Dirty Dump Trucks, Effective Marketing and Signs Now Mill Creek Graphics

Here’s the thing.  This post is a story within a story.  At this moment I’m having trouble deciding which of the two stories to begin first though both are tied together while also being completely different subjects.  Hmmmm……eyes up and eyebrows up in the air…..I think I’ll talk about the dump truck first.

It’s not really a dump truck although it’s about the same size as a small dump truck.  So I lied.  I guess we’re off to a flying start.  It’s more like a really big utility truck.  I wish I could have spent more time examining it, but I didn’t really have that much time today because I had to get back to the needs of other clients.  I guess it was about the size of one of those street cleaning trucks that brush and vacuum up the debris alongside curbs.  This truck had a lot of tools in the back and it is very high off the ground and so if you had a need to grab one of those tools you would literally have to climb the small ladder at the back of the truck so that you could get to the top of it and grab a shovel.  Because it is a utility truck it also had a lot of exterior compartments I suppose for more tools.  It really is an interesting looking truck and I’m quite sure that even if for a mere moment a casual glance at it might leave a person wondering what it could be used for because it’s not one that you see often.  It’s a cool working man’s truck.  A really big Tonka toy!

When I arrived at the office in the morning the truck and its owner were waiting patiently in the parking lot.  We still had not opened and so I surmised that this truck and its occupant might be waiting for us to open.  I was right.  It turned out that he was waiting for us to install some graphics on his truck and he was waiting for our installer to arrive.  At the same moment that I pulled in our installer also arrived.  He, the installer, asked the truck owner to drive around back to our vehicle bay.  As the truck worked its way towards the back of our building I wondered if the truck would fit into our garage because he had tall tools sticking up at the back of the truck that made the height of the truck even taller.

This truck was wide and this truck was big, but he easily pulled it all the way inside our bay and as he came in I thought to myself, “Boy, is that one dirty truck!”.  More on that topic later because it happens to be the second story.

The owner jumps out and greets the staff with some friendly morning chit chat and then heads out our front door to go across the street to buy some coffee.  I then begin walking around the truck.  It looked like this truck had been around the block because the vehicle lettering had been at least 80% worn away.  The lettering was painted on and from what remained it was faded and what was left was an ugly blue color.  It was also in a fancy font that looked like it would have been hard to read even in its hey day because it was small and all that fanciness made the lettering nearly illegible.

Then our installer applied the digital vinyl graphics and lettering to the side of the truck which began from the cab door all the way to the back of the vehicle.  Welcome to the new millennium!  Wow!  What a difference!  The graphics and lettering really pop!  The lettering is not fancy, but rather eye catching and legible, even from far away.  It conveys power and size which is the precise effect that should be achieved with respect to brand identity.  That’s how it should be.  Also, you want people to be able to read the name of your business and note the phone number even if your truck is in motion, right?  A great eye catching font with just the right size does the trick.  And it looks amazing!  Right behind the text is some amazing graphics that compliment the text to drive the message home to the audience.  Great color and great visual impact.  This guy is now off to a flying start!  Now that’s a truck!

Now to the second story.  What a dirty truck!  It had a layer of dirt covering its entire body so thick that you could have stuck a fork in it and let go of it and the fork would have been suspended by the dirt!  Well, maybe not quite that bad, but it had a thin layer of dirt enough to make the truck look very dirty.  Before the installer began applying the graphic I asked if we should give it wash and he said that he would take care of it.  I felt a little badly for our installer because it was so dirty, but it had to be done because when you apply graphics you need to apply them to a very clean surface so that the tack (i.e. adhesive) will stick to the surface of the vehicle.  If you don’t do that then you contaminate the adhesive and it will lose its effectiveness.

Now here’s my point of the second story.  If you’re marketing your business, then you need to be concerned about every little detail.  From the waste paper baskets inside your business to your business vehicles outside your business and everything in between.  Why?  Because your customers (or your potential customers) look at these things and form impressions about you and the service you might provide them.  If you scrutinize everything and keep things clean and in order, then you guard against customers forming negative impressions about you and your business.  Every little detail must be looked at and looked at again and again and again.  It’s called Marketing.

Granted that this truck is a work truck and maybe that’s very hard to do.  But, the best brands in the world know how important it is to scrutinize everything from a marketing standpoint and they go out of their way to do that.  It’s proven that it makes a difference.

I hope that now that this person has some jaw dropping graphics on his truck that he will take the extra time to keep the truck and the graphics clean!  What a nice truck!

Who are we? The Mill Creek 425 Original so Click This Link to Find Out More!


About Signs Now Mill Creek
Hi! My name is Rani Bal and you can learn more about me and connect with me here: Rani Bal Google+ Profile

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