Bob Wolfe has been in outdoor advertising for over 25 years. His extensive experience stems from selling both locally and nationally as well as in sales and plant management. He founded OutSelling Inc, in 2004.  OutSelling is the first-of-its- kind, National sales rep firm representing over 15 independent OOH companies throughout the US.  Insider interviewed Wolfe this week about selling outdoor.

Bob, how did you get into the outdoor business? 

I worked for an advertising agency and was laid off in the late 1980’s.  A friend of mine who worked for Whiteco Outdoor suggested that I interview with them.  I remember thinking, “I don’t want to sell billboards,” but I took the interview, and they gave me the job. My thought process at the time was that it was a good opportunity to get into more agencies to find work (basically a “job to get a job.”)  Here I am over 25 years later…still looking for that big break!  LOL

What made you start Outselling Inc.?

I am extremely fortunate to have had the freedom to cultivate some great relationships with some of the most influential people in the national buying arena. I remember I was at an industry convention several years ago and someone (a billboard owner) approached me asking if I knew this certain person who was the head of a large buying group.  I told this person that I did and knew him very well.  He basically solicited me right there; saying that if I could sell his inventory to any of these people here, he would give me a commission. Of course at that time, I couldn’t accept his offer as I was working for someone else, but it was then that I realized that there might be a niche in representing the little guy to the big guys. A short time later, the company I was working for, announced it was closing its doors and OutSelling Inc. was created.

Tell us a little bit about the firm.

We are the national sales force for outdoor companies.  Our partners are some of the most highly talented developers of OOH assets in the country and some of them are also incredible at selling locally but don’t have the desire or patience to solicit nationally.  We put these companies on the national stage where they will be considered by the largest buyers of OOH.  Our job is to take the burden of sales off their plate so they can focus on developing more inventory.  The more opportunities they create, the more opportunity we have.

What services can Outselling provide to an independent outdoor company?

The goal of our company is to truly “partner” with an owner of outdoor assets.  Whether it is billboards, wallscapes, transit, or anything that speaks to a consumer out of their home, we market these opportunities to the national OOH buying community.  There is so much involved with selling and servicing a successful national program and we make it easy for all parties. Besides simply selling, we help with marketing their products and their company.  We provide them realistic pro formas based on our sales experiences, and offer valuable knowledge of current trends so these operators can make informed decisions to help their companies grow and thrive.

What are some of the challenges selling outdoor and how can they be mitigated?

In my opinion, the biggest challenge for a seller today is that as the buying process becomes more streamlined and mechanical, the “Human Element” is starting to get lost. It is getting harder and harder to be able to present the true features and benefits of OOH and why a planner should consider our medium.  Decisions on where to spend media dollars are becoming too “automated” and based on data alone. It seems that as we move more into the world of big data, we move away from touting the true reasons as to why OOH is the most effective medium.  I believe we need to spend more time selling the medium and how it relates to the consumer and not just talk about the audience.

What’s your view of some of the industry attempts to put outdoor selling online?

It is of great concern to a lot of us.  This is not a click and buy medium and if it ever becomes this, I believe we will start to see a rapid decline in spending in OOH. Great programs are great because there are actual people that did the work.  They analyzed the options, they communicated with the operator or the seller, and they made great choices.  If every single billboard was exactly the same; the same read, the same size, the same price, was installed on the same day etc., then yes, one could put this whole medium on-line.  But fortunately for the buyer and the advertiser, each piece of OOH has its own unique story and is valuable in its own way.  It is because of these differences, OOH is the tremendous medium that it is.   As with programmatic buying in the digital space, (On-line advertising that is) the more it becomes automated, the more unreliable and flawed it has become. In my opinion programmatic is really problematic to our industry.  I think it is quite ironic how we as an industry are trying to take the “people” out of the business of reaching “people.”