The Week's Features
Responding to two-wheel accidents
VIAIR onboard systems for pneumatics
A Georgia justice went too far recommending lawsuit
Mississippi distributor marks milestone in business
A cool recovery from Eaton Towing
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AT ShowPlace
Las Vegas, NV.
May 9-11, 2018
Tow Expo Dallas
Dallas, TX.
August 16-18, 2018
AT Exposition
Baltimore, MD.
Nov. 16-18, 2018
Don't Miss It!
CIRT’s Bobby Tuttle will provide information on what is happening with the increase of insurance premiums in the towing industry in his seminar, “Insurance Strategies for Today's Volatile Market.” Tuttle will discuss types of claims that the underwriters are identifying as causes and strategies that towing companies could employ to help reduce their claims and rates. His seminar will take place during Tow Expo-Dallas, August 16-18, at the Gaylord Texan Resort & Convention Center in Grapevine, Texas. towexpodfw.com

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American Towman Magazine Presents the Week in TowingJuly 11 - July 17, 2018

City, State
RATES
Pelham, NH
$125
(Pop. 10,914)
Pell City, AL
$295
(Pop. 12,695)
Plymouth, IN
$140
(Pop. 10,033)
Centralia, WA
$178
(Pop. 16,336)
Light-Duty nonconsensual tow rates as provided by Police Towers of America.
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Are Mass Media Ads Cost-Effective?

advertising 77be8By Don Archer

Tree services do it, pest control services do it and cleaning services do it. In my town, a few of these services dominate as they saturate the market with radio and television advertising.

Some commit annually and advertise only a few months out of the year; but others are non-stop, lasting the entire year. It seems to be doing the trick, because when I think of a tree service only one comes to mind from that incessant ad.

Does it work for towing services?

When I first thought about advertising on radio or television, I saw it as a waste of money. They say it's an investment and you've got to stay at the top of the consumer's mind. They also say it's not a one-shot wonder; you need to be committed to see a return.

But how do I know people are listening to that particular radio station? How do I know that the people who are listening are my target market? How many people are actually hearing my message? Am I better off investing my money in the lottery than gambling on the promises of commissioned salesmen?

I don't know.

When discussing Google advertising with my 20-year-old daughter, she tells me that when searching for something online she NEVER clicks on the paid listings at the top.

"You know whatever they're selling is going to be too expensive," she said. "They've got to recover the cost of that ad somehow."

Savvy advice from a millennial.

Do television and radio consumers react the same way? Are they avoiding advertisers BECAUSE they're advertising?

Here are a few numbers to consider: According to Statista.com, there were 205 million people in the United States in 1970 and only 677 commercial television stations. In 2011 the U.S. population increased to 312 million, a jump of about 30 percent; but the number of television stations increased by more than 50 percent to 1,381.

Using these numbers alone, you can see that the number of commercial televisions outlets vying for our attention has grown faster than the population.

You could say that it's just demand trying to keep up, but who's doing the demanding? Could it be that the number of commercial outlets increased because they saw opportunity in selling advertisers, rather than local businesses screaming for more outlets upon which to advertise their wares?

Of course, that's just business. You can't blame news outlets for wanting to grow and sell more.

Back to the original question: If you can advertise in mass media reasonably, then yes, do it. If an ad allows your company name to stay top-of-mind—so that customers Google your name rather than towing in general—then I think it can be a good investment.

But you must measure the ad's effectiveness. If you see an immediate bump in sales, you may be inclined to attribute that to the new ad. However, it could be a temporary, weather-induced increase or completely unrelated. Develop a system where you ask each customer how they learned about your business.

Don't rely on the station's numbers. They've already sold you. Now you must sell yourself.

Don Archer lives and works in Jefferson City, Mo., where he and his wife, Brenda, own and operate Broadway Wrecker, a 12-truck operation that's been in business since the 1950s. Email him at don@broadwaywrecker.com
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Damaged Bikes: Drag and Slide?

Crashed motorcycle in Gdansk 98821By Randall C. Resch

If you're like me, you probably favor high-end cars, classic rides, tow trucks and motorcycles. If your favorite is a coveted rocket bike, street cruiser or full-dress touring bike, you'll understand the nature of this narrative.

Scenario: A motorcyclist is out-and-about riding the county's back roads and experiences an unfortunate crash. The rider goes off the pavement and is thrown from the cycle. Luckily the rider survives the crash, but is transported to a local hospital to mend a severe case of road rash and a bruised ego. Because the rider is transported to the hospital, an arriving highway patrol officer generates an accident report and the motorcycle is towed for safekeeping. A rotation tow company arrives, loads the cycle upright and transports the cycle to their tow yard.

A few days later, the cycle's owner limps into the tow yard to inspect his motorcycle. Typically, his attitude isn't the best; obviously he's mad at the tow company because of his own inability to safely operate his cycle at reasonable speeds and with due caution. Fast-forward to having the motorcycle towed out as the cyclist's insurance company arranges for the motorcycle to be delivered to a repair facility for evaluation, possible repair or total loss. The owner is seething mad because his cycle was lying in the tow yard on its side and in the dirt.

A competitor tow company arrives at the tow yard for second tow out, charges get paid and the tower prepares for load. The carrier's deck is lowered to the ground, and the operator simply snags a V-bridle to the cycle's forks and drag's it onto the carrier's deck.

So, here are three reasonable questions to ask regarding best practices:

1. When a cycle has considerable damage to its plastics, frame or front end, how many towers would load the already damaged motorcycle by dragging it lying down and onto the carrier's deck?

2. If a motorcycle is still on the pavement at a crash scene, should it be stood upright or left lying in the manner it was found?

3. Does it really even matter if the motorcycle appears to be marginally damaged or totaled?

Because the second company was loading the motorcycle, an employee of the initial tow company felt the second operator wasn't using best care practices and video-recorded the questionable process. However, if you're the second (tow out) operator and you see the cycle has considerable damage and it's found lying on its side in the tow yard, is it considered best practices to first stand the cycle upright prior to load? If the motorcycle was already damaged and it's lying on the ground of the storing tow company, who's to blame for additional damages beyond the crash itself?

While I see the value of taking video for liability purposes, the video I watched didn't clearly determine how the motorcycle was parked (stored) in the first place because the video didn't record an entire process.

What's the Problem?

Although a video seems to give the original tow company favor, one could question its validity if the storing tow company parked the broken cycle on its side due to crash damages. When it comes to protecting a company's interests, blame always is certain to shift from one side to the other in a "he said-she said" manner.

As a topic for your company's future safety meetings, a good point of focus might be: "When towers load motorcycles that can't roll/don't roll, is it OK to simply drag a damaged cycle (from a crash site) onto a carrier's deck?" Tow owners oftentimes cite potential slip and fall from a tilted deck, or the tower is trying to avoid a painful back blow-out by attempting to load an already damaged motorcycle. What's your best technique?

Loading casualty motorcycles found lying on their sides looks questionable, but so does transporting rolled-over cars upside down. We towers have jobs to do and sometimes on-scene considerations and safety dictates how tow and transport is conducted; nothing should be ruled out. We towers defend ourselves by saying there might be reasons for either technique, but, when vehicle owners or cycle riders see their treasured cars or cycles treated in that manner (damaged or not), hurt feelings and false claims are certain to occur.

While loading and transporting crashed motorcycles isn't overly challenging, if you're the owner of the damaged motorcycle, seeing a picture or viewing a video like the one explained suggests only one thing in the owner's mind—"Someone's gonna pay."
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