A newer business has recently popped up in our Classified Section as Elizabeth Mellen has opened Outdoor Digital Display Management. We had a chance to interview Liz about her business.
Can you share with us about your background serving the outdoor industry?
I worked for one of the leading digital sign manufacturers in the United States in their billboard division. During that time, my primary focus was assisting customers with software demonstrations, trainings, development meetings for future software updates and assisting customers with understanding the selling of a digital. I also counseled them on effective operations and handling technical difficulties with their signs.
What made you decide to strike out on you own and start ODDM?
Starting my own business is something that I have had in the back of mind since I was a teenager. The question was always, “How and what could I provide that would be useful and successful?” During my time working with a manufacturer, I discovered that I enjoyed working directly with billboard operators. Building relationships with operators, while helping them get a better understanding of the product and alleviating customers’ stress or concerns was fulfilling.
After years of many conversations with operators, it became evident that a service with individuals who are well-versed and trained in the industry and the programming of digital displays would be advantageous for an operator. There are a plethora of creative ways to use a digital unit and to pique advertisers’ interest in promoting their businesses on digital, but many operators may not fully understand these capabilities and have the time to be trained, or to train their staff. I found myself at a perfect moment in my career to give it a shot. I had an idea that I believed in, so I went for it.
Who do you see as your target market and what services does ODDM provide to an outdoor company?
Any operator with a digital unit can benefit from the affordable services that ODDM provides. The services provided are: scheduling, running POP reports, tracking availability and occupancy, and educating the client on the many ways that dynamic content is relevant to their specific industry. Advertisers that utilize all of the benefits of scheduling and dynamic content are more likely to renew their contracts. ODDM can also assist with coordinating service calls should a technical issue arise with the boards.
What would be the advantage of an operator to do business with ODDM?
The main advantage is that this saves operators time in managing their displays or hiring and training new or existing personnel to manage them. Eliminating time spent scheduling, running reports and educating advertisers post sale on beneficial ways to utilize a digital allows operators and their staffs more time to nurture new and existing markets. With more attention given to clientele to maximize those relationships, the growth of their enterprise can happen. Also, a third party service is often a more affordable option than hiring someone in-house to handle these same tasks.
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