What’s in a good ride sheet? Good sign pictures. Nice to have a closeup view and an expanded view. A map showing the sign’s location. Impressions data or traffic data. Illumination information. Address and latitude/longitude so that a client can easily look the sign up using google maps. Contact info […]
Last week I discussed how to to sell out of home versus local cable TV. Today I’ll talk about how to sell out of home versus local radio. To sell against various media, begin with the data-gathering stage. Never take direct aim at a prospect’s media choices, ask “What do […]
Last week I discussed how to sell out of home versus local TV. Today I’ll talk about selling out of home versus local cable TV. Remember: Use leading questions in the data gathering stage to determine dissatisfaction with any of their current media choices. “Is (name an OOH attribute) important […]
Pete Hautem has spent 44 years selling out of home. Here are are 4 questions he thinks are high gain when talking to a prospect.. I have always said you can ask your way into a hell of a lot more sales than you can talk your way into. If […]
This review of media choices is for your own edification. Use leading questions in the data gathering stage to determine dissatisfaction with any of their current media choices. “Is (name an OOH attribute) important to you?” “Does (name a competing media weakness) frustrate you?” Many OOH companies teach reps to […]
With all of the pandemic gyrations businesses need OOH now more than ever. Virtually every business is being stymied by the labor shortage. OOH can help in a way that no other medium can. The quantity of job candidates isn’t determined by the size of an ad budget but rather […]
My thoughts about dealing with ad agencies are confined to local agencies. Ad agencies are not clients; they are spokespeople for clients. They are due all the respect, ideas, follow-through, and accountability afforded any spokespeople. Agency/advertiser relationships tend to be very temporary. The constants are you (the media) and the […]
By Kevin Gephart In my last column 5 more sales objections and how to handle them I asked readers to identify sales objections. Thanks for all the comments. I’ll address the objections which readers raised today. People don’t want a drill, they want a hole; advertisers don’t want advertising, they […]
Here’s some great advice from Southeastern Signs Robert Wallace and Mixed Media’s Denny Orsinger on using social media to market billboards. Robert Wallace, Southeastern Outdoor I can only talk to so many people per day on a phone. So I use social media to talk to the masses… not only […]
By Kevin Gephart Last week I discussed the top out of home sales objection – it costs too much. Today I’ll discuss 5 more out of home sales objections and how to handle them. I need more time to tell my story “Your 7 to 10 words on billboards doesn’t […]
