Among the hundreds of cars in the parking lot at the show, CRN noticed only a few vehicles in which VARs attached their logos and contact info to market themselves. One was this car driven by Eric Gould, owner of Savage Systems, a Putnam, Conn.-based VAR.
Gould said the signage adds legitimacy to the business. "It gets people to know you when you show up at their business," Gould said. "We try to keep newer vehicles, and from a marketing perspective it works. We've had several occasions where I've gotten calls from people saying, 'I saw you outside such-and-such business' or 'I didn't know who you were but I see that Company XYZ trusts you.'"