The new GON media platform where we deliver interviews and live presentations on the network is a great success. A special thanks goes out to Accent Health and more specifically This e-mail address is being protected from spambots. You need JavaScript enabled to view it Senior Account Director for an insightful presentation. All of the attendees who joined the meeting did so without a registration process or download of any kind, which made the process of joining the meeting smooth and easy.  Broadcasted at 30 frames per second or in High Definition is not only an aspiration of the GON but a necessity when delivering a quality presentation to thousands of attendees. Coupled with the ability of delivery of media kits and presentation materials to the audience easily is an added bonus which sets a bar of expectations.

We would like to thank all of the attendees who joined us and welcome you to return for our next series of broadcasts in December. To learn more about Accent Health click here

Unfortunately if you have spent more than an hour in the OOH space you have most likely heard those dreaded words. Even more unfortunate is the fact that those words are often accompanied by a deafening, ear-splitting SILENCE.....state of muteness.....crickets!!

The answer to the question depends on what side of the desk you sit on, agency or media vendor. Parts 2 and 3 of this article will focus on the implications for each but for now our sights will be set on the process that leads us to hear that awful phrase. Make no mistake about it, it is a process and like any good story it has a beginning, a middle and an end. Let's start at the beginning, shall we......
For kicks and giggles, let's assume Client X is considering an OOH buy in the top 10 markets to support a new product launch. Target is Adults 25-54, $75k+ HHI, skews female, and client is looking for a "high impact" idea.....we've all seen these. The budget is $3 million, though it's not a "hard and fast budget".
The agency reaches out to a dozen or so traditional and digital OOH vendors with the above parameters (and god willing an actual brief) seeking avails, maps, photos, high impact ideas, and of course pricing.

STOP RIGHT THERE!!!......whoever thinks this is the beginning of the process please raise your hand!! If you didn't raise your hand, take that un-raised hand and pat yourself on the back, you deserve it. This should not be the beginning of the process, but rather the middle. The process starts with the questions that are NOT answered in the "brief" given above. Truth be told, a 10 minute Q&A with the client or Account Director on the business should reveal a wealth of information that can be used not only for Client X's campaign above but others down the road.

Real world example: several months ago I received an RFP from an OOH agency for a Business Consulting company that was considering an OOH buy. The parameters were pretty straightforward.....3 key markets, looking to reach C-Suite Executives and Business Decision Makers, want to execute some type of experiential event, need research and case studies and of course what bonus space is available. As thrilled as I was to get the RFP, I was blown away by the lack of critical information that came along with the brief. Some basic questions back to the agency revealed no new information (not even the client name), so I'm in a dark room with a bunch of alligators and a paper cut.....in other words I don't stand a chance!!

The RFP process should have started with a 30 minute conference call with the client, before the RFP even went out!!! How do I know? Because after two months of hearing nothing from the agency about this RFP, I did have a conference call with the client and learned more in 10 minutes than I did in two months of emails with the agency. For instance, I found out that the top 2 "entry points" into their business were through their Financial (CFO) and Human Resource (CRO) divisions. I then asked what part of their business they most wanted to develop? The answer.....their Technology (CTO) division. BOOM!!!! By going to their website beforehand I found out that they recently published a key HR study, so my question was "how do you get this report into the hands of potential clients?" Their answer....."we don't". BAM!!! Guess what Mr. Client, OOH and DOOH can help you with all 3!!

These three simple questions accomplished 3 critical things;
1) Provided the framework to develop a top notch proposal that solved two of his business challenges.....immediately.
2) Allows us to "position OOH" in the future to this client and more importantly how OOH can help them. (even if we hear the words "the client has decided not to do OOH")
3) Positioned us, as sellers, to the level of "business partner" in the eyes of this client

So raise your right hand and repeat after me........"I, (insert your name here) promise not to start the RFP "process until I have the right information to help solve my clients challenges AND position me, my company and OOH in the proper light".

About the contributor:

Tom Green is President of Life Pattern Digital Media LLC, a media company offering sales training, consulting and media representation in the OOH and DOOH space. If you'd like more information on LPDM Training courses, feel free to reach out to Tom at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

The Great Outdoor Network is proud to announce our latest presentations coming up in the month of October and November.  This month we will have ThinAire's president Tim Daly providing insight on his new role with this exciting emerging technology RFID chips.  He will share about what is going on with NearField Communications in the UK and how this will affect their US debut in Chicago.  RSVP for this event: AIRED

In the month of November we are please to present Accent Health. Accent Health has been a pioneer in the digital out of home space. Being on of the first companies to place digital screens with content control in Doctor's Offices and waiting rooms around the country.  Sean Collins will share why Brand not indemic to the healthcare industry as using Accent Health to target consumers. RSVP for this event: click here

During the last eight years, the Great Outdoor Network (GON) has gone through several changes and upgrades to the system. But perhaps nothing as drastic as the latest version.  To keep pace with the evolution of the markets and better business practices of the economic shifts, the current launch will seed the future for the company.

The B2B practice and networking aspects of the GON will not go away, as the business listings, networking lounge and community portal afford. News and information are still available for reading and staying current with pace of the Out of Home Media Industry. But the overall mission and philospophy has changed to be more inline with the efforts taken on some years ago and never available to the public.

Over the past few years, the GON has been responsible for assisting media agencies and clients identify correct media assets to deliver messaging. In addition, the financial department of the GON, called GON Financial has been securing funding sources for media company and provides various other services to include liquidation of trade aquisitions.

As more media companies and their representatives change to keep ahead of the latest market trends, the GON supports these efforts by introducing a platform that is orginial and unique. We are the media network with live webinars and feature presentations. A sales driven marketplace along with dedicated media channels for all types of media companies. Free directory and sponsor directory services are made available to support search engine presence and base marketing efforts. All of these have changed the very complextion of the GON to hold it to a new level of sales, marketing and promotion for the industry.