DMK airport advertising: What are the media options?

Don Mueang airport advertiisng

DMK Airport Advertising

Don Mueang airport advertising options

DMK airport advertising? You would think at this once old, run down and previously shut down airport would not have much going on in terms of ad spaces right? Or flights for that matter. That was true… before.However in October 2012, AirAsia was pushed out of Suvarnabhumi Intl by AOT and told to operate out of DMK due to excessive air traffic and over capacity at BKK airport. In March of 2012 it was only Nok operating at DMK with light traffic. DMK opened back up in March 2007.

Since that time, allot more flights out of DMK ensued. Lots more. Mostly discount airlines such as LionAir, Nok, Orient Thai Smile and others moved into DMK to compete with full service airlines out of BKK. This airport is the “cheapo hub”. Now, many flights are out of DMK covering the whole region. With the huge surge of travelers on discount airlines, DMK is a busy airport! Its a relic of the old Thailand still, with run down corridors and bathrooms still to this day. One terminal was completely renovated and opened in 2016. One terminal is new, one is old looking like something out of a 1985 movie.

But enough of the history. There is some serious traffic going out of DMK now and there are new and existing media formats which can target the new or average Thai and foreign traveler.

With high traveler counts, comes eyeballs, with eyeballs comes ad space

Lets look at the rapid rise of traffic at DMK:

DMK airport advertising

(Wikipedia)

 

Year Domestic International Total Change%
2008 5,043,235 5,043,235 Increase 0.46
2009 2,466,997 2,466,997 Decrease 51.1%
2010 2,999,867 2,999,867 Increase 21.6%
2011 3,424,915 3,424,915 Increase 14.2%
2012 5,983,141 Increase 74.7%
2013 11,190,783 5,288,444 16,479,227 Increase 472.70%
2014 15,556,627 5,989,941 21,546,568 Increase 30.75%
2015 21,133,502 9,170,681 30,304,183 Increase 29.76%
2016 22,933,491 11,756,398 35,203,757 Increase 21.34%

(Wikipedia)

 

Busiest international routes to and from Don Mueang Airport 2015[28]
Rank Airport Passengers 2015 % Change
1 Kuala Lumpur 1,238,591 Increase24.77%
2 Singapore 935,381 Increase43.65%
3 Yangon 561,440 Increase21.38%
4 Hong Kong 496,095 Increase48.87%
5 Tokyo–Narita 389,834 Increase236.91%
6 Macau 348,700 Increase4.73%
7 Chongqing 309,939 Increase22.49%
8 Nanjing 288,538 Increase134.35%
9 Jakarta–Soekarno–Hatta 282,428 Increase13.57%
10 Ho Chi Minh City 280,843 Increase19.55%

 

Since 2010, in just 7 years, traffic has gone up 10 fold. At the moment we are looking at 35+ million passengers a year.

As far as media goes, its possible to advertise to a traveling demographic at a max viewership of 2.9 million people per month, assuming you place ads in both terminals of departure and arrivals.

 

DMK Airport Advertising Options:

  • 10 Digital video boards: 1st floor, 3rd floor, Intl entrance, Domestic entrance.DMK airport advertising
  • Free Wifi / online portal
  • Trolley Cart
  • Airport bus wifi portal

SovereignAd can also provide billboards along the surface street or visible on the toll road going to DMK. Contact us with your RFP.

 

 

 

 

Ginza billboard available at prime Waco intersection!

Heart of Ginza Billboard

Occasionally there are fine billboards that come along in prime locations for long term acquisition to rent in Japan. Such as rooftops or other signs that are in the best of locations that top brands stand and wait in line for, for years. One such prime location is the iconic intersection in Ginza which is full of neons and rooftop big brands. We have just come across a fine Ginza billboard now for rent.

ginza billboard

As of this writing, this prime intersection has a medium sized board available.

Tokyo Ginza prime Billboard | Iconic intersection by SovereignAd on Scribd

Tokyo’s 38 billboard network set! Go hard or go home with your blitz.

ad agencyA billboard set of 38 signs to super blitz your Tokyo ad campaign city wide.

Shibuya | Aoyama | West Azabu | Roppongi |

Oh yeah do we got something unique for you! For all you ad agencies looking at Tokyo for an ad campaign which needs to be a easy home run in terms of mass coverage and impressions. This is the biggest network set for Asia we offer.

