So, should fleet graphics generate leads? Absolutely. Do yours?
Golden Malted Fleet Graphics
I met Golden Malted’s supply chain manager, Bob Berardinelli, while he was waiting on a Golden Malted van wrap to be completed. I believe the first time I met Bob was on van number four. We’ve completed 22 including 53-foot trailers as pictured here.
When I met Bob waiting in the TKO Graphix breakroom. I asked if he’d like a cup of coffee. We chatted about business over a French Roast, and then Bob shared with me a story about driving van number three home from TKO.
Fleet Graphics Generate Leads
Golden Malted is headquartered in South Bend, IN. That’s 150 miles from our shop in Plainfield. About two and one-half hours’ drive time. While he was driving the third wrapped van back to South Bend, the company received three calls from prospects who had seen the van. All three purchased product from Golden Malted and the last time I spoke with Bob, all three continued to be customers.
Fleet Graphics are Good Advertising
So, here’s the thing. Golden Malted has a specific target audience. Since 1937 they’ve supplied waffles to hotels and restaurants. That’s a short list of prospects. I’d guess most of you reading this have a larger demographic and probably a bigger product line. Am I right? Consider this, a company that focuses on one product to one B2B target received three calls in one afternoon from a vehicle wrap. And not only that, but all three became customers.
Fleet Graphic Make a Great Impression
I can’t guarantee you’ll get three new customers every two and one-half hours, but I can share some facts about the vehicle wrap impressions. Here’s how fleet graphics stack up to more traditional forms of advertising.
- A 30-second primetime 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 (CPM).
(Statistics courtesy of the Outdoor Advertising Association of America)
Do Your Fleet Graphics Generate Leads?
When’s the last time a prospect went to your website or called your office because they saw your fleet graphics? If it’s been a while or you’re not sure, you may want to take a hard look at your fleet graphics. Are the decals on your vehicles little more than identification or are you taking the opportunity to market your brand on your cars and trucks?
“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!
If you’d like to put your fleet to work marketing your brand, Contact Us. Who knows, maybe I’ll be writing a marketing success story about you and your branded fleet.