By Mark Lee
We’ve all seen them – those flashy PT Cruisers and VW Bugs humming down the highway covered in colorful graphics, advertising everything from pest control services to your neighborhood realtor and the latest high-octane energy drink.
So, have you wondered if a vehicle wrap might be right for marketing your business?
The Outdoor Advertising Association of America (OAAA) thinks so. According to their statistics, more than 95 percent of Americans are reached by media targeting vehicle drivers and passengers. It is a rich target market, covering almost every demographic, and representing a fertile field for sales and new customers.
In fact, the OAAA says that mobile advertising can be the most effective and efficient form of out of home advertising, reaching more consumers at a lower cost per thousand impressions than any other form of advertising. Depending on city and population size, a single vehicle wrap can generate between 30,000 and 70,000 daily impressions.
Unlike more costly media, vehicle wraps work for you 24/7, 365 days per year, for up to five years, making the actual amortized investment manageable for most small businesses—a few dollars per day, by some estimates.
A vehicle wrap is digitally printed mobile billboard that is professionally installed on your vehicle. Wraps can encompass the entire vehicle or a portion of it, including the windows, and are printed in full color with eye-catching graphics. They are made from heavy-duty vinyl and typically last three to five years. Any size vehicle can be wrapped, with pricing determined by the amount of coverage and the type of vehicle.
Many local businesses could easily integrate vehicle-wraps into their marketing mix. Examples include:
- Grills, bars, restaurants and salons
- Specialty retail shops, such as florists, clothiers and pet groomers
- Consultants, real estate firms, attorneys and other service professionals
- Healthcare clinics, hospitals, and private medical/dental practices
The biggest benefit of a vehicle wrap is awareness, getting your brand and logo out where potential customers can see them. When a smaller business uses vehicle wraps, it puts them on the same playing field as franchises and companies that are large enough to maintain vehicle fleets.
Other marketing benefits include:
- Strategic and creative versatility—vehicle wraps can be used for long-term advertising or short-term product or event promotions—plus, you control the style (full or partial wrap), the design, and when wraps are updated or replaced.
- Local targeting—driving (and parking) a wrapped vehicle around your local service area can dramatically increase awareness among those who live, work or attend school nearby; parked vehicles attract the attention of pedestrians, especially in a busy urban setting, but also at local sporting or cultural events, colleges, conventions and tradeshows.
- Brand consistency—wraps help unify a campaign’s look and feel because they incorporate the same branding elements from your other marketing channels.