5 Effective Marketing Strategies Using Vehicle Wraps

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(How To Get The Most Out Of Your Vehicle Wrap)

  • 1. Park Strategically

    You own a billboard. Let's face it, you want maximum exposure. When you aren't driving in high traffic, you should be parked in a highly visible area. Depending on your target market, you can choose where to park and when to park. Own a daycare? Why not park in the grocery store during high traffic hours? When Moms are picking up dinner, they will see your vehicle and pick up a business card (which should be available on the side of your vehicle). Scope out the place for a week to see the demographics who go to the location, and when it is busiest. Map out these spots by days of the week. Obviously, you will need a second person to pick you up and drop you off which may feel inconvenient... however, how much business is your wrap generating being parked in your driveway, or hidden? The time invested for this research will pay off big time in the end.

  • 2. Product Sampling

    After you scope out the locations above, and if your business is product based, why not do a product sampling out of the back of your vehicle. You will need to check on the rules and regulations to see if you will need a permit to do this.

  • 3. Events

    Target events in your area that attract your target demographics. Get there early and park prominently. You can also use your vehicle as a centerpiece at trade shows in your booth. Nothing attracts attention like a giant 3D billboard of your brand right in the middle of your booth.

  • 4. Changeable Offers

    When having your vehicle designed leave a section of the wrap changeable. So every few months you can integrate an offer onto your car as a call to action. For instance, if you are a realtor, showcase a house that is on the market.

  • 5. Where's Waldo Marketing Campaigns

    Create a campaign that if your car is spotted, and they call to report the location, then they get something (entered into a drawing to win $1,000). Add this to your website, radio, TV, print, and social media campaigns to generate buzz and leverage your car as a promotional vehicle (punintended).


Our Philosophy

We believe that advertising is essential. It showcases your brand and gets your name out there. Just as good advertising is good for business, ineffective advertising is just that ineffective. It's no longer enough to have a great product or service. It has to be backed by positive messages, by saying the right things about your business. That's how you make it easy for your customers to find you, and that's how you draw customers to your offer.

Ever since the inception of Infinite Graphics in 2008, our core purpose has always been to help our customers grow their business. We measure our success in yours. And that means we go the extra mile to achieve a higher ROI for our clients. Only then do we consider a campaign a success.

How to Advertise Effectively for Service Industry Businesses

(Discover How To Have The Most Effective Advertising)

Is this report for me?

Absolutely. As a business owner, delivering a stellar service is only the beginning of building a brand that customers keep coming back to. What you really need to outperform competitors and become the most popular service provider in your area is to advertise your brand. It's no use being able to do a great job if no one knows about it. You have to tell your market. Your expertise should be immediately apparent. That's the only way you'll drive more traffic to your storefront and convert more prospects into customers. And that's exactly what this report covers. We'll take an in-depth look at devising and implementing an effective marketing strategy and crafting messages that grab attention. Remember, the goal is to position your business as the go-to authority. Once that happens, the sales will come naturally.

There are three basic steps to have the most effective advertising.

  • Step 1: Defining your core customer
  • Step 2: Determining the most feasible advertising platforms
  • Step 3: Presenting your business as the solution
  • Let's take a look at the steps in more detail.

Step 1: Defining Your Core Customer

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If you want your message to have the most impact, you need to understand your market. You can only craft a message that speaks to the audience when you know what the audience wants to hear. When you define your core customer group and understand what drives them, you can develop a tone that resonates with them. You should develop a profile of your ideal customer and tailor your advertising around that. Consider their values, convictions, background, beliefs, desires and expectations. These can give you unique insights into their mindset, allowing you to fine-tune messages that they will be receptive to.

One way to develop a picture of the perfect customer is to start with a blank slate and gradually fill in the gaps with information. You should prepare questions that, when answered, will narrowly define the customer and help you create a profile. Consider applying the following questions to your "blank slate" customer. As you answer each question, the blanks will be filled until you have a complete picture.

Questions to answer about your target market:

Is my core customer a business or a consumer?
My core customer is a _____________________

What industry or industries do they occupy? Or, what is their profession?
My core customers are engaged in _________________________

What do you know about their personal lives? Are they married? What is their age group? Do they have kids? What are their interests?
Do they rent or own? Basically, anything that gives you some context and background into theirpersonal lives.

What I know about my core customers is ____________________________________________
____________________________________________________________________________________________________________
____________________________________________________________________________________________________________

What is their level of education?What is their disposable income?
My customers have completed __________________ and their disposable income is ___________________

Where do the live?
My customers live in _____________________

These questions are by no means the end-all-be-all of customer profiling. You can come up with many more, such as "how many hours they work per week," or "how often do they take vacations." The point is that you need to know what to ask. The right questions are those that yield information that can help you develop sound advertising messages.

