Steve Nicklin’s 10 Tips for getting more national and regional advertising business.

Steve Nicklin, the OAAA’s VP of Marketing, travels the country making the case for out of home to ad agencies and ad buyers.  Here are 10 tips Steve shared on how to get more national and regional advertising business at the fall IBO conference.

  1. Be timely and responsive to the specific request, don’t do a data dump.  This is the most important thing.
  2. Don’t forget the fundamentals such as accurate location data or sales kits with great current photos.
  3. Include inventory in demand-side platforms that makes sense for you because the agency buying process is becoming more automated all the time.
  4. Be part of Geopath so you can be represented in their market explorer tool.  Audiences are more important to agencies.  Geopath’s enhanced system helps define OOH audiences better than ever.
  5. Build good relationships with local franchisees.  You want them to suggest your name to agencies and buyers when they are asked.
  6. Provide quality market intelligence because agencies are doing fewer market rides.
  7. Explain what makes your market unique (e.g. local annual events).
  8. Send quarterly updates that inform agencies and solve problems.  Give them updates on market conditions (I-15 is sold out but Route 1 is a good alternative), competitive info (a new restaurant chain has entered the market) or recent outstanding creative campaigns.
  9. Request an agency org chart and focus on contacts who manage your market, not the generals at the top.
  10.       Join OAAA to become a more active part of the vibrant and growing OOH industry.  OAAA membership provides the research, marketing tools, and vital education needed to enhance any company’s sales efforts, especially with ad agencies.

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One Comment

  1. NEWS WORTH FOCUS! I’ve heard Steve speak at the NCOAA Convention in the past. He certainly has his finger on the pulse of OOH. More out of Steve please!- Cynthia Barbour – Lamar Advertising – Charlotte, NC