How did you get started in the Outdoor business and how long have you been part of it?
I joined TDI (as it was then known) in my mid 20s as a Site Finder, which I was told meant knocking on people’s doors and offering them money to put billboards up on their property. Having come from eight years of selling press advertising this sounded like the dream job. In practice the easy sites had already been taken so it was not that simple. I spent a year developing shopping centre advertising which taught me a huge amount about development within a competitive retail market. It was then I decided we should take all our transit and wet-posting in house and I was tasked with setting up the billposting operation from scratch. That was another very steep learning curve but it gave me the ability to understand the entire process from developing to posting. I can also say with pride that I am able to wet post a 48-sheet, something not many sales people can!
Once the depot was up and running I was again moved to set up a direct sales team. At the time I was reluctant but luckily I took the challenge and within two years we were turning over £1m on direct business.
Shortly after, I became the Sales Manager but by then had become disillusioned at the direction the Irish company was taking. I left to join a radio group as sales manager for 22 independent stations. Within a year I was asked back to take over as General Manager of the Northern Ireland company but things hadn’t progressed and we parted company after nine months.
I teamed up with James Barry and we set up our own company - Bus Media, selling advertising on privately owned bus fleets. Both of us felt the Irish market was too cosy and there was room for a sales focused newcomer. Two years in, a well established Bus Media was acquired by Titan Outdoor and we became Titan Outdoor Ireland. Shortly afterwards we won the CIE advertising contract which is the largest in the country. Teaming up with Bill and Don again was a perfect match. We all share the same passion for the transit business and a very sales focused culture. We proved that this focus works by growing revenues 28% more than the previous contractor in the first year and also by increasing transits share of the outdoor advertising market to 22%.
When you started your new role as Group Sales Director of Titan UK in May, what were your main objectives?
I think the clue here is in the title. Sales revenues are the key to driving a company forward. We have ambitious growth plans and need increased YOY sales revenues to fulfill these plans. So my job is to ensure the sales structure, process and revenue targets are met.
To date, what do you think have been the key things you have achieved so far?
We have revised our sales structure in London and “tweaked” it regionally. After only eight weeks the revenue lift has been noticeable. Central to the success of this has been the caliber of the people we have recruited into the team and those we have promoted from within.
Our Marketing function is what is best described as “embedded” in the sales effort meaning we produce some of the most impressive proposals, pitches and presentations in the media market.
Our back office systems have been overhauled meaning its easier now for clients to do business with us. It’s a simple but important factor in sales.
We still have some work to do and it’s not in my nature to allow complacency to creep in, so ask me again in six months and watch this space.
What can you say about Titan's current position in the Outdoor market?
At the risk of answering in “marketing speak” I would say we are a challenger brand in the UK. We took well established inventory and added an experienced, focused management team. This market is well established and consequently I believe a young and hungry style of sales focus sets us aside from our competitors.
What are the advantages of booking an OOH advertising campaign with Titan as opposed to the competition?
We are one of the few companies that has a solid base of quality inventory in Rail, Roadside and Retail. This combined with the range of formats like our Transvision Digital screens and Experiential on Rail and Underground means we can provide an effective solution to most briefs. When you take into account our new sales teams we leave the others standing.
With a wide variety of formats available in the Titan portfolio, how do you help clients make their choices from so many options?
In an ideal world, it would be fantastic if clients involved us at the early stage of briefing to allow us to thoroughly understand what they are trying to achieve. That’s the key and obviously the more detailed the brief, the better our recommendations of what environments/formats suit them.
What do you like best about your job?
I enjoy the Outdoor industry and over the years have worked in development, operations, admin, sales and management. Every day I love putting this experience to use to drive Titan’s growth both in the UK, Ireland and Europe.
What can we expect from Titan UK in 2008? Are there new products to be launched?
2008 promises to be a great year. We have great products, a revitalised structure and we are moving to brilliant new offices. The passion to really succeed is visible in the faces of all of our team.
We’re 65% of the way there in terms of getting everything in order in the way I envision it. There is so much potential - can you imagine when we progress the further 35%? Watch this space!
That appealing final phrase is followed by Stephen’s suggestion that we ‘get back to school’. He leaves an air of enthusiasm and anticipation of Titan UK’s exciting future. Having filled several different roles in his Outdoor career, Stephen makes no secret of how eventually he wouldn’t mind retiring in Milan where he can enjoy endless cappuccinos!