Presenting the Lucky 7 billboard set. Yes that’s the name. No not Lucky 38, but Lucky 7. Why? We do not know. Maybe if you have 38 signs all over you’ll have your “lucky 7” success with your product or branding goals.

Yes, how easy is this? You pay once, provide your different creatives and you get 38 signs to go into key areas of Tokyo which delivers some serious mass media for your buck. Many signs are the same square size so creative sizes are narrowed down to just 3 or so. There are a few traditional bulletins. The main areas of Shibuya, Aoyama and Roppongi are key for several demographics such as night life, fashionable shopping area, business and trendsetting/hipster area and other faceted sprinkles on top as well with regards to demographics.

Stop and try to imagine actually buying 38 separate billboards from 1-6 different billboards companies. Does that not sound like lots of work? But even still going through an agency its still lots of work if they are all different sizes, Ha. You bet it is. But because this is the Lucky 7 set, you luckily have a fraction of the work to get a ton of billboard ad spaces for some very wide reaching media.

With tax and agent fee, 1 month will run almost 8.1 million ¥ plus 1 million in printing. It may be cheap or expensive depending on how you look at it. So just a 1 month run will break down to 238,763¥ all in. At 107 per dollar we are talking $2231 per sign. Seems like a deal if we look at it that way. All are illuminated except 2 sites.

Lets look now at the city layout of each sign, most of which are in Shibuya, a key area indeed and one of the most asked for areas from RFP’s we get for Tokyo. The numbers on the map are not DEC but general circulation. This network could deliver 5 million plus views potential per day. X 30 days equals 150,000,000 impressions.

billboard set

We have a media kit with one page per board so we cant put them all here but will show the two common sizes:

3 4 5

This set would be suitable for branding typically, yet can fit the objective of several types of mass media ad goals.

Get in touch with us for your next Japan RFP. Sovereign Ad is an ad agency specializing in Japan outdoor advertising.

 

Hong Kong tram advertising: Cool outdoor advertising with impact.

ad agencyDespite last years threats to scrap Hong Kong’s trams, the peoples voice seems strong to keep this amazing heritage piece of Hong Kong…and its cool advertising.

Hong Kong tram advertising. Is it Awesome?

Slow is good. The Hong Kong Island trams serve as cheap transport with a nice old time colonial feel while going around Hong Kong island. Allot of people prefer the MTR because its fast and trains come every 3-5 minutes. But what else is the tram doing? It’s being the islands best slow moving billboard. Nice in your face, slow moving, full body wrap type of billboard, which is what advertisers want. Longer impression times and impact due to conspicuousness. The trams are big enough so with full body wrapping the size is bigger than most, but not all, signs on Hong Kong island, yet cover viewers from both ends of the island instead of being stationary. How cool is that?

Last summer there was talk of scrapping these amazing historical trams. Seems like that idea went away rather quick with the loud voice of locals. Thank goodness.

See this video from the SCMP on the history of the tram: http://www.scmp.com/news/hong-kong/education-community/article/1851352/love-it-or-dislike-it-hong-kong-trams-must-stay

Tram advertising

Causeway Bay, Tram Ad.

Could it be that the tram fare is low due to the large income from ad space? This is a theoretical assumption. As trams have been around 110 years. Perhaps the capital return on investment is way past already and the rest is gravy?

Why is tram advertising effective? Well the demographics of Hong Kong island are of well to do folks with disposable income. The island has quite a bit of affluent millionaires, 1 in 9 are. Its a premium audience for the most part. That’s why you see allot of premium luxury brands advertising on HK island. The likes of Gucci, Prada, Rolex, Louis Vuitton, Swiss watch makers galore and on and on! Hong Kong’s central business district is in Central. And the main shopping zone of premium-everything. Of which the tram obviously goes through. The tram ad coverage is rather thorough. That is one reason, but the best reason is its slow speed and eye level view of the ad spaces which are on both sides plus front and back along with the wide coverage of the island.

hong kong tram advertising

bvlgari-central-hong-kong-advertisingBvlgari….of course

Thankfully these cool billboards are not going anywhere anytime soon.

Lets do some Hong Kong tram advertising !

Get in touch with Sovereign Ad for your next advertising campaign in Hong Kong along with the newest media kit for tram advertising.

