Tim Rowe interviews Layne Cox, CMO of Union and one of the earliest startup marketers to leverage OOH advertising as a growth channel all the way back in 2009. Layne’s career is a culmination of commitment to a passion for serving family-run businesses in the hospitality industry, with a marketing career that started out “as a lunch lady” and evolved into one of the most revered marketing leaders in the world of building B2B and B2C two-sided marketplaces. Layne has helped to build and scale amazing companies like Seamless, Grub Hub, Slice, and Pomp, specializing in the connection of the digital experience with the physical world.
Key Takeaways:
On getting the formula right: A 20-50% overall lift in customers (specific case study story)
On measurement: Offline media impacts everything else you’re doing so don’t measure it in a silo, instead use a blended cost per acquisition (Total Amount Spent / Total Amount of Customers Acquired)
On OOH being grassroots at scale: Be relevant and fun!
On OOH being grassroots at scale: Meet your customers where they are, with multiple touchpoints per day
On being a Challenger Brand: You will have fewer resources which can be a great catalyst for finding creative solutions and using agility to out-maneuver the competition
On being a Challenger Brand: “We had to use big, broad channels to prove to customers and partners - ‘it’s a thing!’”
On the wasted reach of broadcast media for a two-sided marketplace: Eventually, you’ll be where they are or they’ll be where you are so it’s really a low-cost, long-term investment. Extend your time horizons on the impact of marketing
Big Idea To Consider: When is the last time you experienced what it’s like to buy from yourself/your company?
Read Part I of the Multi-part Measurement & Attribution series at The OOH Insider -https://www.theoohinsider.com/blog/oohmeasurement-part1/