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American Towman Magazine Presents the Week in TowingMay 22 - May 28, 2019
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Superman with Marketing Powers

0 b3c5dBy George L. Nitti

Tow trucks and their graphics are among the best forms of marketing a towing company can use. Phone numbers, colors, logos, slogans and graphics make up the marketing mix essential for branding and recognition.

Founded by the late Tom Forgione in 1999, the people at A-1 Recovery in St. Petersburg, Florida, understand the value of marketing. Over the years, they have decorated numerous tow trucks that piggyback on industry trends, including superhero themes and tributes to the military, first responders and causes like breast cancer and autism awareness.

One noteworthy hero-themed unit features Superman on a 2017 Ford F-450 with a Jerr-Dan wrecker.

"Anything we do is mainly for marketing," General Manager Tyler Gonzalez said. "I wish I could tell you why we used Superman outside of marketing, but I don't really have a good reason. We have been doing it for years."

He added, "Our graphics are a moving billboard. When you have a kid in a car, they are going to pay more attention to it if they like the graphics. I have elderly folks taking pictures. Our tow trucks promote community involvement and awareness while marketing us in the process."

One area of the unit that shouts out is the hood.

"I think it is actually awesome," Gonzalez said. "Superman is ripping apart chains showing his sheer strength."

This full wrap graphic is colorful and captivating, with Superman's full intensity in view, his eyes beaming and emanating super human powers.

The image of Superman is also prominent on each side of the unit.

"We needed a good picture of him flying across the sky," Gonzalez said. "The graphic designer made it up and came through for us."

On the top of the front windshield is the slogan, "Faster than a speeding bullet."

Gonzalez said, "Since we do impound and repo work, it is important that we get off the scene as quickly as possible. ... We don't want confrontation."

Outside of the easily visible phone number on the front side of the unit, towards the back there is smaller lettering that reads #TEAMTOM, a social media plug to the late owner Tom Forgione who passed away at 49 of a heart attack in 2016.

"Tom was a mentor," Gonzalez said. "I got started with him in 2012. He gave us passion for something we didn't know much about and taught us to be self-sufficient in business. He taught us to make everything look right and that image is everything."

Brag @ TIW!
Should your truck be featured here? Send a few pics and your contact information to the editor at bdooley@towman.com . You might even be selected to go in print, too, in American Towman magazine.
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