In this episode of Beyond the Billboard, host Greg Wise sits down with marketing powerhouse Melissa Rosenthal, co-founder of Outlever, to explore the strategic power of out-of-home advertising and brand building in today's marketing landscape.

Melissa shares her journey from BuzzFeed and Cheddar to revolutionizing brand marketing at ClickUp, where she implemented game-changing out-of-home advertising strategies that positioned the company alongside industry giants. Learn how she negotiated incredible deals (including a New Year's Eve Times Square placement for just $25K!) and measured ROI through smart audience targeting and strategic placement.

🎙️ Episode Highlights:

00:00:28 - Introduction to Melissa Rosenthal, co-founder of Outlever and former CCO at ClickUp

00:03:36 - What brand means in different company stages and how it evolves

00:05:45 - Melissa's strategic approach to out-of-home advertising at ClickUp

00:14:03 - How to effectively measure out-of-home advertising impact

00:20:01 - Melissa's journey to launching her own company

00:23:22 - Who benefits most from Outlever's services

💡 Key Insights:

On Brand Building: "Brand is the feeling, the perception... It's a culmination of referrals, reviews, messaging, touch points, and customer service."

OOH Strategy: Melissa explains why strategic concentration beats scattered placement: "There's a lot of ways to fail at out-of-home, which is, like, you buy five units in different cities and you're like, why is my billboard not working?"

Measuring Success: Through aided and unaided awareness studies, social mentions, and direct feedback from sales teams closing deals thanks to billboard exposure.

Melissa's approach to out-of-home advertising demonstrates how physical brand presence can deliver both awareness AND performance when executed strategically.

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