Unlock the secrets of out-of-home (OOH) advertising with Heather Waisanen, the visionary behind Coastal Maverick. In this episode, you'll gain unparalleled insights from Heather's journey—transitioning from TV and radio advertising to becoming a force in the OOH industry with Outfront Media. After transforming a layoff into an entrepreneurial leap, Heather now empowers clients to achieve maximum visibility through strategic OOH placements. Tune in to hear invaluable lessons from her diverse roles on the vendor, client, and agency sides.

Heather reveals everything on the meticulous process of crafting effective billboard campaigns. Discover how she deciphers client goals, navigates market selection, and maximizes budgets to create compelling OOH strategies. From negotiating with media partners to ensuring post-campaign success, Heather shares her expert approach to making billboards stand out, even in competitive markets like Los Angeles and New York. Her stories about innovative formats and the critical role of visuals and frequency will leave you inspired to rethink your advertising tactics.

Explore the cutting-edge world of OOH advertising as Heather illustrates its impact at various stages of the marketing funnel. Learn how digital kiosks in New York and strategically placed billboards can drive both brand awareness and direct consumer actions. Heather also unveils the creative possibilities with 3D digital capabilities and scent-enabled campaigns, offering fresh ideas for capturing attention in challenging markets. Drawing on her experience as a competitive gymnast, Heather highlights the resilience needed in entrepreneurship, offering a compelling narrative for anyone looking to expand beyond digital marketing platforms.

ABOUT HEATHER

Heather Waisanen is the founder of Coastal Maverick, a boutique out-of-home consulting company. Heather has a wealth of experience spanning the vendor, client, and agency sides, and has cultivated a profound passion for Out-of-Home (OOH) advertising.

Throughout her career, she's had the privilege of working with a diverse range of brands, each with its unique story and vision. Her role has always been to amplify these narratives through strategic OOH placements, ensuring maximum visibility and engagement.

LINKS & RESOURCES

Your Kitchen Table (feat. Dan Foster)