So… why haven’t you wrapped your company vehicles? You know you should every time you see a competitor’s wrapped vehicle on the road. And how often is that? I’m going to end this post with stats to get you out of your car or truck and wrap it, (skip ahead if that floats your boat). First, let’s address the most common reasons I hear companies have not wrapped their vehicles.
We are too small – we only have two cars
Digital printing has made it cost-effective for everyone to wrap vehicles. If you have any advertising budget, why wouldn’t you put your dollars where they are most effective?
It costs too much
A Yellow Page bold-line ad can run $100/month — and up to $4000/month for a full-page (I’ve bought both). Billboards can run $700 to $2500 per month. A vehicle wrap can run $1500 to $3000, and last two — seven years.
We only have small cars — they are not big enough for wraps
Digital technology has changed things. No vehicle is too small to wrap. We have effectively wrapped smart cars, boats, golf carts, and motorcycles.
We’ve used the same company lettering for years, and that’s all we need
You may have a point; however, think of how much better your message could be conveyed with a wrap? If you own ABC Plumbing, your logo on your truck becomes a whole different message with an image of a clean, uniformed all-American plumber standing at a sparkling, clean sink.
We cannot afford the time to have our vehicles off the road to get them wrapped
In most cases, you shouldn’t have any downtime. The graphics company should provide graphics installers during your off-times.
Vinyl doesn’t last, it looks shoddy, and paint is better
These statements were true at one time — and can be true today, if cheap, shoddy materials and workmanship are used. With today’s adhesive vinyl materials, provided by 3M and Avery, almost anything can be wrapped better than it can be painted.
We can’t use wraps because we frequently change our products
I wish more businesses knew they could easily change products on their wraps. By using a changeable film on the product section of the wrap, it can be changed as often as you like.
Just The Facts, Please
The benefits of a vehicle wrap hit home when you compare the Cost-Per-Thousand Impressions (CPM) of other forms of advertising (Statistics courtesy of the Outdoor Advertising Association of America):
- A 30-second prime-time 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
According to Driving Revenues — a vehicle advertising firm in Washington — a $20,000 advertising investment buys:
- Radio attracts 900,000 listeners in six weeks with ten to twelve 30-second spots
- Value Pak offers reach 600,000 with 100,000 addresses per drop, and your client is just one of many advertisers included in the packet
- Billboards receive 700,000 impressions per month
- Direct mail reaches 20,000 names with one postcard mailer
Let’s compare the advertising above to wraps. If you spend $3000 (high-end) on a wrap, and keep the vehicle for five years:
- A vehicle receives 30,000 – 70,000 impressions per day (pdf)
- Five years = 1825 days
- 30,000 impressions per day (low-end) = 54,750,000 views
- If you wrapped six vehicles for a cost of $18,000
- This is over 328 MILLION views over the span of five years
So…why haven’t you wrapped your company vehicles?