Last month’s article, “Are Your Deliveries Making the Right Impression,” talks about aligning your product so the installers’ first impression is a positive one. Let’s expand this further. I am sure you have noticed the freight trucks on the highway moving product from warehouse to point of delivery with big bold logos professionally presented on the side and the back gate selling the finer points of the product they carry. Well, you can do the same thing. Would that make financial sense?
With the exception of the tractor and delivery equipment logos, expensive graphics on the trusses are probably not indicated, but a quickly applied and neatly sprayed logo using a template makes a great deal of sense. Builders, suppliers, and specifiers use the same roads you use to deliver product, so odds are that some are seeing loads that our industry is shipping. And, after the trusses are delivered, that pile of (good looking) trusses can continue to advertise your product.
At the very least, make sure your workers with the spray cans don’t mark the trusses with graffiti. In the second photo, this pack has a smiley face indicating the worker is unhappy. Not a good message. Similarly, but not in this photo, we have seen inappropriate messages and crude references. This is not the place for this sort of art work. Instead, search out marketing agencies, such as World Brand Design Society. These folks are professional marketers and know how to maximize your exposure in a positive way.
An ANSI/TPI 1 3rd Party Quality Assurance Authorized Agent covering the Southeastern United States, Glenn Traylor is an independent consultant with almost four decades of experience in the structural building components industry. Glenn serves as a trainer-evaluator-auditor covering sales, design, PM, QA, customer service, and production elements of the truss industry. He also provides project management specifically pertaining to structural building components, including on-site inspections and ANSI/TPI 1 compliance assessments. Glenn provides new plant and retrofit designs, equipment evaluations, ROI, capacity analysis, and CPM analysis.