How Signs and Trucks Can Help Grow a Business
A few years ago, I started working with a painting contractor who got very few leads from his trucks and yard signs. He probably averaged a couple per month at most.
At the time, he had an annual revenue of just under $1.5 million. I believe his lack of Seen Around Town leads were really due to several reasons: his truck lettering and yard signs were hit-and-miss, his crews were not consistently putting up job signs, and his company vehicles had a boring logo that just didn’t stand out. It wasn’t memorable.
In just a couple of years, my client rebranded and began lettering all their vehicles. They also made it mandatory to put yard signs out on all jobs.
When I looked over their leads this past year (2017), they were averaging closer to 10 and sometimes 15 leads a month from Seen Around Town, and their revenue in their market grew to over $4M in just a couple years. Their local name and brand awareness awareness grew tremendously in a very short time!
Make It Mandatory
I am surprised by the number of contractors who do not take Seen Around Town marketing seriously. It is one of the least expensive ways to market your contracting business. When one of my customers marks a lead source for Seen Around Town it normally includes a prospect who saw a truck, yard sign, or some type of branding to make them remember and contact them for a bid. If you commit to just getting your vehicles lettered and yard signs on every job, you’ll see an uptick in leads!
When it comes to yard signs, this needs to be mandatory. You have to make sure your crews put signs up. This is an easy thing to overlook – I see it all the time! One of the things I ask my customers often is, “How are your guys doing putting up yard signs this month?” I normally get this response: “It’s still hit-and-miss and could be better…I’ll turn up the heat this month.”
The Internet is still very strong, and I know it is easy to rely heavily on the web to grow your contracting business. Just don’t forsake some of the age-old marketing techniques of keeping your brand front and center in your core market.