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E185: Unlocking Public Space Secrets with Rick Robinson

Dive into the world of Out-of-Home media with Rick Robinson! Learn how PJX Media brings stories to life, from bustling billboards to engaging campaigns. Get insider know-how on attracting clients, navigating industry complexities, and the art of grabbing consumer attention. All in this fascinating, info-packed session! Here are a few of the topics we’ll discuss on this episode of Hard to Market Podcast.
  • Understanding out-of-home media.
  • The strategy behind client engagement.
  • Impress with award-winning campaigns.
  • Data-driven decisions in advertising.
  • Growth-driving tips for marketers.
Resources:
Connect with Rick Robinson:
Connect with our host, Brian Mattocks:
Quotables:
  • 15:55 – Rick: And we have the best success. Once you start investing further and start rising the tide, so to speak, you’ll need help. And that’s where complexity comes in and where our value proposition really makes a difference. Brian: Yeah, you have, I mean obviously when you go from a local to a larger market, you have differentiation. You’ve gotta deal with, you’ve got all sorts of, you know, the attribution problems, like we discussed the attention mechanics. And I think it really makes a ton of sense to start to get help at the very least in that context, minimally prior to that, you’re suggesting that the kinds of services you would provide at a national or large regional level would be best delivered by a local distributor.
  • 03:35 – Rick: So on the attraction side, it’s, you know, doing great work for the clients. We already have nurturing and creating opportunity for those clients. So they stay with us, we can retain the business. And when they move to other agencies or brands, they’re very likely to use this. So that’s a very nurture, create mindset. Brian: Referral side. Yeah. Rick: And that’s key. That’s really the core and the foundation. And then on the promotion side, we’re very active on LinkedIn with thought leadership, with expressions of work we do, examples of work we do calling out where we’ve been recognized for award-winning work and things like that. And then we have a new business team that’s very aggressive with an email marketing formula and a lot of cold and slightly cold, barely warm outreach
  • 15:55 –  Rick: I think in both cases it’ll give you a good sense of the lay of the land. If you’re a smaller local advertiser, it just wants to buy one billboard at a time, you know, you can work with your local billboard companies, right? And we have the best success. Once you start investing further and start rising the tide, so to speak, you’ll need help. And that’s where complexity comes in and where our value proposition really makes a difference. Brian: Yeah, you have, I mean obviously when you go from a local to a larger market, you have differentiation. You’ve gotta deal with.
  • 02:49 – Rick: You make sure you get the production organized and you get it up on, whether it’s the printed panel or the screen. Brian: So you’re in the middle of that doing the strategic sort of maneuvering and the project planning. Is that what I’m hearing? Rick: Yeah. Our clients come to us for really two things for expertise. ’cause as you noted, it’s a very fragmented, diverse supply side and bandwidth, the energy time to organize all of it and make it happen.
  • 06:32 – And what you try to do along the way is create value. When you reach out to these folks in a more or less cold manner, you want to make sure that what you’re bringing them is of interest and you’ve done some homework and you’re providing a reward for their attention. And so that gives you a chance to engage. And then once you do, you can transform that relationship. It can, it can become a consultative relationship as opposed to a transactional moment.

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