Log in

ISM Article

Your Logo Here

9 Oct, 2001 By: Ian Crockett imageSource

Your Logo Here

While flipping through the channels, I settled on a NASCAR Busch series race
and happened to notice one of the participants in the sponsor-laden sport had
“Your Logo Here” on the hood. In a sport in which even the first place money
barely covers the week’s expenses, not having a key sponsor for a team probably
redefines the phrase “money pit.” It also got me to thinking about all the
places you can put your business name and/or logo on.

The number of places has increased dramatically in the last decade due to
opportunistic entrepreneurs who have vision and see advertising revenue where
there is nothing. Of course, even though I haven’t spent much time in the
Midwest, I understand farmers have been selling the sides of their barns along
busy highways for years.

Odd Place Advertising 1: The Men’s Room

Probably my first experience with an unusual “Your Logo Here” advertising
opportunity happened approximately twelve years ago. I had just flown into a
market where I was supposed to meet my client the next day to discuss the
marketing of a new company he had purchased. I had an old Army Buddy in the
market and we always went out for a drink or two, whenever I came to town. There
was nothing unusual about the evening until I went to relieve myself. While
standing there, I was staring at an advertisement for the company a client of
mine had just purchased. My first thought was that I couldn’t wait to see him
the next day to bust his chops, even though I assumed the “ad space” was
purchased prior to the acquisition. My second thought was “What a great idea,
you have a captive audience even if it’s only for a minute or two.”

Of course, it’s only a great idea if all the other rules of advertising
apply, such as hitting the correct target audience. Advertising in the restroom
of bars or restaurants, tend to lend itself to a younger audience and it may not
be appropriate for reaching the office technology decision-makers.

The next morning, after teasing my client, I discovered it was a barter deal
for a color copier that was actually being used to reproduce the ads. When we
later chose to discontinue the barter, the founder of the company, who has since
made millions, called me up and offered to pick me up in a limo and tour his
advertising sites.

I replied by saying, “Let me get this straight. You want to pick me up in a
limo and tour every men’s restroom in the city.” It could have been fun, but I
never took them up on it.

Odd Place Advertising 2: Public Areas

Other odd places to advertise include the escalator stairs at airports, sides of
abandoned downtown buildings, gas station pumps, basketball backboards and more.
Advertisers are even paying people to put advertisements on their private
vehicles in the form of magnetic signs. The point here is there are endless
places to spend money and to place your logo and/or advertising message. Let’s
now discuss places in which you don’t have to spend much money.

Limited Budget Advertising: Moving Vehicles

My favorite has always been my clients’ service vehicles and delivery trucks. I
know some readers maybe thinking, “No Way! If I put my business name and logo on
my service vehicle, that’s an invitation for competitive sales reps to follow it
around and steal my customers.” As the old saying goes, “If I had a nickel for
every time I’ve heard that…” You need to remember that even though the vast
majority of my readers are in a service business, they are also in a market
driven industry. Think about it this way, here’s an opportunity for moving
billboards that act as a reinforcement message for your other forms of
advertising. Many people think it’s ludicrous to put a phone number on a
billboard or even in a radio spot because nobody has time to write down the
number. With a service or delivery vehicle, a prospect may be behind or beside
it at a traffic light and may have plenty of time to absorb your number and

I handled the advertising for two of the largest copier dealerships that ever
existed. One was in the Bay Area and the other in New England. Both not only had
their names plastered all over their service vehicles, but we actually built
advertising campaigns around them; promoting the fact their cars were
everywhere. They became so famous that when I would tell somebody I represented
them, the person would say, “I know them and I see their cars all the time.”

With some of today’s printing technology, delivery trucks can become a
marketing work of art. We have developed several, almost mural-like, pieces of
truck art for our clients. Moreover, the benefit is that you can park it in
front of your building at night, or near a busy thoroughfare and it acts just
like a billboard. I’ve never done a campaign around the trucks, but my clients’
employees are always very proud. Are your employees proud of your delivery
truck(s)? Other than acting as a moving billboard, your vehicles look more

Limited Budget Advertising: Apparel and Bug

The same is true if you provide your service staff with golf shirts that promote
your business name. It would certainly look much better than techs I’ve seen
wearing a shirt and tie where the white shirt is yellowed in several places, and
the skinny black tie stops four inches above the belt. The staff on “dress down
Fridays” or on really hot days could also use these golf shirts. This helps
market and brand your business; it also promotes pride in the company.

In short, you should put your name and/or logo on everything you own. This
includes the products you have in the field. Most of my readers have their name
and service number on a label, but I wouldn’t stop there. Create an attractive
label so that the end-user becomes more aware of your name, rather than the
manufacturers. If they only know the manufacturer’s name, they’re more likely to
shop around and call everyone that represents that manufacturer (because the
machine performed flawlessly and now they’re only concerned with price). The
end-user does not realize that it was the Dealers’ service that kept the machine
running at optimum efficiency.

Moreover, if you ever decide to change or bring on a new manufacturer, you’ll
be glad you branded your name and not the manufacturers. If you don’t have one
already, you may want to look into having a “bug.” A “bug” is nothing more than
a symbol that represents your company. If promoted properly, the symbol says
everything about you, even though it stands alone with no other reference to
your business.

Here is a quiz to illustrate the power of a “bug”. The answers are found in
the final paragraph.

A swoosh for a shoe manufacturer

An umbrella for an insurance company

A horn for an advertising agency

A globe for a telecommunication company

A Golden Arch for a fast food restaurant chain

A digitized “X”

A Peacock for a broadcasting company

Palms of hands for another insurance company

The number “33” for a beer

A piece of fruit with a bite taken for a computer manufacturer

Bug Variations

A “bug” can also be a sound, such as the Intel notes. Incidentally, if you think
your manufacturer has strict co-op guidelines, try Intel. In a radio ad, the
sound has to being in the middle of the spot with a lengthy moment of silence
before and after. In a TV commercial, it needs to be the last sound heard.

“Bugs” can certainly help with the branding process. You can put your “bug”
on gifts for clients and prospects, without using your business’ name. Since
there is no true selling message, it projects your company as an upscale, classy
organization. Anyone can put there name on a pen, coffee cup, post it note
holder, clocks or calendars, but it takes a savvy marketing organization to just
have your “bug.”

There’re plenty of places to put “Your Logo Here.” Just make sure it’s going
to be seen by your customers and potential customers. If you have several
million in funds available, you might contact the Busch series driver. NASCAR
continues to attract a larger audience every year and their demographics include
a long percentage of college graduates.

Answers To The Quiz:

1. Nike

2. Travellers Insurance

3. Hunter Barth

4. AT&T

5. McDonalds

6. Xerox

7. NBC

8. Allstate Insurance

9. Rolling Rock

10. Apple

WebinarCase Studies and White PapersSand Exchange Blog

imageSource Magazine Quick Links
Upcoming Events
ITEX Expo & Conference
©2015 Questex, LLC. All rights reserved
Reproduction in whole or part is prohibited
Please send any technical comments or questions to our webmaster