Saturday, January 19, 2013 10:06 AMPosted By: Erik Stafford
In 2006, one of our bigger Cayman clients bought a family-run produce company in South Florida, about 45 minutes up the road from our offices in Naples.
This produce business had a giant retail location that did a brisk business, and they also had a bunch of restaurant contracts in the area for which they delivered wholesale produce on a weekly basis in their own fleet of refrigerated trucks.
They really wanted to make an impact, and try to grow the business fast...
So they brought us in and asked us what to do.
We figured the quickest way to increase their bottom line was to build up the wholesale business by getting a bunch more clients.
So after some discussion, we decided to pitch them on a rebranding package focused on their wholesale business:
A new logo, a new website focused on the wholesale business, new business cards and presentation folders for the sales reps...
And new artwork for all the delivery trucks. A fleet of 24 delivery trucks that were all looking very worse for wear. Dirty, white, stained trucks that did NOT give a good impression of the business at all.
I led the team on a rebranding exercise and we came up with a great logo.
The new website we built was beautiful, and the business cards and folders came out great as well. We put these juicy, high-resolution stock images of different fruits and vegetables on everything.
But I'll never forget the trucks.
We had to buy super high resolution images of fruits and vegetables. Opening them in Photoshop took forever...and painstakingly designing the vehicle wraps took even longer.
Once we had the artwork designed and approved, we had to find a vinyl company who could print and wrap the vehicles...
Then stand in the hot, hot sun and supervise the installation of these truck wraps.
I'll never forget the image of Carlos, standing out there in his suit, melting in the boiling hot South Florida heat...supervising the installation of those vehicle wraps.
Why so much personal attention?
Well, truth be told, we take the same hands-on approach with all of our clients...
But as far as this project was concerned, the real linch-pin of our strategy was these vehicle wraps.
We REALLY wanted to get their name out there, and get people seeing those beautiful trucks on the road rather than the dirty, white-streaked plain panel trucks they had been using.
We decided that each truck would have it's own design. An image of fruits or vegetables looking extremely delicious and ready to eat. Coming up with 24 different designs that all looked as yummy as each other was a challenge... but the idea paid off with HUGE dividends.
It worked like gangbusters. Suddenly it seemed like Carlos and I saw those trucks everywhere. Everyone commented on them and low and behold, their wholesale business went through the roof.
And we won another GOLD ADDY AWARD for the project :-)
The lesson: Start with the lowest hanging fruit, especially if you have a limited budget!