American Liquid Waste - June 2024

CEO & PUBLISHER

Gideon W. Smith

SENIOR EDITOR

Katherine Nolan

ADVERTISING

Tracy Rodean

Phoenix Global Media Inc. P.O. Box 235, Stockton New Jersey 08559 866-418-4400 phone 973-532-0319 fax sales@americanliquidwaste.com

American Liquid Waste Magazine is published by Phoenix Global Media Inc.

Copyright 2024 by Phoenix Global Media Inc. All rights reserved.

CREATIVE DIRECTOR Melissa Kennelly

EDITORIAL MANAGER Heidi Karpinich CIRCULATION Noah Aiden

SUBSCRIPTIONS

A & C SEPTIC SERVICES, LLC

Transformative Leadership

In June 2011, A&C Septic Services, LLC opened its doors and began providing a different kind of service business to serve the North Atlantic states.

Seven years later, American Liquid Waste magazine was fortunate enough to meet Cheri Errico, owner, operator, and industry thought leadership phenom.

Cheri Errico has built her New Jersey business by doing her own creative marketing, branding design, special event coordination, customer relations, and administrative management. This constantly productive entrepreneur talked with us back in mid-2018, when her family business was 7 years old and again recently as it now approaches its 13th anniversary.

In our meeting with Errico 7 years ago, we discussed her sharp insights into the industry’s most costly and persistent problems and her bold ideas for progress. It was easy to see that this business owner was bringing something different to the national industry conversation. As we reported then, during the initial interview, “It became clear that we were talking to a unique individual in the industry, in any industry — a legitimate change agent.”

FINDING THEIR NATURAL ENTREPRENEURIAL NICHE

Cheri explained in our 2018 interview that her husband, the highly talented and experienced Jon Errico, shifted from his career of two decades with the Municipal Utilities Authority to partner with Cheri in the startup. It was Jon's idea to open a local septic service. He reasoned that since so many service trucks were traveling a pretty long distance to customers' locations in the area, there was apparently a shortage of providers nearby.

Jon’s knowledge related to the industry and excellent applicable skill set made it a natural transition to start a septic service. With Cheri's extensive business administration skills, she was more than qualified to take on the entrepreneurial challenge. So, together, the couple rather quickly got A&C up and running profitably.

the highly talented and experienced Jon Errico, shifted from his career of two decades with the Municipal Utilities Authority to partner with Cheri in the startup. It was Jon's idea to open a local septic service.

TRADITIONAL GREAT SERVICE & PROGRESSIVE PROFIT PRINCIPLES

Cheri Errico’s service model is a blend of friendly old-fashioned customer care and tenacious, practical pricing to defend profitability boundaries. Any time you call A&C for service, 24/7, she answers the phone personally. You don’t get voicemail or an automated system directing you to push various buttons for this or that kind of help.

She explained that when customers have a problem or need anything, A&C responds comparatively quickly. She also emphasized that their customers know they receive more from A&C than they can get anywhere else in their NJ market area. Cheri says it’s a matter of genuinely caring about people.

For example, Jon’s ethics on reliability and quality require that every tank and surrounding area are left in pristine condition for customers. He uses tarps and takes all the time needed to prevent leaving residual waste on a property. No dirt from digging to access

continued on page 10

lines is ever left on a lawn. For Jon and Cheri, 9 to 5 schedules are not a thing. As Jon says, his schedule is however long it takes to get the work done.

BEAUTY AND PORTA-POTTIES – A REFRESHING FIT

Take a tour through the A&C Septic Services online photo gallery to enjoy a veritable catalog of decorative ideas tailored for porta-potties. From lively seasonal themes to festive holiday motifs, to occasion-specific party decor, Cheri Errico’s creative imagination is boundless.

The charming touches she features in the basic units elevate the value for rental customers in the experience for their guest users. The point for Cheri is to inspire a different impression of these interior spaces from what users expect based on their past experiences with them.

Far from merely adding a little vase with a silk flower or a tiny picture attached with removable

wall adhesive, Cheri’s much more elaborate but unimposing decorative touches prove that the porta-potty interiors can be presented with greater appeal. For exterior aesthetics, she adds little awnings over the doors, places items around and near the units that keep with the event themes.

Adding these pops of color and interest is unexpected and refreshing for users and exceeds rental customers’ expectations. Above all, it helps change the product image from a utility space that people typically would try to avoid.

A&C SEPTIC SERVICES, LLC BRANDING

Cheri bypasses much of the time and cost of conventional marketing and branding, opting instead to invest in enhancing services. She finds that that strategy facilitates social branding through powerful word of mouth from satisfied customers.

A&C does invest in refreshing the company’s logos and contact info on the trucks more frequently than most businesses in this industry or most others. Cheri explained back in the original meeting, “We feel strongly about having the “constant billboard effect” of the truck signage.

