985: The marketing strategy that EVERYONE sees w/ Heather Waisanen

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Hey, what is up?

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Welcome to this episode of the Wantrepreneur to Entrepreneur podcast.

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As always, I'm your host, brian LoFermento, and I'll tell you what.

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I know that there are so many different ways for us to grow our businesses, so many ways for us to market our businesses, but the problem is, if you log into social media, you will be convinced that there's only one way you need to be on social media you need to be running ads.

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All of these things people want to lead you to believe are true, but today we have went out and sought after one of the best of the best in a very different marketing channel that way too many people forget about, which is weird, because all of us, as customers and consumers, have seen this form of marketing and advertising in effect, and we see it every single time we leave our houses.

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So let me tell you all about today's guest, because she is someone who's brilliant, she's creative and she really understands marketing in a really powerful way that we can all use to benefit our own businesses.

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So her name is Heather Wisenin.

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She's the founder of Coastal Maverick, which is a boutique out-of-home consulting company.

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Heather has a wealth of experience spanning the vendor, client and agency sides, and she's cultivated a profound passion for out-of-home advertising.

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If this is the first time that you're hearing this term, then you're in for a real treat learning from Heather directly here today.

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Throughout her career, she's had the privilege of working with a diverse range of brands, each with its unique story and vision.

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Her role has always been to amplify these narratives through strategic out-of-home placements, ensuring maximum visibility and engagement.

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I'm personally super excited about this one, so I'm not going to say anything else.

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Let's dive straight into my interview with Heather Wisenin.

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All right, heather, I'm so very excited and grateful that you're here with us today.

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So first things first welcome to the show.

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Thank you, I'm excited to be here heck.

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Yes, especially, I will say not to put pressure on you, but you are the one who's introducing our audience to a lot of these concepts that we're talking about today.

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So, before we get to all of that, take us beyond the bio.

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Who's heather?

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How the heck did you start doing all these cool things that you get up to that we're talking about today?

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So, before we get to all of that, take us beyond the bio.

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Who's Heather?

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How the heck did you start doing all these cool things that you get up to?

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Yes, so I feel like a lot of people you just fall into certain industries that you never plan to fall into, and for me, I started working at an advertising agency and I was on the traditional side with TV and radio and that kind of really introduced me to the traditional media side of things and ended up getting poached and worked at Outfront Media, which is one of the really large vendors.

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If you are driving down the road and you see billboards on the side of the road, you'll see some of the big names like Outfront Media, lamar, clear Channel.

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A lot of these are the billboard companies that you know I work directly with, and so I spent some time working with Outfront Media, really understanding you know what happens on the vendor side and I was client facing there as well, so I got to see the contracts coming in, the questions clients had really got to work one-on-one with them and get a really good understanding of the out-of-home industry from that perspective.

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Fast forward, a little bit poaching seemed to be the name of the game for a little while for me and I was poached by a client and ended up going over to the client side working on their in-house marketing team, overseeing their out of home in the Southeast region for a handful of years, and this was, you know, managing billboards, bus wraps, different things like that.

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So that really gave me the you know, the strength and the ability to do media planning, media buying across.

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I want to say, at the end of my time at this company it was around 15 markets, so really managing every piece of it, you know every vendor contract and doing all the negotiations as well on behalf of my you know the company as well on behalf of my you know the company.

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So that gave me a really great perspective from that side of what it's like to actually buy, you know, an out of home campaign from the client perspective.

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And then I ended up going to an out of home agency for a little while and that was, you know, that one really gave me the ability to do media planning on a national scale.

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So I got to work with brands across the US that wanted to do multi market buys.

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So you know if somebody wanted to do a campaign and you know some of the big markets of Miami, dallas and LA.

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You know I could put together a plan for them based on their target audience.

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What they were trying to accomplish, yeah, and then I guess fast forward from there is I was part of a layoff.

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And a lot of people say, unfortunately I was part of a layoff.

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And I say fortunately because I'd always had a side hustle.

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I'd always dreamed of having my own business.

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I just never knew what that might be, how I would do that, and once they had the layoff, I was like, you know, I think this is my time to give it a shot.

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I've been on, you know, the vendor side, the client side and agency side, and I feel like I could bring a unique perspective, you know, to the out of home industry, to clients, and that's what happened.

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So I, you know, officially launched my company, you know, full force, earlier this year.

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So I'm still new to the game of being, you know, an entrepreneur and everything that entails, which is many, many hats.

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But that is the journey that got me to where I am right now.

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Yes, I love that overview, especially because you talk about being a newer entrepreneur.

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But we're going to have a conversation towards the end of today's episode with our entrepreneurial hats on, not necessarily just talking about the subject matter expertise that you have, which obviously you are not new to.

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You are no stranger to the out-of-home advertising space and really, hearing that overview, it immediately strikes us that we've seen out-of-home advertising everywhere.

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You so effortlessly rattled off billboards, bus wraps.

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There's so many different ways that it shows up.

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Why is it not part of the traditional marketing mix?

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These days, everybody gets honed in on the same sort of marketing channels.

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What's different about out of home and why are we not tapping into it more?

