(For this column I surveyed some buyers of OOH about their “likes” / “dislikes” about market rides. A giant “thank you” for your contributions!) A big OOH sales competitive advantage is the market ride. Be it general market intro or review of proposed units, getting face time with key decision […]
If the thought of delivering a presentation makes you nervous, you’re in very good company. Beyoncé, Barbara Streisand, Prince Harry, Tiger Woods, and Adele all have stage fright. It’s natural to be uneasy, it’s up to you if you stay uneasy. The value of your ideas and your ability to […]
Roadside digital billboards are as old as US commercial TV was in 1971. Its mind boggling to imagine the growth ahead of us!! Sadly, little has changed with advertiser’s creative use of DOOH ad space. The future belongs to marketers who deliver Moment Marketing (real-time) to mass-reach audiences. (Search: Moment […]
Direct mail has two distinct categories: An advertisers’ current customer base/list “Prospecting” direct mail; targeting people that don’t have a nexus with the advertiser. This column will cover selling against “prospecting “direct mail. Based on ad results, this should be the very easiest to sell against. The average response rate […]
Last week I discussed how to sell out of home versus local radio. Today I’ll talk about selling out of home versus print advertising. Consumer print advertising encompasses many forms, including but not limited to newspapers, magazines, journals. I doubted the current impact of print advertising. I found consumer print advertising […]
Last week I discussed how to to sell out of home versus local cable TV. Today I’ll talk about how to sell out of home versus local radio. To sell against various media, begin with the data-gathering stage. Never take direct aim at a prospect’s media choices, ask “What do […]
Last week I discussed how to sell out of home versus local TV. Today I’ll talk about selling out of home versus local cable TV. Remember: Use leading questions in the data gathering stage to determine dissatisfaction with any of their current media choices. “Is (name an OOH attribute) important […]
This review of media choices is for your own edification. Use leading questions in the data gathering stage to determine dissatisfaction with any of their current media choices. “Is (name an OOH attribute) important to you?” “Does (name a competing media weakness) frustrate you?” Many OOH companies teach reps to […]
With all of the pandemic gyrations businesses need OOH now more than ever. Virtually every business is being stymied by the labor shortage. OOH can help in a way that no other medium can. The quantity of job candidates isn’t determined by the size of an ad budget but rather […]
My thoughts about dealing with ad agencies are confined to local agencies. Ad agencies are not clients; they are spokespeople for clients. They are due all the respect, ideas, follow-through, and accountability afforded any spokespeople. Agency/advertiser relationships tend to be very temporary. The constants are you (the media) and the […]