Cheri emphasized that they update those and modify the logo every few years or so to “keep it fresh.” She said they want the logo to stay recognizable as A&C, so they don’t completely redesign it, but they “want to make the image look new."

ERRICO SOLUTION TO THE INDUSTRY’S BIGGEST PROBLEM

Looking at the industry’s greatest and most stubborn impediments, Cheri sees the hiring and staff retention challenge as a problem, of course, but not industry-

continued on page 12

...“We have a necessary motto: There's no humorous aspect to "portable restrooms". We've found that sharing it opens the way to helping customers understand the financial challenges for this kind of company."

specific, since it's a national issue pervading the entire U.S. employment market. She sees the biggest problem in the portable toilet rental industry as faulty vendor and customer perception of what the service is actually worth. And, she systematically applies her very effective solution.

She analyzes the problem as a case in which the customers see providing and maintaining the units “as a very rough job, but they want to pay peanuts. Contractors, for example, need the units but don’t want to pay enough for them. We set a rate for what we do, and we don't really provide much wiggle room on it." The clarity, simplicity, and firmness of her approach combine to form a brilliant solution: Just provide outstanding products and service, charge a fair price, and don’t undercut yourself even under market pressure. On the contrary, spread the friendly but direct message to motivate your competitors/peers to do the same thing!

WHAT ELSE IN THE INDUSTRY NEEDS AN ERRICO SOLUTION?

Cheri further explained in the original interview that contractors and other customers also don’t require their users to respect the product and treat the units

in a reasonably careful way. So, she undertook to solve that issue, per her habit of facing big problems head-on and taking reasonable actions repeatedly until she and her team scale the solution region-wide. By Cheri’s measures, by 2018 she summed up the level of success of the effort by that time, "We have made progress in building respect for the units and the company, by reinforcing what we expect from the customers.” She explained her unique straightforward solution, “We have a necessary motto: There's no humorous aspect to "portable restrooms". We've found that sharing it opens the way to helping customers understand the financial challenges for this kind of company."

The Erricos had discovered that this small alteration in the way of communicating about the portable toilet units was helping change the way people perceived and treated the rentals.

continued on page 14

MAKING

A POSITIVE IMPACT

ON COMMUNITIES AND ENVIRONMENTS AROUND THE WORLD

But, the amusing image of the product was pervasive. She explained that kids even enjoyed tipping the units over. She joked, “It's been almost like the units have a stamp on them. But we're getting it done.” She was referring to getting the job of educating the public done. That’s for anyone who thinks that society can’t be changed by a couple of folks on a farm in upstate Jersey. She pointed out in 2018 what is at stake for vendors, "The trucks cost hundreds of thousands of dollars. It's no joke what we have to do to provide the service. A lot of my friends on social networks are fighting for this respect, and we deserve it.”

Portable toilet rentals were in high demand, so they had elected to pursue growth in that direction. It had been their best year up to that point.

A&C SEPTIC SERVICES AND PORTABLE TOILETS – THEN

When we spoke to Cheri six years ago, A&C had 140 portable toilet units. They had just bought their first luxury trailer. Jon was doing all the septic pumping during that time. And, they were looking to hire their first employee to help with septic services. Their goals were to expand by buying and renting more luxury toilets.

They were clearing septic lines and doing grease trap cleaning, trying to keep up with the workloads they had. Cheri hoped to hire one or two more employees in the next year and buy a larger truck. We had purchased a new toilet truck earlier that year. Portable toilet rentals were in high demand, so they had elected to pursue growth in that direction. It had been their best year up to that point. Today, in 2024, A&C has grown to become a prominent provider throughout New Jersey and greater New England. The company’s service area includes Stone Harbor, Cape May, Ocean City, Avalon, and many other cities along the south Jersey coast and inland, throughout Egg Harbor Township.

continued on page 16

RESULTS OF THE ERRICO OPERATIONS PHILOSOPHY – NOW

Today, in 2024, A&C has expanded to over 300 rental toilet units (more than double the number the company’s inventory in 2018). We’ve expanded to new areas and customers have welcomed us and asked us to move beyond our more normal services. We do have two of the luxury trailers now. We’ve also invested in the fresh flush models. We have about

We currently have another dozen portable toilet units coming to us right now because we’ve added the upgraded flush models instead of just standard construction units and have regular seasonal renters for them.

During COVID, our septic services were also in high demand because people were home all the time. They had to stay in, so there was an additional load on their system. Things lightened up as restrictions were lifted.

We have added 2 more employees. We’re still a small, tight-knit family business. But, we did bring in a professional with the same level of owner skills and reliability that we have. We were able to afford to match his existing job and benefits. We’ve invested in him and my husband’s brother, and it’s paid off well for

continued on page 20

■ Straight Tri–Lobe

■ Performace: Vacuum up to 18 inHg; Flow up to 4805 cfm

■ Flexible Options & Installation

■ Coolest Blower Temperatures in it’s Class

■ More Energy Efficient vs. Other Straight Lobe Blowers Ideal for:

■ Sewer Cleaning

■ Storm Sewers

■ Water Treatment Plants

■ Municipal Water Departments

■ Cleaning & Washing

us in our ability to expand and maintain quality.

