John Bleasby
Want more company visibility? Make it a wrap!
Canadian ContractorStudies show that an effective vehicle wrap delivers a huge ‘bang for the buck’
Bland white vans and trucks are a dime a dozen on roads these days. However, a well-designed and brightly coloured graphic across side panels and on rear doors can make thousands of impressions with potential customers each day. According to identifyyourself.ca “You can reach a larger audience with a vehicle wrap than almost any other form of advertising. Many businesses gain more customers from their vehicle wraps than their websites.”
In fact, many marketing experts believe that vehicle advertising is more pleasing and less in-your-face or interruptive than, for example, radio ads. These are mobile billboards that run 24/7. Whether you park in a customers’ driveway, company parking lot, or at a sports stadium, your company’s graphic image is seen by every passerby.
One-time cost only
The cost of a vehicle wrap is essentially a non-recurrent, one-time expenditure, unlike billboard advertising. And because your vehicles by definition travel within your company’s target market, you can, in turn, target your graphics to suit.
We’re talking potentially BIG numbers!
ARD Ventures, a U.S venture capital firm, released a white paper that suggests some remarkable potential visibility. In their study, a test vehicle with a graphic wrap had about 2600 daily impressions on highways and over 7700 impression daily on residential and arterial roads. Add parking at job sites, parks and stadiums and the number increased by more than 3000 each day. Of course, the experience in your area may differ, but the concept is pretty clear.
Important tips to keep in mind
Similar to roadside billboards, you have a very limited amount of time to make your impression, literally a few seconds. It’s important to keep the following guidelines in mind:
- Make sure your company has a strong, clear logo. Your brand name is the prime message.
- Avoid using photos. They may look cool but they distract viewers from your prime message, ie. your brand.
- Limit what you say. Don’t try to tell your company’s life story on the side of a vehicle. Think ‘Brand’, ‘Motto’, and ‘Phone Number’
- Think impact, not visual noise. All the bells and whistles offered by the installer will only distract viewers and muddle your message.
- Keep it simple. Don’t waste this valuable opportunity to get your name across to customers by being cute or tricky.
From a maintenance standpoint, there aren’t too many concerns. Wraps should be installed by a reputable installer to ensure the correct materials are used (avoid heavier sign vinyl’s for example) and that adhesion is complete. Keeping the vehicle clean will help preserve the graphics. And when it comes time to remove them, using a pro will ensure that the paint underneath is not damaged.
Want to know more?
Top 7 benefits of vehicle wrapping to advertise your business
How vehicle wraps revs up small business marketing
The benefits of vehicle wrapping
Measuring the impact of vehicle wraps for marketing
Top 5 rules for effective vehicle wrap design
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