Does Your Vehicle Generate Sales Leads?

I was checking on a vehicle graphics instal­la­tion last week when I noticed a wrap in progress on a Golden Malted Van. Last year, I met Golden Malted’s Supply Chain Manager, Bob Berar­dinelli, while he was waiting for com­ple­tion of a van wrap. It was number 4 of 22. He was seated in the TKO Graphix break room when I intro­duced myself and asked a few questions. He shared his expe­ri­ence of driving the third van back to their South Bend head­quar­ters. The company received three calls from prospects who’d seen the wrapped van on the return trip; all three became valuable customers. I asked Bob if he’d mind sharing his story on YouTube, and he not only agreed, but also was enthu­si­as­tic about sharing his success. How unusual is Bob’s story? What can be expected from vehicle wrap impres­sions when compared to more tra­di­tional advertising?

• A 30-second primetime spot in the top 100 tele­vi­sion markets costs $17.78 per thousand impres­sions.
• A 60-second drive-time ad in the top 100 radio markets costs $8.61 per thousand impres­sions.
• A one-third b/w page ad in the top 100 newspaper markets costs $22.95 per thousand impres­sions.
• A four-color one-page ad in the top 23 magazine pub­li­ca­tions costs $9.35 per thousand impres­sions.
• The average for all forms of billboard ads costs $2.18 per thousand impres­sions.
• Vehicle wraps cost $.77 per thousand impres­sions (CPM).

(Sta­tis­tics courtesy of the Outdoor Adver­tis­ing Asso­ci­a­tion of America)

If you’d like more on the costs versus benefits of vehicle graphics, try this TKO Brandwire post.

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