Our lead media planner Stefan, spent over 6 months in Hong Kong and knows the lay of the land.

Macau’s premium billboard: The Cotai Taipa interchange 203 footer!

ad agency

Looking for Grade A Macau Cotai stripe ad space for Mr Premium Brand X?


Macau’s gaming and local economy have been skyrocketing these past 6 years! The entry of major casino and hotel players from the likes of Las Vegas are in full invasion mode of Macau. Building massive premium hotel and casino resorts with a fresh sparkle. These players are in it big to get a piece of the massive wealth pie of China’s new millionaire and billionaire high rollers that have disposable income they want to throw around. Well to do Chinese come to Macau to play all sorts of games,(gambling games, “dating” games and money routing games) have fun, go shopping, and up until recently, funnel huge sums of money through Union Pay networks to get around China capitol controls.

With big business, and a big-money crowd going to Macau to spend spend spend, comes the attraction of big luxury brands wanting to target these high net worth individuals when they are at their playground. Especially the Italian ones because the Chinese love both French and Italian clothing brands. Like seriously, they bend over backwards to have these brands.

Other than the airport, typical OOH is where they usually turn to as the logical choice since people are in Macau usually for holidays and weekends, so its a short stay.

So we have seen a number of Macau’s OOH site riding boards. But one particular unit is indeed a gem. And that’s the Taipa interchange board(s). At the Avenida dos Jogos da Asia Oriental Interchange.

It is 4 boards connected to make one 62m wide by 32m H sign.

Macau-advertising-agency

So if you happen to be one of those luxury brands I was mentioning, I think its’ your billboard. Get in line to make your reservation by the way. I assure you its well worth any wait.

Opposite to Galaxy Macau, this billboard has the highest traffic numbers on the Cotai Strip, as it’s a must-see billboard when the shuttle buses heading into the Cotai strip, which includes Venetian Macau, Four Seasons Hotel, Galaxy Macau, City of Dreams , Crown Tower, Grand Hyatt hotel, Sands Cotai Central (Conrad Macao, Holiday Inn Macao, Sheraton Macao) and Caesars Golf. Not to mention all the exhibitions and concerts going on on the strip and the crowds that go with it.

The upcoming and/or already completed projects in Cotai Strip includes: Wynn Macau Cotai Project 3rd phase, Galaxy Macau 2nd phase, W Hotel, The Studio City of project – Melco Crown Entertainment, MGM China

Macau-outdoor-advertising-agency

Prada had this board I think in 2011 or 12.

macau-OOH-advertising

This billboard as of now still could take the title of Macau’s best billboard.


Need Macau out of home, print or airport advertising space + ?

Then get in touch with Sovereign Ad with your RFP.

Narita Ad Agency: Private Jet Terminal Ad Space To The Elite Traveler

Advertising to first class flyers…the ones with the private jets.

Tokyo’s first Premier Business Aviation Terminal with CIQ facilities and ad spaces.

Narita ad agency | Premium media options through this special terminal at NRT airport. Narita international airport (NRT) is a major hub in APAC with impressive traffic. With that traffic comes serious demand to buy advertising spaces throughout the airport. NRT carries a wide array of media which includes;

But unbeknownst to many media planners who occasionally request ad space for this airport, do they know of a hidden ad space type of gem… a set of ad space signage that the very elite flyer sees. The private jet flyers. Whether it be tycoons domestic or foreign, or Japans top executives, Narita’s Private Jet Terminal has a lounge before boarding which has several advertising opportunities that these elite flyer’s and entourage will see. I mean see it eye to eye in their faces because the ad space is right at eye level. Only a few ad spaces at Narita airport are actually wall ad spaces at eye level.

elite first class flyer advertrising

Ads surrounding the lounge area

Since getting advertising inside VIP and first class lounges is tough because in most airports it just does not exist, the jet terminal ad spaces at Narita is as close as you can get to hitting a high ratio of VIP travelers with your ad money. Few airports in Asia have a respectable network of advertising in or near premium lounges. Why they have not developed this properly I do not know. But they really should as its in demand media.

Lets look at the layout of this special Business Aviation Terminal:

business jet terminal

Lets look at pricing for some of these ad spaces:

elite flyer advertising media

With a Yen to Dollar rate of 108, a one month ad spend would set you back only $43,000 including production and agency fees.

