Sparking Growth on Slower Accounts
No billboard client is guaranteed. No out of home renewal is assured.
Sometimes clients need a break to see how far they’ve progressed. And sometimes, we need to go a little extra to bring ’em back.
With Durden Outdoor and Vinson Plumbing & Electric, it was a combination of both.
When a Longstanding Client Stops Advertising with You
“Vinson Plumbing & Electric had been an annual for seven years. They decided to come off out of home and concentrate their spend elsewhere. Just to see.”—Bill Durden
Anyone that’s been in out of home for an extended amount of time has seen this scenario. Billboards are the perennial underdog—last thought of and first cut. Does it have to be that way?
When Your Client Comes Back, Exceed Their Expectations
“After two months off of billboards, they noticed that call volume and website leads were down. They were ready to try billboards again.
We needed something new to present to our client. Something crazy! They were coming back, and we sure weren’t going to lose them again. Bringing in Up To Something was the obvious choice.”—Bill Durden
Second chances don’t come often. Especially in advertising. That’s all the more reason to pull out all the stops. All the more reason to dazzle your client. If they see the added value you’re bringing, think they’ll invest more?
Double Your Effort, Double Their Spend
“Todd and Richard collaborated with my team, knowing that the only “must-have” was the client’s van. Not something we usually condone. And I’ll be damned if they didn’t find an eye-catching and unique way to incorporate it into the campaign.
And it impressed the client so much, that not only did they come back, but they doubled their spend!”—Bill Durden
You get what you put in. It’s a tired saying. But relevant, nonetheless. The most over-used phrases often are. Bill Durden could’ve given his client the same treatment as before. But he didn’t. He recognized an opportunity to get his client thinking differently. He recognized a way to get his client to use billboards to their fullest potential. And he took it without hesitation.
This wasn’t some huge brand out of New York, or Houston, or Chicago. It was a family-owned service company out of Dothan Alabama. Big ideas are possible anywhere.
Who’s missing from your book of business? Is there one that got away? Is there a client that you know of, that under-utilizes out of home? A company that could be killing it, if only given the right inspiration?
