Company of the Day: Bullfrog Outdoor

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Company:  Bullfrog Outdoor

Markets:  Michigan, Indiana

Headquarters:  Fort Wayne, Indiana.

Phone:  260-625-JUMP

Bullfrog Outdoor owns a 45 structure, 110 face out of home plant around Ft Wayne.  The company was founded by Charlie MacIntyre in 1998 after a successful career with 3M in Chicago and Fort Wayne.  Charlie is President of the IBOUSA and  a Billboard Insider reader.  He has provided Insider with many great suggestions for articles over the years.

What’s new at the company since we talked in May 2018?

This is a very exciting time for for Bullfrog. We keep growing rates and increasing our footprint with the additional inventory of both static and digital units.

I hear you’ve been using Apparatix to manage your signs now.
In April we started using Apparatix and the transition has been seamless. For a small operator that has the World Headquarters in the basement of my home, this is a real time saver. Prospects call with an inquiry and within 5 minutes they have a professional proposal to view with maps, photos and market information

Are you using any of the automated sales platforms to sell space on your signs?

I will be connecting to the Adomni and Vistar platforms this Spring. I don’t know if this will increase revenue since my two digital units are located in towns with the population of 10,000 or less and all of the sales are local.
I do look forward to the day when programmatic buying is done on static billboards since 99% of the outdoor inventory is static. My friends in larger markets are satisfied with the revenue they are receiving. I do worry about a race to the bottum with rates, that will shake out in the end and we will see.

Tell us about your plant.

The plant consists of 12’ x 25’ and 14’ x 48’ monopole structures.  Bullfrog has also acquired a few older wooden structures from prior companies that were abandoned when they they started building monopoles in the “Big Cities”.

Who’s digital signs do you use and what’s been your experience?

Formetco installed the digital. They have provided excellent customer service. Originally I was not interested in installing a digital display and then I started coming around to the idea. Bullfrog installed a digital display in Angola, Indiana and it has been well received.

It also has opened up opportunities with advertisers that were not customers and would not respond to my emails or calls. They since have leased space on the digital and have additional billboards with Bullfrog.

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