Other than Eddie Stobart, freight companies are not renowned for their marketing which is why I was so impressed when I found myself waiting behind this lorry at a red light.
How many times have you found yourself stuck behind the dull back end of a lorry with only a name and phone number or website address to look at (if that)? What a wasted opportunity! Clearly Andyfreight has understood the potential of that space and used it to great effect.
What makes this so great?
- First of all that cute image really grabs attention; that baby is looking following drivers directly in the eye. Gaining attention is the first challenge for any marketer so this gets a big tick.
- The image is accompanied by a succinct and relevant message ‘Just about the only thing not delivered by…’ This says what the company is all about in a manner which even a passing motorist is likely to remember.
- Following up is easy. The website and phone number are clear and easy to read. The website is also the company’s name which makes remembering the address so much easier.
- The overall impression is that this is a professional company that is very clear about its offer and knows how to communicate it. A visit to the Andyfreight website confirmed that. The message was clear, succinct and clearly demonstrated a professional freight company building on the impression created on the lorry.
How can you use this lesson?
- Look for opportunities to get your message out there.
- Have you got a vehicle that should be carrying a message either on the outside or the inside? For example a cab could use the back of the seat or screen between driver and passengers to promote themselves and especially a service customers might not know about.
- A gym could use the space in front of an exercise machine to give news of a new class or extra service that clients may not have tried yet.
- Do your packaging materials tell the user about your business? Remember it might not be the original purchaser who opens the product.
- A restaurant could put details of their latest offer on the back of a toilet door; a shop should have messages behind the till.
- Any business could add a marketing message to an invoice or on an envelope.
- Keep your message clear and succinct.
- Show people where they can find out more.
I’m off to look at the opportunities I have overlooked, I’d love too hear what you do that is a bit different or unexpected. Please share via the comment button.
Glenda Shawley has spent the last 20 years inspiring people to start and grow small businesses. Her advice is practical and cost effective. Her talks and courses invariably get great feedback and her marketing initiatives yield results. If you want some support to take the next big leap get in touch. Why not email firstname.lastname@example.org to see how?