Senior Business Development Consultant Kerry Stone gives her views on working with SMEs, the importance of Direct sales knowing their patches and delivering all of the Out of Home needs to South Wales’ businesses.
“Out of Home is relevant for all businesses, whatever size, from theatres to funeral homes. As soon as I start talking to clients about their audiences and how we can target them, they realise the power of the medium and how efficient it is.”
Kerry’s media experience spans nearly 15 years, including stints in Radio and Online. She says “When I interviewed with Clear Channel four years ago, much of the conversation was about how media and agencies have changed. Out of Home felt like the sector to be working in as the media industry was rapidly changing.”
Joining the company as a Development Exec, Kerry has progressed through Direct sales to become one of two Senior Business Development Consultants, with her own area to cover, as well as helping develop the Direct Teams’ approach.
“I usually start my pitches with new clients by showing them the levels of reach and standout they can achieve, and achieve beyond TV, Radio and Online. We discuss which audiences they want to target and what message they want to send. Finally I come back to talk panels and fitting a brief – those target audiences are creatures of habit, going to work or school on the same route each day, past the same screens, shelters or billboards. The better that I know the portfolio in the local area, the better I can make it work for clients – it’s ways encouraging when you can speak about a specific site that the client either lives near or works near.”
Working regionally and locally, Kerry gets to work with all manner of clients, across a range of industries. “One of my favourite clients is Westonbirt Arboretum. They run a number of campaigns a year, focused around their seasonal events such as concerts in the summer, spring events for kids and their Enchanted Christmas.”
“One of the weirder clients is a Funeral Director. It’s a hard conversation talking about their target audience and goals, for obvious and rather morbid reasons, but like any other business they are looking at new ways to get infront of people and ways to build trust and their reputation.”
“On a lighter note, I also work with the Wales Millenium Center – the biggest theatre in the country. I’m really proud that we have a deal in place with them that sees us providing media space for their local community, grass roots projects in return for advertising Clear Channel in their programmes – its always great seeing our plaque up in the foyer and knowing we’re playing a positive role for such a great organisation.”
As Clear Channel continues move toward Out of Home’s digital future, SMEs are progressively reaping the benefits of further flexibility and creativity from Adshel Live. Kerry says, “Adshel Live has a really strong presence in Cardiff – it was one of the earliest, large installations. As soon as I start educating people about what the screens can do and how they can buy day and time parts, people are already thinking about how they can best use it for their marketing message.”
“When I first started, nearly 100% of my sales were classic paper sites. Today its 50% classic, 50% digital – the shift has been amazing.”
“I think we’re only just scratching the surface of businesses that can benefit from Digital Out of Home. The direct team are constantly talking to and educating new clients – they make up around 5% of all of the businesses that I think can drive new business and sales with DOOH.”
“Online media sales are declining and are becoming progressively more complex, especially for small businesses. Clear Channel can bring real, affordable, standout advertising for a huge number of local businesses – the future looks really bright.”