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Business Insights: Fleet Graphics

Originally published: 01.01.17 by HVACR Business Staff

Business Insights: Fleet Graphics

Maximum Exposure

Investing in your fleet is a great way to make a positive impression in your market.


Leading HVACR contractors are investing in fleet designs that do more than list a company name and phone number. These contractors want to say something about what their companies have to offer: quality, friendliness, service, products, cleanliness and professionalism.

Carmine Galletta, owner of GallettAir Inc., won the inaugural HVACR Business Tops in Trucks Fleet Design Contest and is a big believer in advertising.

“You have to get your name out there,” Galletta says. “A lot of companies are good companies with good technical skills, but they have a small burst on their doors, and no one knows who they are.”

For his original winning fleet design in 2007, Galletta incorporated his company’s classic logo with a fully wrapped truck that carried a simple message with its hot-morphing-into-cold imagery. This design was on half of his fleet. The other half used a classic lettered design.

GallettAir mixed elements of new and old in the wrap design because so many people identified with the classic logo. Customers certainly notice the design at the time and frequently complimented it.

HVACR Business spoke with Galletta about how contractors should invest

in their fleet vehicles as a way of getting maximum exposure for their company.

Carmine Galletta
GallettAir Inc.


FOLLOW UP: Does Your Fleet Have the Look? Show off your pride and joy — enter the 2017 Tops in Trucks Fleet Design Contest: hvacrbusiness.com/topsintrucks.

Business Insights: Fleet Graphics is brought to you by the Tops in Trucks Fleet Design Contest

Clearly you continue to make a significant investment in your fleet. What is the payoff?

Terrific brand awareness and recognition for GallettAir. Both are extremely high here on Long Island.

We spend roughly $2,500 to $3,000 per vehicle for the wrap design, but the investment was absolutely worth it, not only for the advertising but also for maintaining the resale value of our fleet, which we replace every five years. With hand lettering, the design needs to be scraped off before the trucks are purchased. But with wrapping, you pull off the wrap, and it’s like a brand new fleet.

How have your fleet graphics changed since you won the Tops in Trucks Fleet Design Contest back in 2007?

I realized the full wrap design we won with was starting to blend in with other contractors on Long Island. As a result, we changed the design in 2012. We went back to basics, featuring our red and blue logo on a white vehicle. We also went to a reflective material that really pops when the light hits it.

GallettAir Green Solutions, our energy auditing division, still use the full wrap; they are green, yellow and white.

When we changed our fleet back to the original design, we didn’t do them all at once. As new vehicles came into the fleet, we’d have them revamped. Our logo is always first and foremost — G/A is on everything and we’ve always been consistent with our branding.

Who takes care of the fleet?

Each technician is designated a service vehicle. They are responsible for cleaning and maintaining it. We have accounts at a local car wash and for maintenance and repairs. The technicians take their trucks home in the evening.

We want it to be a source of pride for them. The technicians who take best care of their trucks are awarded the first new trucks that arrive when the fleet is renewed.

Maintaining a good-looking fleet is keeping trucks clean is important, and we’ve got a good reputation in that regard. Other contractors from different trades often call to see if we have anything for sale. I recently sold three to a young guy who was just getting started.

Have fleet vehicles always been part of a marketing plan?

Absolutely. Before starting my company, I always found myself comparing other service vehicles to the one that I was driving for my boss. I always kept my truck clean and waxed. I realized that people respected the company and had more confidence in us when I arrived at their home or business in a clean vehicle with a company name on it.

I’m passionate about what we do. People have to understand that if you’re going to be in business, you have to spend money to get your name out there or you are never going to grow. Image is as important as technical ability.

I always had a vision of growing the company and I knew I was in it for the long term, so I wanted to have our name out there. If you want to grow, you have to put yourself and your name out there. There’s a risk, but there’s a huge reward too.

We have a nice building, but a customer has to drive by it to see it. We have 34 vehicles on the road and they’re seen by tens of thousands of people every day. Conservatively, you could estimate 2,500 people a day see each vehicle. Where else can you get that kind of return?



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HVACR Business Staff

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