Outdoor Advertising with Vehicle Wraps
New marketing technologies are evolving, and the advertising landscape is quick to adapt. Successful businesses market their brands to online and mobile markets. Outdoor advertising is changing as well, and vehicle wraps are one of the newest entries to the outdoor advertising environment.
Wraps can be a powerfully, dynamic small-business advertising platform. Using vehicle wraps, marketers found they could transform a business’s fleet into a valuable media asset, thereby avoiding the issue of unavailable media space and high rents for in-demand media spaces.
According to the Outdoor Advertising Association of America (OAAA), vehicle graphics reaches 95 percent of Americans. Compared to traditional advertising, such as television commercials, radio spots, print ads, and billboards, vehicle graphics offer a fantastic opportunity for businesses to take their messages to new audiences.
The average American vehicle travels over 300 miles each week. As more Americans spend longer hours on the road, mobile advertisers have access to a broader base of “captive” audiences. These additional hours means a single branded vehicle can generate between 30,000 and 70,000 impressions a day—the lowest cost-per-impression, or CPI, in all advertising. Unlike more costly media, vehicle wraps work for you 24/7, 365 days per year, for up to five years, making the amortized investment manageable for most small businesses—a few dollars per day, by some estimates.
Other marketing benefits of Vehicle Wraps:
- Strategic and creative versatility
Use vehicle wraps to promote long-term advertising, short-term products, or an event. Also, 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 in your local service area can dramatically increase awareness among those who live or work nearby; parked cars attract the attention of pedestrians, especially in town, but also at a local sporting or cultural events, colleges, conventions, and tradeshows.
- Brand consistency
Wraps unify a campaign’s look because they incorporate the same branding elements from your other marketing channels.
- Non-marketing benefits
Wraps provide a predictable fixed-advertising cost and preserve vehicle resale value by protecting the paint from weather damage.
Vehicle graphics are not only about the quality of the impression but also the quantity. Studies show that brands that appear on vehicles are 15 times likelier to be recalled by consumers than those that rely solely on traditional outdoor advertising. Also, 92 percent of respondents claim to have read the fleet graphics, and 30 percent make buying decisions based on mobile advertisements on vehicles.
It’s no longer enough to have a great offer packed with features and benefits. Today, the most successful businesses are those that can craft a brand that speaks to consumers. Successful companies rebrand itself from just another company to a brand that occupies a position in people’s minds. This recognition creates an affinity for a brand.
Vehicle graphics offer a bold new dimension for branding and marketing efforts. It introduces brands to new audiences. When vehicle graphics align with the brand’s identity-it reinforces the brand image and builds brand awareness.
According to a study undertaken by The American Trucking Association:
- 98% of respondents believe fleet graphics create a positive brand image
- 96% notice ads on vehicles
- 96% think vehicle wraps to be more effective than billboards
- 75% formed impressions about a company and its brand from fleet graphics
With a little imagination, you can easily integrate vehicle-wraps into your marketing mix.
Vehicle wraps are effective because consumers do not scan over them, such as billboards and newspaper ads.
Unlike Yellow Page and newspaper ads, whose returns have declined, vehicle wraps’ broad reach and low cost-per-impression can add horsepower to your mix and shift sales growth into high gear.
For a business wanting to maximize their advertising dollars, there’s no better strategy than vehicle wraps.