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As the saying goes, “a picture is worth a thousand words.” When you are a landscape contractor installing and maintaining beautiful properties, the value of a picture just went up.  Two years ago, Gerry McCarthy, owner of Mac’s Landscaping in Stoneham, Massachusetts, decided to display photos of his crews’ work on the sides of his enclosed trailer. Now, three of his trailers carry the image of his work on all three sides.

“I remember looking at a Coca Cola trailer and seeing that refreshing cold glass of soda on the side,” says McCarthy. “Words could not convey what that image represented. It was probably a hot day, as well, and the picture really hit home. I thought right then and there that a similar concept would work in our business. Images, not words, are the best way to convey our expertise to prospects.”

So McCarthy took a digital photo of a property, called a sign shop, and had the image virtually wallpapered on the side of a maintenance trailer. The strategy worked so well that he had it done on his other two trailers, too.

“Putting the image on the maintenance trailers was the best way to go,” he adds. “These trailers cover a lot of ground in a day and get a lot of exposure. If you are paying for the fuel anyway, you might as well get as much value for the dollar as you can.”

McCarthy admits that the process can be costly, upwards of $1,500 per trailer, but he thinks it is well worth it. “People tell me all the time that they have seen my trailers all over town. Whether they notice the trailers more now because of the signage or whether they just are familiar with them, it doesn’t make any difference. Either way, they are seeing my trailers and my work, too. 
    

08/05

by Rod Dickens, PLANET Contributing Writer