I’m talking about 18 wheels of rolling billboard. Is your fleet one of the thousands of trailers and box trucks traveling the highways and byways of America? If so, is your message being received by your target audience? Your fleet vehicles shouldn’t only deliver your product, but they should also deliver your message.
What’s Your Story?
What message do you want to deliver? Keep in mind that consumers only have seconds to view your fleet graphics. So, what’s the most important takeaway you want to share? What can you send with seven to ten words that will reach your target?
“Whether a consumer is driving, or walking in a business district, there are thousands of messages fighting for their attention — signs, billboards, and fleet graphics come at people in droves. It’s impossible to take them all in, and even the best only receive seconds of anyone’s attention.” — The Fleet Graphics 5 Second Rule.
With such a small window of opportunity, it’s essential to maximize your exposure. Use fonts that are easy to read and big enough to see. Be sure your colors contrast and your design is attractive.
It takes a lot to hold anyone’s attention for long, especially when they’re driving. According to a study from Microsoft, humans now have less of an attention span than goldfish.
“The average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a study from Microsoft Corp., people now generally lose concentration after eight seconds, highlighting the effects of an increasingly digitalized lifestyle on the brain.” – Time.com
I personally take this study with a grain of salt, because human nature doesn’t suddenly change to this degree. However, I know this, a rolling billboard is only seen for seconds, there’s a lot of competition for peoples attention, and what holds our interest is something that is attractive, useful, interesting, or humorous.
What Problems Do You Solve?
I was asked recently in an interview if it’s harder today to reach customers than it was a few years ago. My answer was it hasn’t changed much, if you solve a problem, and can get the message to those who have the issue you’ll reach customers, or they’ll find you.
“Most people search for solutions to their problems, not products. If people can’t see how their problems could be solved by what you’re providing, you may be wasting your time and resources. And if the problem you’re trying to solve isn’t compelling, you may have a rough road ahead of you.” Are You Selling the Benefits of Your Product?
What Image Do You Want to Project?
Do you want to show that your product is fun, or do you want folks to know you’re serious? Are you appealing to prospects FOMO (fear of missing out) or their hope of gaining a benefit? You can only do so much with words, but a picture, an image, can tell a story in a heartbeat. An image that brings a smile to someone’s face or gets across the problem you solve is worth a thousand words.
What Story Does Your Rolling Billboard Tell?
Designing a successful rolling billboard begins with knowing your customer, your companies’ culture, and the problems you solve. After that, the key is to tell your story, but keep it simple. Are your fleet graphics getting the job done? If you’d like to learn more, Contact Us. We’ll help you drive your brand home.