I know this may have been mentioned before, but I’d like to hear some opinions on truck lettering. In Dave Gerstel’s book, he says they are more of an ego thing than an effective way of advertising. I personally am undecided. Also, how about the yellow pages debate? I’m advertisng in something called the “Big Book”, a county phone book which is supposed to be easier to use & more informative than the regular area phone book. It also is a lot cheaper; not required to have a “business” phone line & total will be about $400. Look forward to hearing some responses.
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Replies
I too am interested in hearing the responses.
I currently use job-signs and word of mouth as my only means of new work. Been on the fence about lettering the truck and trailer. Truth be told, it's also been a matter of forking over the necessary coin to have a decent job done.
I've always thought of lettering the truck as a sign of professionalism. A sort of "This is what I do for a living and I'm here to stay" statement. I sometimes wonder if I'm viewed as "fly by night" by those who don't know me or my work.
Hope this thread gets some responses.
I just put an ad in the yellow pages of our local phone co, SBC. A little 1" ad, text only, $36/month. I didn't want to grow too fast, but thought it was cheap enough to afford, and would probably pay for itself.
It has. And I'm sure the repeat jobs and referrals from all these new customers will compound in the future. Got 3 calls last Saturday!
I ask each one why they picked my ad out of all the others (about 20 or so ads all together.) Most say because my town is listed, and many say because my name is on the ad. They want someone local (increases chances of showing up, I guess) and they want a name that will stand behind their work. Of course, I don't know how many calls the franchise businesses are getting! :)
Don't believe what the ad salesman tells you: "you need a bigger, flashier, more colorful ad, with graphics." (all for only 20 times what you're paying now)
Or to change you business name to :AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA1 AARDVARK 123
so you're listed first. Bull.
Paint your truck? Well, if you do, make sure you do it really well. I hesitate to hire anyone who has a truck that looks like they hand-painted some slogan on themselves.Pete Duffy, Handyman
I'm a great believer in truck lettering... especially if you have a decent looking truck. Just look at how many lettered and signed vehicles you see out there--basically 100% of vehicles belonging to medium and large businesses that cater to the public. They know the value of brand and name recognition.
The lettering on my truck--driver's door, passenger door, and tailgate--cost a bit under $300. I supplied an Illustrator file from my designer and the signmaker used a CNC machine to cut out the logo and lettering from vinyl sheeting. Quite a few folks have stopped me as I'm getting into or out of my truck to ask a question or ask for a card. I'm in the process of getting a website together and will add the URL to my truck lettering when that's up.
I've heard a lot of people comment that magnetic signs look temporary, like you're not serious enough to get permanent lettering. Have to say I agree....
There was a great thread on startup advertising methods about 3 months ago. Should be searchable in the archives.
brian... it took me a while to find a thread you had posted in...
anyways... are you still comming to RhodeFest.. and .. are you bringing anyone with you ?
can you reply in the RhodeFest Attendee thread .. or email me at
[email protected]Mike Smith Rhode Island : Design / Build / Repair / Restore
Signage on my van was the first thing I wanted to do when I started my company.
I am a Cabinet Installer, and work sub-contract to three shops and the occasional home owner.
All three companies asked me not to, so when I show up at a site I can say I work for company A, or B, or X.
I can understand why they asked as contract install hasn't had the best reputation in my region.
They all keep me busy, 60+ hours per week, so I agreed. It has been a good arrangement so far.
Only other con,sign would shout.....THIS VAN LOADED WITH TOOLS, ROB ME!
As I potential client I want some clues that you are really in business.
Not that last week that you selling insurance, this week that you are a deck designer and if you don't get any business next week you will be a roofer. And if none of those work out you can go around offering "drive way treaments".
Lettering the truck is the first clue that you are in business and plan on staying in that business.
"I'm advertisng in something called the "Big Book", a county phone book which is supposed to be easier to use & more informative than the regular area phone book."
It does not matter how easy it is to use, the question are people using it. Or is it getting thrown away and the telco book kept?
got the van lettered up about 6 months ago ...
and don't know why I waited so long.
People need to see your name out there ... and what better way than a big white van parked in front of the job .... especially when the van matches that nice yard sign.
Every pull up to a site with half lettered and half unlettered trucks?
Which look more professional to you? Now ... put yourself in the place of the next potential that just had some guy leave the house and one more bidder to come after you ...
On a side note ... I generally work about an hour away from my house ....
right after we bought the current house ... I looked at a bigger one ... too much $ for us at the time ... but I liked the big old fixer-upper ... when someone moved in ... I stopped one day and talked with the new owner ... told him I toured his "new" house ... and told him what repairs I noticed needed to be done ...
