Street-smart advertising

By |  August 5, 2018
Photo: Ray Johnson

A Johnson Pest Control van builds awareness on every street along its route. Photo: Ray Johnson

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.

Big-time benefits

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.

This article is tagged with , and posted in featured, Fleet Management, fleet vehicles, marketing, truck wraps

2 Comments on "Street-smart advertising"

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  1. That truck looks awesome. Real smart, easy to read and get that all important message – who we are and what we do for you. This passes all the tests on whether the graphics wrap is worth the investment. That looks so good, I venture to say a new company should invest their dollars there initially as long as it is done right.

    Great company – great marketing. Johnson Pest Control is always an innovator.

  2. PMP Staff says:

    Editor’s Note: We received an interesting comment from a PMP who read Ray Johnson’s July 2018 Added Value column:

    I agree completely with the basic premise of the article: Your fleet should “make you proud of the brand you built.” With that said, however, care should be taken to not draw negative attention to industrial/institutional clients. In light of today’s social media realities, just having a pest control (management or hopefully, prevention) service vehicle in the parking lot of a restaurant can lead to social media posts that can be quite damaging.

    Industrial/Institutional pest management isn’t just another function along the industry spectrum; it is a public health function with a strong brand protection component. Certainly, any food-handling establishment requires maximum discretion. That need for discretion should guide all choices when serving this type of client — from the time of service to vehicle branding to equipment choices.