Why Vehicle Graphics Are the Most Cost-Effective Marketing Strategy for Your Business
What do many of America’s Fortune 500 companies and largest corporations have in common with small and medium size businesses from coast to coast? They’ve all discovered the business value of using vehicle graphics to promote their brand and boost sales. There’s a good reason: vehicle graphics represent one of the most effective—and cost-effective—forms of out of home advertising available.
What Are Vehicle Graphics?
Vehicle graphics are essentially a mobile billboard, one which is digitally printed and installed on a company vehicle. They can cover an entire vehicle or only part of it, depending on each company’s individual needs. Vehicle graphics can be in the form of signage applied to a single or multiple company cars or trucks, or a “vehicle wrap,” a digitally printed, heavy-duty vinyl that’s professionally installed on a company’s vehicles.
However they’re applied, vehicle graphics include full color, eye-catching messaging which ensures your company gets noticed by thousands of prospective customers every day. And vehicle graphics do get noticed. According to the Outdoor Advertising Association of America (OAAA), “more than 95 percent of Americans are reached by media targeting vehicle drivers and passengers.”
Is Vehicle Signage Only for Big Businesses?
Vehicle graphics are an effective marketing strategy for large and small businesses alike. That’s the assessment of Intuit QuickBooks in “Are Vehicle Wraps a Good Investment for Your Small Business?” According to QuickBooks’ Suzanne Kearns, the answer to that question is an unequivocal “yes.” As Kearns explains it, vehicle graphics aren’t for large businesses only. In fact, because they are so inexpensive compared to other advertising media, they can be especially effective for smaller businesses, leveling the playing field against bigger competitors:
“Vehicle advertising is good for any size business…it legitimizes their company by getting their brand and logo out where potential customers can see them. When a smaller business uses vehicle wraps…it puts them on the same playing field as franchises and companies that are large enough to maintain vehicle fleets.”
Are Vehicle Graphics Cost-Effective?
Vehicle graphics are among the least expensive of all marketing strategies according to OAAA, something which is especially important for small businesses with limited advertising dollars. As QuickBooks points out, they re also among the most cost-effective, considering their deep penetration and visibility:
“Mobile advertising can be the most effective and efficient form of out of home advertising, reaching more consumers at a lower cost per thousand impressions than any other form of advertising.”
On average, vehicle graphics cost the companies which use them about 4 cents per thousand impressions, or $44 for 1 million impressions. That’s much less expensive than outdoor signs and billboards, which cost $3.56 per thousand impressions, and newspaper ads, which cost on average $19.70 to reach 1,000 customers.
Said differently, for the money it costs to reach 1,000 customers with a newspaper ad, you can reach 492,000 with vehicle graphics. Depending on where vehicles go and how far they’re driven, a car or truck equipped with vehicle graphics will reach between 30,000 and 80,000 consumers every day it’s on the road. If a company has 10 vehicles equipped with graphics on the road on a given day, between 300,000 and 800,000 will see their message.
Equally important, vehicle graphics boast among the highest returns on investment (ROI) of any advertising strategy. One company sourced in Kearns’ article reported sales improving from $42,000 to $219,000 in the first 10 months its vehicles were equipped with graphics. Although that company might be an outlier, given their low cost and deep market penetration, vehicle graphics promise outstanding return on investment.
Vehicle graphics are inexpensive, reach tens of thousands of prospective customers every day, make small businesses competitive with their larger industry peers, integrate naturally with a company’s brand, and have among the best ROIs of any advertising strategy. To learn more about the ways vehicle graphics can help you grow your business, contact Sharp Mill Graphics today.