Step 2: Determine how to advertise most effectively

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Once you've figured out who your ideal customers are, you can start to think about how best to reach them. In advertising, the most important metrics to evaluate the efficiency of a platform or channel are the CPM and ROI. The CPM, or cost-per-impression tells you how much you're spending to reach 1,000 people, and the ROI or return-on-investment is a measure of how much money you're earning for every dollar spent on advertising. The ideal advertising platform for you then is the one that gives you the perfect combination of a low CPM and a high ROI.

So, what are your options? There are a lot actually. From traditional print media such as newspaper ads and magazine ads to digital media such as websites and social media, from television commercials to radio spots, the options are limitless. You can narrow down your list of possible advertising platforms by answering the following:

What kind of advertising will have the highest likelihood of reaching the audience, and the highest likelihood of having an impact on the audience?

The following information, which includes the pros and cons of some popular advertising platforms, may help answer that question.

  • Newspaper/Yellow Pages/Print

    Pros - Can be highly targeted; a local newspaper can reach your local market, and a niche-specific magazine can be a viable channel to advertise services in that niche. For instance, a roofing company can take out a print ad on a home improvement magazine. Cost can be low if the print media has a small circulation.

    Cons - Print is fast becoming an antiquated advertising medium as newspapers and magazines struggle to cope with declining readership. Advertising in non-local newspapers or general magazines that cater to a range of interests may lead to marketing messages with no focus or target. Can be costly for high-profile publishers.

  • Television and Radio

    Pros - Advertising in local television channels and radio stations can be targeted yet relatively inexpensive (compared to national channels.) Television commercials (and radio spots) are a great branding opportunity as viewers automatically associate a name they see on TV (or hear on the radio) with authority and credibility. TV and radio ads can drive customers to take action, such as visiting a website or calling a number.

    Cons - Production expenses can be cost-prohibitive for many businesses. Very difficult to pull off in-house, without the assistance of an ad agency or production house. In addition, air-time is priced differently in different regions, and pricing also depends on a combination of many different factors that are out of the control of the business.

  • Direct Mail

    Pros - Can be very highly targeted and you are able to advertise to current customers easily and effectively. May be used to promote special offers or just keep the brand fresh in the minds of the audience; doesn't always have to 'sell.' Good way to personalize advertising messages.

    Cons - Can be expensive, depending on quality of material used, graphics usage and other factors. Requires the business-owner to create and maintain a database of customer contact information.

  • Website, Online Marketing and Social Media

    Pros - Fast becoming the standard for any small business marketing. A website, much like a television commercial, lends an air of authority to a brand. Highly flexible and can be fine-tuned to the last detail to reinforce brand image. Can be updated at will and set up to take orders and appointments. Coupled with an online reputation management system and strategic social media efforts, can give a very powerful advertising medium.

    Cons - Can turn away customers if not developed with a clear purpose. Having an effective website means aligning it with the organization's long-term goals and, and also making it easy for the visitor to do what you want them to do. The website must be developed by a team or agency that understands marketing and who can incorporate the goals into its layout.

  • Vehicle Wraps

    Pros - One of the most cost-effective ways to advertise a business. Statistically proven to be one of the best advertising media for the new age. Vehicle wraps grab attention and influence buying decisions more often than other platforms. Leaves viewers with a positive impression about the business, more so than billboards or print ads.Can be stylized according to brand identity for maximum visibility 24/7.

    Cons - Business owner must own the vehicle, and it must be in good condition. Can be costly if the vehicle will not be owned for the medium to long term.

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Step 3: Position Yourself as the Solution

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After you have determined a suitable advertising platform, the next step is to craft your message in a way that positions your business as a solution to a particular problem. Highlight the pain of the problem and then offer your service as a practical and affordable solution. You should also talk about your key differentiators and unique benefits, that is, what stands you apart from competitors. This "uniqueness" is what makes you the best service-provider for your market.

In developing the message, you should take into account the strengths of the platform you have chosen, to maximize impact. Not all platforms are equally effective for all types of messages, and knowing which type of message suits what type of platform will allow you to develop effective ads. For example, having two or three long lines of copy will be ineffective for a vehicle wrap, as viewers on the street will only get a fleeting glance at a moving vehicle, and will likely not have enough time to read all of the copy. You would be better served with a bold, catchy headline that succinctly says what you do. For example, if you were a pest control business, say something like "Goodbye Pests!" on your vehicle wrap.

Your advertisement should be focused and promise to solve one thing and one thing only. If you're a carpet cleaner, the ONLY solution you offer (for the problem of dirty carpets) may be "make your carpets new again."

If you offer many different services, and each one contributes the same amount to your revenue, you may pool the benefits of each service under one overarching solution. For example, if you clean pools, do landscaping and also roofing repairs, the benefit you offer is a "well-maintained home." In this case, the problem your customer faces is a dirty pool or worn-out roofing, and the solution you offer is "complete home improvement."

