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What an Outdoor Display Is

—Collective Infatuation with Technology

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OOH…Here’s One Thing

by Jim Johnsen,
Managing Director, Johnsen, Fretty & Company

My friend Bill Board, was kind enough to invite me to write a periodic #OOH column.  Since I am a man of few words, I promise to keep my riffs short going forward and focused on one thing.

 

What if I Could Give You Another Sales Exec?

Don’t get me wrong, I am an electrical engineer by training and love technology.  The innovations I have seen from the moment I left college to the present have been incredible.  Personal computers, FedEx, fax machines (yes I am old), cell phones, GPS, CAD/CAM, digital printing, email, WiFi, instant messaging, iPods, smartphones, electric vehicles, flat panel displays, cloud computing, OTT, AI…the list keeps growing.  The positive impact these innovations, which we now take for granted, have had on our lives is immeasurable.

the holy grail…programmatic

We in the advertising world are not immune to this collective infatuation with technology.  In the last few conferences I attended, I kept hearing “the top of the stack, the bottom of the stack, SSP, DSP, OTS, attribution, conversion, re-targeting…and of course the holy grail…programmatic”, just to name a few.  As a tech junkie I love this stuff.  But as someone who believes that you start with the customer first and then work backwards to figure out what really and simply works for them, I do sometimes wonder if we have gotten blinded by the side show.

What if, instead of asking potential customers what their advertising budget was or what their advertising goals where, we asked them whether they would be interested if we could deliver a few extra sales executives to them right now, at very low cost, who were never late or sick, worked 24/7 and made 50,000 or 100,000 cold calls per day?

I read somewhere the other day that corporations should annihilate the term advertising from their lexicon.  The only term they really need is marketing.  All efforts to communicate with the customer should be considered marketing.  I pondered that for a few minutes and thought, wow, what if we applied that to the outdoor business.  What if, instead of asking potential customers what their advertising budget was or what their advertising goals where, we asked them whether they would be interested if we could deliver a few extra sales executives to them right now, at very low cost, who were never late or sick, worked 24/7 and made 50,000 or 100,000 cold calls per day?  My guess is we would peak a few persons’ attention.  Isn’t that what an outdoor display is after all?  KISS and happy hunting.

Jim Johnsen
Office: (203) 406-2424
jjohnsen@jfco.com
www.jfco.com

 

 

 

 

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