|Use the U-Haul Brand to Build Your Business
By: Cindy Wendland
As marketers, any time the word "brand" is used in a slogan, it grabs our attention. On the Saturday morning drive to take the girls to dance, we passed by the usual car repair shop and noticed something different. Parked right in front was a brightly colored U-Haul truck with the words “Use the U-Haul Brand to Build Your Business.” It made us pause and think.
Advertising on vehicles has always been an interesting way to communicate a message. We are in our cars so much, it seems. It still surprises us that a billboard for Rolex watches continues to be displayed over a busy Milwaukee freeway. Apparently the ROI figures are in, as the billboard stays up! So if we are in our cars so much, vehicle advertising and things we see while in our cars, such as in business parking lots, seem to be effective.
The car repair shop decided to diversify their service offering. Car repair and U-Haul businesses pair well because they can fix the trucks if needed, but they can also pull in regular customers after helping with their moving needs. It makes good sense. Yet, while U-Haul is being promoted at that location, U-Haul is also effectively trying to pique interest in selling more franchises. Many businesses these days diversify to cover slow times.
U-Haul’s marketing materials ask and answer a simple question. Is your business a good candidate to become a successful U-Haul dealership? It is if your location has high visibility and traffic and you have land available to attractively display U-Haul trucks and trailers.
Partnering with strong brands to bring in additional business for your primary business is a good move. (No pun intended). The vehicle communication strategy is a good one too.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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