He called this past Fri ... left a message ... it's been about 6 years ... he's now ready to hired out the exterior work ... and he remembered my name from seeing my van drive around our neighborhood to and from work.
I know my own job sites can look pretty impressive when myself ... my plumber ... electrician ... and HVAC guy all happen to be on site at the same time ...(all lettered up)
Looks like someone in there knows what they're doing.
I had mine hand painted by an old pro ... all the way around ... $300.
Jeff
Buck Construction, llc Pittsburgh,PA
Artistry in Carpentry
I agree that painting the truck looks more professional and permanent; along with that, since the truck becomes part of your image, are two important notes: keep the truck looking decent, and watch your driving. A silver Ram1500 cutting you off in traffic, and flipping you the bird, is fairly anonymous; the same truck with your name and phone number all over it ususally gets remembered.
Then I guess Budwieser and Miller don't know what they are doing.
You need to set a portion of your budget aside to find new customers. If you don't what will you do when the people you work for retire or change careers or die?
If I see your name at jobsite after job site I might not take action today but I will remember it and you will be a much more known commodity than those who don't.
There is a guy who drives a Ford Model A pickup that is lettered around at all the local parades and parks it in front of his office. He tells me that alone keeps him busy. word of mouth has him growing a steady 20% a year.
All of the company pickups are painted the same color and have the same signage on them In addition they have a Model A outline on them..
What he did was to establish an identity. people may forget his name but they don't forget his marketing and that keeps him busy and profitable..
You may not use a vintage truck as your ID but figure out something else that is an effective way to get them to remember you..
Paint your truck a Barny purple or Do a Golden Arches kinda thing.. Market yourself!
I would like to add ... dont let the sign company talk you into real "fancy" lettering that you cannot understand from more than 5 feet away. Keep it simple and very readable. Other than that, I would like to second the fact that the truck now becomes a symbol of your company. More than once I have also said " I would not deal with that jerk if he was the last "....." in town" after being cut off on the road or watching someone drive like an idiot in a truck with his company name all over it.
Bill Koustenis
Advanced Automotive Machine
Waldorf Md
As a homeowner, not a contractor, I think professional looking painted on truck lettering is a good idea. I notice around town what trucks I see. When a job is going on I want to know who the contractor is. If the job looks interesting, I stop and look. Over time I get to learn what type of quality each contractor performs by nosing around actual jobs. That helps in my selection when the time comes to look for a contractor, or recommend some when friends ask.
I'd like to jump in here and express what the "real value," is when it comes to truck lettering and why I believe it is marketing dollars that are well spent!
If you were marketing your remodeling business properly - it would mean that you are:
1 - Actively and aggressively seeking the "job types," that produce the most profit for you!
2 - Targeting the clientele and areas that can afford, the work you do!
3 - Having a "referral system," in place that constantly attracts this type of clientele!
That's it! It is truly that simple. Truck lettering fits right in here. You must try to think "out of the box!" Open your mind about who you're really trying to attract. Most contractors feel that they should letter their trucks for "name recognition." Yeah, that's part of it. Unfortunately, they're doing it for all the wrong reasons.
Ask yourself, or any other contractor, why they have lettered their trucks. Most are under the delusion that... "With my truck lettered, people can see my business name on all the highways when I'm driving around town." Some of you even have the lettering on the hood of your trucks, written out backwards,†so people can see your company name when their waiting at traffic lights. Sorry to burst you bubbles but that almost never happens!
I'm not an MBA or any type of marketing genius that telepathically knows that this doesn't work. I'm a craftsman, just like you, that has also been to the school of hard knocks. I've learned from my mistakes. Truck lettering does not work the way we all thought it would! Don't take my word for it, these comments were posted on JLC during a similar discussion:
** Verl States: "...in 20 yrs., I know of only one time that someone called me, because of seeing my name on my truck."
** Stacy Adds: "Every call we've had from someone who saw one of our vans has been a pain in the neck. We want to project our image only. We equate a call from the signage to an ad in the yellow pages."
We need to end these thoughts immediately. We need to realize what our "truck lettering," is really meant to do for us. It cannot, should not, and will never attract our best customers from a highway, from a stoplight, or from a crowded parking lot. Truck lettering's sole purpose is to attract the clients... THAT WE WANT to work for. To attract the clients that live in homes and neighborhoods where "we want to work!"
