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PLEASE NOTE: The article below was submitted as part of a recent online competition we ran, inviting our clients and others to share their thoughts and experiences about using promotional products. For that reason the articles are written at a very general level only, and are far from ‘expert’ in any sense! It goes without saying though that if you now could like more detailed help or advice, please do not hesitate to contact us on 1800 519 071, or just send us an email. We would love to be of service to you.. that’s why we are here!
Promotional Strategies for Builders--Turn your truck into a showroom
- The chances are good that your next customer will be a neighbour
- Your truck is already parked at the job site
- Your truck can be a source of information
- Your truck says a lot about you
Why use your vehicle as a promotional strategy tool?
I once spoke to the owner of a construction company that built swimming pools for homes, and I asked him why people built pools. He answered that there are two kinds of people that have swimming pools built: those who’s neighbour just had a swimming pool built, and those that wanted to be the first one on their block to have one.
This is not just true for swimming pools. Neighbours watch to see who gets their house painted, has an addition put on, or gets new windows. Keeping up with the neighbours is the great unwritten rule of home ownership. Home improvements are a high visibility event in any neighbourhood, and a smart contractor will draw as much attention to himself as possible. The most effective way to get new business is to turn your job site into a showroom, and using your truck is the easiest way to do so. You can take advantage of the neighbours’ curiosity and strategically introduce yourself.
How to do get promotional with your truck?
The first rule is to pay attention to what’s on your truck. Your logo can say a lot about you, and your truck is a great way to deliver it. People pay good money to have their logo put on billboards, and your truck is a moving one. Keep your message simple and memorable. Remember, many of the people who this ad are doing something else. Hopefully, they are paying attention to driving their cars. If your message can’t be remembered after they pass your truck, you’ve lost an opportunity.
The second rule is never let a dirty truck near the job site. A dirty truck says the truck’s owner is sloppy and does not care about appearances. Most customers are buying appearances when they buy home improvements. A shiny, clean truck says its owner is careful with everything he touches. Being in a dirty business does not make an excuse. Even if you have to wash your trucks daily, do it. One example is a small business owner who spent a lot of time researching what kind of paint to use on his trucks. He wanted to make sure they stayed shiny longer.
The third rule is never be afraid to draw attention to your truck. The same small business owner also had little flag poles made of reinforced bar welded to the front bumper of each truck on both the driver and passenger sides. He mounted little flags on each. If you have little flags made up with your logo, they will bring you dramatically increased attention while driving to and from job sites. Designs and displays painted on the sides back of the truck also add to your business advertising potential.
The fourth rule is to take advantage of the neighbours’ curiosity. A smart contractor puts up a little sign in front of the project that says “Painting by Shultz,” or “Additions by Acme.” A smarter contractor adds a little pocket for his business cards to each sign. An even smarter contractor sets up a little bulletin board behind the truck or attached to the truck. On this board, the contractor adds photocopies of the blueprints for the job and quick photos of the work in progress. This greatly demonstrates the care the contractor takes in doing his work. He can also add little descriptions of anything fancy or unusual about the project and short written profiles of the workers on the job. This further attests to the neighbours that everything and everyone on the work site is quality.
The fifth rule is to do some pre-selling of the neighbours. Have one workman take a camera or cell phone camera while another worker drives the truck to each of the neighbour's homes. One by one, take a picture of the truck parked in front of each home. Next, copy those photos onto information sheets about your company and the services you offer. Be sure to include a headline like “Your Home Could Be Next for Dexter Windows.” Finally, slip each information sheet under the door of the home for each picture.
Just remember your truck speaks to people who have never met you, and invites them to get to know you and your business better.