 


See the media kit here in video format:

 

Narita ad agency media planning services:

Sovereign Ad is your Narita ad agency, contact us with your next request for proposal.

We plan and buy for all of Japan’s airports


Singapore Billboard Politics and Mobile & Event Alternative Advertising

singapore-outdoor-advertising-agency

Billboard politics and another way to make your ad POP in Singapore.

Advertising in Singapore is facing its challenges. Foremost, for most start-ups, mid sized and even for a few larger companies in instances with limited ad budgets, Singapore is not exactly a cheap place to buy traditional OOH. It’s a pricey place all around. But the other challenge I’m hinting at here is the trend in stronger beautification efforts by the local government, such as the huge tree planting blitz some decades ago from a politician who was fond of trees. With this political beautification mentality, roadblocks have in the past at least, been going up creating more obstacles if you are a billboard plant.

Unless you have a chat with a billboard CEO’s on the island, you wont notice that the government which loves lots of regulations, is making it harder and harder over time to construct new billboard ad space on buildings, highways and streets. The fight is real and has been for a number of years. This still is not as bad as the United States where from coast to coast new permits were banned for the most part starting in the early 00’s thereby creating a near monopoly for only existing players.

Economics 101 says supply and demand influence prices. Singapore is still a rather strong economy even post 2008 crisis and after their huge money printing spree since, so there is indeed demand for ad space. Firms are coughing up big cash for prime space at Raffles Place for starters. The thing is, over time, it’s harder now for a billboard plant to not only maintain what they have but to make new signage for the growing demand for OOH. “We have forces inhibiting new signage and other forces trying to uproot existing signs” says one prominent billboard company CEO in Singapore in April 2012 while “riding his boards” in his Porsche, [paraphrased]. “I’m constantly fighting “city hall” to get just one more sign. I’m active to maintain what I have built also…” says Porsche man. Porsche man is not alone. I spoke with another person from another billboard plant the next day and that company seems to have actively pursued business opportunities in OOH in other Asian countries instead of beat the dead Singapore horse, if you will, to try and develop inventories locally. This person said it’s too expensive to pursue more ad spaces locally, yet easy to get into Singapore and start a business. Nice, easy to get in but high price tags, red tape, barriers to entry on the out of home media space building. I will pass thank you.

This conversation confirmed the previous day’s one and so it looks like this industry of owning media OOH has hit a top.

Their time, money and blood are not worth the efforts dealing with high costs and regulations and red tape on the island to try to make a buck. They are going where there is low costs, little barriers to entry, and less interference from government whom are advertising-haters.. The bottom line is the goal, in black color not Singaporean red! Its too bad media companies cant grow in Singapore because a ton of brands want to advertise to this local 1st world country who has disposable income. The demand for more signs, more innovation, lower costs is badly needed here. Heck, Singapore needs more taxis for crying out loud! Unfortunately for this industry, free market capitalism is not so free and hence there is a hypocritical attitude from Sg city hall and hence, a stifling of the industries progress to grow and just do what we all want to do, meet the demand and make money.

But anyway I digress, the message was conveyed clearly. Singaporean politicians want to choke out more signs to beautify their island more, trying to mimic a bit Sao Paulo Brazil and the Americans with a softer Sing-tone. This hindrance on advertising development is making media buyers pay premiums, obviously. Have you seen Singapore OOH prices? Thus preventing companies that DO want to promote and grow their business with OOH a barrier to entry for the Singapore consumer market place. My sentiment is geared toward billboards, walls, and most traditional signs, not so much subway, train or taxi.

Since Singapore really is a pro business environment, It’s a little surprising they are anti advertising-business.

The above said, ad space is costing more, and is less abundant in this market as it potentially could be. Being in this business we know darn well rates all around the world are going up not down.


mobile-advertising

Let’s Segway into Singapore alternative advertising (click for media kit) and why it could really POP more than your average wall sign which sits quietly up there while you walk by Raffles Place and not notice it talking on your phone briskly walking to your meeting.

Would you believe it? A mobile billboard with event crew that drives around the city, parks all over in busy areas- IS permitted in over regulated Singapore! Yay there is hope. Wonder how long this will last….