We have been awarded the Best of the Jersey Shore designation under the Septic Services category. We’ve been First Place for the past 3 years in a row.

UPDATED ADVICE FROM CHERI ERRICO, BUSINESS THOUGHT LEADER

"Be fair to yourself — Get Paid!" That was Cheri’s imperative 6 years ago. We had heard that message many times from other successful restroom rental business owners from around the country. But she had the delivery to make it a rallying cry.

She really meant, literally, tell everyone! Customers, competitors, trade magazine editorialists, and anyone else who can help get the word out! That did not seem un-doable at all to her. And, she’s been methodically accomplishing it throughout her career.

Today, Cheri Errico reiterates her steady message from 6 years ago, “I guess the biggest point we still stress to our industry is not to allow the market to undervalue us. We had a price and we stuck to it. And, we just stuck to trying to put more value into our units. As an industry, we need to claim our value. We’ve raised our prices at A&C and stood by that. We need to stand behind the value of our industry.”

That’s what has proven Cheri Errico as an effective industry change agent. She is educating all the involved parties about what needs to be done to their own long-term advantage and imploring them to do it.

That consistent and tenacious reasoning drives market perceptions and gives users something actually of more value by helping them understand that it is of more value than they had believed it was.

continued on page 22

Vactor iMPACT Combination Sewer Cleaner

BIG CLEAN IN A COMPACT PACKAGE

• Industry-leading IntuiTouch® controls

• Hands-free accessory light option

• Safety interlocks, non-destructive e-stops and boom alarms

• Multi-Flow system for fuel economy

• Quiet engine design

• Optional wireless controls

• Powerful vacuum blower

When there’s a dirty job to be done, trust the iMPACT sewer cleaner to do it without washing quality and safety down the drain. Don’t let its compact size fool you. The iMPACT packs a wicked punch with features like: Visit

And it’s all backed by a solid commitment to highquality performance. The iMPACT is engineered to reliably perform better — powerful, safe and affordable.

That shift in thinking gives vendors a reasonable task and profit and customers a higher level of appreciation for the value of the product they’re receiving. Win win! Customers have many demands and want to pay very little. That’s our driving message, to be aggressive with pricing. The customers that believe in your value will stick with you anyway, and the others — they need to go.

What we try to work hard to create is an image for what we do. What our team does, what they tolerate, is difficult. They’re exposed to waste. We need to stick together as an industry and help people across the national culture understand that and respect what we do.

For more information about A&C Septic Services, LLC, you can call (609) 463-4600 or visit acrestrooms.com.

PRODUCT WA TCH

ASSOCIA TION NEWS

IN THE NEWS

SPECIALIZED COVERAGE OPTIONS for Portable Restroom Contractors

ASSOCIA TION INSIDER

SPOTLIGHT

No one can predict everything. Life, as well as business, is full of risks. The unexpected can happen at any time. However, that doesn’t mean that the unexpected needs to be fatal. Strategies that can mitigate the harm from these risks should be considered and implemented. These strategies usually come in the form of insurance plans. As such, every portable restroom contractor must know the various insurance plans that they can choose from.

The insurance plans that can protect your portable restroom business include:.

POLLUTION LIABILITY INSURANCE

The portable restroom business handles human waste. As such, its operations need to be managed carefully. One wrong move or mistake can result in accidents such as spills, leaks or overflows. These accidents can constitute environmental pollution. Handling environmental pollution can be expensive

as it involves cleanups and fines. Thankfully, pollution liability insurance can cover such costs. Pollution liability insurance covers the costs associated with the removal and disposal of spilled waste. It also covers legal expenses such as damages or fines that you might have to pay and the fee for legal representation.

CRIME INSURANCE

Construction sites and event venues are some of the main areas where portable restrooms are used. These places are not heavy on security. As such, oftentimes, their portable restrooms are left unsupervised. This makes them easy targets for vandalism and theft. Crime insurance can cover these unexpected losses by covering the costs of replacing the stolen items and repairing those that were damaged.

WORKERS’ COMPENSATION INSURANCE

All businesses, including portable restroom businesses, are mandated to provide insurance coverage for all their employees. This insurance plan covers the potential risks that can occur to your employees during their work. If a worker gets injured while on the job, workers’ compensation insurance will cover the medical bills. It will also

In your business operations, there is always the danger that harm or damage can be caused.

provide the wages of that employee until they are fit to return to work. This makes your business employee-friendly and protects it from lawsuits.

GENERAL LIABILITY INSURANCE

In your business operations, there is always the danger that harm or damage can be caused. This can occur at any point in your operations and in

diverse ways. These accidents can affect other people and their property. When these occur, lawsuits and damage claims usually follow.

