So, can one vehicle with graphics make a difference? Yes, it can. We hear time and time again from our customers, large and small, how effective fleet graphics are, even when the fleet’s only one or two vehicles. People notice a business vehicle with adhesive vinyl graphics. And when it’s seen people start thinking there’s more than one.
There’s probably some phycological study about the phenomena, but it reminds me of when I bought a new car last year. Suddenly, it seemed like the same model and color I had purchased was everywhere. Has this happened to you? Fleet graphics are like that as well. When a company wraps its cars or trucks with a compelling message and the businesses brand is shared, they seem to be everywhere. To prove the point, here are a couple of stories about the value of fleet graphics from TKO Graphix and TKO Marketing Solutions Sales Executive, Jack Woodlock.
Why Would I Wrap My One and Only Work Van?
“Some years back when I was in charge of all the Carrier Corporation’s vehicle graphics (still one of TKO’s biggest clients). I had a Bryant dealer in Southeast Florida that had an HVAC company. He only had one service van. He was a big Indy Car fan, and we got acquainted at the Indianapolis Motor Speedway as Bryant has been the longest-running sponsor of an Indy Car. Their first sponsorship was 1959 and they are still sponsoring today. I finally convinced him (after about a year) to have his van decaled with the Bryant package. TKO decaled his one van. About two weeks later, he called me and apologized that he had not had his van decaled before. He said several times after his one van was decaled, people in his community stated: “your business must be really be growing, I see your vans everywhere.”
One Vehicle, Two Towns, and Four Product Logos
“Here’s a personal experience of mine. I have recently been helping introduce Fuzzy’s Vodka to golf courses and restaurant/lounges in Florida. We installed the Fuzzy’s logo to both front doors, back window, and hood of my vehicle. One day I was mailing several letters with Fuzzy’s logo on the envelope to golf courses in South Florida. I went to the Post Office to purchase stamps. The lady at the Post Office counter looked at the envelopes and stated that she saw Fuzzy’s vehicles all over Ft. Myers and Cape Coral, FL. The reality is it was one vehicle garnering tons of impressions.”
So, Can One Wrapped Vehicle Really Make a Difference?
Yes, it can. Just ask Bob Berarinelli, the supply chain manager for Carbon Golden Malted. “They supply hotels and restaurants with waffle and pancake mix, which is a rather limited and specific market. However, Bob shared with me that when he drove their first fully wrapped van from our shop near Indianapolis to the Carbon Golden Malted headquarters in South Bend, IN. he noticed drivers jotting down the information on his truck. When he got to the office, they had three calls about their product, and all three have become regular customers.” — Carbon Golden Malted Wrap
“This team totally transformed my marketing presence and made a small company look like a large national company. Did I mention their vehicle wrap design won HVAC Business National Truck Of The Year? I highly recommend TKO for all your marketing needs.” — Darrell Gross, Goggle Review
It’s an Investment
“So, what does investing in fleet graphics buy you? Dan Rozzo, marketing innovation manager fleet & OEM markets, Avery Dennison, said ROI can be difficult to measure. However, he cites surveys conducted by the ATA and Robinson Yesawich & Pepperdine Inc., that state 97% of individuals surveyed noticed the advertising on fleet vehicles, and 98% felt the ad portrayed a positive image of the advertiser. On top of that, 29% of those surveyed said they would base a buying decision on those impressions.” — HDT Trucking Info
“Todd Stuart, President of Sign Zoo told us, “We hear stories from customers on a daily basis about how their business increased after wrapping their vehicles. Some tell us that they gained new customers before they even got home with their newly wrapped car, while others literally took an order as soon as they left our offices. One of our customers tracks his job leads and says his sales shot up from $42,000 to $219,000 in 10 months due to his wrapped trucks.” — Quick Books — Are car wraps a good investment for your small business?
Getting the Biggest Bang for your Buck
Here are a few tips to get the most exposure from vehicle graphics, even if it’s only one vehicle.
“Take Branded vehicles to events
Whether your organization sponsored the event or not, schedule and encourage teammates to drive company vehicles to local sporting events, conventions, and attractions. Be sure to park as near the entrance as possible.
Pick the best spot to park
When parking, place the vehicle nearest the busiest street or intersection. It may mean walking a bit to your destination, but the prominent placement of your branded vehicle can make an impact. All it takes is one call from a prospect who saw your vehicle while they were waiting at a light. If possible, park your vehicles outside after hours for more impressions.
Market your fleet graphics
Include your fleet vehicles in your marketing. You want consumers to recognize your vehicle at a glance. The best way to do that is to include images of the company vehicles in all marketing and advertising. By showing your vehicle in brochures, on your website, and in your advertising, you’ll establish a brand folks become familiar with.” — FAQ: How can I get the Most Exposure from my Vehicle Graphics?
Is It Time Brand Your Van?
Vehicle graphics are one of the most cost-effective ways to advertise your brand but don’t just take our word for it.
- A 30-second prime-time spot in the top 100 television markets costs $17.78 per thousand impressions
- A 60-second drive-time ad in the top 100 radio markets costs $8.61 per thousand impressions
- A one-third b/w page ad in the top 100 newspaper markets costs $22.95 per thousand impressions
- A four-color one-page ad in the top 23 magazine publications costs $9.35 per thousand impressions
- The average for all forms of billboard ads costs $2.18 per thousand impressions
- Vehicle wraps cost $.77 per thousand impressions (Statistics courtesy of the Outdoor Advertising Association of America)
And one more thing
“Put yourself in your customer’s shoes. When you see a plain company vehicle with no identification, does it inspire confidence? Worse yet, what if it’s dirty, damaged, or dangerous looking. What do you think when you see a substandard vehicle that represents a business? How would you react if an unprofessional company vehicle pulled into your parking lot to “sell” you? What if it’s a provider’s van parked in your home driveway there to complete service work? Vehicle graphics add a sense of professionalism. Think about it. When’s the last time you saw a car or truck from one of the major providers in your industry that didn’t have vehicle graphics?” — Do Vehicle Graphics Matter for a Small Business?
If we can answer any questions, Contact Us, we can make two work trucks look like twenty or rebrand a fleet of thousands to all look the same. Give us a call and ask us how one vehicle with graphics makes a difference.