By Bill Adams

Slang sayings have evolved throughout history that are downright rude, crude, and abrasive. In particular, the saying “Drinking the Kool Aid” is used in the fire service predominantly by some fire apparatus vendors in a derogatorily manner to belittle a purchaser who has, or is, purchasing a competitor’s fire truck. It’s not right and shouldn’t be condoned. The adage derives from a tragic 30-year-old incident where almost 1,000 people committed suicide by drinking a poisoned liquid, which ironically was not the trade-marked Kool Aid product—an unfair hit on that manufacturer.

In the fire truck arena, the cliché is an unintended testament, albeit a crude one, to the success of the marketing strategies of successful apparatus manufacturers and an inadvertent self-revelation of the shortcomings of the unsuccessful ones. Some manufacturers do an excellent job of creating a brand and a brand following. Unfortunately, some that do not may resort to slinging arrows. This article addresses both. I had a lengthy conversation about the topic with a former business associate at a local watering hole. His comments are interspersed in mine. Inappropriate language, slurred words, and manufacturers’ names are omitted. 

Since the beginning of time, human and even animal nature has been instinctive to the elimination of competition of perceived enemies. That natural reaction is evident in the fire truck world. One reason is possibly because of the limited number of apparatus purchased each year. Some manufacturers spend huge sums of money to eliminate competition through marketing, which I define as the wise implementation of advertising, self-promotion, and image building. Some have done an excellent job of creating brand and a brand following.

Occasionally a culture is created where purchasers go out of their way to purchase a manufacturer’s rig without really knowing why! Honest buyers will tell you they’re buying the name—regardless of price, or quality, or even if that type of rig is really needed. “It’s gotta be good. Everyone’s buying’em.” That is a testament to excellent marketing. You could almost say the customer is drinking the Kool Aid. 

Competitors’ slings and arrows really come out when a manufacturer successfully combines a truly quality product, competitive pricing, and an excellent marketing strategy. I say to the competitors: “Too bad; you lost. Reevaluate your own marketing strategy or make a better product or maybe try making your own Kool Aid.” 

We kept regurgitating how manufacturers eliminate competition and increase market share. We mutually agreed that no amount of money spent in marketing by any fire apparatus manufacturer is going to increase the size of the domestic market itself. The only thing a company could attempt is increasing market share. Besides the aforementioned wise marketing strategies, we touched based on increasing market share by means of acquisitions and buy-outs. A buy-out is, in my opinion, when one company purchases another and closes it, thereby increasing the possibility of increasing market share. 

An acquisition is when one manufacturer (or a holding company) buys one or more of its competitor manufacturers. The acquisition(s) can result in each company operating independent of each other. That gives the buyer multiple licks at the ice cream cone. There’s also the possibility the purchased company(s) may be merged into one entity. Except for product line diversification or enhancement, I don’t know if the latter will increase market share. That’s above my pay grade.

Befor

Bossier City (LA) Fire Department MVP rescue aerial ladder quint. Inferno cab and chassis; Cummins ISX12 500-hp engine; new Ferrara aerial with 2.5:1 structural safety factor, three-section heavy-duty steel ladder with 79-foot vertical reach at 80 degrees

Chantilly, Va. – The International Association of Fire Chiefs (IAFC) Foundation today announced it has received a grant for $40,000 USD from Motorola Solutions Foundation, the charitable arm of Motorola Solutions, Inc., to continue the Foundation’s efforts to train America’s future fire service leaders.

This is the sixth consecutive year that Motorola Solutions Foundation has provided grant funding to support the IAFC Foundation’s leadership training initiatives. The company officer leadership training follows the standards set forth in the IAFC’s nationally recognized Officer Development Program (ODP). In the past six years, the IAFC’s Regional COLS program has trained more than 850 company officers. Motorola Solutions Foundation awards grants each year to organizations which support and advance public safety programs and technology and engineering education initiatives.