As the name implies, general liability insurance is a wide-coverage insurance plan that protects your business against property damage claims and thirdparty injury claims that may arise as a consequence of your business operations. This insurance plan covers the compensation that may be awarded against you and the legal fees that you may be required to pay.

MOTOR VEHICLE INSURANCE

For portable restroom contractors, motor vehicles are the lifeblood of their business. Without them, portable restroom businesses wouldn’t be able to transport their portable restrooms and equipment continued on page 26

PRODUCT WA TCH

...excess liability insurance covers the excess of liability that your primary insurance plan could not cover.

IN THE NEWS

TOOLS AND EQUIPMENT INSURANCE

ASSOCIA TION NEWS

ASSOCIA TION INSIDER

Nothing cripples a business as badly as faulty or missing equipment. So, proper maintenance of equipment is important for your portable restroom business. However, mishaps do happen. Your equipment can be affected by vandalism, theft, fire and other unforeseen incidents. Equipment insurance ensures that the costs of repairing damaged equipment or replacing stolen ones are taken care of.

EXCESS LIABILITY INSURANCE

SPOTLIGHT INDEX

to where they are needed. However, there are risks associated with motor vehicle use. These include damage to life and property in automobile accidents. Motor vehicle insurance will cover the costs you incur if your motor vehicle is damaged and needs to be repaired. It also covers medical and legal expenses when third-party damages and claims are involved in the accident.

Despite all the insurance plans described above, it is still possible for an unforeseen liability to exceed what they can cover. When that occurs, you can fall back on excess liability insurance. As the name implies, excess liability insurance covers the excess of liability that your primary insurance plan could not cover.

This ensures that your portable restroom business is protected even when your primary insurance plan is at its limit.

STAY AHEAD IN THE LIQUID WASTE INDUSTRY WITH AMERICAN LIQUID WASTE MAGAZINE

Choosing the right insurance plan for your portable restroom business depends on several factors, including the size of your business, its range of operations and its location. Before you choose an insurance plan, ensure you consult a qualified insurance expert and thoroughly evaluate your options. Subscribe to American Liquid Waste Magazine today to stay informed about industry news and updates and access invaluable resources to support your business growth!

Sources

https://servicecore.com/blog/portable-restroominsurance-types/ https://www.johntalk.com/insuring-your-portabletoilet-business/ https://pitstopportables.net/2021/04/why-you-needinsurance-for-porta-potties/ https://www.johntalk.com/dev/insurance-howportable-toilets-can-be-different-than-otherbusinesses/

THE GEAR BOX:

ESSENTIAL TECHNIQUES FOR FINDING

UNDERGROUND SEPTIC SYSTEMS

Accurately locating underground septic systems is crucial for maintenance and repairs. Why? Knowing the exact location ensures the system functions properly and helps avoid costly mistakes, whether for drain field inspections or regulatory compliance.

This article provides practical techniques to help contractors find septic systems on time.

PRELIMINARY RESEARCH AND PREPARATION

There are a couple of things you need to get started to find the septic tank quickly. Here’s how to go about it:

1. Gather property records: Start by accessing property records and septic system plans. These documents often contain valuable information about the system’s installation and layout. For certain counties, info about the septic tank’s location is on the property records as “As-builts.”

2. Talk to property owners: Interview the property owners. Ask them about the system’s history and if they had any past issues. Their answers can provide valuable clues. You can ask them questions like:

4 When was the septic system installed?

4 Can you point out any areas in the yard where work was done during installation?

4 Do you have records of any inspections, pumpings, or repairs?

4 Have you noticed any areas in the yard that stay greener, wetter, or have slight depressions?

4 Do you have any original plans, diagrams, or blueprints of the septic system layout?

3. Use maps and satellite images: Use online maps and satellite images to get an initial idea of where the system might be. This preliminary step can save you a lot of time in the field.

WHAT PHYSICAL INDICATORS SHOULD YOU LOOK OUT FOR?

Now, let’s get on the ground and look for clues:

4 Look for lush grass patches or slight depressions in the ground. These areas might be greener or wetter than the surrounding landscape, indicating the presence of septic system components.

4 Check for cleanout pipes, inspection ports and vent pipes. These structures are typically near

continued on page 30

the house or in the yard and serve as access points for maintenance.

4 Note areas with consistent moisture or odors. These signs can signal a functioning or malfunctioning septic system.

MANUAL AND TECHNICAL DETECTION METHODS

MANUAL PROBING TECHNIQUES

Use soil probes and rods to physically locate the septic tank and distribution lines. Probing helps pinpoint the system’s components by feeling for solid structures underground.

ADVANCED TOOLS

4 Ground-penetrating radar (GPR): GPR is effective for detecting underground objects and structures. It provides a clear image of the septic system’s layout.

