Vehicle wraps also known as vehicle graphics and vehicle advertising is the most cost-effective way to spend your advertising dollars. Your advertising message can be displayed in a colorful and most entertaining way. Your advertising can be seen by tens of thousands of people a day, 24 hours a day, 365 days per year.
Dare to compare.
When compared to other advertising mediums, vehicle advertising garners more exposures over a longer period of time resulting in the lowest cost per exposure than any other ad media!
Consider a $3000 investment in advertising, a TV campaign might last a few weeks and a radio ad campaign might get you close to a month of ads distributed in 30-second installments. A $3000 newspaper ad campaign might last a few weeks longer, but each ad is on it’s way to the recycler after 24 hours. Though a billboard campaign is seen by thousands and does have a 24-hour exposure, it resides in a single fixed location. After a month the show is over, along with your investment.
Your truck side ad or vehicle wrap will campaign relentlessly, day and night, rain and shine, 365 days a year and in every part of town that you make deliveries or service calls or park. Vehicle advertising from the standpoint of cost per exposure is second-to-none.
I do not wish to imply that you can plaster your company vehicle with your message and you are done with advertising altogether, but it is the perfect place to start to get an effective advertising campaign off the ground.
The Importance of the Vehicle Wrap Design
Seventy-five percent of those who view your vehicle graphics will develop an impression of your company based on the appearance of your truck and twenty-nine percent will base their buying decisions on that same impression.
It is important to use bright colors to attract attention to your vehicle’s advertising message. Graphic elements such as logos and photographs are important to include, but if poorly implemented can over-run your message. A poorly designed vehicle wrap can result in very few calls. A properly designed vehicle advertising wrap with proper exposure can make your phones ring. That’s what advertising is all about, isn’t it?
Your vehicle advertising will be seen on average for just 4-8 seconds. This constitutes one exposure by one individual or potential customer. Stop and think about this for a moment. What can you tell a potential customer in 4 seconds? How about 8 seconds? Consider this for a moment and decide what is most important. In order of preference this is what I recommend. Your opinion may vary depending on you particular circumstance.
Your Product or Service.
This can be in the form of a large photograph of your product such as a sandwich for food service, clean splashing water for a pool service or bottled water service. A custom home builder would use a professional photo of one of his finest accomplishments. This forms the overall basis of your graphic element.
Your Message.
This is as important as your product or service but the graphic is what catches the eye. Now is the time to deliver your message. Keep your message short and to the point. I use the KISS principle, an acronym for Keep It Simple and Straightforward, The KISS principle states that simplicity should be a key goal in design, and that unnecessary complexity should be avoided. So your message should be 4 words or less. Your message might read “24 Hour Electrician”, “Pressure Cleaning”, “Fine Mexican Food”. “Wide Screen TV Repair”. This text should be large and immediately recognizable and legible.
Your phone and website.
In this age of technology, your web address is every bit as important as your phone number. Both should be prominent.
Your Company Name and / or Logo.
You might believe this should be more important than I have indicated, but unless you are building a brand like McDonald’s, or Jack Daniels it should remain 4th in importance. There are exceptions but your services are what you are selling, not your name. Your new customer will have plenty of time to learn more about your company after the initial contact provided by your new vehicle wrap advertisement.
Choosing a Vehicle Wrap Provider
A professional vehicle wrap agency will have the ability to design your wrap as well as install it. If they do not, many advertising agencies will be happy to design a wrap for you. Most vehicle wrap designers will have access to vehicle outline templates. Vehicle outline templates are detailed architectural renderings of the body of the vehicle you wish to wrap. If they do not have access to vehicle outline templates, keep looking until you find a wrap company who does.
Ask to see the portfolio of your vehicle wrap provider. Many vehicle wrap shops have a portfolio on their website.
Be careful if you find yourself considering price above quality. The more you look the more apt you will be to find a firm willing to do your wrap for less than market rates. Ultimately, you get what you pay for, with a wrap that may start to peel off around wheel wells or fades within a year of application. The best wrap shops will warranty their wraps for 2-3 years when using genuine 3M Scotchprint or Oracal wrap material. By staying out of fender-benders and regular maintenance of your wrap, a quality vehicle wrap can last the life of your car for 4-5 years.
So now you know that when investing money to promote your business and bring back a strong financial return vehicle wraps (vehicle graphics and vehicle advertising) is the most cost-effective way to spend your advertising dollars. Compared to other advertising mediums, vehicle advertising garners more exposures over a longer period of time resulting in the lowest cost per exposure than any other ad media available today. Invest wisely.
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