business between us and Outdoor Services who came in and said they could manage the business for 3% vs the 10% commission we were charging. I suggested to Mr. Buntin to drop to 7% and hire at least one more field person. He disagreed and kept commission at 10%. Cracker Barrel then split the business and dropped the commission. It was considered to be my fault for the management change. I think about a year later Cracker Barrel moved everything to an agency in Chicago, but later came back to Buntin Out-of-Home Media where it is today..
What keeps you busy now?
I moved on and in 1994 formed Billboard Consultants – been much happier since as did not have to travel each week, no corporate restraints. Now in semi-retired mode we are not aggressively pitching new business. Still taking on new clients but only if we are familiar with them or can obtain a great financial / background report. Managing the current accounts and keeping those loyal customers please with their programs is our join. Starting out we handled some small local accounts, then for years we were the out-of-home media agency for Luby’s Cafeterias based in San Antonio before they sold off. We have handled Komatsu Equipment, Flanders Air Conditioning Filters, RCA Records ( Jimmy Buffett ), Mercury Records ( Travis Tritt ) but mostly highway directional units.
What do advertisers look for when they buy out of home?
Our customers look for location, price, service. Many of my clients know the demographics / area they desire coverage. We really like it when there is a competitive situation in order to get the best location at the best price with great customer service. Sadly many vendors do not realize that service is important as price and location…why would you want to rent from a vendor and have to constantly complain about lights, vegetation issues, structure condition?
The toughest part is convincing an advertiser that their creative will not work for them, that they are wasting their money. Personally I do not want their experience with outdoor to be negative one. Luckily we have developed a good enough trust with our clients they now listen. Increasing their business is our business, not just a revenue source for us.
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