Talk about turning lemons into lemonade. That’s exactly what Orange County, California solo Brian Pedigo did, when he converted a lemon of a pick up truck into a professional and tasteful mobile advertisement. Here’s the backstory, directly from Brian:
I inherited this 1990 Ford F150 after my father in law passed away. We drove it back to California from Texas with a full load, and it broke down three times, requiring $6,000 in repairs. After repairing it, I decided I would be keeping it for quite a while. When I drove it to court or client meetings I was always embarrassed. The thing is trashy and old. Rather than continue to be embarrassed, I decided I’d “flip the truck” in to a mobile advertisement.
I got some quotes for a full “car wrap” from some companies. They were quoting between $2,000 to $3,000.
Rather than dump more money in to this dumpy truck, I decided to do it myself with some white automotive spray paint cans from Pep Boys. I bought some black lettering from office max, and I used an image editing program to make a B&W stencil of my portrait. I used an x-acto knife to cut out all the black areas of my portrait stencil (watched some how-to videos on youtube to make this happen).
Five cans of white paint did only one side of the truck… the black in the photo on Facebook is computer-generated and it was transferred to the truck via stencils and black spray paint. My total cost to make one side of the car an advertisement was about $75 and a couple days of work.
So far I’ve been gauging the reactions on Facebook only, which has been very positive from lawyers and non-lawyers. Once I hit the road with it we’ll see if it turns in to converting clients!
Personally, I just love Brian’s ingenuity. Who knows what a professional marketer would say about the project, but to my simple mind, Brian’s truck is memorable, professional and a real conversation starter. Moreover, when folks learn that Brian designed and painted the truck himself, they’ll view him as a creative, can-do type of lawyer who’s willing to get his hands dirty. Sounds like exactly the right kind of lawyer for the Average Joe clients who are Brian’s target.
What’s your opinion of Brian’s project? And if you have a novel marketing idea that you came up with yourself, please submit it at our Contact Page so that I can add to our growing installment (see our first Real Lawyer Marketing post here).