Now, understand this simple concept. If you are working at homes for clients that you "want," to work for, ones that can "afford," the rates you want to charge, and live in the "homes," and "neighborhoods," that you want to do work in... Then who is seeing your "truck lettering?" That's right – T H E I R N E I G H B O R S !
The people you want to work for, that live in the types of homes you want to work on, live in the same neighborhoods with the same types of people! Your "truck lettering," and job-site signs are meant for these people and these people only. These are the people that you should be worried about! Show your professionalism to them. Build your branding for their eyes; build your name recognition around their interests. Put your ads in their Homeowner Association Newsletters - Put inserts or ads in the newsletters at the golf clubs they play at - Were they play tennis - Sponsor events where their kids go to school. You could have only one truck with your company information on it, and these people would swear they've seen your truck everywhere!
"Think, Out Of The Box!' Don't just put lettering on your truck or use job-site signs because you've seen other companies do it. As with any type of marketing, you need to do it... To Attract Who You Want It To Attract!
Sure, a few cheap skates that only want the best price will call you when they see your truck at a gas station. From the calls you get, you should be monitoring them anyway. Once you get an address and visit the home, you can determine if you want to work in that neighborhood or not, or for those people or not. Either present a bid or gracefully decline the job.
However, don't ever, and I mean never... tell someone that you'll get back to them with a quote, leave their house and never call them again. If you don't want their job, or you're too busy, then at least call them and send them a "thank you for considering us,†letter. Believe me when I tell you... A few bitter people will smear your name around town - much faster than 20 lettered trucks could ever do!
As always, hope this was helpful to you.
______________________________________________________
Joe B.
Full House Remodeling &
JPB Systems LLC. - Remodeling Marketing Tactics
RemodelingRiches.com
All excellent points. The 'neighbors' theory is the one I live by. Works like a charm, with the official name and lettering, they feel they have the 'right' to nose around, and I 'welcome' it. T R
When I lettered the new truck, I added the type of work I do. I not only have my name and phone #, but also "Kitchens-Bathrooms-Additions-Remodeling". I lettered it in November and have gotten 5 leads directly because the person read the work that I do. That being said, none of them have panned out into contracts yet, but I don't recall getting a single lead when I had only magnetic signs with my name on it.
Also think about lettering the tailgate, as well as the sides. It's like a big bumper sticker.
My lettering is not painted on, it is vinyl cut-out letters, that could be easily removed if the truck got sold. I thought the quote for desgn and lettering was supposed to be $450, but when I got the bill it was $204. Called them to confirm they didn't make a mistake, and they said just pay the $204.
As far as Yellow Pages, I have gotten very few leads that turned into projects, but I only have my listing in bold type, no real add.
That was a whole lotta words to say everyone's wrong ...
then to agree that truck lettering is a good thing in the end.
let me guess ... that was from the "remodeling marketing tatics" side of the keyboard?
JeffBuck Construction, llc Pittsburgh,PA
Artistry in Carpentry
Jeff,
I did not say "everyone was wrong!" I said that the way we "think," about it is wrong. Many contractors think that their newly lettered truck will have their name all over town with calls that are flooding in the phone line.
This is incorrect "thinking!" Anyone who has ever had a truck lettered knows this to be fact. My point is that lettering your truck should be "thought about," in the same way that our other marketing tools are used. All of our marketing should be directed to our best and most sort after clients. Who do we want to work for, who can afford what we charge... not to just anyone.
You'd probably agree that sending a mailer for your services out to just anyone would be a total waste of time and money. Yes, that's why we need to use direct mail and targeted mail. Our "thought process," must be the same with truck lettering. Have your truck lettered to attract the neighbors of the customers you work for and not just people driving around town.
Was this too many words this time? Jeeze, I type pretty fast and like to explain the thought... as opposed to saying - "Yeah, uhh, duh, I think lettering your truck is a good idea." Is that a crime? If my well thought out posts bother you then just freaking delete them. To answer your question... Yes, I'm a remodeler who has learned the hard way from marketing and advertising that does not work! So, I guess that did come for the marketing side of the keyboard!______________________________________________________
Joe B.Full House Remodeling &JPB Systems LLC. - Remodeling Marketing TacticsRemodelingRiches.com
Yer a little high strung ....
ain't ya Joe?
JeffBuck Construction, llc Pittsburgh,PA
Artistry in Carpentry
always gotta be messing with the new guy don't ya?
well ...
at last anyone with "marketing tatics" in their tag line ....
this might explain why I used to get asked to leave a few "sales seminars" back in those days ...
