October 2014 Issue
25 Years Of Marketing In The Truck Accessory Industry
Dave Herrmeyer reminds us that you can't build a thriving business using old marketing modelsBy
Years ago, a customer arrived at our cap sales lot and ordered the fanciest woody topper we had. My brother Dennis had designed the cap, and we manufactured it in our family business. The customer had purchased a truck so he could buy the cap. He just liked the looks that much. What a great story. Perhaps you’ve had a similar experience? On another occasion (pre-Internet), I left merchandise at a local business to be repaired, along with my Trucking Times business card. When I returned, the owner said a customer had seen my business card and wanted to subscribe to the magazine, so he could find accessories for his new truck. "You can’t build a thriving business using the old models." . . .
Fuller Truck Accessories: Lessons In Retail Longevity
How A Family Owned Business Flourishes For Two GenerationsBy
For the Mihelich family, owners of Fuller Truck Accessories, their story began in 1976. That’s when Bruce Mihelich purchased Fuller Camper, an Anaheim, California, manufacturer of steel-frame camper shells. But he soon realized he’d make more money selling truck caps. So Mihelich sold the manufacturing business in 1978 and opened a retail store in nearby Fullerton, which sold fiberglass caps, truck bumpers, and carpet kits manufactured on-site. As the business flourished, new product lines were added — running boards and side steps, bedliners, racks, hitches and towing accessories, floor mats and lots of commercial-truck gear. A second retail facility was opened in Riverside in. . .