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Yeah, you know it's a great question and I think I really truly think people are starting to come back to it.

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It's one of the traditional formats that is still relevant.

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You know TV and radio are, you're calling, falling off?

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You know they're streaming and there's podcasts and there's, you know, streaming services for audio.

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So you know billboards and out of home, you know, while it's still considered a traditional format, it's, it still can be relevant.

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It's still new in certain ways.

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There's, you know, with now there's digital capabilities, you could run a 15 second video ad on an out of home format, you know, and you can take that same video and repurpose that, you know, into some sort of social media content.

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So, you know, I do tell clients be omnipresent, you know, be across multiple channels.

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But I think people are noticing out of home more and also we're on our phones, we're on our computers, we're looking at screens so much I don't look at my phone usage anymore because it was really scary to see that number.

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But I think people are really you know, they call it the digital burnout and people are really starting to just see things outside again because we're looking up from our phones, you know, and in some other markets, like where I live currently, we have a lot of your traditional billboards and bus benches and bus shelters, but in other markets, you know there's a lot of really cool formatsboards and bus benches and bus shelters, but in other markets, you know, there's a lot of really cool formats that people wouldn't think of.

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You know there's like hand painted murals, you know, so you could really take a brand and make it into a piece of art and yeah, so I think I do think people are coming back to recognizing the value of out of home, getting creative with it, thinking outside the box.

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You know, how do I actually grab my target audience's attention?

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Like, what can I do that's going to make them stop?

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Look at my billboard.

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Look at, you know, the wall scape.

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Look at the airport advertisement, whatever it may be.

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You know, I think people are really getting more creative and out of home, I think, is here to stay for a while.

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Yeah, I absolutely agree.

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It's something that I've for sure noticed.

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In so many ways we're going back to the old school formats and I, as someone who I don't like being on my phone, I so appreciate the fact that we are moving more and more societally in that direction.

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I want to call out I don't want it to get lost in today's conversation you just made a really powerful point in strategy, which is we can also repurpose our out of home efforts onto the digital channels that we use.

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I'm thinking you use the example of a 15 second video ad.

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I've seen quite a few people who spend I think it's like 200 bucks to be on a Times Square billboard.

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They get a picture of themselves in front of it and they then use that across their social media channels.

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What a cool way to capture attention.

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So I really appreciate those insights.

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Heather, I want to ask you about the process, because for a lot of people, it's their first glimpse into the possibilities.

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Probably they don't even realize how accessible it truly is.

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When we talk about that Times Square opportunity, it's accessible to pretty much everybody.

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So, Heather, what's the process?

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We know what it's like to launch a Facebook ad campaign and create something in Canva and the copy.

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What does it look like to put together an out of home campaign?

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Yes.

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So for me, you know, step one is talking to the client.

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What are your pain points, what are your objectives, what are you trying to accomplish with?

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You know your billboard campaign and you know there's a lot that goes into it too.

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You know what markets do you want to be in, things like that.

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But I, you know, being in the industry for a while now, I do have a lot of connections, a lot of relationships that I've built over the years with my media partners and really, you know it could go about two ways.

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You know I could have a client that wants to be really hands-on and wants to be, you know, a a lot more part of the process of.

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You know here's a handful of recommendations, let's work through this, you know strategy together.

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But also, you know there could be clients that come through and they say, hey, you know what, here's who I'm trying to target, here's the markets, here's my budget, and I would love for you to build you to build your media plan for me across these markets and let's look at your recommendation and then we lock it in.

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So, honestly, it's getting, I guess, down to the kind of nitty gritty process piece is once you have those key things budget, markets, target audience.

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Sometimes I do ask the client hey, what formats are you looking at?

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Do you just wanna do billboards?

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Do you just want to do billboards?

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Do you just want to do digital?

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And even if they tell me just that I always include some unique, you know out of the box formats just to kind of get their you know brain, you know getting getting the wheels turning a little bit of there are some cool ideas that you could add on to your billboard campaign.

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So you know, I usually will take everything that they've given me.

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I go to my reps, I tell them exactly what I'm looking for.

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They send me over anything that's available and then I really go through it and you know, based on what the client's looking for, I go through and cherry pick, you know, the billboards that I think are going to reach their audience.

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I pick, maybe a bus route that's going to go through a neighborhood that this person is trying to reach, whatever it may be.

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I really go through and look at the strategy, look at everything from a bird's eye view Does this cover everything they're looking for?

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But also really getting down to the details of making sure I'm hitting every target audience, you know, especially if it's a multi market campaign, you know there could be very different audiences in different markets.

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So I, you know, cherry pick for my clients and then I present the plan to them and then, honestly, I do the negotiating on behalf of the client.

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I can help them with creative resources if they need that, but I really try to take away, you know, the steps that you said.

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That could be daunting to somebody.

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I try to take that away from them.

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They don't need to go to every single you know vendor that's out there to get quotes and to figure out how to run a campaign, when you know I could really walk them through that process.

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I can help with the negotiating the creative and you know I could really walk them through that process.

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I can help with the negotiating the creative and, you know, making sure their campaign starts on time.

