Many excellent corporate marketers who are superstars in their own right will brain fart when given an unusual service to market. Let’s take marketing a truck wash business; How would you go about marketing the washing of trucks anyway? Well when we ask corporate marketers this subject they usually bomb big time and they do not seem to get it.
You see so often they will immediately consider trade journals, direct sales or brochures mailed to the corporate owners of truck fleets? Well sure that will get some customers, but if you only had one or two or even 5 truck washes, that would be a rather wasted effort. Direct sales makes sense but you might be sending sales teams around the country as all these over the road trucking companies which might pass by your truck stops or truck washes are all over the place you see?
The best way we have found is to go to driver lounges and tell the drivers to drop this off with the dispatchers and ask them to give you their truck dispatchers names and phone numbers so you can call the decision makers directly. Contacting a huge corporate giant trucking company directly will never get you to the dispatchers phone numbers. You have to work within their corporate system, but trying to go through the front door is a friggin disaster. So consider all this in 2006.