Welcome to another episode of The Association 100 podcast, where we dive into the world of associations to bring you the best practices, top trends and smart strategies that make a difference. Today, hosts Colleen Gallagher and Meghan Henning of OnWrd & UpWrd are joined by Song Heo, the SVP of Media Strategy and Client Partnerships at EMC Outdoor, to explore the transformative power of Out of Home (OOH) advertising for associations.
Song brings over 24 years of experience at EMC Outdoor, a certified woman-owned business dedicated to driving business growth through strategic OOH media use. She shares insights into how OOH advertising, ranging from billboards to digital screens in coffee shops, can significantly impact audience engagement and association revenue.
Key Highlights:

What is Out of Home Advertising?: Song defines OOH as any advertising that occurs outside of the residential home, offering a unique channel to reach audiences en masse and engage them in the physical world.

Importance for Association Professionals: Associations should leverage OOH advertising to enhance attendee engagement and provide effective solutions for exhibitors. This not only supports exhibitor success but also opens up new sponsorship and revenue opportunities for the association itself.

Successful Outcomes: Song shares examples of how EMC Outdoor has helped associations generate significant revenue through targeted OOH campaigns, emphasizing the scalability and customizability of OOH to meet different exhibitors' needs and budgets.

Beyond the Booth Survey Insights: The discussion also covers insights from EMC Outdoor's survey on exhibitors' attitudes towards sponsorships. Focusing on the "struggling" segment, Song discusses how associations can support these exhibitors to overcome challenges and achieve success at events.

Innovative Campaigns and Experiential Activations: From chalk art campaigns to mobile billboards, Song highlights some of the most memorable and innovative OOH campaigns EMC Outdoor has executed, demonstrating the power of personalized, one-on-one engagements to amplify an exhibitor's presence and connect with audiences.

Getting Started with OOH for Associations: For associations looking to explore OOH advertising, Song advises focusing on audience-first strategies and considering how to create valuable solutions for exhibitors while generating additional revenue for the association.


The conversation wraps up with some fun, personal questions, giving listeners a glimpse into Song's background, her love for matcha lattes, and her bucket list travel destinations.
For more insights and innovative ideas on leveraging OOH advertising for your association, check out EMC Outdoor's website and find their survey results here.
Subscribe to The Association 100 podcast on Spotify to ensure you never miss an episode, and follow us for the latest best practices, trends and strategies making waves in the association world.
LinkedIn: /company/the-association-100 
Stay tuned for more episodes that bring you closer to the experts and innovators transforming the association industry.

View the full transcript here (auto-generated).