Last month we spoke with first-time Daktronics customer and first-time digital billboard owner Matthew Mollman of Mollman Outdoor. Mollman has been in the Out of Home industry for some time now and has a solid inventory of static displays. We wanted to pick his brain about the transition this industry has seen over the past few years, and what he has noticed as an owner.
You’ve been in the media industry for a number of years. In your eyes, what has been the most dramatic change in the industry and the way that people advertise?
Mollman: I believe the most dramatic change in the media industry is the client’s belief that social media is the end-all, be-all for their marketing purposes. Though Facebook, Twitter, etc., are valuable tools, they are secondary products that do not provide the results a good radio and/or outdoor campaign affords advertisers.
You just purchased your first digital billboards. What has been the largest hurdle with going digital? On the contrary, what has been the most rewarding aspect of going digital?
Mollman: The primary hurdle being my comfort zone. This is the first digital in my inventory and the initial investment was something I struggled to make in my mind. I had two perfectly good statics that were producing income at this location, but after comparing the financial gains of digital versus what I was making, my comfort zone issues disappeared.
The display has been in operation for a little over two weeks now and there are numerous benefits. We were able to secure a new advertiser solely due to our digital display. Another major benefit is being able to change artwork or post a PSA within a three-minute window.
From your perspective, what are the most important factors to look at when deciding who to purchase from?
Mollman: It’s a small industry, and we all talk about suppliers, owners and companies. Why would I, or anyone else for that matter, want to deal with someone with a poor reputation? I truly believe your handshake is your word and your word is your bond.
If you could sum it up, what was the sales to installation process like with Daktronics?
Mollman: There were a few wrinkles that needed to be ironed out during the entire process, but the issues were all handled professionally and quickly.
Have you gotten any questions or compliments on your new display?
Mollman: Numerous compliments and a handful of inquiries from future advertisers.
The content on your digital billboards looks great. In your opinion what is the secret to creating amazing ads for digital?
Mollman: I am in no way a graphic artist. I have relied heavily on the color scheme and artwork information Daktronics supplied.
If you were to recommend Daktronics to a friend or colleague, what would you tell them to expect?
Mollman: Expect a good experience!
All of us at Daktronics are happy we could make Matthew’s transition from static to digital a smooth one and we love hearing the information we supply to our customers helps make a difference. We look forward to talking with Matthew in the near future to see how his new digital billboard has helped his business grow.
For more information of Mollman Outdoor you can visit their website here: https://www.mollmanoutdoor.com/