“I’m just getting started, and I want to get my name out there… but how?”
Your business is born to stand out. So... why do so many people try to blend in?
When you drive unlabeled (or poorly labeled) trucks, you limit exposure and stunt your business growth.
So, should you wrap your trucks this year? Is it worth the investment? Does it really matter?
Wrapping your trucks will help you...
If you still aren’t convinced, keep reading. In this article, we discuss:
Brand recognition is a major goal of marketing. It is the ability of a consumer to recognize one brand over other brands.
When your trucks are wrapped, you create an identity.
You connect with potential consumers every single day- with no extra effort.
That’s not all. Research suggests that consumers are “up to 3X more likely” to choose a company based on their ability to recognize the brand.
So what do the professionals have to say about brand recognition?
Welk’s Lawn Care opened in 2012 in West Fargo, North Dakota. Owner-operator Eric Welk began wrapping his fleet during his second year of business.
Due to his smart branding, leads and clients recognize his truck all the time.
He believes that his wrapped trucks are one of his top 3 most effective marketing tactics.
Just like your lawn care website can sell for you 24/7, so can your wrapped trucks.
Jarrett Gentry, owner of Yardbirds in Norman, Oklahoma, painted and lettered one of two trucks in his fleet at the start of the 2018 season.
Up until 2018, he and his crew drove plain white trucks with a magnetic sign on the door.
In just the first 2 weeks, Yardbirds gained new customers - all because they saw the trucks.
Chase McFarlane of McFarlane’s Lawn & Landscaping, Inc. in Cape Coral, Florida, took his business full-time in 2015.
He wrapped his first truck at the end of 2017, and it had an immediate effect on his business growth.
McFarlane’s Lawn & Landscaping, Inc. recognized the power in branding through truck wraps. His only regret is that he didn’t do it sooner.
Brand recognition is a long-term marketing tool…
… but what if you want to grow your business quickly?
You need to establish your value immediately.
That’s why Zack Brown, owner-operator of Diversified Lawn Services in Oklahoma City, Oklahoma, wrapped his truck and trailer during his first year in business.
In order to scale as quickly as possible, Zack has wrapped his truck and trailer. This has increased his local market’s perceived value and created an “established look”.
A wrapped truck does more than boost branding power. It establishes legitimacy and credibility within your local market, which can result in more calls and more closed sales.
When you pull up to a prospective client’s home, you probably make an effort to create a great first impression, right?
From the initial handshake, you strive to stand out from your competition and establish yourself as an expert.
But did you know your first impression starts before you step out of your truck?
Kyle Tarvin is the owner-operator of Special T Landscaping in Oklahoma City, Oklahoma.
He knows that his partially wrapped Toyota Tundra helps establish his professionalism from the moment he arrives. Kyle’s clients know he’s going to serve them based on a higher quality standard. The clients’ minds are at ease, because they know he’s a professional.
What if scaling your business quickly and enhancing your professional image sound great… but you don’t know your long-term goals for your business?
What if you only offer lawn care services now… but want to venture into treatments or large landscaping projects down the road?
What if you don’t even have a website yet?
Charles Trujillo, CEO of Lettering Express in Oklahoma City says you can update your information with minimal to zero issues.
Advanced adhesive technology has made graphic removal effortless. Basically, that means you can rebrand your vehicle as often as you’d like.
Trujillo has clients who update their wraps seasonally, which creates a great selling point for their business.
So you’re ready to wrap your truck.
How do you create an effective design that will resonate with consumers, connect with your brand, and sell work?
If wrapping your trucks is a marketing strategy, you should use careful consideration when designing it.
First, ask yourself: what is my competition doing (or not doing)? What makes us different?
Using that information, you can determine how to make your trucks stand out in your local market using color or creative text.
Then ask yourself:
For example, “I want my wrapped trucks to:”
If you’re thinking, I want my wrapped trucks to do all of those things, then follow these design tips:
Matt Green, owner of Green’s Lawn Care and Property Services in Indianapolis, Indiana, painted his trucks corvette yellow and then partially wrapped them.
He chose that color because it’s an “attention grabber”. Everyone sees his truck when he’s out doing estimates or parking at job sites.
Matt’s goal is to drive potential leads to his website, so he has chosen big, bold, black lettering. He wanted to make sure anyone who entered his website could easily read it.
Stephen Jurell of Eagle Landscapes in Mertztown, Pennsylvania, implemented the same strategy.
He chose yellow, because during the day it’s one of the most visible colors on the spectrum. On sunny days it’s very bright, and on overcast days it stands out.
Stephen receives daily compliments on his bright-colored trucks and bold contact information. A graphic designer explained to him, it’s how all advertising should be.
A successful piece of marketing has a strong, effective Call-to-Action.
Your truck wrap should be no different.
Next to your website, phone number, social media link, or email address, add simple directions for action. Tell potential consumers exactly what you want them to do (and why they should do it).
Here are a few common Call-to-Action examples:
Or you can take a more unique approach:
Remember: your Call-to-Action should exist to get an immediate response from the person seeing it.
It is essential in driving a prospect to the next step of your sales process.
Again, a truck wrap should be viewed as any other marketing strategy.
But between Facebook Ads, Google Adwords, traditional marketing, and all of the other strategies you could invest in, how do you decide when to wrap your truck?
After speaking to lawn care business owners who have “been-there-done-that”... the resounding answer is: don’t wait.
On the first day with the wrapped truck and trailer, Chase McFarlane acquired a $1500 cleanup project at a job site. All because they saw his wraps. This has proven to be a great investment to him from day one.
Marvin Salcido of Salcido Lawn in Tyler, Texas highly recommends wrapping or lettering your lawn care trucks. He’s seen the firsthand power of standing out against everyone else.
Matt Green saved almost $2,000 per truck by painting them first and then partially wrapping them.
The result was clean and eye-catching.
He didn’t wait until funds were more readily available, because he didn’t go into the lawn care industry to be a “slave to his job”. His goal is to create a successful business that thrives.
Matt believes every new customer is hiring his image, because they’re proud of him parking his trucks in front of their home. He thought waiting to wrap his trucks was senseless.
Are you ready to…
If your answer is yes to any or all of these questions, wrap your trucks this year.
If your budget is tight, use a money-saving strategy (like Matt Green did) or only wrap the most high-traffic trucks in your fleet.
No matter what you do, remember: great things never came from comfort zones.
Make this year your biggest year ever.
Updated March 27, 2019 7:00 AM