Being a business owner means no end of tasks and concerns to tackle and take care of. Of these responsibilities, advertising and business promotion is perhaps one of the most costly and time-consuming. Many businesses choose to consult a marketing agency – a choice which inevitably involves paying substantial fees and handing over the future of your business to people that you have never met, who themselves lack the intimate knowledge of your business necessary to draw up a plan that properly responds to your needs, values and goals.
Vehicle-based advertising offers a way out of this conundrum. Forget using a paintbrush and a pot of paint to literally write your advert onto the side of your vehicle – the long-established art of vehicle signwriting has moved on leaps and bounds in recent years.
Vinyl for High Impact, Long-lasting Signage
The use of vinyl instead of paint carries with it a wide range of benefits. For one, it’s far less time-consuming and doesn’t require the trained and talented hand of an artist. Indeed, you could apply your own vinyl lettering depending on the complexity of your sign, but for larger vehicle signage covering the dips, gaps and raised surfaces of the side of a van, the skills of an expert can be a godsend.
Modern vinyl sheeting takes advantage of the latest advances in technology, including special egress channels on the adhesive side to allow air to escape, making those annoying bubbles a thing of the past. Certain kinds of adhesive are also available which allow the installation technician to move the vinyl sign around on the substrate before activating the adhesive once the perfect location is found.
As a result of not requiring an artist, modern signwriting that makes use of vinyl is also much more cost-effective, with a typical sign likely to set you back hundreds, not thousands, of pounds. More complex and detailed signage, including that done with full or partial vinyl body wraps, can carry a larger price tag, but also allows us to demonstrate another compelling benefit of vinyl – its longevity.
Some vinyl wraps can last up to five years, and lettering is even more long-lived. Standard vinyl letters last from four to seven years, while higher quality premium vinyl can last up to an entire decade, ensuring that your investment in vehicle signwriting provides a healthy return for many years to come. Vinyl is highly durable and withstands the elements of the notorious British climate without difficulty.
Whilst your sign may last for ten years, we’d naturally recommend changing it and giving your vehicle a facelift slightly more frequently to ensure that your sign keeps turning heads and attracting the right kind of attention. And, unlike painted signs, which require very expensive full vehicle body resprays, vinyl can simply be peeled off with the right tools.
But how effective is it as a form of advertising? Read on to find out why we believe it’s one of the best forms of business promotion available, ticking every box and making the lives of business owners much easier.
Widen Your Reach
When you buy an advertising slot on the radio or rent a billboard, your advert appears at a particular point in time or space respectively, after which it disappears. If your advert failed to attract much attention to communicate your message during this short window, then your marketing investment was wasted.
When your advert occupies space that you already own for an unlimited amount of time, and is attached to a mobile vehicle, then you have overcome the constraints on time and space that the above traditional means of promotion carry. This allows your sign, and thus your message, to reach a far wider range of people than would otherwise be possible.
And this expanded reach for your promotion isn’t inconsiderable – marketing research suggests that on a busy high street, around 3,000 people will come into contact with your sign every hour. If your vehicle spends the day parked outside a shop in which you’re doing work for the owner, the number of people that you could reach would number the tens of thousands. This demonstrates the unparalleled power of vehicle signwriting.
Boost Awareness and Favourable Sentiment
It goes without saying that by transforming your vehicle into a mobile billboard, your target market will slowly become more aware of your company and what you have to offer. This is an excellent benefit in itself for one reason – studies have shown time and again that consumers are far more likely to purchase from a brand that they’re familiar with, even if they haven’t personally tried their products or services before.
There is an array of additional benefits from increased brand awareness as well. One piece of market research that focussed on brand awareness from vehicle signage in particular found that around three quarters of respondents claimed to have a favourable opinion of companies and brands that they encounter through vehicle signs. Consumer perceptions of these businesses typically include that they are well established and successful firms.
This in turn makes consumers more likely to seek to purchase your goods or services, as well as recommending you to their friends – even if they haven’t personally required what you have to offer.
Vehicle signage, measured by cost per impression, comes out far cheaper than all other forms of advertising – this is a well known fact. But few people think about the additional financial benefits. By turning your vehicle into a moving advertisement, you can transform unproductive time, such as a traffic jam or your daily commute, into potentially productive time well spent.
And your usual productive work time is multiplied further – while you’re busy working away, your vehicle will also be silently but strongly promoting your firm’s unique proposition to a whole host of potential customers. Call us today on 01273 417057 to see how we can help.