Driving (quite literally) Your Marketing Strategy
You can’t miss them… they’re beside you on the highway; they’re parked in the shopping lot; they’re visiting your child’s school or they’re waiting beside you at the red light. They’re colourful, recognizable, eye-catching and effective. From car wraps to unique, antique trucks – driving a rolling billboard makes good marketing sense.
By Stephen Douglas
Imagine being able to leave up to 70,000 impressions or “hits” on your business and marketing every day. And, all those impressions happen as you run errands, drive to the soccer field, pick up groceries, commute to the office or just park your car in the lot at Costco. According to the Transportation Advertising Council of America, individual vehicle advertising generates 30,000 to 70,000 daily impressions. That’s over a million “hits” a year… and, “moving billboards are viewed by 95% of those that drive by, and read by 85% of them,” states the Outdoor Advertising Association of America.
How many other advertising avenues can generate that kind of return? It’s a bit like having the “bat signal” emblazoned across the sky… where everyone can see it and it’s instantly recognizable - only this time, it’s your business, website, telephone number or company name. The whole point of marketing and advertising is to create that recognizable brand - your company colours, your corporate logo or your specific company service.
Kavanagh Roofing is a prime example of a company that uses their trucks to create a highly recognizable, unique and memorable corporate brand. You’ve probably seen their red antique trucks in a local parade or parked in front of a home with a sparkling new roof. Mike Kavanagh has run the company in Markham for over 27 years and says, “our branding and marketing was kind of an accident – a very fortunate turn of events.” Just out of university, Mike bought his first vintage truck, a 1947 Ford one-ton and shingled his parents home. Since then, Kavanagh Roofing and their fleet of vintage Ford, Chevy and Dodge trucks has sponsored sports teams, chauffeured Mayor Scarpitti in parades, appeared at local events and won countless business and community awards.
Kavanagh Roofing and Mike’s fleet of antique trucks is so well known they’ve become a fixture in the community and the place to turn when in need of roofing work.
According to the Canadian Automobile Association (CAA), 96% of us travel in some sort of vehicle each week, either as a driver or as a passenger. And while we’re on the roads we’re looking around, watching traffic, noticing signs and keeping one eye on the road and one eye on our surroundings. According to the Transportation Advertising Council of America, mobile ad messages have a 97% recall rate. And, mobile ads generate 2.5 times more attention than a static billboard, according to Perception Research Services.
In case you haven’t noticed, gas prices are soaring through the roof. As gas prices increase, it makes sense to make use of every kilometre you drive by decorating your vehicle with graphics and marketing. The easiest and simplest way to get extra marketing mileage from that litre of gas is to apply an inexpensive bumper sticker with your company name and website. Print enough for employees, family, friends and customers.
License plate frames are another favourite of car dealers and auto repair shops, but they can work for any business. You can have them custom made with your business name or slogan, along with a phone number or URL.
Magnetic signs are an easy and low-cost way to temporarily wear your company information on your car. Magnetic signs are available in a range of sizes and are easily installed and easily removed. Put them on both sides of the car, and make sure the lettering is large enough to read, even from a distance, and when the ad is in motion. Size does count when it comes to moving billboards and vehicle advertising.
Vinyl decals and window stickers are another highly visible way to promote your company and website. Put the URL in large letters across the width of your rear windshield. After all, you never know who might be behind you in traffic or who’s walking behind your car in the parking lot. Of course, this is most effective if you have a catchy and descriptive domain name.
Deborah Whelan-Payne of the DWP Employment Group in Durham reports incredible returns on her marketing investment – a wee convertible Smart car in black and orange. “People are always doing double-takes as I drive by and I know they’re looking at the car and noticing the logo and licence plates,” says Whelan-Payne. “I sometimes drive with the top down and people really notice, especially when the dog’s in the back.” Her Smart car, logo and designs reflect the agency’s comfortable boutique-style approach that’s personal and hands-on.
We are a very visual society and we tend to notice effective advertising and marketing, especially when it zips past us or idles beside us in traffic. Vehicle advertising caters to all levels of business and projects the message like no other form of advertising can. “People see me coming,” says Daniel Gauthier of TwinBytes Computers. “The logo is often the first thing they see.”
One of the largest companies and most knowledgeable experts in the field, Paul Valdstyn, of vehiclewraps.ca and Image Digital Printing says “customers notice more hits on websites, more phone calls and increased business. That’s why they bring their vehicles to us for wrapping and decorating.” He should know – they wrap more than 60 cars a month at their Oshawa location.
Whole vehicle wraps or partial car wraps provide maximum impact with tremendous results. A car wrap commands attention and transforms any vehicle into a powerful moving billboard.
In 2002, Markham’s Clean Air Working Group recommended to Council that a hybrid vehicle pilot project be established. In 2003, Markham acquired two hybrid electric vehicles, a Toyota Prius and a Honda Civic that are used by the Corporate Courier, Parking Control and Community and Fire Services.
Markham wrapped these two vehicles (in 2003) with “clean air” images to give a visual identification to the program and the Town’s environmental initiatives. Have you seen the “rolling clouds and blue skies” on the roads? The Town’s fleet of vehicles has grown to 19 hybrids, with 4 more to be added in 2008. And, Markham will continue to put identifiers and graphics on these vehicles.
Vehicle advertising reaches consumers and customers who are not exposed or lightly exposed to newspaper or television. For example, people with long commutes are more difficult to reach with newspaper or flyer advertising. By wrapping your car in your corporate logo and colours, you’ve touched those hard-to-reach folks and created a lasting impression. Vehicle advertising reaches everyone without discrimination.
“Pimping” your marketing with a car wrap has other benefits besides increased corporate exposure. “Car condoms,” according to Valdstyn, “protect paintwork against sun damage, minor abrasions and small scratches. The vinyl can also be removed leaving the original paint in the same condition it was before it was covered.” A well cared for car wrap will last up to four years and for about $2500 – $3000, it’s a worthwhile investment… and it’s a tax write-off.
“Kids and parents marvel at our ‘Sparky car’ when we run education programs in the schools,” says David Blizzard, Public Education/Fire Prevention Officer with the Markham Fire and Emergency Services. The graphics are fun and the car is instantly recognizable.”
Using your car as a mobile billboard or driving (quite literally) your corporate marketing strategy makes good sense and good business.
2600 John Street, Unit 207, Markham, ON L3R 3W3 T: 905.475.5222 F: 905.475.6369
