How to successfully use your cart as a billboard for your business.

Kathy Tudor

 

For the majority of small businesses, advertising is a lot of work. There are ads to place in the local paper, brochures and flyers to print and distribute—and expenses add up. Undoubtedly, most companies can’t have their customers do the majority of their advertising for them—but within our industry, this is possible. Think about it, you can advertise your company up and down the street of any neighborhood in your target market. Take advantage of your local pickup day, some appropriately branded carts, and voila! You have a serious opportunity.

 

Whether you are a startup hauler or a well-known national brand, the effective branding of your cart is an excellent way to market your company to the public, increase brand recognition and grow overall revenues. Moreover, there are many options when it comes to this particular strategy, but ultimately, you must consider this analogy: Your cart is just like a billboard that any driver would see on the side of an expressway.  It’s true that cars drive by, all the time, over and over again.  However, you only have a couple seconds to attract someone’s attention.

 

Think Visually

People are extremely visually motivated—and graphic images, when used strategically in any sort of advertising, can pay off.  The same concept holds true in cart branding.  Consider the following ideas in order to get the most advertising bang for your buck.

 

First, begin with the cart. What color is it? The color of the cart can convey not only waste stream, but also be the first thing that a potential customer will notice. For instance, a green or blue cart might be associated with recycling measures, while a black or brown cart might immediately be thought of as a trash waste receptacle. You might want to consider how you can stand out. Talk with your manufacturer about custom color options, but keep in mind that there may be minimum quantity requirements for placing such an order.  If you are looking to save on inventory costs, try maintaining the same base color and change the color of the cart lid as an indicator for waste streams. Or, if you are considering color for typography only—think about what colors mean:

  • Green can communicate your company’s commitment to sustainability.
  • Red means energy, heat and passion.
  • Purple symbolizes royalty, wealth and wisdom.
  • Blue communicates authority and professionalism.
  • Orange and pink are fun, playful and modern.
  • Yellow can indicate caution or exhibit warning.
  • White is clean and simple, and stands out on a dark background.

 

Next, maximize the space that you have available as each cart has limitations. Depending on the cart size and style, branding areas differ. Bigger is always better. Another visual principle to consider is what we call the “10-foot rule.”  Can your branding be read from 10 feet away?  Never go under a 24-point font and always make sure you print out a test graphic. Consider the test graphic’s proportions and how it looks before you give approval to begin the manufacturing process.

 

The next tip requires some serious commitment to editing. Ready? When including your contact information on the side of the cart, ask yourself these questions.  Is the length of my website address appropriate for this and will it even be readable? Do I really need to include my phone number? Think about it—a new customer is more likely to see your company’s name and Google it when they get home. Just be sure to ask prospects when they contact you how they found out about your company. This way, you can ensure that your advertising efforts are working.

 

Now, consider your logo—here is where we must enforce the idea of “keeping it simple.” If you have a detailed logo, allow the graphic designer at the manufacturer to create a simpler version for clarity purposes. Trust the designer. Allowing this professional creative flexibility will help maximize the readability of your cart graphics. Don’t be afraid to be unique.  Graphic design capabilities have changed so much in recent years, therefore, implementing a logo or design on the side of a cart doesn’t necessarily equate to higher costs. Think of the side of your cart as valuable real estate—splash your brand all over it; remember that less is more, bigger is better; and know your customer.

 

Put a Lid on It

Right now the trend seems to be providing some pretty robust lid instructions, but in all honesty, some questions really need to be asked before you do this with your own carts. For instance, how long do you think that someone is going to stand in front of a cart and read its lid? Your waste stream instructions should be conveyed visually and within a couple seconds. A potential customer should not have to read a novel in order to find out what’s allowed inside.

 

As it relates to recycling measures, most lid instructions lay out what is accepted, such as plastic types and paper, and what isn’t, such as Styrofoam, plastic bags, electronics or hazardous material. However, this varies by collection provider, so make sure you indicate your policies to the cart manufacturer. It is important, though, to realize certain elements that are standard in the industry—namely, the recycling loop, which is a universal symbol and should be used in your design.

 

Moreover, consider new technologies when communicating waste stream information, such as quick response or QR codes.  This is a barcode that can direct a customer to a unique URL when scanned with an app on most smartphones—helping someone forego the manual typing of a Web site address into a search browser. However, before you implement this strategy, make sure you consider the tech-savviness of your audience. Do they have smartphones? Do they know what a QR code is? We wouldn’t recommend this as a standalone strategy for communicating your waste stream instructions.