JeffBuck Construction, llc Pittsburgh,PA
Artistry in Carpentry
you? booted from a public event?
no.... can't be...really?
wish I coulda been there to see a few of them though, probably be quite entertaining watching you jump up half way some dorks presentation.
no .. they were all private ....
all invited to educate us into high power sales by the company owners ....
all saying the same thing as the last hundred ...
some weraing better suits than the others ...
and .... role playing .... can't sell with out the role playing ....
JeffBuck Construction, llc Pittsburgh,PA
Artistry in Carpentry
maybe someday I'll tell ya about the "sexual harrasement" workshop our whole sales group was asked to leave!
honestly ... I had nothing to do with it ... just laughed ...
the "girls" were outta control ... the poor guy conducting it had no chance at all ...
again ... role playing gone bad.
Never put a group of carsalesmen ... and woman ... in a room for the afternoon and tell them you'll show them how to aviod sexual harrassment.
JeffBuck Construction, llc Pittsburgh,PA
Artistry in Carpentry
I paid $600 for this lettering on my new truck (last year). Let's say I have this truck for 5 years. That comes to $10/month. I'm talkin' BILLBOARD ON WHEELS.
You guys have convinced me of what I probably already knew
I'm going to look into getting the truck and trailer lettered tomorrow. No shi11ing. I'm making some phone calls.
Will have to take the Lee Valley website off the favorites list for awhile, but I'll live I guess! I think I can probably get by with the tools I've got for awhile. ;)
Gotta be money well spent.
Good move and Good Luck. Hey, maybe you'll make enough extra money to be able to pay 'new help' $30/hour cash and get to pay their taxes, too!! (Just Kidding)
Edited 5/31/2004 6:34 pm ET by TR
Tr:
What do you call that rig you're driving? Looks like the perfect combo of truck and Van
Andy
'Conversion' Van, 'Cut-Off' Van, 'Cube' Van. It'll set you back about 30 Large, but well worth it.
Edited 6/3/2004 11:08 pm ET by TR
My van does not have commercial plates (sole proprietorship), but I was thinking about putting my business name on it anyway. Are there any restrictions? I live in New Jersey.
-Don
ddmair,
I'm from Jersey, too, and yes, there are restrictions, and they are 'strictly' enforced, at least in central Jersey, where I'm at. You can't have a name on the truck unless you have the commercial tags, and if you have them, you MUST have the name on your truck. Also, technically, you can't have a worktruck w/o commercial tags. Some areas specifically look for that, believe it or not. Sole proprietorship has nothing to do with it.
I too live in New Jersey. Depending on the town you live in they may not let a lettered truck be parked in the street or in the driveway overnight. In that case magnetic signs may be the way to go.
>> In that case magnetic signs may be the way to go.
If everybody hates magnetic signs, it might make more sense to paint the lettering on the truck and have some magnetic covers the same color as the doors.
Now that's thinking 'out of the box' !!
Thanks alot guys. I was shocked to see so much discussion on this subject. I guess I should have the lettering done. Don't worry, my truck is in pretty good shape (98 Nissan Frontier). I'm hoping I get it done right to get the right clients. I'm trying to concentrate on smaller repair jobs & work on older houses that no one else wants to work on. Their are a lot of people that call themselves remodelers, but they just rip everything out & are basically doing new construction. I live in an area where not alot of people can afford that, plus I like to make my repairs blend in w/ the rest of the house. Thanks alot for the info!
don't have it painted. find a good graphics guy and design a logo.. then start using your logo/sign on evrything..
this is "branding".. you need to get yourself identified.. your goal is NOT to letter your truck .. it is to brand your truck so it becomes part of your corporate ( business) image..
letterhead.. business cards.. job signs... trucksigns.. invoices.. display adds..
all with the same LOGOMike Smith Rhode Island : Design / Build / Repair / Restore
Now THAT's what a crew should look like. I'd trust a crew like that over some uniform wearin', clean shaven, hymnal totin', goofball lookin' bunch anyday. Let the blue jokes, foul language, loud music, mercilles teasing and laughter start first thing in the morning and watch what gets done by quittin' time.
...yeah, and I definitely don't want a bunch of emaciated guys working on my place. A well fed crew is important.
Fleet graphics (truck lettering) are really just a brand-reinforcer more so than actual marketing. It certainly can make a small operation look big if that is something you are after. As others have said, if you do it, just make sure it's done well and consistently.
On alternative is to use magentic sign panels. Allows you to remove/transfer your graphics from vehicle to vehicle or 'hide' the fact that it is a company car at times. Hard to tell the difference unless you are up close. Only drawback is that they can be swiped.
