Case Studies
How One Client Took Charge of His Advertising Budget with Vehicle Wraps
One of our clients complained that, even though the effectiveness of his advertising had been slipping, his advertising costs had continued to increase. The pressure on his bottom line was becoming a burden, and he was not sure his business could sustain it.
He had found that any single advertisement did little for his business. He needed a solution that gave his business repeated exposure, so he could gain and keep the attention of his target market.
More Advertising = More Sales?
Our client is a true believer in the power of advertising to drive his business. He knew that cutting back on marketing in a slow business cycle could lead to a disastrous shrinkage in sales. His plan was to do the exact opposite: increase his ad spend, so that his revenues would support his business.
His accountant pointed out to him that his current advertising programs was producing revenues that were not as profitable as they once were, due to the pricing pressure brought on by a slow market. At this rate, said the accountant, he would spend his business into a hole.
Advertising Options He Considered
- Direct mail: Send one post card mailer to 20,000 names
- Radio: Attract 900,000 listeners in six weeks with 10 to 12 30-second spots
- Value Pak offers: a reach of 600,000 with 100,000 addresses per drop
- Billboards: 700,000 impressions in one month
Although successful in the past, these methods are expensive, and he could no longer afford the frequency of advertising necessary to keep his company name in the public eye.
Our Solution: Vehicle Wraps
In his Metro area, vehicle signage garners about 8.4 million impressions in a 12-month period. This would mean a wealth of exposure for his business.
A typical wrap for a vehicle of average size would cost about $3,000. Our vehicle wraps include a warranty period of 5 years, but he pointed out that his typical vehicle leases run for four years. So we calculated his costs based on a four-year life span for the vehicle wrap investment.
He was shocked when it dawned on him that $3,000 spread out over 48 months equals a monthly cost of only $62.50! We gave him statistics showing that the average vehicle in a major metro area will have more that 700,000 impressions per month. So the cost per impression comes out to only 9-cents per 1,000 impressions.
Advantages of Vehicle Wrap
- High Retention Rate: People Remember this Medium
- More Memorable Form of Outdoor Advertising
- Highly Targeted (Your vehicles are driven inside your target market)
- Average Cost: As Cheap as Classified Ads
- Highly Focused Messages
The unique nature of vehicle wraps was the most attractive selling point in his advertising decision. Unlike radio, print, or television, you can’t turn off a vehicle wrap or change the channel.
His CPA got on board too when we told him that the company is already “paying for a mobile billboard”. With fuel costs at record highs, his drivers were burning money as they drove. They decided to maximize their return-on-capital by getting double use from their vehicles: transportation plus advertising.
Equally compelling, we compared the cost of advertising at trade shows, conventions, grand openings, and other premier events or locations. Could he afford a billboard in New York’s Times Square? No, but with a vehicle wrap, he could simply drive through any location where he seeks brand recognition at any time.
His Customers Took Notice
Existing customers called him to congratulate him on his new look. New customers mentioned the vehicle wraps as the advertising medium that got their attention and prompted their call. His employees, too, were proud of the new look and liked being associated with the updated image of the company.
A Challenge to You
We challenge you to find an advertising medium at $62.50 per month that can compete. Most likely, you wouldn’t even be able to advertise in the classified section of a newspaper for that amount! Even if you did, what is the circulation of that paper? What percentage of readers would read your classified ad? Is the newspaper targeted to your specific niche and target market? No way! For the price of a cup of coffee you can create targeted advertising messages to literally thousand of people per day!
Statistical Source: Ads On Wheels