Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast
00:21:00 · Barry Frey, Adam Singer
[00:21:00] S1: I agree. In fact, I give a I give a lot of sales training courses. And what we talk about is understanding who the decision makers are and the real decision makers, and then who can affect change. To everything you've talked about, I would sum it up in one word, inertia. Humans don't move that much that differently, and it's up to the innovators to take technology, to take ideation, and showcase change for the better. So when we do these sales courses, we not only identify who the decision makers are, but from a personality standpoint, You know, who wants to, in their life, have lunch and go home at 05:00? And who wants to create a new world, or who wants to do a better job for their brand and an agency? Who wants to move more product? And the key for marketers and salespeople is identifying the ones that want better better for their lives, more interesting for their lives, better for their brands, better for their business. And once those people are identified, identified, then the innovators, and these days, digital out of home is the innovation, can connect with those folks and help change the the largesse of inertia. [00:22:16] S0: So, Barry, I have to ask about our outcomes initiative. What is it about, working on measurement is so important to you? Improving results, is it to show the importance of the medium? Why why is outcome so important for the DPAA?
00:22:40 · Barry Frey
[00:22:40] S1: Well, it's just key to business. You know, in the old days, where you'd have that billboard on the side of the road, the local guy at the cash register knew the billboard worked. He saw people come into a store. He was the owner, proprietor, and ad buyer all in one. So when he saw people come in and he spoke to his friends and neighbors and where they see the ads, he knew it worked. Now as we're talking about generating national advertising monies, global advertising money, big brand money to really move the needle. We have to bring that kind of local experience broader, and measurement and outcomes proves the case. So the same way that the the local shop guy and a small business knew what was happening, you know, what folks are doing like yourselves at AdQuick, you're bringing that kind of small business case study on a broader basis to give people confidence to change what they're doing. You know? I'd like to see people go from... To more zero based communications planning. Don't just tweak last year's plan. Don't, start with a a television plan and build around it. Don't start with a digital plan and build around it, but go to an outcomes based plan where you're seeing the media that can affect change, and you build it in a way from scratch, which is, you know, good communications planning. And I think that way, we get the, out of home world to its right percentage of of share of budgets.
00:24:06 · Adam Singer
[00:24:06] S0: You know, there's a... I don't know if you know this story, but when you were talking about, oh, the small business owner knows that this works. Right? The story of AdQuick is actually an interesting one because our founder was early at Instacart, and he found that the markets that they bought out of home in happened to be the ones that grew the fastest. And they were able to that. You know, show that those two things were connected. So there's so many technology companies where the genesis of the company is someone there had a problem that they just... They couldn't solve easily. It was just too hard, and they're like, wow. This should actually be a business. It's, like, such a such a common Silicon Valley, like, b to b startup idea. Someone was just annoyed by something. They're like, this could be done better. And it's interesting because it's the same observation at a, you know, venture backed, you know, Silicon Valley company as a small business because I think both those people do care about results. They're both they're both, you know, metrics oriented. They both have to focus on the bottom line. Their venture capitalists really care. It's kind of the antithesis of, you know, maybe some of the larger companies where it's more political and it's more vibe space Because if you're a start up, you have to grow. You need those results. If you're a small business, you also have to grow and need need those results. And so I I think there's something, you know, there's something to both of those stories.
00:25:22 · Barry Frey, Adam Singer
[00:25:22] S1: Yeah. You're absolutely right. And you could take the huge big businesses as long as they're showing some increase of two percentage points year on year, they've done their job. You know, you talk about solving problems. You know, people act, you could say that people act in one or two ways for something new or both ways. And it all comes down to these one or two opportunities. One is to ameliorate a problem or to move away from something negative, like you said, the other is to go to something positive. And every decision, every brand decision, every marketing, every sales decision comes down to those two elements. Can I gain something, by working with the out of home, or can I, you know, assuage my issues where I'm? I've got declining television rating points across cable, linear, and satellite? And and we solve all those problems. [00:26:16] S0: So, Barry, one more question I wanna ask you to end with, and I ask this to a lot of guests. And I think you... You've had such a, such a storied career. I think I'll have a good answer to this. What should young people either entering the media or marketing sector, what what should they do early in their career to stand out? What what are some words of wisdom you could give young people as they're entering the workforce?
00:26:16 · Adam Singer, Barry Frey
[00:26:16] S0: So, Barry, one more question I wanna ask you to end with, and I ask this to a lot of guests. And I think you... You've had such a, such a storied career. I think I'll have a good answer to this. What should young people either entering the media or marketing sector, what what should they do early in their career to stand out? What what are some words of wisdom you could give young people as they're entering the workforce? [00:26:41] S1: Yeah. I think one of the most important things is to be curious. Be a sponge. Ask questions. You're... Ideally, if you're starting out in your career, you've got experienced people around you. You've ideally got smart people around you. Learn from them. You know, we learn a lot more by listening as opposed to talking, and especially when you're starting out in your career, just absorb everything and and ask good questions. Think about what you're doing and and and ask it to the right people. And I think that is what will help propel careers by really understanding what's around you. And then the last thing I would say is take all that knowledge and then dream a little bit when you're on the train coming back from a commute, when you're, you know, waking up in the morning or going to bed. I've been working on this today. What if? Think about what if, and then think about being curious. I think those are the two guides that I would propose to young people starting out in the business.
00:26:41 · Barry Frey, Adam Singer
[00:26:41] S1: Yeah. I think one of the most important things is to be curious. Be a sponge. Ask questions. You're... Ideally, if you're starting out in your career, you've got experienced people around you. You've ideally got smart people around you. Learn from them. You know, we learn a lot more by listening as opposed to talking, and especially when you're starting out in your career, just absorb everything and and ask good questions. Think about what you're doing and and and ask it to the right people. And I think that is what will help propel careers by really understanding what's around you. And then the last thing I would say is take all that knowledge and then dream a little bit when you're on the train coming back from a commute, when you're, you know, waking up in the morning or going to bed. I've been working on this today. What if? Think about what if, and then think about being curious. I think those are the two guides that I would propose to young people starting out in the business. [00:27:33] S0: Awesome. I love that answer. Curiosity is super underrated. Don't don't let the world, like, strangle it and let you... Make you lose your your your curiosity and vibes. Barry, we'll put some links in the show description. But for people just listening, where should they go to connect with you and also the DPAA?