 

Another important item is the medium on which you are working. If you are going to hot stamp the lid, stay away from in-depth instructions and limit yourself to using single words or short phrases such as “Trash” or “Recycling Only.”  If you do have to go into detail, use an in-mold label, adhesive label or resin graphic.  This does add cost, but will protect the cart’s integrity during adverse weather conditions and ensure overall durability.

 

What’s Your Medium? 

Branding your cart effectively involves many factors and you have to find the best medium that works for your needs.  A few to consider are:

  • Adhesive labels—This involves a single- to full-color weather and UV-protected label that is applied to the cart.  Benefits include the ability to use photography and multiple colors as well as overall placement. These labels can be positioned broadly and easily, and have more size options.However, depending upon the climate, adhesives have one of the shortest life expectancies across mediums and no matter how robust the construction, they may begin to peel and crack over time.
  • Hot stamps—Hot stamping is a dry-printing method where a heated die and foil are used to apply graphics to a cart. Hot stamps can be used on the sides of the cart base, in some cases on the front or back, as well as the lids. Moreover, this is usually a very inexpensive method of cart branding and is sometimes included in the cart price.The hot stamp process lends itself well to very simple artwork and typography.  Realize that the more detailed art or images used with heavy solids, fine line work or small type, the greater the risk for imperfect reproduction. Also, be prepared for a setup fee for creating the metal or silicone die, and white is usually the standard foil color used. Always ask your provider for a list of their standard hot stamp foil colors. They may be able to hot stamp in a variety of foil colors, but additional fees could be incurred with minimum quantity requirements.
  • In-mold labels—An in-mold label (IML) is a UV-protected label that is molded onto the cart—and most commonly used on cart lids. Ultimately, IMLs are screen printed on a plastic-based substrate. Because the graphic is molded onto the cart, it is protected with durable plastic properties that resist the elements. Benefits include the fact that the IML does not peel off, scratch or fade quickly. Additionally, you can use photography and multiple colors to highlight detailed information. However, an IML is more expensive than a hot stamp and adds three or more weeks to the production cycle. And because the label is screen printed, electronic art files must be designed and built specifically for the process.
  • Heat-fused resin graphics—This latest technology process uses colored resin in place of standard foils or inks, which creates a graphic that is fused with the plastic cart. Through heat, pressure and dwell time, the graphic becomes part of the base or lid itself. A heat-fused resin graphic has many benefits, including allowing the option of very crisp, brilliant multi-colored graphics. The process also delivers the most robust decoration available—it cannot be scratched off, peeled off, chemically removed or faded; it is essentially tattooed onto the plastic. A heat-fused resin graphic is a premier advertising method and will make you stand out among all the white foil hot stamps at the curb. Just remember, resin graphics are the most expensive branding method; two weeks or more are added to the production cycle and it’s also likely that minimum quantities will be required at the time of ordering, but they do pack a visual punch.

 

Making Your Branding Efforts and Budget Work Together
Ask yourself the question, “What am I willing to spend on this ‘marketing campaign’?” and make sure you give an honest answer. Next, request that your cart designer give you the best options for your budget. For example, you might be able to use a larger graphic with fewer colors, as full color (or four-color) graphics can be very pricey. Let your designer find the right mix of colors to communicate your message while also adhering to budget constraints. If you don’t have a logo, don’t worry—and don’t reach into your wallet just yet to have one made. Instead of farming this out to an expensive logo design firm, ask your cart manufacturer if their in-house design team can work something out for you. These people are experienced and know your industry, after all.Finally, know that when placing your order, you need to think about your required, in-hands date. If you are starting from scratch, consider leadtimes and what is needed to work with a designer and receive company approval.

 

Reaping the Benefits of Great Cart Branding Strategy

There are some major benefits to cart branding—but you need to make sure that your efforts are implemented in an effective manner.  Make sure you always remember that when a consumer drives by your cart, you only have a couple seconds to catch their interest. Be careful not to overload them with words. Realize that colors and visuals present personality and can not only evoke emotion, but also convey information better. Additionally, work with your designer—they are on your team and want to help you meet your budget while injecting creativity.

 

Finally, always consider what your competitors are, or are not, doing. Customers are driven by the look and feel of a company or product. Play to their fickle nature and give your business the upper hand by presenting a well-branded cart. Your bottom line will thank you for it later.

 

Kathy Tudor is a Graphics Designer with Otto Environmental Systems North America, Inc., a full-service solutions company specializing in products and services for the waste and recycling industry.  For more information about Otto’s cart branding design services for residential and commercial containers call (704) 583-5213, e-mail [email protected] or visit www.otto-usa.com.

 

 

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