Matty Mo
speaker
116 appearances
1 recordings
1 series
first heard Jun 2024
last heard Jun 2024
Matty Mo’s voice in public audio — every appearance, attributed to the second.
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And so the opportunity lies in individuals realizing that they're in a tier two city, a tier three city, there's no other mural agency in town, and you can effectively arbitrage the cost of buying a billboard or arbitrage the cost of generating social media attention by creating murals for brands. And I'll talk you through how this business works.
So if you're driving around any city, you see billboards. A billboard company bought that infrastructure. They put up billboards. They manage the placements. They manage accounting how much traffic goes to those placements. They manage sometimes the creative production, and they sell that to advertisers.
Advertisers need that more and more today, especially for hyper-local advertising or really creative out-of-home advertising. But the billboard mafia owns all those placements. If you're driving around a city, you also will notice a whole bunch of blank walls. And those blank walls in the billboard world could be referred to as remnant inventory.
They're inventory that hasn't been turned into a billboard placement, maybe because it can't be turned into a billboard placement for practical reasons. But here's the pitch. You go to a business owner or building owner and you say, hey, you've got this wall. How would you like to make a few hundred extra bucks a month? They say, wow, that's cool. Never heard of that.
You sign an agreement with them to be able to manage placements on their wall. You then photograph that wall, take dimensional measurements, package it up. You figure out kind of generally what the through traffic is. And then you can price it for sale one for the CPM advertising that you can sell a comparable to that of a billboard to an advertiser and two for the artistic creation of the mural.
So the services associated with that, and that can very easily scale to a multimillion dollar business. And I'll tell you how.
One billboard placement or one mural placement, let's go with mural placement, one mural placement can be anywhere from $10,000 to $20,000 in a high-traffic area. You get a handful of landlords to sign deals with you. All of a sudden, you control millions of dollars of inventory. You go find a killer sales team. You go find a few painters.
And all of a sudden, you're just back-officing a mural agency.
Okay, so start a sales team. You have to have some hard skills to be able to do some of these things. You would need to collateralize your offering. Take photos of the billboard or the mural. I keep calling it a billboard because that's effectively what it is. Take photos of the building, measure it, figure out the total square footage, make a nice little PDF that says this is that placement.
Go online and figure out what the through traffic is based on people driving by. Add that. Extrapolate that number out on a daily basis to a monthly basis. Come up with a total number of impressions you expect to make for a particular advertiser. come up with a handful of formats of types of murals you could paint.
It could be a straight sign, which is probably a lower-end production, or it could be hyper-realistic like photograph, and that could be a higher-end production. And then you go out to advertisers that are advertising on billboards and say, hey, Billboards get ignored. Murals are cool for X, Y, and Z reasons. One of those reasons is the process of putting it up draws attention.
Everyone driving by is going to see this thing going up. They're going to have some kind of emotional connection to it as it gets produced. Eventually, they're going to drive by it and be like, wow. The second thing that's kind of cool about these things is people will take a picture of a mural. They will not take a picture and share a picture of a billboard.
So you're going to get organic social impressions and you're going to get a whole bunch of earned media out of this placement. And you get to work with artists. And if you pick the right artist, you might be able to get them to post on their social feed and tap into their influence. And then all of a sudden you have these multiplying effects on a placement that you're already paying for.
So why wouldn't you work with us? And so that's the sales pitch. I'm like sold, bro. Then in your second question was, how do you get a team of artists? There's a gazillion artists out there that are not making it as full time artists.
And in fact, to make it as a full time artist is kind of a curse because you become a like a packaging and shipping and customer service company and you no longer make art. Um, so you've got these artists who would rather paint murals in their free time for an hourly paycheck than work at Starbucks.
And so you start reaching out to them on Instagram, finding out other artists that have painted murals in your, your local area. And you say, how would you like to be part of our mural agency? Um, we'll go find you clients. We'll pay you a flat fee for production. You give us your portfolio of work. We represent that portfolio work to our clients, um,
Um, if a client chooses you and has some kind of like design phase that they need to go through, we'll make sure you get paid. How does that sound? Go out and get a dozen different muralists. And all of a sudden you have a bunch of different capabilities to sell to these advertisers.
I can speak to my business. It was a big, like high six figure business with a dozen walls in LA, uh, And that was not a hundred percent fill rate. And that was with a team of like five different painters. That business shuttered during the pandemic when people were no longer buying out of home placements and this whole thing kind of fell on its head on its face.
But I think there's an opportunity to bring it back. You could probably get 10 grand per wall per month. So good sales team, maybe it's a 10% sales fee for anyone that brings you a lead. It's $1,200 or $1,000 of the $10,000. Painter, maybe you pay them $1,500. So you're still at a 75% margin. Maybe you've got some equipment, another 5%.
you're at 70% margin and they maybe paid the building under 10% thousand bucks a month. All of a sudden you've got a 60% margin business and it's just churning out murals. Yeah.
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