In recent years graphics companies have seen an increase in sales of vehicle wraps, and when you consider the cost effectiveness of wraps, it’s not hard to see why. But with any marketing endeavor, it’s important to consider not only the cost of the job, but also it’s effectiveness in generating more business. After all, if you only pay a small amount of money for an advertising endeavor but it generates little or no new business, you’ve just cost yourself your time and that money.
So what are the benefits of a vehicle wrap? Traditional billboard advertising ranges from about $300 a month, not including the cost of the actual design, printing, and installation which can run upwards of $2000 to $3000. When you compare this to a company van “fully-wrapped” price of about $3500 that can last up to five years, it’s easy to see how cost-effective vehicle wraps can be. And a wrap typically generates about 8 million impressions in a year in a bigger city like Vancouver. Multiply this by five years and no other advertising medium comes close to the low cost per viewing.
Driving Revenues, a vehicle-advertising firm in Washington, broke some numbers down and compared vehicle wrapping head-on against other forms of advertising. Here is what they found a $20,000 investment buys:
- Vehicle signage garners about 8.4 million impressions in a 12-month period.
- Radio attracts 900,000 listeners in six weeks with 10 to 12 30-second spots.
- Value Pak offers a reach of 600,000 with 100,000 addresses per drop and your client is just one of many advertisers included in the packet.
- Direct mail reaches 20,000 names with one post card mailer.
- Seven city buses get 600,000 impressions in two months.
- Billboards get 700,000 impressions in one month.
Scale these numbers down to the size of a city like Prince George and you still get more bang for your buck than other advertising mediums.
The other advantage is that wraps work just as well for a large company with a fleet of vehicles to small, home-based businesses with just one. Many businesses use their vehicle wrap as the only form of advertising in their arsenal. You can’t shut off the message on a vehicle, like you can on a TV, it is displaying your message and providing valuable advertising 24/7.
So let’s say you’ve decided to wrap a company vehicle, or a fleet of vehicles, what can you do to optimize your chances of generating new business?
The advertising market is competitive, and it isn’t as easy as it once was to create customer awareness by using traditional, simple advertising. You have to be out-of-the-ordinary, unique, and eye-catching to be seen and remembered in today’s marketplace. Choose a design that reflects your company’s personality and caters to your target market, but think outside the box a little in terms of creativity.
Choosing a graphics shop that designs, prints, and installs their own wraps without contracting out any of the processes is important, they can warranty their work and fix any flaws quickly and efficiently.
Besides driving your everyday, normal routes around town, park your vehicle in high-traffic areas once in awhile like a parking lot beside a major road, and position it so that it’s seen by the maximum amount of passerby. Attend events and concerts, come early and leave late, parking by the entrance. Also, don’t forget to feature your vehicle in your company print advertising.