Tuesday, December 31, 2019

You might be familiar with the "Truly Nolen" pest control company, and might have even heard of how they started a new advertising paradigm, parked cars with the company logo strategically placed around towns


Truly Nolen was born to father in the pest control business, during the Great Depression, Truly Nolen Sr. launched Economy Exterminators in Miami in 1938.

The younger Nolen completed high school in Miami while helping with the family business. He later earned a degree in entomology from the University of Florida.

When the young graduate was struck by polio at age 23, his mother got him the iron lung treatment of the time, which saved his life. After regaining his strength, young Truly moved to Tucson to kill termites, in 1955 and with a $5,000 loan started his own, self-named pest control company.

An abundance of termites and a housing boom were boons to his business. (Did you know that Arizona has more species of termites than any other state in the nation?) Within three years, he had Truly Nolen offices in New Mexico and California as well as Arizona.








Back in the 50s, cars were cheap, mostly from there being no replacement parts. So, they made great advertising bill boards.

Currently, the idea is getting a 2nd wind for celebration/memorial of the Nolen car advertising concept.

The auto extravaganza began in 1955 when Truly’s car broke down and he had to leave it parked outside a mechanic’s garage for a week while he waited for his next paycheck to cover the repairs. Given his business and marketing acumen, that car had the company name and phone number prominently displayed on the side. According to Michelle Nolen Senner, the company’s current head of public relations (and Truly’s daughter): “During that period, he received more calls than ever for new business. He loved marketing and he loved old cars, so he got an idea.”




You might have even seen some of the cute VW bugs (bugs, get it?) with mouse ears and tails


https://tucson.com/news/local/photos-truly-nolen-in-tucson/collection_ba578d4e-255e-11e7-9ea9-e7df4ec83d20.html#9
https://www.hemmings.com/blog/article/truly-classic-in-tucson/
https://azjewishpost.com/2019/from-antcars-to-mousecars-tucsons-truly-nolen-delivers-smiles-worldwide/

But did you know his first name really was Truly, and some of his kids names are Really and Sincere Leigh?

Memorable mascots run in the Nolen family. Nolen’s older brother, the late Kenneth Edwin Nolen, founded Nozzle Nolen in West Palm Beach in 1951 and used a winking elephant as its logo.

Thanks Doug! 

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