And if you haven't come up with a consistent logomark, now might be the time to hire that out as well prior to getting it put on all of the trucks (alternatively, a talented sign painter may suggest the ideal logomark for you, if so, whatever they put on the truck, use it consistenly elsewhere (b-cards, yellow pages ad, etc.))
Letter it! dont hesitate. I've had people tell me they see my trucks all over. I only have one truck!
I did my sign in autocad then took the disk to the sign guy. He cut out exactly what I gave him and put it on my truck and trailor for $850.
I did'nt put any phone #s on the truck, just on the trailor. I only put company name with very brief discription of what I do.
Believe it or not I don't want to advertise. I get all of my work by referral. All I wanted to accomplish was to show I am a legitimate business.
I think the lettering goes along with the concept of "dress for success" - which also goes along with some type of uniform dress for employees, no beards or long hair, no swearing, and no smoking - all turn offs to potential clients. The more I have paid attention to these "details" the higher paying clients I have attracted over the last 30 years.
For what it's worth - I run my business out of my home so I can't legally have a truck with signage - so I use magnetic signs. Same signs permanently on my trailer which I leave on the job site. Does bring in some business, but most all of my business is from referalls. Had a 'significant' ad in the Talking Phone Book for over 6 months now, won't renew the ad, couple of cold calls for small jobs or tire kickers. Personally I think a truck with logo or sign just looks more professional, and if you want to be known as a quality worker, and earn correspondingly quality wages, I think it's part of the cost of doing business.
Let's not confuse the issue with facts!
carpenter,
Good points all around. Get it lettered, drive like a little-old-lady, stop and wave people in who are trying to turn into traffic in front of you, smile, and... keep it in good repair and spotlessly clean. It reflects on your reputation. Ever seen a dirty UPS truck? They are washed every day when they come back to the barn.
Good luck,
skipj
truck lettering
to me maybe more important then yellow pages
we have a nice logo, we keep our rigs clean, .................we have also been around enough for word of mouth
but I hear form people "oh Ive seen your trucks" more then I hear " oh ive seen your yellow pages ad'
but
we keep clean and straight rigs
a trashed out rig with hand stenciled letters would work just the oppisite I ma sure
This is my first atempt at posting pics.
Lemme help the dial-up folks for you.....
Nice, clean looking rig.
sweet looking rig
How much did the mc mansion go for, where is it located? Looks like a better than average house.
The guy sold a similar one just down the road that was 1,000 sq.ft. smaller for $1,100,000. the one in the pic is 5,500 sq.ft will go for 2 mil easy
I worked for a guy that had all his service trucks marked with removable magnetic signs. At first I thought these signs would get stollen but it never happened. For a small time contractor where at least one truck is also the family vehicle or trucks are taken home by workers on call these units can be removed.
This can save the company some embarassment, might be a security benefit and saves trouble with people asking questions on your time. If a worker, on the way home with the truck, drives on the wrong side of town or takes in an adult movie he only has to remove the signs. On trucks without racks and possibly with removing the signs removes the assurance to any theives that the boxes are full of easy to sell tools. I also know that if people at a gathering know your, in my case an electrician, you know a trade some will try to get free advice. Doctors get this all the time.
I had a slightly older truck on which I had mgnetic signs much of the time,mind you this truck was no doll nor too ugly even until I traded her off, I hate the Gaping stares it got, while people were only aimlessly reading the sign for amusement... I can understand the guy who wonders if you are a dedicated business man (to your trade) however I Know I would drop his bid-work in the trash if he let me know he thought such things about contractors in general... The real key is my new truck IS MINE, and I hate putting Gobbledy-Goop on her...
I used to have magnetic signs, but had my truck lettered for this reason: While driving around and looking at other company vehicles, the magnetic signs looked amatuerish, while painted/vinyl lettering gave the company a more professional and legitimate appearance.
The magnetic signs cost me 100/pr. I had the truck lettered with my logo and extra lettering on the utility boxes that said: "Kitchens Baths Additions" with "All types of Remodeling" underneath that for 300.00. They also included shadowing on the lettering. Really a top notch job.
If I keep this truck 5 years, I am spending 5.00 a month on advertising. To me, it is a no brainer.
Ray
vinyl lettering..
here's old truck with Cadioli...
trailer with Ralph Wicklund...
new truck & me....Mike Smith Rhode Island : Design / Build / Repair / Restore
mike,
i see you are in jamestown, you know a builber by the name of bill maclean?
just curious...
you mean willy.... of course i know him... it's jamestown .... hah, hah, hahMike Smith Rhode Island : Design / Build / Repair / Restore