THE HVACR MANAGEMENT MAGAZINE
EDITOR’S NOTEBOOK
BY PETE GRASSO
TERRY Tanker Publisher ttanker@hvacrbusiness.com PETE Grasso Editor pgrasso@hvacrbusiness.com
It Takes a Lot to Be a Winner
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s someone who used to work in advertising/ marketing/public relations, I understand the importance of having a solid brand.
From your own personal brand to your company’s brand, what you stand for and what your customers know about you is critical. I stumbled upon an interesting article the other day that takes an atypical stance on branding. Too often, when you read or hear about branding, it’s all about your branding campaign. This article, however, focuses on aligning consumers with your brand. Companies often believe that they can change consumers’ perceptions of their brand by embarking on big advertising and marketing campaigns. They use updated logos and celebrity spokespeople to signify changes in their attitudes and behaviors.
“No one is able to read that while driving past your vehicle,” he continues. “Leave that information to your website and other media.” Our judges certainly had their work cut out for them. Every year, we recieve many questions regarding the contest and how the winners are chosen. So, to give you a better understanding of our judging process — as well as tips as you create your next fleet design — I thought I’d share some transparency here.
A lot goes into putting together a striking, memorable fleet design — and our judges take it all into account.
In essence — and I hope you know this already — your brand is more than simply your logo and your company slogan. Your brand is how consumers view you and what you stand for — ideally, you want your target customers to align themselves with that brand and strengthen your position by appealing to them. Make your brand something your customers — and employees — are proud to be a part of and it will be the most powerful tool you have. That brings us to our Tops in Trucks Fleet Design Contest — our annual tribute to the very best in fleet vehicle graphics and cutting edge branding and advertising. With all that is going on in the world, we worried that this year’s content might not be as strong as year’s past. It’s certainly understandable for you to have more pressing issues on your mind. Of course, we were absolutley wrong. We recieved more entries this year than last — many of which came in within the last month — during the height of the pandemic. In fact, a few of our finalists actually implemented their designs shortly before or during this global crisis! “When it comes to fleet design, remember that a majority of the time your fleet vehicle is being recognized by a potential customer that is driving or a passenger in their own vehicle, so your brand has to be quickly identifiable in addition to your contact information,” says Joseph Kalinowski, creative director for the Content Marketing Institute. “Avoid ‘the kitchen sink rule,’ where you feel the
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need to list every service you offer on your vehicle.
HVACR BUSINESS JUNE 2020
Each entry is judged on eight different criteria — yes, that’s right, eight! Sure, it would be easy to simply go through the submissions and say, “I like this one; I don’t like this one ... and so on.” But that’s just not how it’s done.
Using a five point scale (1 being “poor” and 5 being “superior”), the judges score the following categories. Graphic Appeal: Is it attention-grabbing and eye-catching? Does it stand out? Is it industry-specific and unique? Quality Logo: Is the logo interesting and appropriate? Does it pop? Information: Is there enough information, but not too much? Information should not be overwhelming. Does it include company name, phone, website, services? Lettering: Is the lettering legible, clean, readable? Color: Are the colors bright, vibrant and bold? Are they complimentary, or do they clash? Legibility: Is the design crisp and readable from a distance? Creativity: Does the design create interest? Does it appeal emotionally? Does it stand out as unique? Consistency: Is the theme used on all four sides of vehicle and for all vehicle body types? If you’re thinking about wrapping your trucks for the first time, or perhaps you’re ready for a refresh — or even a complete rebranding, keep this criteria in mind. It will help you not only come up with a great design for your fleet, but also a brand that will stand out. And, of course, don’t forget to send us your photos and entry form for the 2021 Tops in Trucks Fleet Design Contest. u
MEGAN LaSalla Art Director mlasalla@hvacrbusiness.com BRUCE Sprague Circulation Manager bs200264@sbcglobal.net BARBARA Kerr Executive Assistant bkerr@hvacrbusiness.com
ADVERTISING STAFF EAST COAST/SOUTHEAST JIM Clifford Regional Sales Manager Tel 201-362-5561 Fax 201-334-9186 jclifford@hvacrbusiness.com MIDWEST ERIC Hagerman Regional Sales Manager Tel 216-409-3246 Fax 440-731-8750 ehagerman@hvacrbusiness.com WEST COAST TERRY Tanker Publisher Tel 440-731-8600 Fax 440-731-8750 ttanker@hvacrbusiness.com
HVACR Business, founded January 1981, is a monthly national trade magazine serving contractors, mechanical engineers, manufacturers, manufacturer representatives, wholesalers, distributors, trade associations, and others in the heating, ventilating, air conditioning and refrigeration (HVACR) industry primarily in the U.S. The editorial focus and mission of HVACR Business is to provide business owners and managers with the very best business management concepts available. Critical topics covered include leadership, management, strategy, finance, sales, marketing, training, education, staffing, operations, human resources, legal issues, customer service and more. We are dedicated to helping contractors master these key management skills and provide them with the resources necessary to build strong, profitable companies. Every effort is made to provide accurate information, however, the publisher assumes no responsibility for accuracy of submitted advertising and editorial information. Copyright©2020 by JFT Properties LLC. No part of this publication may be reproduced or retransmitted in any form or by any means, including, but not limited to, electronic, mechanical, photocopying, recording or any information storage retrieval system, without the prior written permission of the publisher. Unauthorized copying may subject violators to criminal penalties as well as liabilities for substantial monetary damages up to $100,000 per infringement, costs and attorneys’ fees. This publication should not be utilized as a substitute for professional advice in specific situations. If legal, medical, accounting, financial, consulting, coaching or other professional advice is required, the services of the appropriate professional should be sought. Neither the authors nor the publisher may be held liable in any way for any interpretation or use of the information in this publication. The authors will make recommendations for solutions for you to explore. Any recommendation is always based on the authors’ research and experience. The information contained herein is accurate to the best of the publisher’s and authors’ knowledge; however, the publisher and authors can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. Subscription Rates: Free and controlled circulation to qualified subscribers. Non-qualified persons may subscribe at the following rates: U.S. and possessions: 1 year $48; 2 years $75; 3 years $96; Canadian and foreign, 1-year $108 U.S. funds only. Single copies $8. Subscriptions are prepaid, and check or money orders only. Subscriber Services: To order a subscription or change your address, write to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039 or call (440) 731-8600; or visit our Web site at www.hvacrbusiness.com. For questions regarding your subscription, please contact bkerr@hvacrbusiness.com. HVACR Business (ISSN 2153-2877) Copyright ©2020 is published monthly by JFT Properties LLC,31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039, Phone: 440731-8600. Periodicals postage is paid at North Ridgeville, OH and additional mailing offices. (USPS 025-431) POSTMASTER: Send address changes to HVACR Business, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039.
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