P: What advice would you give DTC brands that are scared to make the leap to Out-of-Home?
B: Start small and if you see some growth, increase your spend and scale from there. I would say that there is a way to dip your toe in the Out-of-Home pond without spending too much money. You don’t need to spend $1MM in New York City to effectively make your first major impact in Out-of-Home.
There’s a way to be nimble, smart, and super strategic. It’s crucial that, as a brand, you find the right partner to do that. Look for a partner that emphasizes effective ROI and growth over spend. That’s one of the main reasons I started Quan. To take a client that’s maybe hesitant about entering the Out-of-Home world and to make them feel comfortable, help them see growth. We want to be seen as an extension of the brands we work with.
P: Where do you see the future of Out-of-Home?
B: The more you’re able to effectively measure Out-of-Home and show with data how its working, that’s when we’ll fully break through in terms of driving budgets from online and digital to Out-of-Home channels.
I’m really excited that DTC has become its own category. In the past, you’d hear about travel, entertainment, retail, and auto. Now, DTC is just as big as all of those, and there is a real opportunity to show these brands the value of Out-of-Home and what it can do to help them build and grow their brand. I’m excited to do that with Quan.