Q&A with Billboard Connection's Tom Flood, Vice President and Brand Director

Posted on September 19, 2011 by Ben Baggett

Tell us more about Billboard Connection and what attracts franchisees to your business

The term "outdoor advertising" or "out-of-home media" refers to all forms of media that reaches consumers outside their homes. Formats include large billboards and posters located on major highways, busy arterial roadways and local streets; bus bench, bus shelter & telephone or directory kiosks we see on the sidewalks; transit advertising displays located on the exterior of buses, trucks, mobile billboards and taxis; dioramas we encounter inside malls, airports and rail stations; the alternative category includes sports stadiums, aerial advertising, advertising in health clubs & night clubs as well as pizza boxes and hotel key cards, In fact there are over 100 different formats of outdoor media that continue to expand every year.

Simply put, outdoor advertising is the best way to reach today's on the go consumers who are difficult to reach with traditional media such as newspaper, TV & radio. Technology advancements like the internet, DRV, I-pod's and satellite radio allow consumers to avoid these forms of media. Savvy advertisers are shifting their budgets to include outdoor advertising as a way of ensuring their ads are being seen.

With hundreds of forms of media and hundreds of companies who own them, Billboard Connection Agencies provide advertisers with a single point of access to all formats in any market.

How has your industry changed in the last 10 years?  20 years?

Advancements in technology have increased the need and ease of use for outdoor advertising. As consumers continue to use technology to avoid TV & radio commercials outdoor is now the only true mass media available to advertisers. Newspaper and yellow page advertising have been on a steady decline because the internet offers easier search ability & more relevant and up to date information. Also today's 24 hr news stations give consumers more timely news updates weather forecasting.

More recently new digital billboard technology allow advertisers to change their ad copy to make them relevant to time of day and day of week. For example a restaurant can display breakfast, lunch and dinner specials when consumers are considering those options. This also provides for easy and inexpensive copy changes for advertisers who have multiple products and the ability to "share" ad space with other advertisers as changes are made through wireless connections from a computer terminal.

What trends do you see in your industry over the next 5 years?  Next 10 years?

We see a growing trend for advertisers looking to alternative ways to reach consumers with greater impact at a lower cost. Consumers are more brand conscience than ever before and brands must find ways on connecting with their target audience in ways that are relevant to the consumers' socio-demographic makeup.

We will see greater use of experiential campaigns that utilize teams of brand ambassadors who interact with consumers to introduce the advertisers products and services on a personal level.

Mobile texting, QR Codes, Blue Tooth and facial recognition technologies will changed the way advertisers engage their audience and the way consumers communicate with brands. Two way communications between the advertiser and the consumer is now possible giving way to new ways of brand development and ROI tracking. We will see incredible advancements in these areas over the next few 5 to 10 years.

What is the biggest concern about your industry that a franchisee candidate should be aware of and investigate?

The biggest consideration is whether the candidate is the right fit for this advancing industry and can develop a passion for the business.

Why do you think your company stands out in the industry?

With over 40 agencies in the US we are the only group of independently owned and operated outdoor media consultants in the industry. Our agency owners live, work & play in their respective markets so for advertisers looking to reach into multiple markets we provide real local market knowledge on a national level.

What makes your franchise/ business opportunity more attractive than your competitor's?

We truly don't have a competitor in the franchise world with the same business model however what makes our opportunity very attractive is that has low start up costs, no inventory to buy, no employee's necessary and very low operating expenses because it is home based. This is a very unique business model in a growing industry and because we have access to a wide array of outdoor media formats we are able to service clients from one door retailers to fortune 500 companies.

Describe the ideal candidate.  Do you think your requirements are any different than your competitor's?

Our ideal candidate is self motivated, is outgoing and loves to work with people, has excellent communication skills and can build long term relationships. A person with good organizational & time management skills, a strong work ethic and the ability to follow our proven program.

What's the strongest skill you require in a candidate?

Strong communication skills as this is a customer service business.

Why has you're your company been successful?

We found a niche business that allows our franchisees to build long term repeat business and earn residual income that only requires a small number of good clients to be successful.

What advice would you give someone interested in buying a franchise in your industry? 

Like the industry your will work in and look closely at the organization you are partnering with. Be sure they have a proven track record of successful franchisees and be sure to speak with like minded franchisees that are doing it now.

How much experience in this industry should a franchisee candidate have should they consider buying a franchise in your industry?          

 None