4 Metal detectors: These are useful for locating metal components like tank lids or cleanout caps.

4 Electronic locators: These devices are used to trace the paths of pipes and detect system components.  Knowing which methods to use in your search for underground septic systems depends on you. While manual probing may be more cost-effective, advanced tools like GPR and electronic locators offer superior accuracy and efficiency. So, which would you prefer: saving more money or saving more time?

PRACTICAL TIPS AND BEST PRACTICES FOR FINDING UNDERGROUND SEPTIC TANKS

Here are a few tips to make your job easier:

1. Ensure safety: Prioritize personal safety and avoid damaging the system. Wear appropriate protective gear and follow safety protocols.

2. Adapt techniques: Be prepared to adapt techniques based on weather conditions and soil types. Different environments may require different approaches.

3. Collaborate with professionals: Work with surveyors and other professionals to improve

Old property records and plans might be inaccurate or incomplete. Always cross-check information with current data.

accuracy and efficiency. Their expertise can complement your own.

COMMON MISTAKES TO AVOID IN YOUR SEARCH SEPTIC SYSTEMS

Some of the common mistakes you could make going about your search include:

1. Relying on outdated records: Old property records and plans might be inaccurate or incomplete. Always cross-check information with current data. Ask homeowners the last time they had a home inspection. That should give you a faint idea if the property records are reliable.

2. Ignoring subtle clues: Don’t overlook subtle visual and environmental clues. They can provide critical information about the system’s location. If you see something that sticks out from the landscape, probe it. Curiosity often saves you a lot of trouble in such scenarios.

3. Not cross-checking information: Verify information from multiple sources to ensure accuracy. Combining data from records, property owners and physical observations will lead to a more precise location. You can’t go wrong consulting all three sources.

Locating underground septic systems combines research, physical observation and the right tools. These techniques and best practices can help you locate septic systems quickly and ensure proper maintenance.

Subscribe to American Liquid Waste Magazine to stay updated with new methods and technologies and continue improving your skills.

Sources

https://www.rooterplus.com/blog/how-to-find-your-septic-tank https://www.egganenviro.com/4-tips-for-locating-your-septic-tank https://theoriginalplumber.com/plumbing-tips/how-to-find-septic-tank/ https://medium.com/@suburbanhydrojetting/5-easy-ways-to-locateyour-septic-tank-85b3b497dc44 https://www.aquaprosolutions.com/resources/how-to-locate-yourseptic-tank/ https://www.24hourfloodpros.com/blog/how-to-find-your-septic-tanka-comprehensive-guide/ https://www.bio-sol.ca/en/how-to-locate-your-septic-tank-and-yourdrainfield/

SPOTLIGHT

VACTOR INTRODUCES 27-INCH

VACUUM FOR 2100I COMBINATION SEWER CLEANER

INDEX

STREATOR, Illinois – The Vactor 2100i

Combination Sewer Cleaner now has the option of a 27-inch vacuum for longer pulls and deeper suction for solid waste.

...modifications to the 2100i include reinforcement on the debris body and more structural brackets for the debris body recess. Two silencers help reduce noise for a quieter operation.

“This robust vacuum enables our customers to reach waste from a farther distance,” said Tyler Skolek, Vactor Product Manager. “The new option gives those customers as much vacuum as they need. As with the current 2100i, this feature offers our customers the same reliability and efficiency that Vactor is known for.”

To accommodate the longer vacuum, modifications to the 2100i include reinforcement on the debris body and more structural brackets for the debris body recess. Two silencers help reduce

noise for a quieter operation. An additional benefit is it runs cooler with an additional inlet to keep the blower cool.

“The WesTech 840xl blower is highly productivity,” said Skolek. “When choosing the blower, we decided to go with the 840 because of its proven track record.”

Beyond the longer vacuum, the Vactor 2100i still offers the same precision, power and performance. The IntuiTouch cab controls and IntuiTouch control panel make function as simple as the touch of a button while also combining all cleaning system functions into one control panel.

For more information about Vactor, visit Vactor.com.

About Vactor

With more than a century as an American manufacturer, Vactor’s lengthy expertise and leadership in sewer cleaning dates back more than fifty years. As an innovator, Vactor

created the first combination sewer cleaner – saving time and money while improving productivity and safety for operators. With an array of reliable tools and equipment, Vactor is committed to providing value for each customer. Learn more at Vactor.com.

About Federal Signal

Federal Signal Corporation (NYSE: FSS) builds and delivers equipment of unmatched quality that moves material, cleans infrastructure and protects the communities where we work and live. Founded in 1901, Federal Signal is a leading global designer, manufacturer and supplier of products and total solutions that serve municipal, governmental, industrial and commercial customers. Headquartered in Oak Brook, Illinois, with manufacturing facilities worldwide, the Company operates two groups: Environmental Solutions and Safety and Security Systems. For more information on Federal Signal, visit www.FederalSignal.com.