The idea is, no matter the platform, your advertising should present your business as the most viable solution for a problem the customer is having. The wording, use of graphics, color and layout can all be tweaked to enhance the effectiveness of the message, according to the platform.

How Infinite Graphics Can Help You

Infinite Graphics is a one-stop-shop for small business marketing. As a service-industry specialist, we can develop proven strategies that are tailored to your industry and market, and execute cutting-edge campaigns that engage the audience and build brand awareness. Our clients include top-performing service-providers from a range of service industries.

We work closely with our clients to design all kinds of marketing collateral. We have expert designers and developers who can create branded websites, vehicle wraps, office stationery, print ads, sales letters, multimedia content and direct mailers.

We our dedicated to helping businesses reach their full potential though educationfor continuous improvement in small business marketing.

Independent Vehicle Wrap Study

(Discover What Independent Research Has To Say About Vehicle Wraps)
An Objective Look at a Thriving New Segment of the Outdoor Advertising Market

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Introduction

The advertising landscape is constantly evolving. As new marketing technologies are introduced, businesses are swift to react, taking to the Internet and mobile platforms to market their brands across more channels. The outdoor advertising industry is also following suit. Vehicle wraps, a somewhat new entrant to the outdoor advertising realm, is one of the most dynamic and powerful advertising platforms today. It continues to grow in popularity, and seems to have found its place as a staple in small-business marketing all over the U.S. In this report we will take an objective view of the vehicle wraps market in an attempt to identify and measure its effectiveness as a marketing tool.

As with any other form of advertising, the marketer must first carefully analyze the value proposition offered by vehicle wraps. Research shows that audiences are more readily engaged by mobile media such as fleet graphics and vehicle wraps, compared to traditional outdoor advertising, such as static billboards.

But is it right for you?

Answering the following will help you determine whether you should invest in vehicle wraps:

  • What can mobile media offer your business?
  • How do you gauge the efficacy?
  • How does it compare with your other marketing efforts?
  • Does it suit your brand image?
  • How does it fit into your overall marketing plan?

Over the next few pages we will dissect the vehicle wrap industry to help determine whether it has potential to positively impact your business. Measurement of key metrics such as ROI will be discussed, to provide insights on reach and cost-effectiveness. Starting with a brief history, the paper will take the reader through the evolution of vehicle wraps, from its inception in the 1990s to its subsequent popularity as "mobile media assets."

To put the vehicle wrap trend in context, we will take a look at specific mechanics of the advertising industry, including the intricacies of buying and selling traditional advertising. We end with a discussion on potential positive impacts vehicle wraps have on a brand, along with an overview of industries that may benefit from this new marketing tool.

History

For years, billboards were the de facto standard in outdoor advertising. Large, flat panels, strategically located in high-traffic areas for maximum visibility, delivered brand messages to the masses. From the 1950s onward, billboards were no longer limited to urban centers, as the ever-expanding national highway system took motorists hundreds and thousands of miles out of city centers. And where the motorist went, the billboard followed. Today, billboards have become such a ubiquitous part of life that they hardly warrant a second glance.

Toward the beginning of the 1990s, the outdoor advertising world was reshaped by a revolutionary new product pioneered by SuperGraphics, an elite digital imaging company based in Silicon Valley. The company wrapped a full-size bus with an advanced vinyl adhesive product developed by 3M.

The wrapped bus, depicting the "Crystal Pepsi" brand soon became a part of marketing folklore. Never before had such a large vehicle been branded in such a sophisticated way. The quality of the material was evident in its distinct sheen and high-resolution printing. Those who saw it for the first time were simply awestruck. Motorists and pedestrians who up to now were only used to seeing bland city buses welcomed the vibrant new addition to their streets.

Since its innovation, vehicle wraps have steadily gained in popularity among advertisers all over the country. It effectively addressed one of the most pressing issues in outdoor advertising: lack of space. With vehicle graphics, marketers found they could transform a business's fleet into a valuable media asset, there by side stepping the issue of (1) unavailable media space, and (2) high rents for in-demand media spaces.

Driven by demand, the industry exploded. Tractor-trailer businesses began renting out their fleets as mobile billboards, advertising products and services for all kinds of businesses. Large vehicles fully-covered with color graphics and catchy tag lines were becoming more and more common. Today, vehicle wraps are among the most dynamic and cost-effective forms of outdoor advertising.

Industry Statistics

The marketing prowess of vehicle graphics is evident from a number of studies conducted by market researchers and industry analysts. According to the Outdoor Advertising Association of America, vehicle graphics can reach an astounding 95 percent of Americans. This statistic clearly indicates the effectiveness of "moveable media." Compared to traditional advertising, such as television commercials, radio spots, print ads and billboards, vehicle graphics offer an unprecedented opportunity for businesses to take their messages to previously-inaccessible audiences.