Lets call it the “Mobile POP-Board” This truck which is wrapped in vinyl, has a center double sided billboard in the flatbed, 4 big faces, and in the pictures shown, an optional crew dressed up to the theme on board ready to jump out upon parking to sell sell sell-, is a billboard coming to you, with sales people included. This one was custom tailored with a cut out for the clients’ need, which also had real palm trees! This mobile board is keeping it real. If alternative OOH is possible and affordable it should be in demand more than traditional for this market.

This ad campaign is signage going to areas which fit the demographic, along with staff to hand out gifts, promos, coupons or just sell the product. A walking, talking billboard on the move. It’s ads like this which make impact on memory to those exposed it.

This particular campaign you see cost around SGD50,000 for a 2 week run including production and labor. No not cheap, depending on who you ask. However its quite engaging if planned right.

To make an in your face mobile awareness and promo campaign for Singapore this would be at the top of the list. And if your standard OOH is booked or out of budget, you either give up or look at alternatives.


Your Singapore out of home advertising agency:

Sovereign Ad offers a wide array of ad space products for Singapore. Give us your RFP,

Click here to visit our Singapore section for a summery of what we offer and some media kits to browse.

AdverTaipei-sing 101: Go for Taipei 101 00H! #10100H

Where is A+ advertising in Taipei? 🙄

Ah, Taipei Taiwan, a lovely place with lovely people. The coolest, tallest and most elaborate building is Taipei 101 in the civic center area of the city near city hall. This building is a magnet. Here are some of its attractions:

  • A shopping mall
  • Dining
  • Observatory
  • Lots of business
  • The BEST new years fireworks extravaganzaaaaaa! Hands down! I’m talking serious #boom.

taipei101 fireworks

The facilities are pretty cool as well. They feature things like a green corner, a reception desk for observatory restaurants (!), a conference center, watch repair, free wifi, currency exchanges, tax refund booth, equipment rental for shoppers, lockers, paging service, lost and found, medical assistance, VIP/Prestige club, auto detailing, breastfeeding room, and other exceptional amenities.

taipei 101

This building surely attracts the cities finest bunch. This building can indeed take some kudos for some cool attributes, in summery:

  • Worlds toughest building,
  • BBC’s worlds 8th most beautiful skyscraper,
  • Exemplar in Green super tall buildings,

Nearby, a few minutes walk is the Viewshow Cinemas in the civic center. This area features shops, dining, the cinema of course and other trendy stuff.

Both the Taipei 101 mall and Viewshow Cinemas offer elegant ad spaces, in, on or near them.

In today’s lesson in AdverTaipei-sing 101, is a long board. And we present a mega 3.8m x 72m “tractor trailer”. This one takes the cake for the country for “W”.

taipei out of home ad agency OOH

 

In AdverTaipei-sing chapter two, your Taiwan out of home ad agency should next teach you of the Viewshow area with ad space in the main areas of Viewshow cinemas, these fine ad spots target the affluent and trendy consumer, along with the local workers of nearby offices and government buildings.

taipei civic center advertising

Speaking of consumers, in a world without advertising, how would they ever be reminded of what they need buy? Burberry has set out to give us just that…

Taipei101 itself offers premium outdoor window mesh such as:

Taipei 101 advertising out of home agency

 

taipei OOH large format spectaculars

Taipei OOH large format building wrap spectaculars.

taiwan airport-advertising-agencytaiwan airport advertising agency

Inside Taipei101 mall ad space:

It turns out only mall tenants can advertise inside the mall.

 

When you get your AdverTaipei-sing ideas, creative, budget and finger on the trigger, get in touch with your Taipei out of home ad agency for a request for proposal based on your criteria.

 

About Sovereign Ad. A local Asia out of home ad agency focusing on regional + global out of home media, print and other ad formats.


Copyright Sovereign Ad 2015. Article may be shared and 
re posted in its entirety including this tag.

Coex advertising “Ad some COEX to my Seoul”

coex advertising

Let’s talk Coex advertising. If you’ve been to Seoul Korea, you maybe heard about or seen COEX. Its one of the premium options in Seoul for conventions and exhibitions in the World Trade Center area of Gangnam-gu. Yes, its sounds just like that K-pop sound, “Gangnam Style”—whooooop– whoop whop.

COEX includes COEX-mall. This mall is mega. One of Asia’s biggest, they boast 1,163 stores, including duty free, (YES!). And of course there is the mix of restaurants, entertainment and cultural attractions.

