Vehicle wraps are a great value and make lasting impressions
Marketing budgets have been slashed in recent years, but vehicle wrapping practically sells itself to companies that are interested in reaching potentially thousands of viewers over the short-term.
Benefits of Outdoor Media
Outdoor media play a vital role in the media mix, according to a study by Arbitron, Inc., an international media and marketing research firm serving outdoor media, radio broadcasters, cable companies, advertisers and advertising agencies in the United States and Europe, because it reaches consumers missed by other media and enhances exposure of other media. Outdoor media reach consumers not exposed or only lightly exposed to newspaper and local television, for example, and are complimentary to radio campaigns.
Outdoor media also reaches the entire socioeconomic spectrum of Americans, according to the study. People with heavy vehicle mileage and long commutes are more difficult to reach with both the newspaper — almost one out of three Americans do not read a daily newspaper anyway — and local TV news broadcasts. On the contrary, the study showed that virtually every American (96 percent) travels in a vehicle each week as either a driver or a passenger.
So by nature, commuters are an exceptional advertising target in terms of both income and consumption habits. Thirty-five percent of heavy commuters come from households earning $75,000+. This group is likely to be aged between 25 and 54.
Moreover, the Arbitron study concludes consumers that are reached repeatedly with message show higher advertiser awareness, brand recall and purchase behavior. Vehicle wrapping, then, offers advertisers an excellent opportunity to reach commuters on the highways and city streets.
“The cost of advertising over the life of the vehicle is a miniscule amount,” says Peter Bearth, director of Spectrum Media Group in Dallas, a division of J Perez Associates.
How does he know? New non-public transportation campaigns are being measured and the results will help you gauge the number of vehicles your client needs to wrap or the number of hours the vehicle must be driven in order to reach the desired audience levels in their markets. According to the Transportation Advertising Council, a division of the OAAA, vehicle advertising generates between 30,000-70,000 daily vehicular impressions.
Case Studies Prove the Point
Vehicle wraps range in cost between $2,000 and $4,000 for a vehicle wrap that lasts for three years. In this scenario, the return on the investment is great as compared to other forms of outdoor advertising.
An advertisement in the yellow pages costs up to $15,000 for one year for a display ad. And your competitors are right there with you and you have to wait for someone to decide to pick up the yellow pages.
Let’s look at some real-life examples that prove the point.
Dreyer’s Ice Cream wrapped 10 VW Bugs. The cars featured Dreyer’s Dreamery logo, an American flag and some landscaping. Owner/drivers were paid a monthly fee for two months to drive their wrapped vehicles around pre-determined routes. The selected routes were based on traffic and population flows during peak hours and weekend exposure in specific locations. Each vehicle accumulated at least 500,000 impressions per month.
“From the day we wrapped our first Bug we have been inundated by people who have seen the Bugs and want to wrap their cars,” says David Ritterbush, vice president of marketing for Dreyers Ice Cream.
By the second week of the launch, Dryers had received such an overwhelming response that they added another 11 vehicles to the campaign. The “Sweet Fleet” was also driven through grocery store and convenience store parking lots where the drivers would get out of their vehicles and hand out coupons. Other successful events included drivers going to baseball games and other venues where the Sweet Fleet cars would be seen by thousands of people at one time.
JetBlue Airways wrapped nine VW Bugs for a four-week program in which drivers drove the cars eight hour a day, six days a week to generate awareness for the airline’s new route from Long Beach to JFK. The cars featured the JetBlue logo and colors with information about the new route and were driven through targeted high traffic areas. The vehicles were driven in groups of two or three to attract even more attention. The result was more than 6.75 million impressions in the month-long period.
While these are examples of large companies, vehicle wrapping is just as effective for smaller businesses that wrap one vehicle and drive it along normal routes as they do every day business.
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