Company: Mollman Outdoor Signs
Markets: Oklahoma
Headquarters: 627 Chickasha, OK 73018
Phone: 405-224-1560
Mollman outdoor operates a 200 face billboard and poster plant in 17 towns in Southwest Oklahoma. The company is run by Matthew Mollman.
Matt, how did Mollman enter the outdoor business?
I used to post vinyl for Matt Hinkle of Tyler Outdoor. I encouraged my family to enter the business 15 years ago after I saw what a good business it is.
Tell us about your plant.
We are in southwest Oklahoma. We have 200 faces. We constantly look for locations to increase footprint and fit with radio properties. We are mostly 12 x 25 and junior posters. We’ve got no digital signs yet but it’s on the horizon. Most of our plant is in areas where digital wouldn’t make sense. The rate isn’t high enough. We might install digital if we found a high traffic location.
What’s the Oklahoma outdoor market like?
Good. We just renewed a client for 2 years. We haven’t lost any clients from oil patch problems. Our business is very stable.
You also own radio stations. Are there any synergies from owning radio stations and an outdoor plant.
- There is more synergy between outdoor and radio than any other forms of media. When you are in the car you are listening to the radio and also seeing billboards. The outdoor and radio messages can reinforce each other.
- We offer added value in the form of extra radio ads when a client make a combination radio and outdoor buy.
- We use one sales force to sell both outdoor and radio ads which makes us efficient.
Insider heard you give some great insights into outdoor collections at an IBOUSA conference last year. Talk about your approach to collections.
- Our sales guys do a good job vetting new clients.
- We are hands on with our clients. We will see our radio clients every 3 weeks and our outdoor clients every 2 month. We get money up front to cover vinyl and install and expect to be paid regularly after that.
- We compensate our sales reps based on collections not billings.
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