Today, the average American travels over 300 miles each week. As more Americans spend longer hours on the road, mobile advertisers have access to a larger base of "captive" audiences. This means a single branded vehicle can generate between 30,000 and 70,000 impressions a day, depending on such factors as locality and mileage. This represents the lowest cost-per-impression, or CPI, in all of advertising. CPI is an important metric that marketers use to test the potency of an advertising medium. In essence, it is a measure of how much it costs a business to make one thousand impressions. Understandably, the lower the CPI, the higher the number of impressions that can be made, for a given marketing budget.

Vehicle graphics is just as much about the quality of the impression as quantity. According to a new study, brands that appear on vehicle graphics are 15 times likelier to be recalled by consumers, compared to those that rely solely on traditional outdoor advertising. In addition, an impressive 92 percent of respondents claim to actually read the copy on fleet graphics, and 30 percent make buying decisions based on mobile advertisements on vehicles.

The outdoor advertising industry continues to grow, owing in part to the massive popularity of transit advertising. From 1993 to 2003 alone, the size of the industry nearly doubled -- from $1.2 billion to $2.1 billion. Today, transit advertising is the second largest segment in outdoor advertising, and accounts for over 19 percent of industry revenues.

The numbers and statistics paint a very clear picture. As more and more businesses realize the marketing potential of vehicle wraps (and include fleet graphics in their marketing mix,) the demand is only going to grow.

Brand Development

As markets become more sophisticated, so too do consumers. Given the stiff competition that every modern business must contend with, it has become harder and harder to matter in the marketplace. Businesses must make concerted efforts to present their offers in the best possible light. And that means creating and nurturing a brand that the market can relate to.

It's no longer enough to simply have a great offer packed with features and benefits. Today, the most successful businesses are those that are able to craft a brand that speaks to consumers. The emphasis has shifted from "what can it do?" to "how does it make me feel?" When a business is able to transcend itself from just another company to a brand that occupies a position in the mind of the target, it successfully addresses the "feel" factor. Of course, concrete concepts such as price and benefits are still important, but modern consumers are increasingly driven by abstract concepts as well, such as affinity for a brand.

Vehicle graphics offer businesses a bold new dimension for their branding and marketing efforts. It takes the brand to uncharted territories and introduces it to new audiences. When vehicle graphics are executed correctly-that is, when the design and copy are perfectly aligned with the brand's established identity-it reinforces the brand image. For consumers who are in the buying mind set, it establishes your brand as a viable option. For consumers who are not yet ready to buy, it 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% believe vehicle wraps are more effective than billboards
  • 75% formed impressions about a company and its brand from fleet graphics

Is it Right for You?

Advertising is not a perfect science. It has to be adapted to the particular product, tweaked for the specific market. Businesses in some industries may see positive results from online marketing but not television commercials or radio spots, whereas for others, the reverse may be true. It is up to the custodians of the brand to determine whether a particular marketing effort will bear fruit.

In general, the success or failure of a similar-sized business in the same industry is a good barometer in estimating the potential of a marketing tool. For instance, if a competing carpet-cleaning company sees results from a particular type of advertising, it should do the same for your carpet-cleaning business.

For vehicle wraps, businesses that stand to benefit the most include companies in the service industry. These businesses typically operate a fleet ranging from two to 30 or more vehicles, each visiting new areas and locales every day. If branded, the fleet could be used to push a brand message continuously all over town.

Some service industries that are already making use of fleet graphics include:

  • Plumbing
  • Heating & Cooling
  • Construction
  • Roofing & Guttering
  • Laundering
  • Automotive
  • Auto Body
  • Hail Repair
  • Cleaning
  • Landscaping
  • Delivery
  • Computer & Equipment Repair
  • Pool Cleaning

Conclusion

Vehicle wraps are so effective because consumers are not subconsciously "trained" to ignore them, as is the case with billboards, newspaper ads, web page banners and the like. Vehicle wraps are still somewhat of a novelty, and provide a welcome respite from the mundaneness of typical city sights. City dwellers know exactly where each billboard is located-there's no element of surprise. Not so with vehicle wraps. It catches the prospect by surprise, and demands attention.

Fleet graphics can be a smart, cost-effective addition to a business's marketing plans. It combines the engagement of a high-visibility medium with the cost-effectiveness of a low-CPI marketing tool.

Resources

Measuring the Value of Vehicle Wraps
http://www.advertiseyourdrive.com/ARD_WhitePaper.pdf

3m Vehicle Impressions Guide
http://multimedia.3m.com/mws/mediawebserver?eeeeegH48qTFZj2G0jmGAK2ISIH1SqH47IfeSIfeSeeeeee--