THINKING ABOUT RE-DOING YOUR TRUCKS? USE THIS GUIDE TO MAKE SURE YOU GET THE BEST MARKETING BANG FOR YOUR BUCK.
Let’s agree that the goal for truck art is to get your company noticed by potential customers. Get them to remember and contact you. It’s that simple.
But actually getting noticed, remembered and contacted — actually doing those things – that’s not easy. On the road, your trucks have to stand out not just from those of other roofing contractors, but trucks from other trades (electricians, plumbers, masons, etc.
Put the Right “Stuff” In Your Truck Graphics
It’s easy to overdo your trucks with too much stuff.
I mean, you’re investing in words and graphics anyway, so why not get as much on there as you can?
Too much makes people tune out. Too much clutter detracts from your professionalism.
Your truck art is a perfect example of “less is more.” That is, you gain more by having less on there.
Instead of having a lot on your trucks, aim to have just the right amount of the right stuff there.
Here’s what you should have on your trucks, in order of importance:
1. Your company name and logo (kind of obvious)
You want your company name out there, where potential customers can see it. Make it big.
2. Your phone number and website
So people can get in touch with you. Make these legible.
(Straightforward and bold fonts are easier for people to read — stay away from fancy, curly, or handwriting fonts for these.)
3. The services you offer
Don’t do this if it’s already covered in your name. If you’re “Great Oak Roofing Company,” people get it.
Don’t list services that don’t bring in revenue — and don’t include services that you hardly ever do. Advertise your main services and the ones that matter to your bottom line.
Don’t laundry list every service you can do. People don’t read any of it.
Do specify different types of of roofing you do (Commercial, Residential, HOA, etc.) We want to link your company name with the specific type of roofing a potential customer might need.
4. Your contractor’s license number
Should be small, but big enough to be seen. It gives potential customers the impression that you are the “real deal.” (Which you are.)
(Bonded and insured are good, too.)
5. How long you’ve been in business
This can add credibility. You’ve been in business for years — and you will be in business for years to come. That’s a good thing.
Opinions may vary, but a general rule of thumb is to include this if you’ve been in business for 6 years or more.
6. Your company slogan / motto
Think about this one. You might want to exclude it. (Remember, you want less stuff — less clutter — on your trucks.) Try to be objective — try to look at this one through the eyes of a potential customer.
Include your motto if it includes a promise to your customer. For instance, “We’ve got you covered.”
Here are some examples of mottoes that — with all due respect — I would recommend excluding:
Professional Roofing Services
Skilled and Dependable
Serving the Greater Metropolitan Area
#1 Roofer in Branner County
No offense, but what do those tell the customer? “Professional Roofing Services” — as opposed to what? Amateur services?
Slogans that add credibility are good, as are ones that involve a promise to the customer:
You deserve the best roof for your home
Let us help you protect your home
Roofing done right. Count on it.
We won’t rest until you are covered
7. Angie’s List and other awards
I think this is definitely worth including. If your customers praise you on Angie’s List, promote that!
A lot of companies say, “Use us. We’re great.”
But showing positive Angie’s List reviews lets a company say, “Use us. Other people think we’re great.”
A word about Social Media
Don’t put your Twitter handle on your truck. (Twitter does not help roofing contractors get customers.) Don’t put your Facebook page on there unless you update your Facebook often and regularly. Don’t encourage people to go like your Facebook page if you never do anything worth liking there!
What is not included on this list that should be?
Is there anything I’ve left off?
Some companies like to include logos for the products they install — that’s okay, just make sure those are not drawing too much focus. Showing your products may bolster your relationship with manufacturers, but often individual products may mean little to your customers.
Other important tips to keep in mind
Be eye-catching. Bold colors are good. Don’t get me wrong — classy and tasteful are nice, but you don’t want your truck art to be so subtle that nobody notices it!
Get ideas. Have a good look at the photos we’ve selected to feature here. Get ideas from them. Some you’ll like — others you won’t. Go with what appeals to you.
Be different. All of the above should “zag” — that is, your design should be different from everybody else in the market. So if everyone in your area has really cool pimped out graphics, then how are you going to stand out?
Stay with the brand theme. What happens when you have professional, upstanding graphics and a rude low-standing driver (a.k.a. “asshole driver”)? Well, you scratch the surface of the brand and find out what it really is, and you now have hypocrisy. People remember hypocrites for a long time. So take your time on the road, people are watching.
Hire a graphic designer. The more stuff you have on your truck, the more you need to hire a professional graphic designer to fit it all in. (You are not a graphic designer, your sister-in-law and your nephew are not professional graphic designers. You need a professional! Trust me, it is worth the investment.)
A “vehicle wrapping” company often includes a graphic designer as part of the deal. Use that! You need it.
But it’s still your truck. Make sure that the important stuff is getting communicated.
Summary : The takeaway
Our advice to you: stand out with less. Think hard about what goes on your trucks. Get noticed, get remembered, and get contacted.
Lastly, love what you do and show it. Don’t try and be someone or something you are not. Make sure your graphics are in line with who you are and what you stand for…