We rely on three types of media to get our business information out there – paid media, earned media, and owned media. Truck wraps actually fall into both the earned media and owned media categories. I want to make it very clear that when I talk about truck wraps, I’m talking about vinyl wraps. I’m not talking about bumper stickers or magnetic signs. The image above obviously isn’t a truck wrap, it is just a cool picture of an old truck. That aside, let’s continue.
Anyone can design a magnetic sign, slap it on the side of the truck, and call themselves a contractor. That isn’t a commitment to excellence. A magnetic sign on the side of the truck can be just as easily removed as it was applied.
Are you committed to your business, and, do you show it?
I’ve tracked down some statistics for truck wraps so you can see that I’m not kidding when I tell you how amazing they are for your business. First, let’s look at the different types of media and how they work.
Paid media refers to spending money to leverage the power of something that someone else owns. You may choose a radio or television commercial, a billboard, or some other type of print advertising. Most people tend to think along these lines when they think of paid media:
Print Ads – Newspaper, Magazines, Free Circulars, Sales Papers, Printed Coupons
Radio – A nice radio ad can get quite a bit of attention as long as everyone is listening to the radio instead of Pandora, Sirius XM, or the playlist they’ve created on their phone.
Billboards – A great billboard can bring in customers as long as it’s properly placed and designed to capture attention.
Pay Per Click – PPC is very effective, and you only pay for actual clicks, not ad views.
Television – TV ads were pretty amazing years ago, but so few people watch commercials in today’s technologically advanced world that the ability to attract customers with TV ads has really fallen behind.
Yellow Pages – This one is still fairly advantageous because people can search YP online as well as the paper version.
Earned media is completely free and can make or break your business. You may have people leave reviews on a popular website, talk about your workmanship, share your information on social media, and the people you meet or speak to on a regular basis. Earned media includes:
Reviews – Your customers should always be encouraged to leave a review on your social media or on some other website. Reviews are earned – whether good or bad – and thus considered earned media.
Word of Mouth – People love to talk about services they’ve received and brag on amazing workmanship. Make sure that your work is worthy of their freely-given and well-earned praise.
Shares – Every time someone shares your website, blog, or pictures, you’re earning views based on your work.
Public Relations – How you handle negative comments carries a lot of weight with some people. Always respond in a positive manner without letting negativity drag you down.
Vehicle Wraps – People will take notice of your vehicle when it’s parked in a residential area or a commercial area where you’re working. They will likely ask about you the next time they need a similar service. Your vehicle wrap has effectively been associated with other respected people or businesses in the area.
Owned media refers to the things that you already own or rent. Your website, blog, social media profiles, and the real estate you own are included. Here is how that breaks down on an individual basis:
Website – Keep your website up to date with information, style, and functionality. If your website isn’t currently mobile friendly and properly optimized for search engines, fix it! Call me and we’ll work on it together.
Blog – Your blog should be attached to your website in some way so that people can easily transition from one to the other. Call me if you’re interested in starting a blog, but you’re not quite sure how to do it.
Social Media – Your social media profiles are a great way to get to know people. They’re free, which is almost always good, but they provide an amazing opportunity to get to know prospective customers.
Walls, Windows, Sidewalks – Paint or otherwise make use of all of your owned media. Discuss ideas with a local painter and decorator so you can make the best decision.
Vehicle Wraps – Again, this is something you own. It’s a pretty amazing piece of marketing genius at your fingertips.
The Mathematical Break-Even Explanation
I’m going to use round numbers for this quick little explanation. Let’s say that you spend $3,000 on a full van wrap. That’s a pretty rough estimate; it could be a little more or less. And let’s also estimate that you make about $1,000 additional gross margin per new customer.
The formula would be break-even equals initial cost divided by general margin or BE=IC/GM. Your break-even point in this example would be $3,000 divided by $1,000, which is 3. So you need 3 new customers during the roughly 5-year life of the vehicle wrap. That’s a pretty low estimate, making vehicle wrap a very valuable part of your marketing strategy.
How Effective Would Vehicle Wrap Be?
This is a great question! It depends on your geographic location and the amount of time you spend driving your wrapped vehicle. Life in a very small town may only net you 1,000 views per day. City driving can put your logo and information in front of 30,000 to 70,000 people per day. Fleet owners have reported that their wrapped vehicles boost name recognition by 15 times other forms of advertising.
- 91% of people notice both words and graphics on wrapped vehicles, so make sure your logo is one of those graphics
- 75% of people develop a favorable impression based on the graphics used
- 30% of people base a buying decision on the graphics and design on the wrapped vehicle
- 96% of people interviewed felt that vehicle wraps were more effective than billboards
- About 30% of people who see advertisements while they’re out through the day base their buying decisions on those ads. So let’s say that 30,000 people have seen your ad. 30% of those people would consider buying from you if they were in need of your services.
That’s pretty damned effective in my book!
Vehicle wraps also keep you in front of your potential customers. People can’t change the channel like they would with the television or radio. How often do you listen to local radio while you’re out and about? A lot of people use Pandora, Sirius XM, or their own personal playlist from their phone or iPod instead. And television commercials – forget about it. DVR technology is available with every satellite television and cable television provider. People either fast forward or change the channel during commercials.
The cost per thousand impressions for vehicle wrap is lower than all other forms of advertising. The average vehicle is driven 15,000 miles per year. That effectively puts your wrapped truck in view of millions of people every single year. You don’t even have to consider addressing your specific target audience, because your audience is everyone in the county and surrounding counties where you provide service. Your wrapped truck will be seen by all people of all ages, ethnicities, genders, professions, and backgrounds.
What are your thoughts about vehicle wraps? Have you had significant luck with them in the past? Would you like help determining a design or how much text is enough to make a good impression? Call me and we’ll talk it out.