Doing business in the bathroom makes sense
Robin Oratio owns Writing on the Wall Ads in Keyport, a business that supplies advertising in public restrooms.
When did you decide you wanted to be an entrepreneur?
When I was 8 years old, my best friend and I created “The Robin and Carol Agency/Odd Jobs Around The House.” I remember the time when we shoveled snow in someone’s driveway. Not realizing it was still snowing, by the time we got to the bottom of the hill, the entire driveway was covered with snow again! Needless to say, we had to do it all over. I had two boutiques in Red Bank several years ago, and then I started my current business after seeing it in various cities around the country. During my research, I found that this form of marketing has been in existence for over 30 years, both nationally and internationally.
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Why did you start this business?
I thought that it was innovative, research showed that it was effective, and it was the right time to move on and start something on my own once again. As a former buyer in retail and wholesale operations, I was always involved with advertising in an indirect way, and the intrigue of making it my main focus was appealing. I knew that I would enjoy the sales aspect as well as the creative end. I had developed organizational skills when I was involved in global product development, and I knew that my attention to detail would be a big plus in the initial setup, the launch and in the daily operations as well.
Were there any challenges that made you think twice about striking out on your own?
Not really. I thought that it was an ingenious idea, so I went for it. I realized that it was going to be a brand new concept in our startup trading area, and that it would be a little difficult to launch, but I was passionate about it and saw the potential for it.
If you could do it again, what would you do differently?
I probably would have started it several years earlier.
What’s the best business advice you have ever received?
When I was starting this venture, someone told me, “Never borrow money – and there will be a lot of people out there that will want to lend it to you.” It was solid advice. And now, as daily circumstances arise in terms of business development, I found out that it may take a little longer to work within the confines of a budget and get from Point A to Point Z, but at the end of the day, it makes the most sense. I have no debt.
What personality trait helps you the most?
Having the tenacity to keep on going every day, no matter what, and roll with the punches, so to speak.
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What’s the hardest part of the job?
Explaining the concept and why it works. It is brand new to many people in New Jersey, and it is very visual, and therefore cannot be explained over the phone or even by email. When I show the product, I get a very favorable reaction. If I have to describe it over the phone, it loses something in the translation. This is why we often suggest that prospective advertisers go to a venue to see the end result.
The easiest?
The most fun part of this venture is ad production and being the liaison between the clients, the sales reps and the graphic designers. I love to see the end results and appreciate when we get referrals when the ads are doing what they are intended to do.
What surprised you the most about running the business?
The organizational end of it was easier than I thought, in the beginning stages.
How would you like the business to grow and change?
I want to expand the territory as well as add venues in the existing location.
In one sentence, tell us why customers should go there.
We offer targeted advertising to a captive audience at a very affordable price, with 8.5-inch-by-11-inch full color, eye-catching ads.
What do you love about the community where your business is located?
It’s interesting to me, that in a short three-year period, I have developed some amazing friendships through chambers of commerce and networking groups. It is surprising that there are so many great entrepreneurs in this area and everyone should be commended for being so committed and for contributing to the community in such a big way.
When you leave work, do you leave the office behind, or are you always in contact?
I don’t leave anything behind if it has to get done that day. I am accessible during the evening and on weekends if a pending communication is necessary. I am always accessible for our clients, especially when we are trying to meet deadlines.
What do you do in your off time?
Music, music and more music. My husband and I play a variety of instruments, and we enjoy seeing and supporting local bands and attending music venues. We also love to be spectators and exhibitors in car shows. And I would be remiss if I didn’t mention going to the gym!
When you leave the business behind some day, what will you do?
Learn to play even more musical instruments, and maybe I’ll take some voice lessons, who knows? Because no one will tell me to “Keep your day job!”
Small Business Spotlight runs Mondays. If you’re a small-business owner in Monmouth and Ocean counties interested in taking part in this Q&A, contact business producer Dennis P. Carmody at dcarmody@gannettnj.com.
WRITING ON THE WALL ADS
Describe your business: This marketing concept combines all of the elements of effective advertising: position, reach and frequency. We target your customer by gender, age, lifestyle, interests and ZIP code while broadcasting your message in full color. The ads are strategically placed in restrooms of restaurants, sports bars, health clubs and marinas, and your ads are read 95 percent to 100 percent of the time, but more importantly, research shows they are remembered.
Owner: Robin Oratio
Location: Keyport
Phone: 732-670-7372
Website: www.writingonthewallads.com
Hours: 8 a.m. to 6 p.m. weekdays and on weekends by appointment
Founded: March 2013