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And also we, you know, always do like a proof of performance, you know, post photo to make sure that everything went live when it was supposed to.

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And that's something I make sure my clients get making sure they get good quality photos of their campaign Because then again, like you said, they can repurpose this on their social media.

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So if it's their first time running a billboard campaign or let's say they did, you know, a billboard campaign with taxi toppers and a bus shelter, and I make sure they get photos of every single piece of inventory and then they have access to that.

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They can post it, they can, they can do whatever they want with it, but I do want to make sure they get those to have for, you know, social media, whatever they want to do with it.

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But I do from beginning to end.

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You know, pre-contracting to post-contracting.

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I'm there with them every step of the way.

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I like to educate clients on, you know, the best ways to use out of home and I will, you know, always tell a client if they're like hey, we saw somebody do this and we'd love to do it too.

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Sometimes some formats I don't recommend for a client.

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It just doesn't, it isn't the right fit.

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But I will always come in and tell them hey, I think you should use this and here's why.

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Um, so that's usually my my process there.

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That was a little long winded, but hopefully that all makes sense.

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No, it's great, Heather, because it is really fun hearing you talk about these things, because I feel like it is the marriage of traditional marketing principles.

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You went straight to the who the heck do you want to reach with your campaign?

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Let's really get in on the customer avatar that we talk about so much in marketing.

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But then it is those specific nuances that have to do with out of home considerations, and one of which is obviously the visuals.

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I want to ask you about that because I'm just thinking about when I drive down the road.

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I see a lot of things and especially when I lived in Los Angeles, gosh, I feel like there's a billboard every two feet and one is for a movie, one is for a TV show, one is for a hip new product.

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There's so many things that we see when we're out and about in the world, which leads me to ask you what are those specific considerations with regards to visuals?

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And also I want to introduce as part of this question what's the frequency, Because we're on the move, when we see these things.

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Do we have to vary it in multiple locations?

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Do we have to run these campaigns for longer amounts of time?

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I'd love to hear some of those insights.

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Yes, yes.

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So we'll start with.

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You know the creative process.

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So I am not a graphic designer, I don't claim to be.

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I have some really great creative partners that I will always bring in for any kind of creative.

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You know, consult with a client if that's what they need, but guiding them in the creative process.

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You know you don't want to just do what everybody else is doing.

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You do need something that's going to grab attention.

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You don't want a lot of text on the billboard.

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Like you said, people are driving.

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You don't want a QR code when you're driving down a highway, nobody's going to scan it and we, you know we're not recommending that.

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And the same with the text.

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You know it's.

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You know it's.

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You know our attention span has just continued to drop, so you need to have eight words or less.

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You know as minimal words as possible on the billboard to really, you know, convey what you're trying to say in a short amount of time, because you'd only have, you know, such a short amount of time for somebody to actually see your billboard when they're driving by.

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So you know the creative needs to, especially with colors as well.

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You know you need your colors to stand out.

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You need less than eight words.

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You know, on the board itself, nothing that's going to distract the driver from the driving.

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Like I said, like a QR code on a highway, there is a place for it, but not on a highway billboard and, as far as you know, frequency goes.

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I don't ever recommend a client to run less than eight weeks Because if you're really trying to build like a brand awareness campaign, if they don't see you up for a longer period of time, they're not going to have that brand recall that they would if you were running for a longer period of time.

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So you know, out of home, really, you know, especially for brand awareness campaigns, they've never done out of home before put up.

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You know, out of home, really, you know, especially for brand awareness campaigns, they've never done out of home before Put up.

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You know multiple billboards in your target areas, wherever that may be, and you know, try some different formats too.

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You know you can.

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One thing that's great about out of home now is you know if you're trying to reach an audience in a specific neighborhood and there are no billboards, they have mobile billboards now and you can have custom routed billboards targeting these specific you know areas.

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So if you're trying to reach that neighborhood and you have mobile billboards that are coming through and then that same person is driving to work and then they see your billboard on the highway.

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You know there tends to get that brand recognition.

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That happens.

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So I definitely recommend you know multiple placements, multiple formats and running at least eight weeks, you know to really build.

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You know that recognition with with customers.

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Yeah, really great and valuable insights there.

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When I hear eight words or less, Heather, how the heck are we going to be that concise in a words or less?

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But when I think about some of the greatest marketing campaigns of our lifetime, I mean I immediately think of Got Milk.

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We saw those Got Milk ads literally everywhere.

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I was a kid and I still remember seeing them and I can still picture their ad creatives and all of that.

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So, yeah, there is still a lot of room for creativity and actually forces us to be succinct and really think about what it is that we want to convey in that, which leads me to ask you about the goal of these campaigns.

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You talk about brand recognition.

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Obviously, that's one way that we can target for and that's one way we can measure the success of these campaigns.

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Is this a great top of funnel?

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Do we look to close sales with out of home?

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Where do you view that as part of the funnel?

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From top to bottom?

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Yes, no, this is a great question.

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So I've definitely built media plans for clients that truly show them, formats that are top of funnel, middle funnel, bottom of the funnel, and you know, I think you can use it for all three, depending on you know what your overall objective is.

