Company: Porlier Outdoor Advertising

Markets: Missouri, Kansas

Headquarters: 127 Mulberry Street, Foristell, MO  63348

Phone: 636-463-2100

Porlier Outdoor operates a billboard plant in Missouri and Kansas.  The company operates a 323 face billboard plant including 4 digital faces clustered from St Louis west to Kansas City.  The firm was started in 1988 by Brent Porlier.  Along with Brent Porlier as President, the company is co-led by Melissa Porlier who is VP of Real Estate and Sales and Leann Davis who is VP & General Manager.

How did you enter the billboard business?

I answered a help wanted ad for an entry-level real estate rep position for the Kansas City Star newspaper. That decision led me into a real estate position with Whiteco Metrocom (formerly White Advertising International). After 7 years, I moved to St. Louis to begin working for DDI Media (formerly Drury Displays, Inc). In 1988, I partnered with DDI Media to pursue my own company. DDI Media graciously provided the financial backing needed to start the company. After a fruitful 26 year partnership, myself and DDI Media made the decision to geographically split our inventory. I now own and operate about 323 faces between the St. Louis and Kansas City market. I’m fortunate to be able to pursue my true love of site development, which allows for a more flexible schedule to spend time in Montana, my home away from home.

Whose digital billboards do you use and what have you learned?

We met with a few companies and viewed many digital billboards in the market when we were shopping for a digital supplier. After a lot of consideration, we selected Formetco as our supplier. We found their product to be superior in terms of brightness and clarity, and the edge-to-edge technology really gives the faces a sharp, clean look. Offering the longest warranty in the market, Formetco confidently stands behind their product and they’ve been fantastic to work with. Skyline Outdoor, Inc. modified our structures as needed and installed the digital screens.

What’s new at the company over the past year?

In the last year we have expanded our graphic artist/production position to a two-person job – it is exciting to now offer our clients a “team” to work with. We have also expanded our focus to include building a new office for our company. We have slowly outgrown our current space and are excited to customize and build a new office/warehouse building with a storage lot to fit our growing needs.

Are you using any of the automated sales platforms (e.g. Blip, Adquick, Adomni, Vistar, Onescreen.Ai)?

We are not. Automated platforms were something we considered opting into when first launching our latest digitals in 2018. We fortunately though have been able to keep a high occupancy on all of our digital faces without the need for supplemental buys.  Most of our digital contracts range from 6-13 periods and we fill in the gaps with seasonal and short term advertisers. After four years, we now have several returning advertisers that see our digitals as an extension of their marketing plan and return year after year to help fill their sales pipeline.

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