In a world dominated by online advertising, it is very difficult to stand out from the crowd, especially when all your competitors are standing right in front of the customer, yelling “pick me!”, “pick me”, all at the same time.

Their decision is imminent – who will they choose at this crucial moment of truth?

There are three ways the customer may decide in this situation:

  1. They will randomly choose a company to go with.
  2. They will go with the lowest price.
  3. They will spot a familiar face in the crowd and go with them.

You need to be that familiar face! Or better still, you need them to come to you before ending up in front of the “pick me” crowd.

To become the familiar face, you need to be advertising in a way that gets their full and undivided attention, away from your opposition.

There are many articles and books from the Wizard of Ads partners about the power of mass media advertising and using it to be the company that they think of first and feel the best about when they need your product or service.

I want to explore the power of truck wraps in helping to create this thought and feeling in potential customers, especially in the home services industry.

Home service providers often operate from an office or warehouse tucked away in an industrial estate somewhere that not many people travel so their street-front advertising prospects are low.

What they do have, depending on their size, is anything from one to 1,000 rolling billboards (trucks) all over the city roads and highways as they go about their daily business.

The presentation of their trucks (as well as their technicians) can have a multi-faceted impact on their business.

A truck wrap can act as a rolling billboard, showcasing the company name, services, and contact details. But it can be much more than a giant business card!

The design of the wrap is important to show a clear and concise message, as well as giving a feel for what to expect from the company. Does the business cater to the high-end client or the budget seeker? Do they carry any service guarantees? Is their presentation reflective of what they are like to do business with?

The other bonus of having a fleet of wrapped trucks is that they are in the exact areas where the business operates. Driving to the customer’s house or business, parking outside the premises, filling up with gas, or buying lunch at a local franchise. All of this is putting the business right in front of the customer that they want to serve.

Undivided attention is given to a well-designed truck wrap, no opposition in sight, no “pick me” screams around you. Just you and the potential customer with their eyes locked on your company for a moment of distraction enough to make an impression. Do this often enough, and your company will be visually retained in their brain. At this point, you are the only option.

Now, if you do end up in the crowd of service providers yelling “pick me” to an online audience, you may well be the familiar face in the crowd that is selected, and the others don’t even know why.

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