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You know there's the brand awareness we talked about.

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It's just really getting your brand out there.

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You want people to know who you are.

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Maybe you don't really have a call to action for them yet, but there's other formats that do really allow a consumer to engage.

00:18:43.944 --> 00:18:48.923
So in New York they have a lot of these digital kiosks that are on sidewalks.

00:18:48.923 --> 00:18:55.011
They're pedestrian, pedestrian visibility, and they also have vehicle, uh, visibility.

00:18:55.011 --> 00:18:59.789
So you're getting both you know travelers by car and by foot on some of these kiosks.

00:18:59.789 --> 00:19:02.279
And if you have, you know, if you're trying.

00:19:02.279 --> 00:19:10.670
Let's just for an example, say you're a store in new york and you have a sale coming up for black friday and your store is it within, you know, a couple blocks of this digital screen.

00:19:10.670 --> 00:19:26.371
And you have a sale coming up for Black Friday and your store is within a couple blocks of this digital screen and you have a QR code that says scan here, come in, and it offers the customer some sort of discount if they come into the store from that specific QR code.

00:19:26.371 --> 00:19:29.809
So it definitely can drive traffic into stores.

00:19:30.420 --> 00:19:41.083
Another example for you is a campaign I recently did is for a restaurant and it was a multi market campaign and they were really looking to drive foot traffic.

00:19:41.083 --> 00:19:50.412
And what was great about this one is we strategically looked for billboards within one mile or less of their store, but also their competitors.

00:19:50.412 --> 00:20:08.026
So, you know, we really had to get strategic here because we wanted to find the billboards that were placed in a perfect position to where we can say you know, exit half a mile for blank, whatever your tagline might be for your restaurant or your store, and really pushing that.

00:20:08.026 --> 00:20:12.931
You know, in-store foot traffic so you can really use it from.

00:20:12.931 --> 00:20:21.790
You know, like I said, top of funnel brand awareness, you can have, you know, customers really engaged directly with your ad, have them, you know, walk right into the store.

00:20:21.790 --> 00:20:25.770
So I think you can use it, you know, all the way from top to bottom.

00:20:26.540 --> 00:20:35.618
Yeah, I really love that, and the fact that you have such a deep understanding of marketing shows that we're not just putting together cool visuals that's going to catch people's eyes.

00:20:35.618 --> 00:20:42.542
There are marketing fundamentals and principles that you are strategizing for your clients, so I really appreciate these insights.

00:20:42.542 --> 00:20:48.345
You brought up QR codes a few times, so I've got to ask the question QR codes are they worth it or not?

00:20:48.345 --> 00:20:49.950
What sort of calls to action?

00:20:49.950 --> 00:20:51.883
Can we drop our website URLs?

00:20:51.883 --> 00:20:55.972
How can we navigate that so people actually know where to go from seeing our ads?

00:20:56.799 --> 00:20:57.060
Yeah.

00:20:57.060 --> 00:21:00.352
So I think this is going to be a debatable question.

00:21:00.352 --> 00:21:03.463
So some people may agree with me and some people may not.

00:21:03.463 --> 00:21:05.836
But that's the joy of you know, being in marketing.

00:21:05.836 --> 00:21:10.431
We don't always agree on certain things, but you know, I think they have a time and a place.

00:21:10.730 --> 00:21:22.057
Honestly, I think you know if you are giving something away, if you have like an enter to win, whatever it may be, you know, I think a QR code has its place if it's on the right format.

00:21:22.057 --> 00:21:24.837
Again, like I said, you don't want a QR code on a highway billboard.

00:21:24.837 --> 00:21:31.141
That does not make sense, nobody's, that is not safe and no one's going to be able to actually scan that QR code.

00:21:31.141 --> 00:21:33.528
So you know these formats that are.

00:21:33.528 --> 00:21:35.193
You know within.

00:21:35.193 --> 00:21:38.282
You know walking distance, if they're pedestrian, visible.

00:21:38.282 --> 00:21:42.031
You know when you're on the sidewalk, you see it, the ad catches your eye.

00:21:42.579 --> 00:21:43.580
Scan here for a discount.

00:21:43.580 --> 00:21:46.246
Or you know if it's a restaurant, it's scan here.

00:21:46.246 --> 00:21:48.449
And you know, get a free appetizer.

00:21:48.449 --> 00:21:56.305
You know that might be somebody who's visiting a city and they're like oh, this restaurants around the corner, I can get a free appetizer If I scan this QR code.

00:21:56.305 --> 00:21:58.482
Great, I'm going to go in and check this out.

00:21:58.482 --> 00:22:03.682
So I think they are relevant when they're used correctly.

00:22:03.682 --> 00:22:13.507
I don't think they're, you know, meant to be across every out of home campaign by any means, but I think the right time, the right place, they are a good fit.

00:22:14.230 --> 00:22:25.028
Yeah, for sure, and I'll actually argue that I think COVID was good for the QR code industry, because I think we all learned with our phone cameras how to scan a QR code to access that digital menu.

