Last week as I was walking to work, I passed by a man standing on the sidewalk starring at a van. As I was approaching, the man took out his phone and snapped a few photos. I thought it was a bit odd until I walked by the van myself and noticed a picture of a cleaning bison!
The bison was an illustration but he was fully dressed and using what looked like a carpet cleaner. It was a cute mascot for the company and it did what mascots are supposed to do for branding – it made the company memorable and top of mind.
Days later, as I was searching online for this company, I remembered the cleaning bison and typed in just that into the Google search bar – ‘Bison cleaning services’. I didn’t remember the name of the company but the image of the cleaning bison in a service uniform had stuck with me.
I found the company (it was the first listing on the SERP). I clicked on the website but unfortunately did not see any cleaning bisons! I immediately left the website thinking I had clicked on the wrong company. After further research (because I am persistent), I could not find any other cleaning service providers in my city that referenced a bison so I concluded that the first website I visited must have been the one I was looking for. Yellow Pages confirmed my suspicions when I saw the cleaning bison in one of their listings for the same company.
This made me realize – while it is useful to brand your company vehicles with promotional decalling, it is equally important to make sure all your other pieces in your advertising mix are consistent and carry the same messaging or look! When you only have a few seconds to capture someone’s attention as they are driving or walking past your vehicles, they will likely not be able to retain a lot of information. What they do retain, you have to make sure they will be able to easily make the connection to your website or easily locate your contact information on the web. This applies to other outdoor advertising as well such as billboards, bus benches and refuse bins for example.
If you are looking for new business, you want to make sure your customers are reaching you when they are searching for you on the web! (Not everyone will take a photo like the man I walked by on the street!)