5 WAYS TO EXTEND THE LIFE OF YOUR HYDRO EXCAVATOR

Construction season has arrived, and hydro excavators are a critical tool for unearthing utility lines without damaging them, trenching and various other applications. A high return on this machinery investment requires giving time and attention to proper care of your safe digging equipment. With a line of five vacuum excavators, the TRUVAC team knows a thing or two about extending the life of these machines. Here are five best practices to keep your hydro excavator running reliably season after season.

1. Regular maintenance. Routine upkeep and inspections are important; follow the manufacturer’s recommendations for your model. Address issues or abnormalities quickly before they become major problems. A proactive approach ultimately will save you money and prevent unexpected downtime.

2. Proper operation techniques. Understand the recommended operating parameters, like pressure and flow rates, and avoid exceeding limits. Pay attention to potential hazards on the jobsite that could damage the excavator, and train operators, including regular refresh training, on proper and

safe handling of the excavator.

3. The right tools and accessories . To optimize performance and longevity, use the right tools and accessories for the job. Consider factors such as the type of excavation work, soil conditions and local requirements or restrictions. Consult with industry experts and professionals in the field to help you determine what’s best for your model. Using the correct equipment is more efficient and reduces wear and tear. A hammer can be a screwdriver, but a screwdriver is the more efficient tool.

4. Damage control.  Avoid operating a vacuum excavator in extreme temperatures or with corrosive or abrasive materials. Also, regularly

continued on page 36

clean your equipment and inspect for signs of damage. Remember to use caution around buried utilities and to safely transport the machine to the jobsite.

5. Proper storage.  Moisture causes rust and will shorten the life of your hydro excavator, so store it in a dry, well-ventilated space. Leaving the debris body door slightly open overnight will allow the debris body to dry out and the door seal to relax and prevent excessive wear.

A vacuum excavator can help you do more faster and safely, making the work more efficient and saving costs. These proactive measures protect the equipment and your investment for years of hard-working use.

About TRUVAC

TRUVAC specializes in vacuum excavators, with models for any size job, and its extensive dealer network means TRUVAC vacuum excavators are available near you.

Visit TRUVAC.com to learn more.

PRODUCT WA TCH

ASSOCIA TION NEWS

IN THE NEWS

THE POWER OF SMALL BUSINESS BRANDING

ASSOCIA TION INSIDER

SPOTLIGHT

Many view success in small business as too steep a climb to try. Admittedly, there is a case to be made for nestling safely into a cubicle of the nearest vast corporate hive. So, why does the little guy go toe to toe with giants and fight for market share? Well, because people do actually succeed by doing that, and you get to be your own boss, and you get to work for your own dream. There are even some big advantages to being little when it’s time to start on branding.

Smallbusinesses have opportunities unique to their size to make their mark in even the most crowded markets. Their gargantuan corporate counterparts can no longer be as effective with certain branding approaches that can make a small business stand out with a prominent identity compared to the competition.  Yes, developing a winning brand can be challenging — but that’s true for small and mega-companies alike. Yes, the big guys have big bank accounts. But, strategic investment in a local market can take your small business a very long way. Especially if you have a strong branding message and superior customer service. That combination is the key. Competitive branding is a

contest of creativity in featuring comparative value and personal appeal.

INDEX

WHAT IS BUSINESS BRANDING?

Branding is any process aimed at developing a unique, appealing, and memorable image for a business or other entity to distinguish it from others in its category. That’s not the same thing as marketing per se, though the two are often confused. The scope of branding is much broader.

Marketing is the work of promoting products and services for the purpose of short-term revenue generation, lead production, traffic building, or maybe just product awareness raising, etc. Branding is the work of promoting the company itself. It is focused on making the business maximally recognizable and trusted by projecting a compelling business persona and values in common with its customers.

Branding assets may include logos, other graphic images, photos, colors, slogans, taglines, musical notes, jingles, narratives, a spokesperson, mascot, and other elements that can become so closely associated with your business that they are perceived as representational aspects of it. What does that all amount to?

A strong brand reputation helps a business stand out from competitors. According to a LinkedIn study, 86% of

consumers say that authenticity is a major consideration for them when choosing a brand. Research also indicates that nearly 60% say good customer service is essential to developing a sense of loyalty to a brand. Branding helps with recognizability and trust-building, and it also strengthens connections with clients. People can more easily trust a strong brand.

Increasing a company’s exposure to its target market cultivates recognizability and attracts prospect traffic. So, a new small business can build a loyal customer base quicker and more easily by emphasis on branding.

10 BRANDING STEPS TO BUILD YOUR SMALL BUSINESS.

Here are the basic components of every good branding program. Following this series of steps will help you create a powerful brand for the great product(s) and customer service that will make your business a lasting success.