COEX in essence brings in the numbers, meaning eyeballs- lots of them- 300,000 per day! And with eyeball counts comes advertising opportunities, both static signs and digital screens, both inside the mall and just outside it with billboards and digital signage. COEX, or any mass venue where people convene at, provides ad income for the property owners. They need ROI you know. That’s what this mall has done indeed. A Seoul out of home ad agency would want to propose the following array of ad space to an ad campaign in need of targeting conventions specifically or just the consumer-locals as well as several other specific demographics which brands usually aim for, because this mall has quite a few key demographics which brands drool over. You can buy a billboard within a mile radius of COEX for your luxury brand, OR how about buying the ad in the mall where your store is? The later makes the impression while the target demographic is within proximity to the products! The Seoul outdoor ad agency you work with will propose strategic outdoor options, or in this case indoor buying ones.

Lets look at what’s on media offer here:

Coex advertising -event space in the promotion zone:

Promotion zone

Its 2 2mX2m floor spaces, or the 11mX4.5m spot.

advertising at coex seoul

Coex advertising, Seoul

Here comes the cool billboard…

bb

===========>84 meters long<===========

84m X 3m to be exact. That’s 275 feet wide. It goes around the corner! Literally. LOL

 

Just imagine what you can do creative wise with all that in your face-just-above-eye level ad space. This media comes in at about a ‘cheap’ 100 million KRW / month.

You know Canon products are sold here, well why not advertise its product when the items are within a few minutes reach? The “Media to Point of Sale” space is very small, making it a strategic advertising play.

About SovereignAd Agency. : An Asia based out of home advertising agency focusing on outdoor, indoor and various media planning services for Seoul & more.

Copyright SovereignAd 2015

 

Cocky Mania Media – Has billboard media buying in the USA become perverted?

You read that right. Cocky-mania– (I didn’t mean “cockamamie” literally, yet the same gist). Meaning- Outdoor media buyers are getting cocky, and that is cockamamie.

Whats going on now in buying or trying to rent billboards?

Well, for those of you who have not owned a billboard company, with like 1-20 boards in the USA, you probably are not aware of this trend. And if you have not been a media buyer in the US for a reasonable amount of time buying outdoor billboards, you may be unaware of the cocky mania media phenomena, too.

What in the world am I talking about? First I’m going to set the stage of how billboard owners want to rent out there space and how media buyers go about buying that billboard space- OUTSIDE THE USA. Yes, life outside the USA exists and yes, they know how to conduct business as well. Then once you see contrast, you will get the cocky mania media phenomena, CiMM bro! Lets coin this phrase now, pronounced “SihMM”. “Don’t CiMM me bro.”

How its done internationally.

As an Intl. ad agency focusing on outdoor, we see the business practices of the billboard plants and various forms of agents. From Japan to China, to Thailand to Hong Kong and Macau, to Indonesia to Qatar and the United Arab Emirates, billboard owners, either a single owner with a rooftop or wall, to the mid sized plant with 10-30 faces…he wants to move his space! Either directly to the brand or to an agency whose buying and planning for that client. Move ad space, make money, give a cut to agent that did the work, 10-15%, everyone’s happy. Only the A+ roof billboard owners in Hong Kong have true cocky cherry picking rights to whom they want to sell their perm rooftop sign to, as the demand is off the charts in that city for A+ media. Want something A+ awesome? Get in line and be ready to wine and dine! Point being, let the agents have the info, let them show clients and let them try to sell it. Does that there not make any ‘business sense’? For one specific RFP or a few different clients, now or later. Isn’t the name of the game selling and making money here? You know, capitalistic profit kinda thing? Sell to the highest bidder perhaps? Whatever the moment requires in making money and keeping the business afloat. Its called ‘business sense’ or just common sense. But it seems to me common sense is becoming no so common in the US billboard arena. I know there will be exceptions though.

The attitude of billboard plants in the US now.

