Today’s Ask the Expert column features CJ Steen, marketing director of On The Move, Inc.
Q: What are the top three things to consider before incorporating vehicle wraps into my marketing strategy?
A: While marketing is essential to your business’ survival, how do you choose the best marketing strategy for you? Some of the things I like to keep in mind are responsiveness and cost per visual impression.
According to the Outdoor Advertising Association of America, mobile advertising can be the most effective and efficient for out-of-home advertising, reaching more consumers at a lower cost per thousand impressions than any other form of advertising. Since most real estate agents’ target market is anyone buying or selling a home, a lot of visual impressions on an ad is crucial. For a thousand impressions, you’re typically only paying four cents. There is not a more affordable advertising medium out there.
Do people pay attention to vehicle wraps? They sure do. Vehicle advertising has 15 times greater name recognition than any other type of advertising. You sit at a traffic light longer than a typical television commercial lasts. People have to focus longer on vehicle wraps since they’re sometimes parked right in front of them.
What kind of vehicle should you wrap? You can wrap any type of vehicle. Wraps for your everyday vehicle range from $1,500 – $3,000, while a moving truck is only $4,500 – $6,500.
What should you put on your wrap? The most effective advertising strategy is to have a call to action or promotional offer. One strategy commonly used in the industry is, “Buy or sell with me, use this truck for free.” Another creative idea is, “Follow me to your new home.” Make sure your graphics aren’t too busy and that your message is easy to read. Always put a point of contact on your advertisement.
Hopefully, this will give you some inspiration to seek out your own wrapped vehicle. The success rate is high and the message is effective. Go out on a limb and even advertise on your own moving truck. If you don’t feel like it’s working, you can always sell your vehicle and recoup any lost funds. What other marketing strategy can do that for you?
For more information, visit www.onthemovetrucks.com.