We’ve been designing, printing, and installing fleet graphics since 1985. We’ve applied graphics to more than one million vehicles. So, when we say fleet graphics are advertising, you should listen because fleet graphics are advertising. Too often, fleet graphics aren’t seen for what they are, instead they are seen as merely identification or decoration. However, fleet graphics are advertising and should be treated like any other marketing component.
There are steps that marketers take before committing to a marketing campaign. Consider this, would you pay for a TV ad, social media campaign, or collateral print without a marketing plan? Nope, and neither would we. You’ll not gain the full benefit of fleet graphics if you don’t see fleet graphics for what they are. Fleet graphics are advertising.
We want to share some of our fleet graphic expertise with the checklist below. Here’s 6 steps to go through as you plan your fleet graphics advertising needs.
Fleet Graphics Are Advertising
Fleet Graphics Marketing Checklist
1. Target Your Audience
If you want to reach your best audience, you must first understand who they are. Answering the following questions will help you begin the conversation and steer you in the right direction.
- Do you know who you want to reach?
- What problems do you solve?
- Describe your ideal customer
- What’s your niche?
- What sets your business apart from your competition?
- Which of your products or services are most profitable?
- What is your expertise?
- What do you do better than anyone else?
2. Set Your Goals
What do you want to accomplish with your fleet graphics marketing campaign? Your plan should be more than plastering your logo on the side of your truck or trailer and then waiting to see what happens. Think about the questions below. However, as good as it might sound to say yes to every question, you should focus on one or two goals.
- Do you want to generate leads?
- Do you want to increase brand awareness?
- Is it time to rebrand or reposition your place in the market?
- Is retaining your existing client base critical?
- Do you have add-on, up-sell, or cross-sell products to market?
- Are there new products to introduce?
- Do you want to build trust, highlight your quality, or show your community responsibility?
- What is your USP (Unique Sales Position)?
3. Do Your Research
Once you’ve identified your target audience, how do you learn what they want? Through research. Research can help you understand your customer’s wants, needs, desires, concerns, and problems. When you know this, you can craft a compelling message.
Gathering data is helpful, but data only tells you what happened. Data doesn’t tell you why someone bought or didn’t buy a product. It doesn’t explain why one customer gave you a 5-star rating, and another ranked you as a 3. So, look at the data, be aware of the latest trends, and consider how you’ve “always done it” but don’t rely on this information. Rely on research. Here are three types of research most businesses can conduct.
Ask customers why they bought your product, how they use it, and what problems it solves. Question customers about their concerns with your product or service and what you do that has disappointed them as well as what has met or surpassed their expectations. This can be done using an email campaign.
Speak one-on-one with a few of your top customers. Ask their advice on how to:
- Improve your product to fit their needs
- Elevate your service above the competition
- Sharpen your delivery to surpass their expectations
- Upgrade your follow-up to stay ahead of the clients needs
- Focus your marketing on how your product helps customers
You may not be able to watch consumers use your product, but you most likely can find them online. One easy and effective way to monitor what people are saying about your product, service, and company is to create Google Alerts.
All you need do is go to Google Support — Create a Google alert. They’ll walk you through the free set up in minutes. You might be surprised to learn what consumers share on Facebook, LinkedIn, Instagram, Twitter, and YouTube about your business and your product.
4. Create Your Message
A compelling message targets the audience and focuses on solutions while staying on brand. One of the keys is understanding the hierarchy of your messages. It’s easy for the most critical message to get lost in the design. Therefore, it’s essential to identify your primary message and make it the focal point.
Here’s what leading vehicle wrap adhesive graphics provider 3M had to say on the topic, “Your graphics should help tell your brand’s story and reflect your brand’s identity. Keep your graphics on message with branding that is consistently applied across your fleet. Even if there are variations in design, it is important to stay on brand and communicate the same overarching story. When wrapping your fleet, use consistent themes, colors, and/or images to create comparable appearances. This helps increase brand recognition and provides more impactful reinforcement to your audience.” — 3M — Tips to maximize your wrap’s impact
5. Set Your Budget
Knowing your budget before you begin the design process can save you time and headaches. The number of vehicles, location, and the vehicle type will impact the cost. For an idea on vehicle wrap costs, check out our article, How much does a Vehicle Wrap Cost? And there are ways to save money on fleet graphics.
The key to execution is retaining an experienced fleet graphics provider with good reviews that offers full-service vehicle graphics. What is full-service? A full-service provider offers design, print, de-identification (removing existing graphics from the vehicle), installation, and service. The more of these steps handled by subcontractors, the more chance of miscommunication and mistakes. This post explains full-service in more detail. What a Full-Service Fleet Graphics Provider Does and Why You Need to Know This
Fleet Graphics Are Advertising
Take it from the experts fleet graphics are advertising. They’re more than identification. Fleet graphics should reach your target audience, send a message, and promote your brand.
If we can answer any questions, let us know, and if you need help with design, print, or installation, Contact Us or request a quote today!
TKO Graphix is a national fleet and vehicle graphics company helping customers since 1985. We provide full-service graphic design, digital printing, screen printing, graphics installation, and removal.