The New Road Rage: Market with Vehicle Wraps

Written by Large Format Printing

With the average American driver spending the equivalent of seven 40-hour workweeks on the road (that’s 17,600 minutes per year) and your business vehicle or fleet logging hundreds, if not thousands, of hours out there as well, why not take advantage of this convergence for a constant source of marketing?

While the research from AAA about American driving habits doesn’t get into this fact, chances are a great majority of those road miles are repeating the same route day after day, so drivers are looking for new sights to break up the monotony.

This is where eye-catching vehicle wraps make a statement for your company. Not only are you providing entertainment for bored drivers, you’re offering them a solution to a problem that’s rolling around in their minds as they drive.

Wrap Your Brain Around These Numbers

The Outdoor Advertising Association of America reports that all forms of outdoor advertising reach between 95 percent and 99 percent of consumers, and with a positive emotional response as high as 56 percent. Only print advertising, such as newspapers and magazines, generate a higher positive emotional response (59 percent), but these types of advertising reach only 15 percent of consumers. And though television has a similar audience reach at 96 percent, the positive emotional reaction to TV advertising tops out at 40 percent.

Moreover, the American Trucking Associations recently reported that a recent member survey found that more than 90 percent of respondents took note of vehicle wraps. Even more impressive, 95 percent of people who see a branded vehicle remember what they see.

And OAAA reports a whopping 68 percent of consumers report making a purchase within 30 minutes of spotting some type of outdoor advertising, compared to 9 percent who heard a radio ad, 6 percent who saw a TV ad and 0 percent who read a newspaper ad.

All of this points to an impressive reach of the many types of large format printing your company could consider in its advertising, but especially the reach of the mobile advertising of vehicle wraps and fleet wraps.

The Economics of Vehicle Wraps

This may seem to be all well and good for large companies with huge fleets of vehicles and gigantic marketing budgets, but it’s also great news for small business owners. Even the sole proprietor business owner can get a great bang for the buck with a vehicle wrap for the car you drive around town for business and personal use.

Quickbooks advises its many small business customers that vehicle wraps can be the most economical way to reach the most eyeballs. At an average cost of $1,500 to $3,000 including professional installation, depending upon the type and size of vehicle you are wrapping, vehicle wraps can bring your cost per 1,000 impressions to as little as 4 cents. This compares to the cost $3.56 for a thousand impressions for outdoor billboards and $19.70 for a thousand impressions in a newspaper.

The number of impressions you see in a day will vary upon how much you drive and the traffic in your area, but it’s good to remember your vehicle also makes an impression when parked as others will be driving and walking past your billboard.

How Do I Make It Work?

The three most important points of a vehicle or fleet wrap are much the same as they are in any other marketing effort:

• Make It Eye-Catching: You want your vehicle to stand out on the street so people will take a second look after they catch a glimpse of your vehicle.

• Make It Message Simple: Drivers can’t be distracted long by your message and most people aren’t going to follow you around to get the full story of your company. Make your phone number and/or website prominent in the display.

• Make It Trackable: Understand how your potential customers are finding you based upon the message on your vehicle wrap. You can designate a special phone number or website landing page for your vehicle wraps so you know exactly how many potential customers are finding you from your vehicle.

The design experts for Printleaf can help you understand how to craft the most effective message for all of your grand format printing, but especially for the far-reaching message you can receive from vehicle and fleet wraps.

Last modified: October 26, 2017

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