In our highly connected, fast-moving world, it’s not only easy to ignore advertisements – it’s a survival tactic. The average person is bombarded with more than 4,000 ads per day. “Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day. At some point, we start a screening process for what we engage with and start ignoring brands and advertising messages, unless it’s something that we have a personal interest in.” — Forbes — Finding Brand Success In The Digital World. Fleet graphics are hard to ignore.
Why Fleet Graphics Are Hard to Ignore
What sets fleet graphic advertising apart, why fleet graphics are hard to ignore, is that they’re difficult to tune out. When a consumer is sharing the road with a branded truck, sitting behind a company van, or has a business car parked in their drive, it can’t be turned off. Unlike TV ads, you can’t change the channel, fast forward, or turn off the set.
If we took the time to look at every ad, we’d never accomplish anything, and I for one, would soon start babbling incoherently. Can you imagine attempting to understand even 1/4 of those daily ads? So, what ads do we see? What ads make a connection with us?
Last week I was parked behind a HVAC work van. The rear of the vehicle told who they were, what they did, and contact information. It also shared it’s USP (Unique Selling Proposition). They offered 24/7 one-hour service 365 days a year. There was an image of a family shivering in the cold while a friendly service person restored their heat. I wrote down their phone number. You never know.
Tune it Out and Turn it Off
Turn the channel, go back to the last station, mute the sound. We all do it.
“Nearly 90% of television viewers always skip through the adverts…” The Guardian TV advertising skipped
You can delete, swipe away, or scroll past most forms of advertising but not fleet graphics.
“The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%), Radio (36%) Newspaper (35%)” — Business Wire — A Berkshire Hathaway Company
Who Do You Want to Reach?
“Unless you live off the grid, never drive, and don’t visit the city. You know there is a lot of advertising on vehicles these days. Most company vehicles share graphics — from cut decals to full wraps. Brand unification checklists often include fleet graphics for marketing initiatives and for good reason. Vehicle graphics reach ninety-five percent of Americans and have a lower cost per impression than most other forms of advertising including: Television, Radio, Newspapers, Magazines, and Billboards.” -– No Excuse not to Advertise on your Vehicle.
It Gets Better
How effective are fleet graphics? Do they really pay for themselves? Is there a positive ROI (Return on Investment)? Yes, there is, and it may be even better than you expect.
- “75% of the people surveyed developed a first impression about a company and its products from truck advertising.
- 91% of people notice ads mounted on the sides of trucks and can recall the ad days later.
Nearly a third of people would base a buying decision on the impression they got from the vehicle.
- Vehicles are the best way to provide targeted, mobile coverage over an entire marketing area.
Ads are viewed by business customers as well as retail consumers.’ — ATA White Paper — Vehicle branding: Is there hidden value in your fleet?
Gone in Sixty Seconds
Think about it, how long do banner ads, television, and radio campaigns last? Then consider this, fleet graphics can last for years. Vehicle graphics work 24/7 for five years or more. That’s a lot of impressions.
“Companies are beginning to understand they shouldn’t only identify their vehicles with a company name and vehicle number, but they should also advertise on the vehicle. A vehicle or trailer is a rolling billboard. Organizations that continue to limit vehicle graphics to identification and not advertisement are missing what may be the lowest cost per impression advertising available.” — You’re Driving Your Best Advertising–Use it.
The advantages of advertising with fleet graphics are compound.
“Research shows that vehicle advertising stands apart from other forms of media because of its size, location and continued presence.⁽⁶⁾ Brightly colored vehicle wraps with big logos and messages are disruptive and can’t be ignored by commuters. In fact, in one survey, 64% of respondents said they noticed vehicle graphics.⁽⁷⁾ Another study revealed that vehicle advertising generates 30,000-70,000 daily vehicular impressions.⁽⁸⁾ If we just consider the lower end of these results, that would translate into millions of impressions per year. And unlike other marketing mediums, vehicle graphics aren’t subject to ad blockers, commercial-free streaming or other barriers that prevent brands from communicating with potential customers.” — 3M — How effective are fleet graphics in the modern world?
It’s difficult to ignore well-designed, and properly installed fleet graphics. Good fleet graphics are hard to ignore. However, bad fleet graphics are hard to ignore, as well. But, that’s not a message you want to send.
“Recently, while commuting to work, I was stopped behind a local retailer’s delivery truck. The retailer is marketed to an upscale niche. Their brick and mortar outlets are well-designed, tastefully decorated, and impeccably maintained. They offer excellent service, customer follow-up, and after-market training. The box truck I was stopped behind sent a different message. It shouted, “WE ARE SECOND-RATE!” When it comes to vehicle graphics, a bad message is worse than no message.” — A Bad Message is worse than none
Fleet Graphics Are Hard to Ignore
If your fleet graphics are little more than identification, or heaven forbid, you don’t have any advertising on your fleet of vehicles; then you’re missing one of the best opportunities to advertise your business and build your brand.
If your fleet graphics are outdated, off brand, not unified, it’s time to update your message. Has your culture, product, or mission evolved? And if so, have your fleet graphics kept up with the message? Is your fleet advertising in synch with your other forms of marketing? Does your website, social media networks, and print ads share the same message your work vehicle share?
Fleet graphics build brand, generate leads, bring pride to your organizations culture, and build your professional image. And they do all that at the lowest cost per CPM in the advertising world. So, why wouldn’t your business take advantage of your fleet vehicles as an advertising opportunity?
How TKO Graphix Can Help You
“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 of large format graphics.” — About TKO Graphix
Is it time to rethink your fleet graphics? If you’re not taking advantage of the advertising opportunities of your work vehicles, you’re losing out. A company vehicle without vehicle graphics is a blank canvas, and a truck with only identification is like a painter signing their name to an empty white canvas. Do your fleet graphics get the job done or are they an empty canvas and missed opportunity? If so, we can help. If you’d like to discuss your graphic needs or if we can answer any questions for you, Contact Us, because fleet graphics are hard to ignore.