In May Lisa Rondina was hired as an Enterprise Marketing and Sales Advocate at the IBOUSA.  Her job is to generate more revenue for IBO members by expanding agency relationships.  Insider talked with Lisa last week.

How did you get into out of home.

I worked for a small independent operator in Oklahoma way back in the 90’s.  They sold to Lamar and I went to work for Lamar.  The guy that I worked for here in the city went to Fairway out in North Carolina…I followed him out there.  I was the sales manager out there for about nine years.  And then it was time for me to come home…My family needed me.  So we moved back here at the end of 2015 and I went to work for Tyler Outdoor…When Chris called and proposed this opportunity it was kind of a no brainer…

What are you doing for IBO?

I am reaching out to agencies, introducing myself and educating them on what we (IBO) have to offer.  So many of these agencies aren’t aware of the IBO and what we have to offer.  What I’ve been talking to them about is how I can be a one stop shop for them.  Rather than sending out 15 different emails to 15 different operators I can manage it for them.  It’s gone really well.  I’ve gotten a couple of national buys…I’m reaching out and talking to the independent operators so that they know who I am and I can get to know them and familiarize myself with their markets.

How are agencies responding?

Great.  They have been super.  Due to covid I haven’t had any in person meetings yet…I’m based on Oklahoma City.  I am hoping to meet with the local and the regional agencies.  Zoom is awesome.

How many total agencies are you contacting?

We have a list of about 10,000…We’ve been weeding through them.  I’ve contacted about 500.  We’re verifying that they’re an agency and if I’ve got an email I’m reaching out to them and then following up with a phone call.  First of all you have to see if they’re selling billboards…

How many boards are part of IBO now?

We have access to about 1,500 digital billboard faces and 85,000 static faces in over 170 DMAs.  We are working on getting  everything into one system.  In one platform.  The operators send us a spreadsheet with their assets and photos.  I’m able to see what’s available, but we also double check with the operator to confirm.

Anything else our readers ought to know?

We would love for some agencies to become a part of the IBO.  It’s very inexpensive.  I’m hoping to get some agencies to come to our Fall meeting.

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