Publisher’s Note:
Jonathan Graviss (“JG”) is a regular OOH Today contributor whose Thursday columns offer practical advice for OOH operators, based on extensive industry experience. Many sales teams rely on his insights. Start your New Year with more substantial revenues with today’s feature: —Testimonials That Sell: Turning Results into Revenue
Testimonials That Sell: Turning Results into Revenue
How disciplined testimonial capture supports renewals, upsells, and referrals in OOH
By Jonathan “JG” Graviss, Graviss Marketing
Most OOH operators understand that testimonials matter. Many even collect them from time to time.
The problem is not awareness.
The problem is execution.
Testimonials are often gathered too late, asked in the wrong way, or treated as passive marketing assets that live on a website rather than as active sales tools that support real conversations.
High-performing operators see testimonials as a way to empower their team, making them feel confident that their efforts directly support renewals, upsells, and referrals.
Why testimonials matter more than ever
OOH buyers have more options and more information than they did just a few years ago. Inventory comparisons are easier. Pricing pressure is real. Attention is limited.
In that environment, claims are not enough.
Testimonials provide third-party validation that answers the question every advertiser is quietly asking:
“Will this work for a business like mine?”
When used correctly, testimonials reduce skepticism, shorten sales cycles, and strengthen post-campaign conversations.
The most common testimonial mistakes
Most testimonial issues are not caused by a lack of effort but by a lack of discipline.
Common mistakes include:
- Waiting until long after a campaign ends
- Asking advertisers to write something on their own
- Collecting vague praise instead of specific outcomes
- Treating testimonials as marketing decoration rather than sales support
Each of these mistakes weakens the impact that testimonials can deliver.
Timing is what gives testimonials power (giving you the chance to show advertisers you understand their needs at the right moments, boosting their confidence in your service)
The strongest testimonials are captured when confidence and clarity are highest.
In OOH, that usually occurs at predictable points:
- During a strong mid-campaign check-in
- Immediately following a post-campaign recap
- At the point of renewal confirmation
Waiting too long introduces distance. Capturing too early removes context.
Disciplined timing ensures testimonials are specific, relevant, and credible.
What to ask — and what to avoid
Effective testimonials are guided, not delegated.
Strong questions focus on outcomes and experience:
- What challenge were you trying to solve before this campaign?
- Why did you choose OOH for this effort?
- What changed once the campaign launched?
- How did the process feel working with our team?
These prompts create testimonials that support real sales conversations.
Questions to avoid:
- “Did you like the boards?”
- “Can you write us a testimonial?”
Unguided requests yield generic praise that does little to advance future decisions.
Using testimonials as sales enablement
Testimonials should travel with the sales process.
High-performing operators use them intentionally:
- In proposals to reinforce recommendations
- During renewal discussions to validate continuation
- In upsell conversations to support expansion
- In referral conversations to build confidence
When testimonials are aligned with timing and context, they reduce friction and increase trust.
Testimonials and post-campaign discipline
Testimonials are not a standalone tactic. They are part of a disciplined post-campaign follow-through.
When operators consistently recap campaigns, ask thoughtful questions, and document outcomes, testimonials become a natural byproduct of the relationship.
That discipline compounds.
One campaign supports the next.
One advertiser’s results help open the door to another.
The takeaway
Testimonials do not sell by existing.
They sell when they are:
- Captured at the right moment
- Shaped with intention
- Used to support disciplined sales conversations
Results tell the story.
I want you to know that your responsibility is to ensure the story continues to work long after the campaign ends.
Strong proof doesn’t happen accidentally. It is created through consistent execution and intentional follow-through.
Graviss Marketing helps OOH operators build the systems and sales support that turn campaign results into renewals, upsells, referrals, and long-term advertiser relationships.
You can explore the broader framework behind post-campaign discipline in our latest blog: The Hidden Power Of Post-Campaign Marketing.
For weekly insights on OOH marketing, sales strategy, and advertiser communication, Graviss Marketing shares fresh guidance at GravissMarketing.com.
Let’s elevate OOH together and make sure your company’s marketing is as strong as your locations.
About Graviss Marketing
Graviss Marketing helps OOH operators build the digital presence, marketing systems, and sales tools they need to win more advertisers. With decades of OOH experience and a focus on digital innovation, we partner with operators to ensure their business stands out — on the road and online. Learn more about how we can help your company market smarter, visit http://www.GravissMarketing.com, or email info@gravissmarketing.com.
Let’s elevate OOH together.
- Advertisement -
