Fleet vehicle advertising increases brand recognition 15 times more than any other form of advertising and truck advertising according to a study, rates as the second most effective form of outdoor media. For example, branded vehicles are seen by 3000 potential customers every hour they are on the road. Such statistics make vehicle advertising a worthy prospect to consider and look into.
Let’s take a look at what advantages your business can attain from using vehicles for mobile advertising.
A company using this method of advertising is more likely to be advertising to its local market. The vehicle wrap will be seen by people in local areas who will then understand the vehicles to be making delivering of goods and services to their neighbours. The benefit with this is that it builds a perception that the products being delivered are being consumed and preferred in the neighbourhood and that makes people more curious about the brand. It even creates a certain positive view concerning the brand.
Instead of waiting on customers to become aware of your brand from media outlets such as radio, newspapers and television, fleet branding can assist in advertising to potential audience almost immediately. Depending on the size of your fleet, your branded vehicles will be seen by thousands of potential customers on the road everyday. It has been mentioned that a lot of businesses gain leads and contacts from vehicle wraps more than they do from their websites. Additionally, the people who will often see your advert are people who are constantly on the road and tend to be employed and therefore have a higher income. Such individuals are often your best target market.
Having custom graphics reduces the risk of hijacking and theft because your vehicles become easily identifiable. What needs to be considered before investing in fleet branding includes cost, installation time, inventory management and resale value.
“The return on investment for fleet branding is substantial and is one of the highest for any media platform,” says Murray Price, managing director of Eqstra Fleet Management and Logistics, which has been advising clients to reduce the TCO (total cost of ownership) of their fleets by using their vehicles for mobile advertising.
“Companies tend to think of only branding trucks, but branding company sedans is equally as effective and should be included in the marketing mix.”
“Fleet costs remain an important element,” says Price.
“Optimising vehicle inventory is a critical task of any fleet, but even more so when vehicles are branded. It is important for fleet operators to anticipate fluctuating volume needs to avoid incurring a surplus.”
“Fleet managers should also ensure that branding the vehicles does not alter budgeted resale value by ensuring the material used for branding can be removed without damaging the vehicle body. Most branding materials used today conform to this standard.”
Branding can be as simple as a company logo or as elaborate as a full colour wrap. The object is to get the message across quickly and clearly as the “advertisement” is a moving object and most often, the viewer will not have a lot of time to read it.
An eye-catching yet simple design will make the best impression, with copy kept to a minimum – in addition to the company name, website address and telephone number, a short tagline can be a memorable addition that will differentiate a company from its competitors.
“Fleet branding is a cost-effective method of advertising and gives added value to a fleet,” concludes Price.
“However, driver behaviour plays an important role – bad driving can send a negative message to your target markets, communities and other drivers. Controlling driver behaviour not only improves company/product image, but also reduces vehicle operating costs and remains a critical element of any fleet operation.”
If you found this article informative, take a look at the Trends In Trucking: A Glimpse Into The Future Of Fleet Management!
Source: Cape Business News