The Billboard Mastery Podcast

Albert Dunlap was a corporate raider and turnaround expert on public companies in the 1970s through 1990s. He had one simple motto: “sell, sell, sell and cut, cut, cut”. Although his life ended in scandal when there were allegations of accounting fraud at one of his projects, he was heralded as the original powerhouse in restoring profitability to companies that had run out of steam. In this Billboard Mastery podcast we’re going to review how “Chainsaw Al’s” philosophy can be utilized by every billboard owner to increase profits. 

To build a billboard you need a ground lease. And to get a ground lease you have to convince a property owner to agree and sign it. But what do you do when the owner says “no”. In this Billboard Mastery podcast we’re going to explore the next steps when a property shoots your presentation down.

A billboard is nothing without a paying advertiser on it. And the types of advertisers have changed over the years and are still evolving. However, there are many attributes of successful billboard advertisers which always remain the same. In this Billboard Mastery podcast we explore what those traits are.

One of the big risk factors with billboards is extreme weather. But is there a way to strengthen signs to better withstand higher wind levels? In this Billboard Mastery podcast we’re going to review the methods that be used to make signs stronger and to mitigate the risks from heavy storms.

Most agreements have a definitive start and end date. But a good billboard agreement should never have the latter. In this Billboard Mastery podcast we’re going to discuss how to construct leases that never end. 

Billboards are only one segment of the “out-of-home” advertising industry, but the business model is the same in all of the options. In this Billboard Mastery podcast we’re going to review additional concepts to apply the billboard concept for continuous cash flow. 

Billboards are all about being read. And the typestyle you chose for the advertisement can have a huge impact on how effective the sign will be. In this Billboard Mastery podcast we’re going to explore he world of typestyles and review what science tells us about what the correct lettering should look like.

With inflation and a troubled economy, many advertisers are trying to economize and one of the best ways to facilitate this is with a “combo” sign framework. In this Billboard Mastery podcast we’re going to review how a “combo” sign can be a blessing in tough times and what the key tips are to make them successful.

When it comes to negotiating a winning billboard ground lease with the property owner, there are a number of different styles and strategies. But probably the most effective is the concept of “inclusive” negotiation. In this Billboard Mastery podcast we’re going to explore what “inclusive” negotiating is all about and why it is probably your best shot at getting great deals done.

Blockage can kill a billboard’s value, but are there methods to bring those blocked signs back to life? In this Billboard Mastery podcast we’re going to discuss the science behind dealing with obstructions and share stories of signs that went from blocked to un-blocked using effective strategies.