While recently driving, I was stopped behind a local retailer’s delivery truck. The retailer is marketed to an upscale niche, and their brick and mortar outlets are well designed, tastefully decorated, and impeccably maintained. They offer excellent service, customer follow-up, and after-market training. The box truck I was stopped behind sent a different message. It shouted, “WE ARE SECOND-RATE!”
The Second-Rate Message
The back of the truck originally had the company’s name, web address, and phone number–I say, “originally,” because that’s not what I saw. The phone number was missing a digit and other numbers were loose or scratched. The web address was missing two characters, obliterated by rust, and the company name and logo were torn in several spots. This did not speak of quality. It spoke of disregard. So why would an upscale retailer with outstanding professionalism let this truck reflect adversely on their image? My guess is they see the vehicle as “just” a delivery truck, and not the rolling billboard it is. It screamed, “WE REALLY DON’T CARE!”
Putting More Thought To Your Message
If this truck is on the metropolitan streets for eight hours a day, five days a week, it’s estimated it will make upwards of 300,000 impressions, but instead, it’s more like 300,000 negative impressions. As well, what about the customers to which product is being delivered? Will this vehicle help create repeat customers? And where are the trucks parked? What kind of an image do they project when they’re sitting still? Are they parked at the retail outlets? It said, “WE AREN’T THOROUGH!”
In this case, it would be better to cover the entire back of the truck with whitewash, than to send the message they’re sending. I’m in the vehicle graphics business; obviously, I notice these things, but it’s a mistake to believe customers don’t notice, too. Do you think this company would let their storefront look like this? How about interior signage, billboards, ads, etc? They wouldn’t and they don’t. As I said, their outlets are beautiful. The message on a delivery vehicle is often only considered identification; it’s not just that–it’s advertising. Be careful of what you’re advertising, and if you need to polish your brand’s image, let us know—we can help.