Billboard Insider is running a series of interviews with Comstor Outdoor Founder and CEO Jason Duff. Comstor operates a 500 face out of home plant in Ohio and Indiana. Jason has previously talked about getting started in out of home and developing signs and how to scale an out of home company. Today he talks about the importance of creative.
On digital signs
We’ve been converting some signs to digital. I was probably slow to convert because I grew up in an industry with static signs. But there’s a whole host of different ways to leverage digital outdoor media and digital marketing
Do you fabricate your own signs or are you you you use a third party?
Productivity Fabricators has been one of our vendors for many years.
Software helps speed up the sales process
I started in days when we had forms in duplicate and triplicate and I carried those around in my car. One of the most instrument instrumental changes that we had in the company was you know digitizing all of our forms and processes utilizing a CRM and within that CRM being able to have a good pulse on how we’re performing and how we’re doing for our customer. We use the CRM to keep track of when a billboard is installed and we’re teaching clients how to use their install photos.
Sales coordination is important
We focus on sales training and coaching and the way we interact as a team. Having a regular meeting with the sales team also the installers because we have to all work together.
AI helps with meeting summaries and creative.
We use a lot of zoom and we use a lot of AI tools as well today listening and recording our meetings so we have recaps and action items that we can follow up on. In terms of idea generation we found that utilizing multiple AI’s and and asking key questions helps us pull out some creative ideas that maybe that we’ve never really even thought about.
I learned early in the business that we do not sell locations we are in the business of selling good ideas and so that taking that time of being able to flush out really solid creative and ideas and campaigns that we are suggesting and we are recommending to clients is a big differentiator in the industry
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