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Badger Outdoor Consulting —OOH Company Today

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OOH Company Today —Badger Outdoor Consulting


by Will Farmer
Media and Communications Manager, OOH Today

Based in Wisconsin, Badger Outdoor Consulting serves clients in the outdoor advertising industry nationwide. Paul Sara, president and owner, is an industry expert, with over 40 years of experience serving markets across the United States. From advising investors to firm owners to sales teams, Badger Outdoor Consulting offers expertise in all aspects of the industry, including mergers and acquisitions, real estate, public affairs, sales and strategic planning, digital outdoor, plant development and more.

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In 1976, Paul began his career with billboard company, Foster & Kleiser, as a real estate representative in their Milwaukee branch. He worked his way up from there, becoming real estate manager in Milwaukee and Baltimore, leasing team lead in Houston, and eventually general manager and president of branches in Chicago and Milwaukee for multiple organizations, including Patrick Media Group, Eller Media, and Clear Channel Outdoor. Paul established Badger Outdoor Consulting in 2018.

With diverse experience in both geography and functional areas over the years, Paul commands a broad spectrum of knowledge for the outdoor advertising industry. Companies, investors, and agencies have sought Paul’s expertise for a variety of assignments ranging from plant development to sales strategy advice to acquisition due diligence and beyond.

Paul has also served on multiple boards and steering committees for community and educational organizations, including the Better Business Bureau of Wisconsin, Educational Credential Evaluators, the College of Business and Economics at the University of Wisconsin-Whitewater, Ronald McDonald House Charities of Eastern Wisconsin, and Kathy’s House.

We spoke to Paul about how he keeps his passion for OOH alive after 38 years, and about his confidence in the OOH medium. Here’s what he had to say:


Q&A with Paul Sara
Owner and President of Badger Outdoor Consulting



Will Farmer: Why are you in the OOH business?

Paul Sara: I started in the business quite a few years ago and spent 38 years with one company. It didn’t take long for me to develop a passion for the business. I never wanted to do anything else other than being in the OOH business. It was fun, challenging and rewarding. The people and customers I met over the years was the best part. I continue to see the OOH business evolve for the better. The variety of outdoor, the creative and placement makes it an integral part of a marketing campaign. As the OOH business comes back from the Covid interruption, outdoor will once again assume a major role in marketing.

WF: What is the greatest success or satisfaction you receive from owning OOH?

PS: Being in the business for 38 years, working in different markets and pretty much seeing everything, I felt I could give back and provide a service that helps OOH operators in a variety of ways. I think I’ve done that for a number of clients in the several years I’ve been an outdoor consultant. If I can’t help them with a particular problem, I’ll let them know them know. I’ve pretty much been able to help most everyone that I’ve worked with.

WF: What are some of your goals continuing into 2021?

PS: I want to continue to provide assistance to clients that need help. I get a great deal of satisfaction from helping those that are associated with the OOH business. Making the outdoor business better for small or major operators.

WF: How do you obtain new business?

PS: I’ve received business in a variety of ways. Through word of mouth (that’s been the biggest), through my website: www.badgeroutdoorconsulting.com. I’ve received business through outdoor newsletters like OOH Today and others.

WF: What are the pluses and negatives of using outdoor?

PS: OOH can target advertisers better than any other medium. Hands down. No other medium can target a specific street corner if that’s what an advertiser wants. Some of the negatives is poor creative and a structure in disrepair. Our clients deserve our input on creative if it doesn’t look right. Our clients also deserve to have their ad placed on a structure that doesn’t diminish the appearance of the ad.


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