We met with Carlos García Trillo, Marketing and Digital Director at Gaes, to walk around Madrid and talk about strategy, team management and the decisions that have marked his professional career. During the conversation with Javier Guadiana in Light & LightsCarlos reflects on the role of outdoor advertising in the different companies he has worked for and explains how Gaes uses this medium to reinforce the brand presence and encourage customer acquisition in its establishments.
Their experience allows us to observe how the function of the same support changes depending on the business model. While in mass consumption the exterior can respond mainly to objectives of reach and brand building, in companies with an extensive commercial network, proximity, location and the ability to guide people towards a point of sale take on special relevance.
Carlos explains that outdoor advertising has been part of his strategies throughout his career, from mass consumer companies such as Ferrero, Reckitt or PepsiCo to retail businesses such as MediaMarkt and Gaes. However, the objective of that investment has not always been the same.
In mass consumption, its ability to generate coverage, build brand and reach audiences that may be more difficult to impact through other channels stands out. In retail, on the other hand, the exterior incorporates a dimension closely linked to the territory that allows reinforcing the presence of establishments in their environment and making it easier for consumers to know where to find them.
This function is especially relevant for Gaes, which has almost 700 centers in Spain. The location of each establishment and its own façade are part of that advertising presence, to which other exterior supports are added to gain visibility in certain areas.
The reflection shows that the value of a medium and its capacity to generate impacts also depends on its relationship with the commercial objectives of the advertiser. In a brick-and-mortar business, the proximity between the message and the location where the service is provided can become as important as the overall reach of the campaign.
Carlos says that Gaes has observed an acceleration in the acquisition of leads in those locations where outdoor advertising has a more prominent presence. It also identifies an increase in searches related to its establishments on Google Maps. And so, the company uses these indicators to evaluate the contribution of the environment, although Carlos recognizes that establishing a direct relationship between foreign investment and sales is more sophisticated.
Gaes’ case is interesting because of this combination of objectives and metrics. Outdoor advertising is not limited to working on brand recall, it can also help generate interest and facilitate access to points of sale. For companies with extensive commercial networks, analyzing local searches and contact acquisition allows you to incorporate a perspective closer to the business.
The conversation also addresses other decisions related to Gaes’ growth. Carlos explains how the company managed to go from a negative evolution of the digital channel to registering double-digit growth after reorganizing its team, incorporating new profiles and reviewing its processes. He also reflects on why marketers need to understand their organizations’ business and financial priorities to gain influence.
