What Your Truck Says about You
On the dos and don’ts checklist, it pays to remember your company’s fleet, even if a fleet of one, is a moving, multi-ton business card.
I was reminded of this the other night as I spotted this fine specimen parked—legally, no less—on the street. Clean, informative, big numbers and type designed to be read on the move. I was impressed enough to scan the QR code and look at the company’s web site. Checkmark another “do” done right; easy to navigate on my phone. I’ve been thinking about a built-in cabinet at home, and this company made the right impression. I will call to get a quote.
I walked up another two blocks and there it was; the DON’T Truck. Also white, but that’s where the comparison ends. It was dirty and its signage was handwritten in magic marker, no less.
I felt a twinge of chagrin because unlike the DO truck, the DON’T truck is of the glass industry. In fact, the crew was installing a new glass storefront, and maybe not surprisingly, they were as unimpressive as the truck. A couple of them were lounging on ladders, one was smoking, all were wearing grubby sweatshirts, no company logo in sight, no gloves, no lifting belts. On the plus side, they did have the area roped off, which was good because there was broken glass on the sidewalk.
Now it’s true, I don’t have a storefront project in mind, and maybe the GC and the store owner are slobs, too. Maybe they needed and got the job priced cheap.
But the fact remains: I was not impressed. In today’s instant gratification/expectation world, impressions—be they in person, on your website or on your truck—will drive business to or away from you faster than ever.
The author is publisher of Glass Magazine. Write her at firstname.lastname@example.org.