Marketing is a science and an art; it also doesn’t have right and wrong answers. Marketing tactics fall into categories more like ‘things that work’ and ‘things that don’t’. Among the tactics that work is a principle called keeping the look and feel. There is a dump truck driver in Utah who does this very well.
Creating a look and feel
When a person thinks of a dump truck driver, they may have an image of a greasy looking man with a mug full of coke, but Mike Thatcher doesn’t fit this stereotype as he owns a business that sells landscape boulders and delivers his own product.
Thatcher said that heads turn every time he is filling up on gas or walking around on the job because he doesn’t look like the typical dump truck driver. With khakis, a button up shirt and collar, many people seem to do a double take as he walks by.
“A lot of people make a fuss over the fact that I dress up nice,” Thatcher said.
“I spend the money to have work clothes to look nice, but the logo on my shirt is what really sets me apart.”
Beyond the nice clothes Thatcher can always be spotted with his logo on his shirt and hat. He recently bought $600 worth of shirts with his logo on them; to add to ones he wears. Thatcher also has a collection of hats with his logo on the front.
“I used to give hats away to customers, and I still do sometimes,” Thatcher said.
Thatcher said that one of the things he tries to do in marketing is to establish a look and a feel in the company.
“Things like the business card, the logo on the card, the logo on the header of stationary and on the website, these all need to have a look and feel that brings them together.” Thatcher said. “Having it on your shirt so that it is part of you when you meet with clients is great. Clients get the look and feel when I show up to meet them and no one wonders who I am when I am walking around, because it is on my truck, shirt and hat.”
Customers are visual. When they see a business without even really a logo, or without it shown in clear sight, they may think that represents the type of business they have. But when a look and feel of a business is established and shown in different ways, the business comes across as much more put together, as Mike Thatcher has worked hard to do.
Tiffany S. Thatcher is a guest blogger and specializes in promo products.