A while ago we had a fellow who came by and inquired about adding his phone number to an existing graphic that he had on both doors of his large truck. He works in construction and performs excavating along roadsides or properties and so uses a very large truck to move his equipment from job site to job site. I have respect for people in construction because it is a tough job! Especially when you are working along busy streets, roadways, highways and intersections. Even though there are designated construction people who stand there and wave traffic calming signs to protect the safety of those who work in these busy places it is still very dangerous. Never mind the people waving traffic calming signs, these days people do not necessarily pay attention to traffic lights either!
We looked over his graphic and guided him with what we thought we would be some good advice. He decided to let us do the job and so we did. When he came back to pick up his truck, he was very happy and so he struck up a conversation with us about further possibilities of additional graphics. So, we asked him a variety of questions to more fully understand his business and brand message that he wished to convey until we had enough information to provide suggestions. After listening to us, he decided that we were the perfect fit to help him his enhance his image, but more importantly, to further define his brand identity.
There is an important distinction between enhancing one’s image versus brand identity. They are two separate entities indeed and therefore are completely independent of each other. They are not the same. It takes a skill set that understands this separation so that each can be addressed independently and then to consolidate each of these principles in harmony. This is not easy to do and it takes experience. It was after engaging with us for a while that this person’s impression of us grew in confidence and mutual respect.
By the way, I love the fact that he keeps this truck absolutely spotless! That is a great marketing practise that should be done with intention and not discretion. Kudos!
A few weeks later he scheduled another appointment with us and we began to further explore his needs and requirements. After the design process was complete and approved, we scheduled his truck to come in. The owner dropped off the truck at our site and then left to get on with his work day. We added graphics to his hood, doors, truck bed and tailgate. A combination of design, color, imagery and text that is nothing short of jaw dropping. The imagery draws in one’s attention and the text made a brand point that is now more clearly understood. It is fabulous!
He also had his truck committed to some maintenancework performed during the same day and so when we finished the graphic work on the truck we had to deliver it to the next appointment. It turns out that he is good friends with the owners of the business where we had to deliver the truck.
Apparently what happened next is something that we found out about later from the owner of the truck. It turns out that right after we dropped off the truck the folks at the next business were so impressed that they called the truck owner and told him that his truck graphics is so good that they just had to phone him and let him know!
When the truck owner came back to our center, he was absolutely stoked with the work performed.
The function of marketing is to bring motivated people to you. The hope is that if marketing has done its job well then you have excited, motivated people who hopefully are ready to do business with you. When marketing is doing its job, then it makes conducting business easier because it is easier to do business with motivated people.
Now let’s see. After performing the graphics work on the truck we were clearly excited about the results. After delivering the truck to the next appointment, clearly those folks were excited about the results enough to call the truck owner. When the truck owner came back to our center, he was clearly excited about the results. All this excitement and the truck has not even been driven around yet! But, one thing I can certainly tell you, people are motivated and excited! That is the kind of excitement you want marketing to generate around your customers!
It also uplifts the owner who now views his business with greater enthusiasm because his brand is represented with greater impact and clarity of message. An owner who is bolstered and excited about his brand will have an uplifting change in perception that will lead to pride in the brand that he represents. That positive outlook and pride will lead to passion that is sure to be noticed by potential customers.
Passion breeds passion.
That’s the power of marketing!
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