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I think your answer will largely depend on how you intend to brand your company. I'm interested in simple. We do more with printed materials than we do with our trucks. A magnet on the doors of the trucks and uniformed employees gives us enough recognition and work. I put signs on our trucks more for general name recognition than I do for getting/wanting phone calls from the trucks directly.
I always ask on a first phone call how the prospect heard of us and those that say they saw my truck I figure are about equivalent to those who looked us up in the yellow pages. Those that say they've seen us around over the years I figure are better prospects, and seeing the trucks, crews and talking with a neighbor, etc. I believe yield better results. It's more of a conscious thought/decisin than an impulse to just pick up the phone and call.
The thousands of dollars that you could spend in advertising on a trailer might be bettern spent elsewhere. Further, consider what happens when you get another trailer, are you willing to commit to doing the same to the second trailer? Now that we started buying and painting our trucks blue I can't go with another color, so now I'm generally committed to another $1 to $2 K for each truck we buy since I know we'll be painting it. It's a part of our branding/uniform appearence. Think about the future when you make your choice.
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