00:22:25.028 --> 00:22:31.772
So, for sure, a lot of ways for us to improve the usage and adoption of those, and it's really cool to hear some real life examples from you.

00:22:31.772 --> 00:22:38.981
With that said, I'm sure you get this question all the time and it's always the most difficult question to answer because there's no one size fits all.

00:22:38.981 --> 00:22:41.508
And that is, of course, the price, heather.

00:22:41.508 --> 00:22:46.483
I'm sure people always ask you how much does it cost to have a billboard or all the other?

00:22:46.483 --> 00:22:49.268
You've given us so many real life examples of different formats.

00:22:49.268 --> 00:22:54.713
Walk us through at least the price ranges so people have a clue as to what's accessible and what's not.

00:22:56.016 --> 00:22:56.801
Yes, no, that's.

00:22:56.801 --> 00:23:04.009
You know that is actually a big, you know kind of pushback that I actually get when I'm, you know, talking with people, especially on like a.

00:23:04.009 --> 00:23:07.303
You know I really want to work with local businesses and really help them.

00:23:07.303 --> 00:23:13.972
You know, push, push their business, but you know they come in with a smaller budget but anybody can do out of home.

00:23:13.972 --> 00:23:21.087
You know I think I have been able to work with budgets under 5k and then you know upwards of that.

00:23:21.288 --> 00:23:25.541
So I think you know, again, it comes back to strategy.

00:23:25.541 --> 00:23:32.346
It comes back to being really strategic with the budget you do have and the market you're in, because every market is going to be different.

00:23:32.346 --> 00:23:40.290
You know what what something costs in New York and LA is going to be very different than my local market in Florida.

00:23:40.290 --> 00:23:44.644
And you know billboards, maybe in Kentucky, you know.

00:23:44.644 --> 00:23:50.327
So they're going to range and I think they range by format as well.

00:23:50.407 --> 00:23:56.814
So static billboards, you know, have production costs involved because there is they're printed on a vinyl material.

00:23:56.814 --> 00:24:01.185
And you know digital billboards they don't have that production costs.

00:24:01.185 --> 00:24:02.127
That is on top.

00:24:02.127 --> 00:24:10.803
And a perk with digital is you get to actually change your creative and you don't have to, you know, pay to swap out a vinyl every time you want to change your creative.

00:24:10.803 --> 00:24:14.611
So I know that's still kind of vague there, but I do.

00:24:14.830 --> 00:24:24.680
You know I tell clients I can normally work with any budget and you know, as low as you know, 5k, a little below, that is it gets.

00:24:24.680 --> 00:24:25.481
It gets tricky.

00:24:25.481 --> 00:24:33.474
But if you know again, if you're strategic and you have the right partners and you work with the client, you can make something happen.

00:24:33.474 --> 00:24:45.640
But again, you know if you want to expand that budget as well and go all in and do you know three massive markets and hand painted murals and bus wraps and everything else, you know it does come at a price point.

00:24:45.640 --> 00:24:53.819
But I tell every brand hey, anybody can run an out of home campaign but I tell every brand hey, anybody could run an out of home campaign.

00:24:55.039 --> 00:24:57.329
Yeah, I really appreciate that perspective because I know how hard it is to answer that question.

00:24:57.329 --> 00:24:59.578
But it does give us those guidelines for people to know what sort of arena they can play in.

00:24:59.578 --> 00:25:16.184
And I think that price point shows that for any business that has that predictable especially the one metric that I always look at as lifetime customer value if you analyze 5k and you know the average customer is going to be worth X amount of dollars to you, it's so much easier to pull that trigger and make that decision.

00:25:16.184 --> 00:25:17.913
So I really appreciate those insights.

00:25:18.194 --> 00:25:26.646
I want to ask you this, heather, because I live here in downtown Tampa and every time I walk around I always pay attention to what looks like guerrilla marketing style tactics.

00:25:26.646 --> 00:25:29.232
But I wonder how much of it is actually intentional.

00:25:29.232 --> 00:25:38.148
For example, sabrina Carpenter, who I don't know anything that she does or what she's famous for, but her ads, if you will, are all over our sidewalks right now.

00:25:38.148 --> 00:25:43.951
It looks like a stamp, it looks like guerrilla style marketing that someone has essentially just stamped all over our sidewalks.

00:25:43.951 --> 00:25:50.993
Give us some examples, because now, talking to you, I'm realizing there's probably a smart strategist like you behind that campaign?

00:25:50.993 --> 00:25:54.049
What are some of those out of the box real life examples?

00:25:55.140 --> 00:25:58.501
So that's actually one of them Sidewalk chalk.

00:25:58.501 --> 00:26:01.230
You know chalk stencils are out of home.

00:26:01.230 --> 00:26:08.909
So you know, if you know downtown Tampa, it's funny you say that because that's a hard market without a home because there's very limited inventory in the space.

00:26:08.909 --> 00:26:10.830
That's a hard market without a home because there's very limited inventory in the space.

00:26:10.830 --> 00:26:20.901
So you do have to get creative in markets where there aren't billboards or there aren't, you know, digital kiosks.

00:26:20.901 --> 00:26:21.823
So how else can you grab someone's attention?

