Mass Construction Show Roadplates Guy a.k.a Uncle Gary #GFYM - Content Creator Series
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Nov 5, 2025 Gary Donovan, founder of Roadplates and a bold construction content creator, shares his journey of turning steel plate rentals into a recognizable brand. He discusses how unorthodox social media strategies, humor, and authenticity help him connect with audiences and generate business leads. Gary also highlights innovations in safety, like skid coatings and the Road Plate Mate magnet stick, and emphasizes the importance of blending safety messaging with humor. His insights on marketing, community involvement, and the evolving construction landscape make for a captivating listen!
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What Road Plates Actually Do
- Road plates are one-inch steel plates used to cover open trenches so traffic can flow safely overnight.
- Gary explains plates let contractors avoid costly night backfills and return the next day to finish work.
Jersey Barriers Born From COVID Content
- Gary fell into a Jersey barrier division during COVID after filming outside dining videos with his video guy.
- He financed installs for struggling restaurants and the side business grew unexpectedly.
Use Personality To Market The Mundane
- Push content boundaries to grab attention when marketing a mundane product.
- Use authentic personality and behind-the-scenes detail to make people notice and call you.