In 1993 a new vinyl adhesive product from 3M made a splash by turning a San Francisco city bus into a mobile billboard for Crystal Pepsi. This was the first custom car wrap that most people had ever seen and while Crystal Pepsi didn’t last, custom vehicle wraps became a popular marketing tactic for businesses with fleet vehicles. According to the American Trucking Association, a single truck with branded graphics can generate up to 16 million visual impressions a year. Your construction vehicles can pull double duty by building your business while getting the job done right. Find out how…
Between materials delivery, site visits and client meetings your work vehicles log a lot of miles around the area. Construction vehicle wraps can be an eye-catching part of an integrated marketing strategy to raise awareness of your business. The American Trucking Association’s study, “The Visual Impact of Trucks in Traffic,” showed:
- 96% noticed truck side ads
- 98% said fleet graphics created a positive image for the company
- 96% said fleet graphics had more impact than billboards
- 75% of people developed an impression about a company and its products
- 29% would base a buying decision on the impression
A professionally designed and applied custom vehicle wrap allows you to get more out of your employee’s time behind the wheel and every dollar spent on gas.
A full-vehicle wrap may not be practical on all types of construction equipment. But don’t count out your bulldozers, backhoes, excavators or cranes when thinking about promoting your business with graphics. Custom decals can make any piece of equipment into an effective marketing tool.
Cranes are visible to thousands of city dwellers for the duration of the project, so why not take advantage of those impressions with a branded decal? Even if heavy equipment stays on the job site the majority of the time you can still promote your message while it’s being transported between job sites on flatbed trailers.
Keep in mind factors like distance and dirt when having a decal created for equipment. The simplest form of the company logo will be more legible from a distance than details like tag lines and phone numbers. Save that information for street legal vehicles where consumers have the time and proximity to absorb more information while sitting at stoplights or in traffic.
No matter how nice the work truck or how dedicated the employee, some people may not want to pick up a date or pull up to a wedding in a vehicle with a bright car wrap from head to tail lights. Magnetic signs allow construction managers to choose when and where they promote the business. They are also easily interchangeable to different vehicles and can be updated frequently to highlight seasonal promotions or new services.
According to the Outdoor Advertising Association of America, the one-time expense of custom car wraps is minimal when you consider vehicle advertising generates between 30,000 - 70,000 daily vehicular impressions. These same impressions on television, through direct mail or on the radio come at a much higher cost. Consider how branded vehicles and equipment can help build your construction business with greater awareness and visibility in your community. For custom signage inspiration beyond vehicle wraps, view our construction signage product showcase.
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Resources:
http://www.trucking.org/News_and_Information_Reports.aspx?
http://www.bloomberg.com/bw/stories/1993-03-14/now-its-pepsi-cola-the-bus
http://www.advertiseyourdrive.com/ARD_WhitePaper.pdf
http://www.allisonoutdoor.com/OAAA-Brand_Communication_Medium.pdf
https://www.oaaa.org/OutofHomeAdvertising/MediaComparison.aspx
http://multimedia.3m.com/mws/media/511642O/fleet-and-vehicle-graphics-guide.pdf