00:26:21.823 --> 00:26:22.124
You could have.

00:26:22.144 --> 00:26:24.028
You know they have these mobile trucks now that have sight, sound and motion.

00:26:24.028 --> 00:26:29.846
So imagine you know a truck with sound and lights driving down through downtown Tampa.

00:26:29.846 --> 00:26:32.571
That's gonna capture somebody's attention.

00:26:32.571 --> 00:26:44.904
Maybe they couldn't get a billboard near the restaurant or whatever it is they're trying to promote, but they actually were able to take their own billboard and put it on wheels and have it drive through the area they were looking to target.

00:26:44.904 --> 00:26:47.170
So yeah, there's chalk stencils.

00:26:47.170 --> 00:26:51.542
We all know about blimps, aerial banners.

00:26:51.542 --> 00:26:53.728
Those are all considered out of home formats.

00:26:53.728 --> 00:26:57.259
Let me think you put me on the spot.

00:26:57.259 --> 00:26:59.846
So my brain is like what are some other cool ideas?

00:27:01.715 --> 00:27:03.544
Sorry, I was just gonna say my head also goes.

00:27:03.544 --> 00:27:07.837
Every time I'm in Miami I see the boats actually driving around with mobile billboards.

00:27:07.897 --> 00:27:19.888
Now, Digital boats now in a few markets, and the digital boats, you know, they, they, they get, um, some slack from some people, but they are a great way to capture attention.

00:27:19.888 --> 00:27:23.901
Um, you know, I've seen a lot of great campaigns run on the digital boat.

00:27:23.901 --> 00:27:37.626
So, yeah, digital boats, um, you know, there's even things now where you know there's like fairies and you can, you know, deck out a fairy and then, with the hand painted murals I mentioned, they also have a scent capability now.

00:27:37.626 --> 00:27:46.556
So, if you have a product that you're like, you know, especially coming into fall, it's pumpkin spice latte season, although I don't drink them.

00:27:46.556 --> 00:27:58.788
Uh, you know, if pumpkin is your season and you have this great product that smells amazing is your season, and you have this great product that smells amazing, you could have, you know, an out of home campaign that also has a scent now.

00:27:58.788 --> 00:28:00.011
So that is something that is new.

00:28:00.333 --> 00:28:05.247
It's different out of the box, a little bit like, hey, do you want to run an out of home campaign that also has smell?

00:28:05.247 --> 00:28:09.961
Now you can, and we can also do, you know, chalk stencils on the way to it.

00:28:09.961 --> 00:28:14.088
So, yes, there's a lot of just new fun ideas.

00:28:14.088 --> 00:28:19.366
And there's 3d digital capabilities Now it's, I really feel like the options are endless.

00:28:19.366 --> 00:28:30.778
You know, if somebody comes to me and says I want to do something completely out of the box, a lot of times I'll go to my media partners and just say, hey, help me with this, help me build this out for the client and really stand out.

00:28:30.778 --> 00:28:36.630
You know, let's put our heads together and go across multiple formats and create something unique and different.

00:28:37.575 --> 00:28:40.384
Yeah, gosh, I always tell people I have the coolest job in the world.

00:28:40.384 --> 00:28:47.404
But, heather, the longer you and I talk, I'm starting to think you probably feel the same way about what you do as well, because the sky really is the limit.

00:28:47.404 --> 00:28:53.836
And actually in your industry, the sky is not the limit, because you can do anything and everything, including in the sky.

00:28:53.836 --> 00:29:01.365
So, gosh, I could ask you a million questions about out of home, but in these episodes, I always love transitioning and talking to you entrepreneur to entrepreneur.

00:29:01.365 --> 00:29:08.098
And one thing that really stands out about you I know that you were a competitive gymnast growing up, and I'll share with you one analogy that I always use.

00:29:08.159 --> 00:29:20.619
I'm not a gymnast and I'm also not a skateboarder, but, living in LA, when I went to the Venice Beach Skate Park, one thing that I would always admire is that you cannot get better at skateboarding unless you fall.

00:29:20.619 --> 00:29:21.423
It is inevitable.

00:29:21.423 --> 00:29:26.681
If you wanna learn a new skill, you have to fall, and the same is true, obviously, when it comes to gymnastics.

00:29:26.681 --> 00:29:36.648
Heather, give us some of those parallels and analogies, because you say that you're a newer entrepreneur, but obviously you've got the persistence and resilience that comes along with everything you've done in life.

00:29:36.648 --> 00:29:40.305
So how has that side of the entrepreneurial transition been for you?

00:29:42.055 --> 00:29:46.344
Yes, I think you know entrepreneurship can be scary Everyone's.

00:29:46.344 --> 00:29:52.945
You know I can be very I'm a planner by nature and a planner by trade and I was waiting for the hand.

00:29:52.945 --> 00:30:02.067
Very, I'm a planner by nature and a planner by trade and I was waiting for the hand, waiting for like the blueprint of here's what you're supposed to do when you start a business, like here's how to do it, here's step one and step two.

