Vehicle graphics are free roving billboards
And more organizations that own company vehicles are using this free medium now that graphics are easier to apply. Yet so many are not taking full advantage of the power of their brand and message.
Statistics show that car graphics and TV ads were the top two most memorable mediums, while 48% of those polled* viewed vehicle graphics as the most unique advertising medium available. Yet the cost of vehicle graphics is much lower than television ads. So why aren’t more businesses making full use of this low-cost communication channel?
*Cox Communications/Eagle Research
Go beyond the logo and phone number
Think about a great billboard. Now consider how your message will build the brand and entice attention, on a vehicle. It’s standard procedure to add a logo, or even add the phone number and website.
But when the focus shifts from labeling the car, truck or van with the company information … to creating an eye-catching ad for the company, new audiences are reached. People notice and respond. Major companies such as McDonalds and Boise Cascade have made good use of their semi-trucks, showcasing appetite-teasing photos of hamburgers, or peeling up a corner to show paper products.
A few eye-popping statistics to confirm the power of vehicle graphics (from relidy.com)
- Vehicle graphics reach more consumers at a lower CPM (Cost Per Thousand Impressions) than ALL other forms of outdoor advertising. (billboards, signage, etc.)
- Studies show an average vehicle wrap can deliver over 2,500 impressions per dollar spent on the graphics.
- The average vehicle driven 15,000 miles per year will pass in front of 9,000,000 vehicles
- A vehicle wrap can generate between 30,000 – 70,000 impressions daily
- Vehicle graphics boost name recognition 15 times greater than other forms of outdoor advertising
Local companies–from telecommunications to HVAC to mobile shredding services have used the power of branded vehicle graphics. In fact, we have companies like these cut investments in yellow pages or other advertising mediums in favor of low-cost vehicle graphics. And they have each seen a big payoff.
Here are two examples:
We illustrated the volume of shredding with a statistic to create a picture in the mind of the reader–enough paper shredded to “stack higher than five Mt. Hoods.” We wanted people to read it and think “wow!”
The result? 50 new shredding accounts in the first three months the truck was on the road. The drivers are constantly armed with business cards because there are so many requests for information. Years later, the service has expanded, there are more shred trucks, and the statistics are even larger.
When we rebranded Canby Telcom, we knew their trucks and vans were a vital point of choice in the community. Without changing the color of the current fleet (basic white) our job was to create graphics to bring attention to the new name and brand. By creating a bold, oversized version of the logo on one side, and adding information about their services on the other side, we grabbed attention, increased visibility, and communicated the scope of services provided.
Initial comments from the community … “wow, we’re seeing you everywhere, do you have a lot of new vans?”
No, no new trucks, just new graphics in a stand-out, can’t miss ’em, fully branded design. Canby Telcom has continued to use the power of their brand on all of the company vehicles. Their business has grown and the community now realizes they don’t have to get their broadband, telephone or television services from the corporate giants like Comcast or Sprint. Instead they can shop local and get just what they need.
Vehicle graphics are an outstanding way to build a brand. Producing and applying the decals or film is also less expensive than it used to be. Branding trucks isn’t just about the art, though, it’s also about the message, and the brand.
If your company has trucks or vans that deliver services, use them as an essential communication channel. Let them tell your story and draw attention to your brand. Turn them into roving, low-cost billboards. They can become one of your most important points of choice.