2. Identify Your Target Audience.

It’s notable that to help the people you have identified as your target audience know who you are through your business requires understanding them first. You will need to comprehend the interests and pain points and motivations of the people you want to serve through your business. That is really the only reliable way to communicate with them successfully about how you can meet their needs better than anyone else in your industry locally. So do your research.

...comprehend the interests and pain points and motivations of the people you want to serve

1. Educate Yourself About Branding Strategies.  Your brand’s identity transcends its mission as the strongest driving force of its engagement with all its employees, customers, other stakeholders and the larger community around it. So, create your branding campaigns around that principle of personification of your organization based on its core values.

That is the belief structure of a successful brand. It is the element of brand individuation that makes it possible for you to set your business apart from the rest of the field and make it distinctly memorable in the market. Branch from here into the particulars of specific branding actions listed below.

ASK QUESTIONS: What are your target customer demographics? What are their interests? What do they need that you can provide? What solution(s) can you offer for their current problem(s)? What unique value proposition does each of your competitors offer? What are their brand personalities like? Casual, formal, friendly? How do your target audience members feel about your company? What do they think you should add, replace, change, or improve?

3. Create a Branding Budget.

Branding can be expensive but there are many ways you can be creative and effective without breaking the bank. Create a realistic budget and find ways to cut costs. For example, to produce a basic logo design, there are various alternatives. You could ask a talented student, relative, friend, etc. Familiarize yourself with some online tools for creating basic graphics and for specifically designing logos.

Consider creating your own web content for a blog to drive traffic to your website. Use SEO tools to add keywords and make other adjustments to rank on

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Google. Invite guest bloggers you find on the web. Wear company branded jackets, hats, t-shirts, etc off-site. Make the most of social media branding opportunities. Designate an employee to update your social pages and provide appropriate answers to participants’ questions.

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4. Choose Your Brand Voice.

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website, social platform interactions, advertising, and internal communications.

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Whatever brand personality you’ve chosen to characterize your organization, whether it’s amusing or serious, carefree or formal, conservative or exciting, build your marketing plan with it. Above all, make sure the messaging is clear about what you offer and what people need to do to use your service or products.

6. Create Unique Visual Identifiers.

Your brand voice is the personality of your company. It tells the world how you want to be seen, heard, and understood as an expert in your industry, provider in your market, and contributor to your community. It’s the key feature of your branding for general public appeal and memorability. Whether you choose a parental or comical brand voice, you need it to be genuine and welcoming.

Research indicates that 74% of customers identify with a brand because of its values.

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Many brands highlight these traits to represent them because they naturally resonate with the broadest audience. Also, remember that your brand voice must be consistently projected, not vacillating between disparate personas. Consistency helps build trust with consumers. People feel more comfortable with dependable service experiences, so you are more likely to generate more leads and sales as a brand steadily conveying an image of reliability in your imaging, messaging, and voice.

5. Develop Your Brand Message.

Now that you have found your brand’s voice, develop a core message from your elected company values that is sure to resonate with your audience. Research indicates that 74% of customers identify with a brand because of its values. Consistently apply this narrative across your

Your company’s logo and other visual images, and its human representatives are equal to its identity. So, these queues should reflect your brand’s message. Make the visual images that will represent your business recognizable, appealing, and memorable. Your logo should be versatile, for use in a wide range of applications, from digital to paper, to cloth, to plastic, etc. Use these throughout all your marketing, sales, and operations activities.

Research trends in your and other industries for inspiration from images already in use. Evaluate them and consider what makes them successful, or not, as symbols of the brands they represent. These images help provide a sense of cohesiveness and consistency of messaging for your business.

7. Build Your Web Presence.

As you know, businesses looking for portable toilet rentals or septic services go directly to Google to search for companies of your type first. They’re not going to look in a paper phone book or drive around town hoping to see a shop that looks like what they need. So,

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if you’re new and haven’t had time to build a customer base on word of mouth, it’s time to focus on building the best website you can.

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You should put a substantial percentage of your branding budget into local SEO (search engine optimization) to help draw traffic to your site when people search for your business type locally. Get a professional branding agency to help you if you can.

8. Capitalize on Social Media.

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the best branding any business can do. It’s priceless. The most expensive branding ads and other external activities cannot equal the value of branding through satisfied customers’ comments, reviews, and word of mouth to acquaintances. The great beauty of this step is that you’re already doing it automatically, every day.

10. Analyze Your Branding Results.

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SPOTLIGHT INDEX

Social media offers you the wide-open world of opportunities to engage with people on the global gamut of topics. The business relationships you need for success are there for you to create and develop. You don’t have to travel with promotional gear, orchestrate events to get the word out about your company, attend functions that are long distances away, etc. Instead, you can just relax and chat with people where they’re already spending some of their casual time.

As your brand evolves through the years, technologies and people will change, and your brand will need to adapt.