00:30:02.067 --> 00:30:11.121
And I realized, after listening to you know a lot, of, a lot of other podcasts and a lot of people just talking about you just have to start, and I was like, okay, but what does that mean?

00:30:11.121 --> 00:30:14.969
And finally I was like I'm just going to start this thing and figure it out.

00:30:14.969 --> 00:30:23.786
And you know, you think, oh, I'll tell a couple people I started a business, I'll put a website up and business is going to start flowing.

00:30:24.315 --> 00:30:27.324
And you know, unfortunately that is not how it works.

00:30:27.324 --> 00:30:36.088
And you know, I really feel like every no is just, you know, the next, your next yes is on the way.

00:30:36.088 --> 00:30:39.309
You have to get through so many no's.

00:30:39.309 --> 00:30:44.105
You have to get through so many you know conversations with clients that are.

00:30:44.105 --> 00:30:52.188
You know you do a lot of strategy sessions and a lot of planning sessions and then you get a no and you have to keep going.

00:30:52.188 --> 00:30:59.134
You can't just like throw in the towel because somebody you were really excited to build a campaign for said, oh, the budget got shifted.

00:30:59.134 --> 00:31:01.259
Or oh, we've got, we're going a different direction.

00:31:01.259 --> 00:31:05.278
You know you can't just stop what you're doing because of one.

00:31:05.478 --> 00:31:10.366
You know no, and for me it's just continuing to grow.

00:31:10.366 --> 00:31:15.678
It's, you know, every no I've had.

00:31:15.678 --> 00:31:17.403
You know, every, every email that I've not received a response from.

00:31:17.403 --> 00:31:18.625
I'm like that's okay, we'll get them the next time.

00:31:18.625 --> 00:31:19.455
We'll get them the next time.

00:31:19.455 --> 00:31:26.017
And you know also, I think, just to kind of keep that momentum going, is expanding.

00:31:26.057 --> 00:31:32.858
My network is, you know, joining local organizations, meeting people in your, in your city or nationally, whatever it may be.

00:31:32.858 --> 00:31:38.067
But you know, I think building those relationships has helped me get closer to the yeses now.

00:31:38.067 --> 00:31:45.357
So you know I've had a lot of no's.

00:31:45.357 --> 00:31:46.381
I've, you know, made a handful of mistakes.

00:31:46.381 --> 00:31:57.482
You know, in my, you know, first year of entrepreneurship, of just not knowing what to do, not knowing you know how to do something, but just, you know, asking for help, asking somebody who's already done it or another entrepreneur.

00:31:57.482 --> 00:31:59.027
You know, hey, give me some tips.

00:31:59.027 --> 00:32:01.921
How did you navigate this, how did you navigate that?

00:32:01.921 --> 00:32:11.395
And you know, take, take all of that and and just keep moving forward, because I think you know the yeses will come, the clients will come, all of it will come.

00:32:11.395 --> 00:32:18.887
But you do have to stay persistent, you have to get up every single day for yourself and you just have to keep pushing forward.

00:32:19.669 --> 00:32:26.012
Yes, an essential mindset and one that I don't think we talk about enough in the world of business and entrepreneurship.

00:32:26.012 --> 00:32:28.743
I'm going to extrapolate it and just say life in general.

00:32:28.743 --> 00:32:30.818
I think it's such an important reminder for all of us.

00:32:30.818 --> 00:32:33.284
So, heather, you've been a wealth of knowledge here today.

00:32:33.284 --> 00:32:40.145
I have no idea how you're going to top all of that or add on to all of that, because the last question that I love asking is what's that one takeaway?

00:32:40.145 --> 00:32:54.153
Knowing that our listeners are at all different stages of their business growth journey and some of them are paying for advertising and marketing already, but some of them are just going through a lot of the mindset stuff that we touched on here in today's episode as well what's the one thing that you want to leave them with?

00:32:54.153 --> 00:32:59.086
What's that one takeaway or action that you hope every listener walks away from today's episode with?

00:33:00.714 --> 00:33:05.023
Yes, it's a great way to end, also a challenging one.

00:33:05.023 --> 00:33:20.575
But I think, you know, like you said, mindset really truly is everything, and what you feed yourself, like physically, like food, to what you listen to, what you watch, all of that really does play a part in, you know, your entrepreneurship journey.

00:33:20.575 --> 00:33:27.596
So for me, you know, I always, always surround myself with like minded people, other business owners.

00:33:27.596 --> 00:33:42.007
You know positive, you know podcasts, books, just anything that's going to keep me, you know, on the journey and on the path to success that I want to be on, because you know, there there can be a lot of negativity.

00:33:42.147 --> 00:33:55.263
Not everybody understands the entrepreneurship journey and you know, I think you really have to surround yourself with the right people and make sure you know everything you're telling yourself internally and what you're feeding yourself.

00:33:55.263 --> 00:33:56.365
It really does matter.

00:33:56.365 --> 00:34:07.544
And if you have any kind of inkling to start a business or you are in that early stage like you just keep going, you know you're, you're going to be successful, it's going to, it's going to work.

00:34:07.544 --> 00:34:10.197
But it all does really start with your mindset.

