Welcome to this issue of Digital Display Insider. In this issue, we will be giving you valuable information as you navigate the mobile digital billboard (M.D.B.) startup process.

​Today’s issue gives you the four things you need in order to have a successful mobile digital billboard business. Over the next several weeks, we will dive deeper into each of the four ingredients so if you have not already subscribed, do that now so you don’t miss this valuable information.

Many of you are reading this newsletter because you're interested in starting a mobile digital billboard company, and you have a lot of questions. I can also tell you that you're likely making a lot of false assumptions about everything! Things like: how you will operate the LED trucks, who your target customers should be, what you will charge, and so much more.

On the surface, this looks like an easy business to operate. Many of the people selling LED trucks will tell you how easy it is to get business, and some even go so far as to promise lots of business if you buy a truck from them. But in most cases, that’s nothing but an empty sales tactic to move trucks.

Let me be the first to tell you the hard truth: this business isn’t nearly as easy as it looks from the outside. Advertisers don’t just throw money at you because you show up at their door with a really cool billboard truck featuring their logo. It takes a lot of persistence, grit, capital, and time.

​As a 10-year veteran of this industry, I’ve broken down the keys to success into four cornerstones that you must have to be successful:

1. High quality LED truck - If your truck breaks down or the screens aren’t working, you won’t be able to service the contracts you’ve sold. This not only results in costly repair bills but also refunds back to your clients. If the screens are technically working but are old and look bad, you’ll develop a bad reputation and have unhappy clients.

2.  Operating Model - In my opinion, this is the number one issue that mobile billboard operators face, and ultimately the number one reason many fail. With virtually zero information available anywhere about how to run a mobile digital billboard business, new operators are left to guess how existing operators are running theirs. The problem is, there’s so much information required to be successful that can only be obtained from someone with experience—or through trial and error, and the latter is by far the most expensive option.

3.  Sales System - As with any business, you need an effective sales system to bring in business. Sure, you can stumble into sales without a formal system, but to truly scale your business and have predictable results, you have to create a process that’s consistent and repeatable. This includes having a CRM (Customer Relationship Management) software, talk tracks, organized product or service offerings, a consistent pricing model, and much more.

​4.  Sales Professional - One of the most crucial legs to this stool is the person doing the sales. You can have a great LED truck, a successful operating model, and a solid sales system, but if you don’t have a salesperson who can sell media, you’ll fall flat. Selling billboard ads is a long game. Many companies make their media buys quarterly or annually, so it takes persistence and patience—mixed with a great customer service personality.

As we move into future issues, I’ll dive deeper into each of these cornerstones. Until then, if you’re serious about getting into this business and want to avoid the expensive “trial and error” learning process, I offer a wide range of consulting services to help you shortcut your learning curve. Simply click the banner below to learn how a small investment up front can literally save you hundreds of thousands of dollars down the road.