ooh advertising

Tim Rowe interviews Layne Cox, CMO of Union and one of the earliest startup marketers to leverage OOH advertising as a growth channel all the way back in 2009. Layne’s career is a culmination of commitment to a passion for serving family-run businesses in the hospitality industry, with a marketing career that started out “as a lunch lady” and evolved into one of the most revered marketing leaders in the world of building B2B and B2C two-sided marketplaces. Layne has helped to build and scale amazing companies like Seamless, Grub Hub, Slice, and Pomp, specializing in the connection of the digital experience with the physical world.

Key Takeaways:

• On getting the formula right: A 20-50% overall lift in customers (specific case study story)
• On measurement: Offline media impacts everything else you’re doing so don’t measure it in a silo, instead use a blended cost per acquisition (Total Amount Spent / Total Amount of Customers Acquired)
• On OOH being grassroots at scale: Be relevant and fun!
• On OOH being grassroots at scale: Meet your customers where they are, with multiple touchpoints per day
• On being a Challenger Brand: You will have fewer resources which can be a great catalyst for finding creative solutions and using agility to out-maneuver the competition
• On being a Challenger Brand: “We had to use big, broad channels to prove to customers and partners - ‘it’s a thing!’”
• On the wasted reach of broadcast media for a two-sided marketplace: Eventually, you’ll be where they are or they’ll be where you are so it’s really a low-cost, long-term investment. Extend your time horizons on the impact of marketing

Big Idea To Consider: When is the last time you experienced what it’s like to buy from yourself/your company?

Read Part I of the Multi-part Measurement & Attribution series at The OOH Insider -https://www.theoohinsider.com/blog/oohmeasurement-part1/

Check out all 4.5 years of OOH Insider content at https://www.theoohinsider.com/

Things I said would be in the show notes during the show...

My LinkedIn - Connect with me or send me a DM!
https://www.linkedin.com/in/troweactual/

The Targeted Offline Marketing LinkedIn Event on 12/1 @ 1:30 EST
https://www.linkedin.com/video/event/urn:li:ugcPost:7002753432633630720/

OOPS! That episode didn't drop yet but you can listen here for early access:
https://www.buzzsprout.com/669730/11789141

Goldfish Ads
https://www.doohmarketing.com/

Placer.ai
https://www.placer.ai/

Check out all 4.5 years of OOH Insider content at https://www.theoohinsider.com/

Sam Mallikarjunan, Co-founder and Chief Executive Officer of OneScreen.ai, believes that in 2022, it is more important than ever for startups to be prudent about their marketing spend if they want to grow over the long term. 

In this episode of Recession-Proof, Sam shares the power of out-of-home advertising, what you should do with your marketing budget as interest rates rise, and why every business should develop cross-functional alignment between finance, marketing, sales, and operations.

In this episode, Sam and Alex discuss:

• The surprising cost efficiency of OOH
• Marketing with higher interest rates and CAC
• How the current fundraising environment should impact your marketing budget

Out-of-home advertising opportunities

 OneScreen.ai focuses on out-of-home advertising, a type of advertising that focuses on visual advertising seen outside of the home, such as on billboards, benches, bus shelters, etc. Though it's more complex than digital marketing, Sam notes that out-of-home has enormous potential and is extremely popular among new crypto, FinTech, and direct-to-consumer companies.

“There's this assumption that anything that's not internet-based eventually is going to die or it's not worth spending time on. In reality, the real world is significantly more complicated”.

Adapting your marketing budget

Market dynamics are changing, inflation has resulted in soaring costs, and many companies are struggling. To tackle the challenge of operating in uncertain market conditions, it’s necessary to adapt to a new normal. 

“The best weather to fight in is terrible weather”.

Adapting to higher interest rates

The pandemic resulted in many companies recalibrating their finances, through measures such as cost-cutting and reforecasting. But Sam believes many of these changes could have been prevented. 

“Many people used 2020 as an excuse to forget that we are professionals and have financial operational discipline, and should know what we're doing”.

For more episodes from Recession-Proof, check us out on Apple Podcasts, Spotify, and our RSS or your favorite podcast player!

Instructions on how to follow, rate, and review Recession-Proof are here.

This one is, you guessed it, all about hiring.

If your organization is in need of staffing up, you'll want to pay attention closely.

The 3 Secrets I go over today will absolutely overhaul how effectively (and efficiently!) your hiring campaigns go.

You'll attract the top talent, get away from the pitfall of 'Now Hiring', and reduce your longterm hiring expense by saving on things like training, turnover and advertising for replacement candidates.

Connect with me on LinkedIn at: https://www.linkedin.com/in/troweactual/

If you've found this information helpful, consider joining other OOH Insiders in our Members Only Facebook Group: www.facebook.com/oohinsider/

Check out all 4.5 years of OOH Insider content at https://www.theoohinsider.com/

We take a deep-dive into how a modern foodhall used traditional Out of Home Advertising, combined it with a turn-key Online strategy, and came up with a recipe for 48% MORE foot traffic.

Connect with me on LinkedIn at: https://www.linkedin.com/in/troweactual/

If you've found this information helpful, consider joining other OOH Insiders in our Members Only Facebook Group: www.facebook.com/oohinsider/

Check out all 4.5 years of OOH Insider content at https://www.theoohinsider.com/

Wrapping vehicles as a way to advertise isn't a new concept.

BUT doing it in a way that creates measurable conversion definitely is.

Wrapify helps brands to disrupt markets with expert execution and an original reimagination of combining technologies.

James Heller is the Inc 500 CEO of Wrapify and a member of the elite, Forbes 30 Under 30 club and he joins OOH Insider - LIVE!

Also Featured:

Jonny Rowe, a 6-year old with a hand grenade 😉(it's not real...promise)

Check out Wrapify here: https://www.wrapify.com

And connect with James on LinkedIn: https://www.linkedin.com/in/jamesheller1/

Connect with me on LinkedIn at: https://www.linkedin.com/in/troweactual/

If you've found this information helpful, consider joining other OOH Insiders in our Members Only Facebook Group: www.facebook.com/oohinsider/

Check out all 4.5 years of OOH Insider content at https://www.theoohinsider.com/