Selling every billboard to the brand next door

Catalina is sales director at one of Chile’s largest billboard companies. She has sixty boards across Santiago to fill. Her team sells by calling the same big brands every quarter. Meanwhile a gym chain opens three branches beside their boards and books a rival’s screens. And nobody can tell a client which boards drivers sit in front of the longest. With xMap Flows, Catalina built Spotter. Every Monday at eight, for each of her sixty boards, Spotter finds the brands that opened a branch within a kilometre, measures how slowly the traffic moves past it, writes why each brand should take that board, keeps the ten best matches, and turns them into slides for the sales meeting. On Monday, Spotter finds twenty-four brands that opened beside her boards. The best ten are on the slides, each with the road speed outside. Catalina’s team calls brands it had never thought of, and books four boards that week. Catalina stopped selling empty boards. Now she sells the brand next door.

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