So whats going on here? Well it seems to be common that the plant owners are very possessive of who markets their ad space. Meaning they want to know whose showing it to brands or agencies. A typical small plant is marketing it in-house and / or they have some agreement with a connected hot shot in the billboard business, so this plant will usually have the ‘exclusive sales rep’ pushing his boards, and nobody else is allowed to do so! Why? well for one, the sales rep wants to be the hot shot with his boards and says “I’m the man you gotta go through with this here board, so you gotta call me sonny”. Secondly, the exclusive rep here doesn’t want to do too much work for nothing if another competing sales guy ends up renting it out before him. (competition, we cant have that now can we?) So far we have the sales rep who wants to be the go-to-man for a bunch of boards, of which he’s pitching movie studios, car companies, soft drinks, airlines, Madison avenue and whatever else hes got in his MadMen Rolodex. The billboard plant is probably praying this exclusive sales rep is as connected as he pitched himself to be and second, as suave as a salesmen as well. The plant can’t have 10 sales guys pitching to all the fortune 1000 now, hes limited to the one sales reps’ Rolodex.

And we all know Mr. hot shot cant possibly have a phone, name and email of every company in America or internationally now can he? Hes got limits. He’s what Id call a “depth salesmAn”, meaning his sales ability is as deep as his contact list. Whereas if the billboard plant had hired 10 sales reps, in-house or otherwise, he would have have the the depth of 10 sales guys and the breadth of them all. Lets call that strategy “Breadth salesmEn”. The reach is now horizontal plus vertical, not just vertical. Tell me which one is better business sense? 1 hot shot or 10 non exclusive sales reps or agents with wide reach and different ability? If you are outside the USA, its an easy answer. If you are in the USA, its a loaded answer. Because that now leads us to another cocky mania layer of our industry, – those media buyers, big agencies, big brands, including the in house folks who shop around…. the people who the billboard sales reps need to pitch. {The above is talking about the small underdogs who own few signs not the mid to big sized ones who have in house sales}

Why do media buyers ‘get confused’?

Lets say you had a big house. And you wanted to sell it, soon. Lets say the MLS was non existent. What would you do? Put a sign in front saying for sale? Hire a broker? Put an ad in the paper? All of the former perhaps? Hire 5 brokers with a non-exclusive, plus do the ads and sign? If time is not on your side you want the biggest reach[ meaning breadth strategy] to find buyers, quick. Let all who come get the chance to wet their beak. But there’s a snag, the brokers want a mono-sales agreement. That could spell a long wait if you know what I mean. Your reach to potential buyers gets capped when the number of reps is just one and not 20!

Are small underdog billboard plants under a mysterious spell of pressure on how they may go about selling ad spaces?

Billboard owners are having to conform to a standard where, you don’t want to find yourself in a situation where a media buyer at a movie studio sees your billboard from 2 or more sales representatives. These plants loose out or have issues if they don’t do things a ‘certain way’. This apparently, ‘confuses’ buyers as to ‘who has the right to sell it’ and is a taboo. My oh my, what is the media buyer to do now? Its evident media buyers want to know the real price (meaning the lowest price), which also means finding the source and /or owner of the ad space, to hence CUT OUT PEOPLE IN THE MIDDLE AS MUCH AS POSSIBLE. Translated in English as “Lets get a lower price cutting out agencies, 3rd and 4th party sales reps, other sales reps or anyone else out there trying to make money being an ‘agent’. Translated into modern media English as: no respect for the Agency Commission / Sales Commission and such.

In man on the street-lish, ‘cut throat’.

What does CMM sound like if it spoke ?

“Whose the real sales person of this /these billboards we are eyeing? My goodness, why would more than one sales person exist in trying to sell these billboards?! How could the plant be so uncivilized with business etiquette confusing us with different reps, media kits and oh my gosh!… different prices in some cases! This now questions the integrity of the board owner. Those dis-cordial scoundrels. Hes trying in to many ways to sell his space! My oh my, this is just non conforming to how we do our job trying to buy space, we cant have competing sellers of ad space! No no no. That’s not how we like to see things when we shop. We are only supposed to have to ask ONE sales person when we buy and get any reps out of the way…”

Imagine that, different kits, different prices, one higher, one lower, different phone numbers for different people trying to sell some ad space. Gosh, media-buyer-problems. Imagine that, same billboard, 7 media kits, 7 different prices. Competition is some sort of sin. If I have 7 car dealership reps at my door all quoting me different prices for the new BMW 5 series being proposed to me— same car, what do I do ? Do I complain the BMW company is in discord because of all the car dealerships around the freaking state are ‘confusing me’? Or how dare some of them NOT charge a uniform price, have the same brochure, and some have lower prices (sale)? How dare they not be ALL CONSISTENT? I mean, I’m important! These product sellers need to conform to me and my company’s internal rules and stuff. Meaning sell to us the way we want to be sold to following our dictates, and don’t compete for our business, its ‘confusing’ ya know.

