Your business was 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…
- Get brand recognition
- Scale your business faster
- Enhance your professional image
If you still aren’t convinced, keep reading. In this article, we discuss:
- The benefits of wrapping your trucks (straight from business owners who have done it)
- How advanced adhesive technology can help you re-brand your vehicles often (straight from a vinyl wrapping pro)
- How to create a wrap design with an effective call-to-action
- The right time to invest in a truck wrap
How You Get More “Brand Recognition”
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 three times 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.
“People tell us all the time, ‘we see your trucks all over town,’” said Welk.
He believes that his wrapped trucks are one of his top three most effective marketing tactics.
“When it comes to creating our brand, our trucks, equipment, and uniformed employees are just as important as our website and social media.”
Is Your Truck Your Best Salesperson?
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 this year, he and his crew drove plain white trucks with a magnetic sign on the door.
“This is a new marketing tool for me. I gained a few customers in the first two weeks just because they saw my truck,” said Gentry.
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.
“Now that I know the branding power in wrapped trucks,” said McFarlane, “I wish I would have done it a lot sooner.”
Scale Your Business Quickly
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.
“I needed to scale my company as quickly as possible, and a wrapped truck and trailer would give me much more perceived value in my local market,” said Brown.
“I needed to look established, and wrapping my truck helped me accomplish that.”
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.
Who Cares About Your “Professional Image?”
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.
“As soon as I pull up to a home, the client knows I’m going to serve them with a higher standard of quality,” said Tarvin.
“I feel confident stepping out of my wrapped truck, and it puts my clients’ minds at ease knowing they are meeting a professional.”
Re-Brand When Necessary (Or Whenever You Want)
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?
According to Charles Trujillo, CEO of Lettering Express in Oklahoma City:
“You can update the information on your vehicle with zero to minimal issues.”
Trujillo says that advanced adhesive technology has made graphic removal effortless.
That means that you can essentially re-brand your vehicle as often as you’d like.
“We have clients who update their wraps seasonally,” said Trujillo, “which is a really cool selling point for their business.”
How to Create an Effective Wrap Design
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:
What are your marketing goals?
For example, “I want my wrapped trucks to:”
- Make my phone ring
- Send leads to my website
- Create or increase brand recognition
If you’re thinking, I want my wrapped trucks to do all of those things, then follow these design tips:
1. Start with an eye-catching paint color.
Matt Green, owner of Green’s Lawn Care and Property Services in Indianapolis, Indiana, painted his trucks corvette yellow and then partially wrapped them.
“Corvette yellow is an attention grabber,” said Green. “Everyone will see my truck if I’m out doing estimates or parked at a jobsite.”
Stephen Jurell of Eagle Landscapes in Mertztown, Pennsylvania, implemented the same strategy.
“I chose to paint my trucks yellow because it is one of the most visible colors on the spectrum during the day. It’s extremely bright on a sunny day and stands out on an overcast day.”
Jurell receives compliments daily on his bright-colored trucks and bold contact information.
“A graphic designer told me this is how all advertising should be.”
2. Use bold lettering.
Green’s goal was to drive potential leads to his website, so he chose big, bold, black lettering.
“I had my website written as big as possible so everyone could easily read it,” said Green.
3. Create a strong call-to-action.
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 e-mail 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:
- Call Now
- Try Us Risk-Free
- Get a Free Estimate
Or you can take a more unique approach:
- Get Started for FREE
- Let’s Start Your Project
- Take Back Your Weekends
- Join Your Friends & Neighbors
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.
When Should You Get Your Truck Wrapped?
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?
Is the risk worth the reward?
After speaking to lawn care business owners who have been there, done that, the resounding answer is: don’t wait.
“The first day we took our wrapped truck and trailer to a jobsite, we picked up a $1500 clean up project – just because they saw us,” said Chase McFarlane. “That proved I made a great investment.”
“I highly recommend wrapping or lettering your trucks,” said Marvin Salcido of Salcido Lawn in Tyler, Texas. “Do it now! Don’t be like everyone else. Stand out!”
What if the funds just aren’t available?
Matt Green saved almost two thousand dollars per truck by painting them first and then partially wrapping them.
The result was clean and eye-catching.
When asked why he didn’t wait until funds were more readily available, Green said:
“I’m not in this industry to be a slave to my job. I’m here to get one step closer to running a successful, thriving business.
“When a customer hires us, they are hiring our image. We will be parked in front of their home, and they want to be proud of that. So it wouldn’t have made sense to wait.”
Should You Wrap Your Trucks This Year?
If you’re ready to increase sales, become a permanent face in your market, and take your business to the next level, 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.