Company: Barrett Outdoor Communications
Headquarters: 381 Highland St., West Haven CT
Markets: Eastern Connecticut
Phone: 203.932.4601
Email: sales@Barrettoutdoor.com
Barrett Outdoor operates a billboard plant in Eastern Connecticut along the I-95 corridor including Bridgeport, Stratford, Devon and Milford. The Company was started in 1962 by Jack Barrett. John Barrett is company’s President. Barrett is a member of the Outdoor Association of America (OAAA), Geopath and the Outdoor Advertising Association of Connecticut (OAAC). In addition to running an out of home company, Barrett is a partner in a brewery. Here are excerpts of previous interviews we have done with Barrett.
John, you’ve got some amazing locations.
It helps if your company was formed at about the time of construction of the interstate.
Your website has great pictures of your signs.
My brother gets credit for that. He took the pictures from the car.
Whose digital signs do you use and what have you learned?
We installed a couple more digitals this year. We started out using ADTI because they were the only ones doing 16 mil. We switched to Daktronics once they provided 16 mil. They’re much better. My feeling is that there’s a difference between what the eye sees and what the brain can distinguish…People would drive by my 16 mil signs and say they like them better although they didn’t know why.
What are your thoughts on the automated buying platforms like Blip, Adquick, Adomni and Vistar?
Most of our locations are static and we provide everyone with the necessary information to populate their data bases. We use the Blip platform to run all of our digitals and therefore have full automated sales with them and we are very pleased with that relationship. I have always been and continue to be concerned that display space will become a commodity. Smaller companies like ours, thrive in part on our ability to differentiate ourselves from the big companies through flexibility, reliability, problem solving, fast response, viewshed maintenance and a host of subtleties. These distinctions are used by people when assigning value and obtaining brand loyalty. This can all be lost in an automated buying system that only looks at numbers.
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