Your business is missing out if your fleet isn’t being used to advertise your operation. I’m not talking about a decal on the door in two-inch letters with your name, hometown, and phone number. That’s identification, not advertising. Your fleet may be the most cost-effective form of marketing available. Yet too many organizations spend their time and money on ad campaigns that don’t come near to the potential of fleet graphics. Don’t get me wrong. I’m not saying to discontinue other forms of marketing. What I’m saying is if you don’t brand with fleet graphics you should add it to your marketing mix. Because if you don’t, you’re missing the boat.
“Every day, your vehicles drive past thousands of people who could be among your best customers, prospects, vendors and/or investors. But if your vehicles are unmarked with company branding, they likely pass unnoticed by these key audiences. And you may have missed an important opportunity to grow your business.” — Wheels White Paper
What Kind of Impression Does Your Fleet Make?
In advertising an impression is the point where an advertisement is viewed once by a visitor, sometimes called an ad view, impressions are used to measure the effectiveness of ads. CPM is cost per 1,000 impressions.
Roadmark Inc. estimates each road type to have the following impressions per mile:
- Rural Interstate 31
- Suburban interstate 35
- Urban interstate 48
- Secondary arterial 68
- City street—major market 93
- City street—secondary market 131
“Impressions aren’t only from passing vehicles but also pedestrians, cyclists, and parked vehicles. Vehicles also gain impressions while parked, for example, delivering goods, completing service at a customer, or parked at the place of business. Vehicle advertising only ends when the vehicle is garaged, other than that it’s a 24/7 billboard for an organization.” — Why You Should Choose TKO for Your Fleet Graphics.
So, are you impressed? You should be because impressions lead to new clients. And fleet graphics cost less per impression than any other form of advertising.
But Fleet Graphics are too Expensive, Aren’t They?
Here at TKO Graphics we’ve completed vehicle graphics for less than $1,000 and more than $4,000. There are many variables that affect the cost. If you like to learn more go here, FAQ: How Much Do Fleet Graphics Cost?
The Numbers Don’t Lie
“So, what does the investment 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
According to the The American Trucking Association’s study. The Visual Impact of Trucks in Traffic, showed: “96% noticed truck side ads 98% said fleet graphics created a positive image for the company 96% said fleet graphics had more impact than billboards. 75% of people developed an impression about a company and its products 29% would base a buying decision on the impression.”
A Rolling Billboard is More Effective than a Stationary One
Your fleet vehicles are rolling billboards regardless of the size of the car or truck, they make an impression wherever they travel.
Outdoor Advertising Association of America (OAAA) says that more than 95 percent of Americans are reached by media targeting vehicle drivers and passengers.
“The OAAA says that mobile advertising can be the most effective and efficient form of out of home advertising, reaching more consumers at a lower cost per thousand impressions than any other form of advertising and estimates that a wrap costs around 4 cents per thousand impressions, while other forms of advertising cost significantly more.
For instance, outdoor signs cost $3.56 per thousand impressions and newspaper ads cost $19.70 for that number of impressions. One wrapped vehicle will net between 30,000 and 80,000 impressions per day. All in all, the estimated cost is less than $44 per million impressions.” — QuickBooks — Are vehicle graphics a good investment for your small business?
Fleet Graphics Work but Don’t Just Take Our Word for it
In this video, Carbon Golden Malted Wrap I chat with Bob Berarinelli, 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.
Quit Wasting Your Fleet Advertising Opportunity
If your business isn’t advertising on your fleet, you’re losing money. And don’t tell me your logo and phone number on the driver’s door is enough because it’s not. It’s not even effective branding let alone a marketing effort that will bring new prospects to the top of your lead funnel.
Fleet graphics work. They solidify your brand, share your USP (Unique Sales Position) and position you as a leader in your field. Why do you think the vast majority of the big guns in your industry wrap their fleet vehicles? Is it because they like pretty cars and trucks, or could it be that they’ve learned fleet graphics pay their way and more?
If you’d like to learn more about fleet graphics check it out, TKO Graphix Vehicle Wraps and Graphics.
If we can answer any questions or offer our advice, Contact Us because we can help you drive your brand home. So, does your fleet advertise your brand?