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.  In December 2016 Mollman installed an 11′ by 22′  Daktronics digital billboard. The company is an operator associate in the IBOUSA.

Matt, how did Mollman enter the outdoor business?

I grew up posting and fabricating structures as my summer job for many years.  At the time, I was not aware of what a great business outdoor is.  However, in 2005 I thought it would be good to afford clients an additional choice of marketing their product and brand.  I was fortunate enough to be able to purchase a small footprint (64 Jr Poster faces) of underperforming structures from Lamar.

Tell us about your plant.

We are in south central and southwest Oklahoma.  We have 200 faces. We constantly look for locations to increase our footprint.  We are mostly 12 x 25 and junior posters, but have recently added several 10×30’s and 12×32’s.

How has covid impacted your company?

When COVID first introduced itself it took us a month or so to adjust to the slower pace of day-to-day operations.  However, this allowed us time to catch our breath and complete tasks that have continually been put off such as updating and organizing files to cleaning the yard.  As far as revenues are concerned we were fortunate in that we did not experience a huge decrease due to cancellations brought on by the virus.  That said, we did voluntarily create a loss of revenue by discounting rates in order to retain the business which is what most operators I have spoken with did.  We had one client drop two of his six locations, but we were able to get those sold before the next billing cycle.

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.

Initially, we wanted to keep our billboards inside our radio stations’ coverage area but, soon came to the realization that we could operate both media entities separately or as a single entity pending our clients desires.

You installed your first digital billboard in December 2018. 

I have enjoyed nothing but a positive experience with my Daktronics digital display.  I am continually learning/developing a strategy to sell the one last flip.

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