If the dealer sells the car he makes a cut and so does his sales guy. Incentive for all. Now if we all walk into a dealership and go strait for the manager or higher ups and buy strait through them to cut out sales guys and get a cut of that commission in our favor is that right? Now is that right IF you at first met the sales guy and he actually showed you a car and told you about it, or went for a test drive? If you buy the sales guy should get his cut.

People with real business sense let all dealers get pitted against each other for the best price, fast delivery and the most embellishments! Freaking duh. May the ad buyers go back to basics by choosing the best price with the guys you have the best relationship with. Simple and fair enough. Don’t cut the throat bite the hand that offers you billboards. You must respect the worlds sales people, agents and middle men. They allow more products and services to get to market!

Why cant big brands and agencies just get over this ‘exclusivity’ stuff, and this ‘one must go to point of sale source’- and chill out. Let the market work, a free market, yeah ya know, that’s what makes capitalism work. Allow outdoor sign owners to employ all means possible so they stay alive in the cut throat and over regulated US market.

Cutting out sales people, agents and other brokers is not always strategic. Imagine going through the bother of buying all your food strait from the farms, every non perishable product from your supermarket direct from the manufacturers and factories, go to Japan and meet Toyota in person to order your car, ah, and bring Yen and a person who speaks Japanese with you. Be prepared for those minimum order numbers! Oh and bring your own trucks and transport too since you hate those pesky middle guys! When you cut agents out of the media business, you loose another set of eyes in the industry, if you treat him good, hes going to call you first and get you the best hook ups on something new or special that came across his desk. In this business you get what you pay for weather you see it or not, now or later. Don’t be a cheap asshole.

For some years now, billboard firms now quote prices as NET. This poses a problem to disallow most 3rd party sales reps, agents, or any kind of media broker from making money and being rewarded for their sales effort. Because if the potential buyer finds out the board plant, they have a strong incentive to cut around him and save 10-15%. You can bet your wet beak this happens allot now. The agent or sales rep better have a very very honest and trustworthy client before he shows that Powerpoint which also displays the name of the billboard plant in those photos. Most boards have the name on the skirt (this is generally not a good thing for ind sales reps or brokers because in all the photos the source is shown). That rep better learn Photoshop! Bottom line is, trying to sell boards in the US is a pain. Your throat can get cut so many ways, why bother.

When will the exodus happen?

If sales reps, certain ad agents and other media broker types are pushed into a corner where they have no to little skin in the game, and cant wet their beak, they will move to other careers, different professions in or out of our industry, go bankrupt and start over–whatever. They will simply go to greener pastures, (cough*Asia*cough). Sovereign Ad’s door is always open for pro sales people. And we might as well say it here and now- any pro who wants to sell and rep outdoor, globally, can with us. Get this, work with us, you can sell and rep any of the media worldwide we have access to, from anywhere you are located, anytime you want to, to whomever you want to pitch it to! You get to keep 50% of the spoils. Hows that for putting the spoils where our mouth is? Its commission only and not for the faint of heart.

Competing forces are good for people on the buying side of things.(Oh you forgot that in economics class did you? Oh, OK here’s a hall pass to the Deans). Give small billboard companies a freaking break! Do you have any idea how hard, how expensive it is now to acquire a sign permit? To buy one even? Or buy a permit and a billboard? The ROI is YEARS!! NO NEW PERMITS from scratch allowed in the USA. The market is cornered.(+1) Plant owners cannot expand, meaning they are market capped. This guy in LA operated some signs with no permits and the DA put his but in jail! Unless they buy others out. How would you like your ad agency market capped by city hall? How about your coffee shop only allowed to sell 100 cups of coffee per day with a max of 3 shops?How about your movie studio capped to 9 movies only per year? And the only way you could make more movies (or sell more coffee) is buy another movie production company who has their own cap, then you can add their cap to your cap, then you’re “movin on up“. How about your food product capped at only x number of product packages per year that can be produced in a year regardless of demand domestically and internationally? How about capping how much your utility feeds you of water and power? Wherever competition is hindered, you better know dame well, the monopoly-men are in town.

Don’t CiMM me bro…

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