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Blue-Collar Fleets

(January 2012) posted on Tue Dec 13, 2011

"They do require that you take a few additional steps here and there, but overall they have a high probability for success and will certainly add to your company’s bottom line."


By Jared Smith

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While we all love to land those high-profile clients that make us feel like the “celebs” of the wrap world, the truth is, they only make up a small slice of our business pie. At bluemedia, our bread and butter are those wraps that aren’t set for primetime, but rather are destined to be workhorses, sent out into the world to get a job done.

Some wrapped vehicles carry tools to a jobsite while others carry patients to hospitals or suspects to jail. A few carry passengers to the airport and others carry food to grocers. These are the heart and soul of the fleet market and, in the macro-sense, America – our “blue-collar” wraps if you will.

We typically define a small fleet as a team of 10 to 50 vehicles. While I don’t have any hard data on the percentage of the typical total fleet makeup, I suspect that these small fleets comprise the majority of the fleet market. Let’s take a look at the inner workings of a small fleet project, and you’ll see why we love these jobs. They do require that you take a few additional steps here and there, but overall they have a high probability for success and will certainly add to your company’s bottom line.

Landing small-fleet clients
The first step is no different from any other vehicle-wrap job: You have to land the client. Luckily, one of the primary things you’ll probably notice when looking for potential small-fleet clients is that they’re everywhere. You probably drove past 10 examples of these on your way in to work this morning. Popular industries to look for include: landscaping, roofing, appliances, pool service, IT service, copier sales and service, job placement, wholesale foods, catering, audio/video, tire repair – the list goes on forever. And that’s the point – these small fleets are incredibly easy to find.

Take note of potential or existing small fleets; develop a plan to go after them. Try offering a special for that industry – explain to them that you are aggressively marketing to their industry, which means you will be making this offer available to their competitors, too. The client’s “off season” is the best time to make the sales call because this is when they’re most likely to have the time and money to invest in their fleet.


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