Ultimately, the proof of your results in branding is in your metrics. Therefore, you need to prioritize setting up your data tracking before you launch your branding program and assess your numbers as you go along. Check for strengths and weaknesses in your website, social media pages, and other branding outlets. This final step will enable you to understand the outcome of your branding work and what you need to do to improve your results over time.

CONTINUE REFINING YOUR BRAND GUIDELINES

Answer customers’ questions about problems with products and services that are in your range of expertise. Let yourself be recognized as an industry expert who is generously giving your time to help people. That kind of personal engagement is one of today’s purest branding methods.

People appreciate dealing with knowledgeable people who are willing to help, and they’re likely to be more amenable to favorably reviewing products and brands represented by such personable professionals.

9. Obsess About Quality.

To build a successful brand, maintain your commitment to delivering quality products and services. Of course, that’s

Create a digital space for building a set of brand guidelines with examples of graphics, color swaths, etc. In your guide, set forth brand rules, iterate the company values and explain how they should be reflected in all branding. As your brand evolves through the years, technologies and people will change, and your brand will need to adapt. So, expect and allow that, while preserving the core values around which the brand has been built and sustained.

THE BIG PICTURE OF SMALL BUSINESS BRANDING

To create a brand for your business, educate yourself about your target audience, form a statement of your company’s values, and develop your brand voice and

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message. Design your visual and audio branding assets and apply them comprehensively. Create a budget for your branding initiative and track the program’s performance metrics to measure increases in brand awareness, revenues, and customer loyalty. Collect customer feedback. Ensure consistency of your branding by putting together a brand style guide that stipulates and clarifies each element of your branding package.

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SPOTLIGHT

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To rebrand your small business, you should start by conducting market research to identify areas for improvement. You should also define your new brand strategy, develop a new visual identity, and communicate your rebranding efforts to customers.

INDEX

Make sure there is sufficient differentiation between your chosen branding elements and others already in use in your market and other industries. Before you roll out your branding program, evaluate its creativity, appeal, and memorability. Check for domain availability and any potential issues of trademark infringements. Prepare to be consistent in your commitment to the brand identity in everything the company publicizes that is appropriate for dual usage as a branding tool. Branding appeals to emotion. So, your branded communications will help motivate the way people feel about your company. Your credibility and the caliber of customer experience you deliver will together create a unique option for people in your competitive market.

Even as a small business, your organization can develop a very powerful brand that stands out among competitors and gains trust and market share. You can achieve that by making the most of the basic 10-step process above and remaining consistent over time with your product and service quality and continued branding efforts.

American Jetter 48

866-944-3569 / americanjetter.com

American Tank Co. 31

254-721-5675 / atcvacuumtruck.com

AR North America. 22

763-398-2008 / arnorthamerica.com

Arcan Enterprises............................................................. 20

888-352-7226

Aqua-Zyme Disposal Systems Inc. 25

979-245-5656 / aqua-zyme.com

Bio Microbics ....................................................................... 44

800-753-3287 / biomicrobics.com

Bright Dyes 48

800-394-0678 / brightdyes.com

Bucher Municipal 49

704-658-1333 / buchermunicipal.com

Cam Spray 16

800-648-5011 / camspray.com

Com Vac 37

800-243-7986 / comvacsystems.com

Comforts of Home 50

877-382-2935 / cohsi.com

Coxreels 45

800-269-7335 / coxreels.com

Ecological Laboratories Inc. 46

800-326-7867 / propump.com

Eljen Corp. 27

800-444-1359 / eljen.com

F.M. Manufacturing ........................................................... 17

877-889-2246 / fmmfg.com

FMC Advisors 2

727-486-0306 / 407-765-9440 / fmcadvisors.com

Fruitland Manufacturing ................................................ 47 800-663-9003 / fruitlandmanufacturing.com

General Pump 26

888-474-5487 / generalpump.com

Greasezilla 18 304-658-4778 / greasezilla.com

GSBB Services, LLC 48 843-535-5712 / gsbb.biz

Guzzler................................................................................... 11 guzzler.com

Imperial Industries Inc 3 800-558-2945 / imperialind.com

In The Round Dewatering ................................................ 4 317-539-7511 / ITRDewatering.com

J.C. Gury Company Inc. 6 800-903-3385 / jcgury.com Jet. 46

800-321-6960 / jetincorp.com

Key Commercial Corp. 46 877-333-4539 / keycommercial.com

Lane's Vacuum Tank, Inc.

800-592-3308 / lanesmobilejohn.com

McKee Technologies 35 866-457-5425 / mckeetechnologies.com

Mid-State Tank Co., Inc 20 800-722-8384 /m idstatetank.com Milwaukee Rubber Products 31 800-325-3730 / milwaukeerubber.com

National Vacuum Equipment, Inc. 29 800-253-5500 / natvac.com Norweco. ................................................................................

800-667-9326 /norweco.com

866-636-4854 /obicproducts.com

830-935-4936