The graphics on the vehicle in your fleet should make you proud of the brand you built and quality services you offer. But there are a lot of things to consider as you advertise in this street-smart way, including:
⦁ A single intra-city truck with graphics can generate 16 million visual impressions in one year, according to the American Trucking Association.
⦁ Nine out of 10 people can recall the promotional message on a truck, even days after seeing it, says the RYP & Becker Group.
⦁ A vehicle wrap’s audience impressions can range from 30,000 to 80,000 in a single day, reveals the Outdoor Advertising Association of America.
Keep in mind, this data depends on your market area and population, but we are definitely talking some impressive stats here.
⦁ Even when parked, they deliver. Vehicle graphics are always visible, whether your vehicles are standing still or in motion. We ask new customers where they heard about Johnson Pest Control, and it’s amazing to learn that a very large percentage of our calls come because they saw our vehicles in their neighborhood, on the road or parked while they eat lunch at the same place as one of our team members.
⦁ They are hassle-free. Unlike many building signs, most vehicle graphics are not subject to municipal regulations. As a small business owner, I like that, as we are regulated too much about everything now anyway.
⦁ They offer excellent return on investment (ROI). Vehicle graphics are a much lower cost per thousand impressions than other forms of advertising. You can check the numbers and see that spending precious marketing dollars on well-thought-out and professionally designed vehicles can make your ad dollars go a long way, compared to TV, magazine, newspaper, radio or outdoor billboards.
A well-dressed fleet is just as important as your online marketing presence, if not more so. That’s because people are seeing your fleet every day as they commute or see you on a service call at their neighbor’s house. By contrast, they only see you on the internet when they search for pest control.
With vehicle graphics, people can’t miss your message, and they didn’t have to search for you. Also, if they notice their neighbors are using your services, it implies a level of trust. You’ve got a good chance of earning their business when needed.
As you might have noticed, I am sold on great vehicle graphics as one of the main elements of our marketing budget, and I think you should be, too. Remember: Keep your message clean and simple. Too much clutter can be visually confusing.
Read my last column here, where I described the features of the new Mercedes-Benz Metris vans that are now in our fleet.
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