The Cost Effectiveness of Fleet Graphics
As a marketing manager for a large motor dealer group, I spent many years juggling the advertising budget using digital marketing, radio and newspaper advertising to both enhance the company’s brand awareness and convey short-term tactical offers. Now working for Joyce Design, automotive branding specialist, I have discovered the real value of vehicle branding and wanted to share it with you.
The Value of Vehicle Branding
It all started in 1993, when Sillicon Valley-based SuperGraphics Inc., a pioneer in digital imaging, did the unthinkable and wrapped an entire bus in a brand-new vinyl adhesive product developed by 3M Company. This enormous moving billboard sported Pepsi advertising and sparked up a lot of interest, as well as spurring on the vehicle graphics industry.
Fleet branding can be considered as “organic marketing” where existing company assets are used and exploited for other purposes into effective marketing tools. The actual signwriting of the vehicle can take place at source before delivery, and in many cases, can be included in the vehicle lease finance agreement and thus apportioned over the period of the lease with little impact on day to day operational expenditure. Vinyl wraps also protect the paint work and will therefore protect the residual value of your fleet.
In terms of value for money, it is widely recognised that vehicle branding has become the most cost-effective form of advertising offering the lowest cost-per-impression. According to the Outdoor Advertising Association of America, depending on the size of the city and its population, your sign written vehicle will be seen by 30,000 to 70,000 people per day (impression per day). Although it is very difficult to quantify ROI for vehicle graphics, it is clear that with effective designs, vehicle branding grows company recognition, helps you reach your target audience and stand out from your competitors, all while leveraging the hidden value of vital assets that are already in use—your fleet vehicles.
Marketing Benefits of Vehicle Branding
- Flexible artwork and coverage help support short-term tactical marketing offers and long-term strategic branding.
- Driving and parking vehicles in and around your service areas increases brand awareness amongst the local community, providing a sustained un-invasive presence to potential members of the decision-making unit (DMU).
- Vehicle branding brings unity to your brand and marketing campaigns, reinforcing the strategic and tactical messages used in other advertising media.
This permanence in brand building makes it a must-have advertising medium for all companies, but also its affordability. Indeed, businesses can budget for small, medium or large coverage on the vehicle, translating to what we call pre-cut lettering, partial wrap or full wrap. A multitude of possibilities are available to respond to the strategic and financial needs/restrictions of businesses. Therefore, it is important to employ professional sign writers who will assess your requirements and design fresh and relevant artwork for your brand.
So be it small or medium-sized companies trying to differentiate themselves in a highly competitive environment, or industry leaders trying to retain market share, vehicle branding will offer a low-cost option to support and achieve your strategic goals.