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High Performance: Unsocial media marketing

May 27, 2014 -  By

I love social media. In fact, there’s a good chance I’ll post this article on Facebook, LinkedIn and tweet it to my Twitter followers. Social media is powerful, no question. But let’s not forget the power of other forms of marketing: unsocial media marketing, if you will.

The word “media” refers to the format, mechanism or vehicle for delivering a message. Ironically, a vehicle (and trailer) is one of the all-time best marketing “vehicles” for Green Industry companies. If you’ve ever heard the words, “we saw your truck,” you know what I mean.

Trucks and trailers are mobile billboards, delivering marketing messages in the exact locations where you want more business—near your existing customers. What could be better than that?

What types of marketing messages are appropriate on a truck or trailer? Foremost, there is huge power in your logo. Your logo is a key part of your brand image. Every time people see your logo, an impression is created, burned into their minds. Repeat impressions burn the image deeper, which develops recall and builds trust. This is all good stuff.

Take a look at your trucks and trailers. Some of you don’t have a logo at all or anything else. This is a wasted opportunity. Some of you have your logo on your trucks and trailers but it doesn’t represent you well. Your little sister created it in art class or you drew it yourself. Some of you have a professional logo but the appearance of your trucks and trailers detract from it. Which category do you fall into?

Aside from your logo, other marketing messages may include a website, phone number, etc. One of my clients has the phrase, “To God Be the Glory” on each truck and trailer. Another client has a co-marketing arrangement with an equipment supplier. They display the manufacturer’s logo in return for discounts on equipment purchases. It’s your billboard. You decide what goes on it.

The reality is you have a mobile billboard, whether you realize it or not. It may be time to put some money into the budget for a professionally created logo, application and repairs. The more attractive and memorable your billboard is, the better.

Photo: cyberscooty/

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About the Author:

Harwood is a Managing Partner with GrowTheBench and Pro-Motion Consulting. Reach him at He is a Landscape Industry Certified Manager, NALP Trailblazer, NALP Consultant, and Certified Snow Professional. Harwood holds a BA in Marketing and Executive MBA with Honors from Michigan State University.

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