IAFC Foundation President Anthony P. Campisi, president and CEO of Glatfelter Insurance Group, said the Foundation is excited to be able to expand the availability of officer development training across the U.S.

“We thank Motorola for its continuing commitment to the IAFC Foundation’s initiatives to train the next generation of fire service leaders,” Campisi said. “The demands and skills required of today’s fire chief to succeed are increasing and becoming more complex every year. It is critical that we provide our future leaders with the education and training necessary to help them protect their communities and first responders.”

This year, Motorola Solutions Foundation grants will support programs that help more than 3 million students, teachers, first responders and community members around the globe. There is a specific focus on providing grants to programs that impact underrepresented populations, including females, minorities, people with disabilities, veterans and others. 

“The Motorola Solutions Foundation is honored to and privileged to support the work of the IAFC Foundation,” said Matt Blakely, executive director of the Motorola Solutions Foundation. “We believe in organizations that are fostering innovation, building partnerships and driving change, and we’re proud to be part of the positive impact they’re making in communities.”

For additional information on Motorola Solutions Foundation grants program, visit: motorolasolutions.com/foundation

For more information on the IAFC Foundation, please visit www.iafcf.org

About IAFC Foundation

The IAFC Foundation provides scholarships that make it possible for fire and EMS first responders to access the advanced learning opportunities they need to be prepared for the increasing complex realities of the world today. For more information on Foundation giving and scholarship applications, visit www.iafcf.org. 

About Motorola Solutions Foundation

The Motorola Solutions Foundation is the charitable and philanthropic arm of Motorola Solutions. With employees located around the globe, Motorola Solutions seeks to benefit the communities where it operates. The foundation achieves this by making strategic grants, forging strong community partnerships and fostering innovation. Motorola Solutions Foundation focuses its funding on public safety, disaster relief, employee programs and education, especially in science, technology, engineering and math. For more information on Motorola Solutions Corporate and Foundation giving, visit our website: motorolasolutions.com/foundation

FORT COLLINS — September 26, 2018 — The Harwich (Massachusetts) Fire Department is taking delivery on an unusual apparatus — or at least one not typically found on the East Coast. The two-station fire department, which protects 11,765 within 20.93 square miles in the  mid-Cape Cod region, turned to Colorado fire truck manufacturer SVI Trucks to build a Type III Wildland Engine to help respond to the area’s severe flood scenes. 

Built on a Freightliner 108SD Type III chassis, Harwich Fire Chief Norman Clark Jr. said the apparatus will provide the department with higher ground clearance to navigate flooded areas where deep water has been known to create obstacles for some of its other engines. Featuring up to 15” of ground clearance, this chassis delivers an additional 7” of clearance compared to other trucks that meet the NFPA 1901 8” requirement. Among Harwich’s 17-vehicle fleet, the department has two rescue boats, a dive rescue truck and a dive rescue trailer, all devoted to water rescues. 

Harwich’s newest addition features a Hale MBP 1,000 GPM pump with 500-gal. water tank, FoamPro 1601 foam system and Chelsea “Hot-Shift” transmission PTO. The rear-access hose bed storage is located over the water tank and body of the apparatus, featuring two adjustable aluminum hose bed partitions. Compartments are equipped with ROM roll-up doors,  OnScene Solutions LED lighting and Shelf-Trac or PAC Trac mounting. Harwich will store a Warn 9,000 lb. 12-volt electric winch, furnished with the build, in one of the compartments, along with a 20’ 3-section ladder in the rear curbside compartment.  

“We’re excited Harwich turned to SVI Trucks and our dealer, Five Star Fire, to help complete this Type III build. We know how important this apparatus is to this Massachusetts community because it’s not your typical East Coast truck,” said Rafe Bridges, SVI Trucks Sales Manager. “This apparatus was truly designed for Harwich’s unique challenges.” 

For full specifications and more photos, visit bit.ly/harwich-1051.