00:34:10.197 --> 00:34:12.521
And if you think you can do it, you will.

00:34:12.521 --> 00:34:16.327
But if you wake up and you think, oh, I don't think I'm going to make it today?

00:34:16.327 --> 00:34:17.507
You probably won't.

00:34:17.507 --> 00:34:21.202
So for me, the mindset piece is absolutely crucial.

00:34:21.202 --> 00:34:26.340
It's been, you know, a big part of me just putting one foot in front of the other every single day.

00:34:26.340 --> 00:34:35.427
You know, especially in the first year, when you do get all the no's, it is it's keeping yourself positive the first year.

00:34:35.447 --> 00:34:36.994
When you do get all the no's, it's keeping yourself positive.

00:34:36.994 --> 00:34:41.706
Yes, that's the real stuff right there, heather, I so appreciate your insights there and how you chose to take that very broad question.

00:34:41.706 --> 00:34:44.217
It reminds me of two very important quotes that have always resonated with me.

00:34:44.217 --> 00:34:48.699
The first is from Henry Ford, when he said whether you think you can or you can't, you're right.

00:34:48.699 --> 00:34:50.204
And then the second one gosh.

00:34:50.244 --> 00:34:57.063
This one just hit me hard in 2020 during the pandemic, and that is ships don't sink because of the water around them.

00:34:57.063 --> 00:34:59.757
Ships sink because of the water that gets in them.

00:34:59.757 --> 00:35:12.581
And, heather, you are such a shining example as to how disciplined and serious and intentional you are about what you let into your ecosystem, your environment, your mind, and I think it's been on full display here in today's episode.

00:35:12.581 --> 00:35:31.483
Obviously, you're brilliant at all the things that you do, so I'm excited for listeners to go deeper into the world of out of home advertising and to check out your website, because, I'll say, even before you and I got together today, just scrolling through there and thinking about the possibilities, I think today's episode is going to open that door of possibilities for so many listeners.

00:35:31.483 --> 00:35:33.188
So drop those links on us.

00:35:33.188 --> 00:35:34.677
Where should listeners go from here?

00:35:35.938 --> 00:35:41.958
Yes, yes, you can check out my website, coastalmaverickcom, and I'm big on LinkedIn.

00:35:41.958 --> 00:35:44.528
I'm always love to connect with everybody on LinkedIn.

00:35:44.528 --> 00:35:54.766
I think we can definitely drop that in the show notes, but you can always find me on LinkedIn, heather Wisen, and can also, just, you know, search for me coastal maverick on LinkedIn.

00:35:54.766 --> 00:35:56.353
I always am on there.

00:35:56.353 --> 00:36:06.967
It's one of my favorite social media platforms, so I'd love to connect with anybody, even if you just have questions out of home in general, um, always open to have those conversations.

00:36:07.554 --> 00:36:12.297
Yes, and as a podcast listener yourself, heather, you did the hard part for me already.

00:36:12.297 --> 00:36:14.619
Those links are down below in the show notes.

00:36:14.619 --> 00:36:16.219
Listeners, you already know the drill.

00:36:16.219 --> 00:36:18.842
Wherever it is that you're tuning in, you can just click right on through.

00:36:18.842 --> 00:36:22.603
We're linking to Heather's business website, which is at coastalmaverickcom.

00:36:22.603 --> 00:36:24.125
You can click right through down below.

00:36:24.125 --> 00:36:26.146
And also we're linking to her personal LinkedIn.

00:36:26.146 --> 00:36:27.427
She loves this stuff.

00:36:27.427 --> 00:36:34.471
She was not prepped with any questions here today and you see how effortlessly she puts together creative marketing campaigns on the fly.

00:36:34.471 --> 00:36:36.092
So, listeners, don't be shy.

00:36:36.092 --> 00:36:37.693
Check out those links in the show notes.

00:36:37.693 --> 00:36:44.197
Otherwise, heather, on behalf of myself and all, the listeners worldwide.

00:36:44.217 --> 00:36:46.322
Thanks so much for coming on the show today.

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Thank you so much for having me hey, it's Brian here and thanks for tuning in to yet another episode of the entrepreneur to entrepreneur podcast.

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If you haven't checked us out online, there's so much good stuff there.

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Check out the show's website and all the show notes that we talked about in today's episode at thewantrepreneurshowcom.

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And I just want to give a shout out to our amazing guests.

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There's a reason why we are ad free and have produced so many incredible episodes five days a week for you, and it's because our guests step up to the plate.

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These are not sponsored episodes.

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These are not infomercials.

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Our guests help us cover the costs of our productions.

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They so deeply believe in the power of getting their message out in front of you, awesome entrepreneurs and entrepreneurs, that they contribute to help us make these productions possible.

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So thank you to not only today's guests, but all of our guests in general, and I just want to invite you check out our website because you can send us a voicemail there.

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We also have live chat.

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If you want to interact directly with me, go to thewantrepreneurshowcom, initiate a live chat.

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It's for real me, and I'm excited because I'll see you, as always, every Monday, wednesday, friday, saturday and Sunday here on the entrepreneur to entrepreneur podcast.