Driving In Revenue

Posted by on Jun 23, 2012 in Wrap Information | No Comments

Wrapped vehicles not only place messages in front of target consumers, they also enhance the opportunity for direct customer contact through coupon distribution, sampling and other promotional tactics.

A study by Arbitron, Inc., an international media and marketing research firm, found that vehicle graphics and wraps reach consumers not exposed or only lightly exposed to newspaper and local television.

People with heavy vehicle mileage and long commutes are more difficult to reach with both the newspaper 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. 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+, compared to only 23 percent for the U.S. average income profile. This group is likely to be aged between 25 and 54.

Driving Revenues:  A vehicle-advertising firm in Washington broke the numbers down and compared vehicle wrapping head-on against other forms of advertising. Here is what they discovered a typical investment buys:

  • Vehicle signage can garner up to 8.0 million impressions in a 12-month period.
  • Radio attracts 900,000 listeners in six weeks with 10 to 12 30-second spots.
  • ValuePak offers a reach of 600,000 with 100,000 addresses per drop and your just one of many advertisers included in the packet.
  • Direct mail reaches 20,000 names with one post card mailer.
  • Billboards get 700,000 impressions in one month.

Autowraps, Inc. states, “There is no other form of advertising for which small businesses can opt that comes even close to the cost per impression of vehicle wrapping.” An advertisement in the yellow pages can cost as much as much as $12,000 for a one year display ad, and your competitors are right in there with you.

Wrapped vehicles are one of the only mediums that people make an effort to view. Could vehicle advertisers like Nike, Reebok, Proctor & Gamble, Kraft Foods and Coca-Cola really be wrong? While these are examples of large companies, vehicle graphics are just as effective for smaller businesses that wrap one vehicle and drive it along normal daily routes.