Vehicle Wraps and Mobile Billboards

How many heads can your business promotions turn? How about the number of people you drive by every day.  With a vehicle wrap, nearly every person passing you will see your advertising message. Large companies are even paying others to drive around to advertise their products.

With such an impact, it seems like advertising on a vehicle with a vinyl wrap would be more common. You have probably seen large trucks dedicated to hauling a sign around, but advertising on a personal vehicle can be just as effective and less expensive. On average, a wrap costs about $3,000.

Vehicle wraps are a distinct type of mobile billboard or mobile outdoor advertising. The billboard style is usually flat, like on the side of a commercial trailer, while a vehicle wrap can cover the entire vehicle - except for the front windows - as if it were painted. The wrap material is made out of vinyl - it is essentially a large removable decal. Of course, it should be thought of more as semi-permanent (4-5 years) than removable because it does require skill to attach it to a vehicle. Although,  a small sign that fits on the vehicle door could be removed and attached at will without too much fuss. Keep in mind that the larger it is the more attention it will get.

Mobile billboards, especially vehicle wraps, are still a unique vehicle (pun intended) to get your message out to the local community. And because it is unique, it has a higher impact than other forms of advertising. Think about how often you notice when a moving billboard drives by you, and how much more unique it is to see an entire vehicle as the message. Depending how much you drive, hundreds of thousands of people will see your message every month, and millions yearly, which averages out to a low cost per impression- especially over the course of several years. Wrapped automobiles parked in front of their businesses also attract more attention than a stationary sign alone. 

And it is not limited to cars. Large Format Graphic Wraps enable you to get your boat wrapped. You could even get your house wrapped. With Large Format Graphics, you can send your message out on just about anything that could be wrapped with colorful plastic. Pedicabs, rickshaws and bicycle taxis are also popular vehicles to employ wrap advertising.

If you are interested in this form of advertising, keep some things in mind:

Look for a company that has a successful track record, offers complete service and employs professionals in graphic design, production technicians and experts who can install the wrap on the vehicle or other target object. Finally, make sure their warranty backs up and covers any quality issues, whether it is from a faulty product or poor installation. 

Other things to consider:

Insurance: Talk to your agent to ensure it will not affect coverage.

Maintenance: keep your car in top shape and make sure it is always sparkling clean. Find out from the manufacturing company or installer how to care for the vinyl.

Legal: find out about local and state laws

Driving: All eyes are on you - play it safe.

Parking: Great in front of your business. Not so great in a strip club parking lot (unless that is your market, of course).

Don't own a business or want to promote yourself, but want to get paid to turn your car into an advertisement? Companies are willing to listen to why they should pay you to drive around and advertise for them. Many are always on the lookout for drivers and vehicles that fit their needs and meet their requirments. If you like attention, check into getting paid to have a vehicle wrap put on your daily transportation - it could even cover your monthly costs. 

Cause-related Marketing

Cause-related Marketing

This includes supporting and sponsoring educational, artistic, festival and other events and charitable causes. Your business may donate part of its sales or other resources to these efforts, which provide an opportunity for positive publicity and a chance to meet customers on an informal level.

Sophisticated and mature markets care about social and environmental problems. These consumers will react favorably to and value organizations that integrate cause-related marketing into their company culture.

Community Expectations

Community Expectations

Do good deeds and don’t be shy about professing them to the consumer. Responsible organizations are champions for social good and adhere to an ethical business philosophy.

The community expects your organization to fit into the community’s appearance and value structure. You can contribute to the community by providing a valuable product or service and enhancing the community image. For example, a good business will maintain its property, minimize resource waste, prevent pollution, stand up for the community and support positive initiatives by participating in neighborhood board meetings and other functions that shape the community’s future. When you live up to community standards, your promotional efforts will be positively noticed and effective.

Your business may also lead positive initiatives and take action to minimize the negative impacts of products and services on both the community and global environments.

Consumer Opinion

Consumer Opinion

Promotion works to change or support consumer opinions.

Consumers are emotionally selective, with consumption patterns driven by dynamic opinions. Opinions are an expression of attitudes. Attitudes are shaped by lifestyle aspects such as culture, religion, education, family and other important values.

Attitudes are generally either positive or negative regarding controversial subjects such as abortion and war. However, they are generally neutral toward most products and services. Neutral attitudes are most easily influenced and can be turned positive if your company affirms a consumer’s lifestyle values. The customer’s opinions will stay positive as long as you continue to meet their expectations. The result: loyal customers who place your business in their top ten list of preferred companies to support. You can continue to meet customers’ values by staying in contact and asking for feedback.

Maslow’s hierarchy offers points to consider in motivating attitude change. Ordered most important to least important:

Self-actualization

Esteem

Love

Safety

Physiological needs

Personal Treatment

Personal Treatment

Consumers want to be appreciated, recognized and liked—especially when it applies to quality of their lifestyle or empowers them to make a decision. For example, surveys indicate that 69% of consumers prefer highly personalized direct mail. Understanding your customers and their main objections to your message will build credibility and overcome their concerns.

Plan how the customer should be serviced, and when services should be offered and what products/services will have the most value to the customer. With every communication, your business should improve customer satisfaction, and up-sell and cross-sell when appropriate.

Customer Satisfaction

Customer Satisfaction

Bridge the gap between the sale and customer satisfaction with a follow up that may:

Thank the customer

Invite them back for special events

Let them know you care about their shopping experience

These minimum efforts produce maximum results to maintain your valuable customer base.

With more expensive items, some customers may feel guilty, unhappy or unsure about their purchase. A simple call or letter within the next few days to say something like the following will not only reduce the chances they will return the item, but may make them feel good about their decision:

“Thank you for purchasing product X. You made a great choice, did you know that it has more X features than any other brand and will continue to make your life easier for many years with its strong warranty? Did you have any questions about how to get the most benefits from this product? Thanks again, would you like us to let you know about any special offers, events or presentations that concern your product?”

Customer Problems

Customer Problems

Consumers demand accountability, along with high standards of ethical conduct from a business.

Each problem and complaint is a lump of coal waiting to be turned into a diamond. Ultimately, you can use the experience to improve your business. Most customers don’t complain—they just quietly take their business elsewhere. Complaints and criticism should be welcome because they give you a chance to resolve problems others don’t tell you about.

Kind words and unexpected gestures are gold nuggets to a customer. If there’s a problem, offer these before the customer demands them. They can help mend a poor customer experience.