We caught up with the brilliant and insightful Candice Simons a few weeks ago and have shared our conversation below.
Candice, thanks for joining us, excited to have you contributing your stories and insights. What’s something you believe that most people in your industry (or in general) disagree with?
In the outdoor advertising industry, there is often a misconception that we should avoid directing clients to alternative options if we don’t have exactly what they’re looking for at the moment, because it may lead to lost sales. However, I teach my team that our primary role is to be a resource for our clients in whatever capacity they need us. People are not an opportunity – relationships are king and the most vital currency we have in sales. Just because we may not have the exact service or product they need right now doesn’t mean we shouldn’t provide guidance that serves their best interests.
When we take the time to advise them thoughtfully, clients will remember who genuinely had their backs. In the future, we may offer products in a market they are interested in, or they may recall the support we provided and choose to work with us when the right opportunity arises. Trust is crucial for us at Brooklyn Outdoor. Being of service without expectation of what you will receive back is a key way to build that trust.
While competition in sales is real, the opportunities are endless. There’s enough of the market for everyone, and clients do not forget those who advocate for them. Building relationships based on trust and support is far more valuable in the long run.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I entered the out-of-home (OOH) advertising industry right after college when I started working for a firm in Chicago. However, my heart has always been in metro Detroit, where I recognized a significant gap in the industry. I knew that Detroit had a unique heartbeat and a wealth of potential waiting to be tapped into.
While there were large OOH companies, there weren’t any independent firms, which meant that many businesses were missing out on the advertising opportunities that other major cities enjoyed. By launching Brooklyn Outdoor, I aimed to shine a national spotlight on Detroit and attract clients with substantial buying power, ultimately benefiting the city and community as well.
At Brooklyn Outdoor, we provide a comprehensive range of OOH advertising services across many top markets and over 36 street furniture markets. Our offerings include traditional and digital outdoor ads, wallscapes (large wall signs on the side of buildings), hand-painted murals, street furniture (bus shelters, bus benches, bike share panels, recycle compactors, etc.), transit advertising (buses and rail), and experiential advertising (unique opportunities that capture audiences at point of purchase through providing an experience that is memorable inciting positive association to the brand or through stunts).
What sets us apart is not just the variety of formats we offer, but our commitment to creating meaningful partnerships that serve the community. We’ve successfully collaborated with multiple municipal programs that generate new sources of revenue, enabling these programs to thrive and contribute to the betterment of the city. Over the course of the past 10+ years, we have provided the municipal bodies of Detroit with well over 10 million dollars that has been able to go back into making the transit services and safety for the community more robust and in turn brought in more visitors, conventions, large brands, big box retailers, etc. The contribution to the growth of the city that we have been able to provide is something to be so proud of for both me and my staff. I am most proud, however, of my incredible team and the growth we’ve experienced together. We may be a small team, but we are truly mighty, and some of our senior and director-level employees have been with us since they started as interns just a few years after Brooklyn Outdoor started. We have the highest employee retention and happiness scores we have ever had, and we are only improving with each year that goes by.
Brooklyn Outdoor is not just about delivering advertising services; it’s about championing inclusivity in our industry. As a certified women-owned business, I take pride in leading a company that exemplifies the impactful influence of women in leadership roles. My role as co-chair of OOH UNITED, the industry-wide DEI initiative, reflects my commitment to driving positive change and advancing equal representation. Together, we can create spaces where innovation and collaboration thrive, illuminating bright futures for our communities and the industry as a whole.
What’s been the best source of new clients for you?
The most effective source of new clients for me has been the ability to listen and genuinely understand the needs of potential clients. Instead of simply offering services and hoping something resonates, I focus on being intentional about finding solutions that align with their goals. It’s not enough to merely present offerings like X, Y, and Z; clients need to see how these options are the right fit for them. By asking the right questions and engaging in deeper conversations, I can better convey how I can help them achieve their goals.
Any advice for managing a team?
My top advice for managing a team and fostering high morale is to recognize that we are all individuals with lives and needs beyond the workplace. It may seem simple, but many have experienced jobs where they felt like just a number rather than valued team members. It’s essential to recognize that life can throw curveballs, and I want my team to maintain a healthy work-life balance. I trust them to handle their responsibilities while also addressing personal matters as they arise. We are a family that steps in for one another when they have needs outside of work that require attention.
Additionally, understanding the unique needs and preferred working styles of each team member is crucial for maintaining high morale. I believe in empowering individuals to find the best way for them to achieve their goals. When team members feel seen and supported, it creates a more motivated and engaged work environment.
Contact Info:
- Website: https://www.brooklynoutdoor.com
- Instagram: @brooklynoutdoor
- Facebook: https://www.facebook.com/BrooklynOutdoor
- Linkedin: https://www.linkedin.com/company/brooklyn-outdoor
- Twitter: @brooklynoutdoor
- Other: Vimeo https://vimeo.com/user36435272
