While many business owners are trying to wrap their minds around new digital marketing channels such as TikTok or the Metaverse, the reality is that most of us still spend each down pounding the pavement and rolling down the highways and byways.

For local businesses with a fleet of vehicles crisscrossing potential customers each day, there is a tried-and-true non-digital marketing channel that can drive brand awareness and grow their business – fleet graphics.

Modern fleet graphics, wrapping company vehicles in attention-grabbing vinyl graphics, is an out-of-home advertising idea that has been around since Mark Zuckerberg was still in short pants, almost 30 years now.

“The growing digital age has left companies wondering if fleet graphics are still an effective method to promote their brands,” says 3M which makes vinyl graphics. “Fortunately, technology and market research continue to evolve with confidence-building results. The numbers reveal that out-of-home advertising, which includes fleet advertising, is still one of the most effective methods to drive brand awareness and grow business.”

Fleet Graphics Offers Great Return on Investment (ROI)

One of the big reasons that fleet graphics are still relevant in today’s digital-first world is that the offline advertising method features a great return on investment (ROI).

3M cites the following statistics to highlight the great ROI on fleet graphics:

• The Outdoor Advertising Association of America says that fleet graphics have a very low cost per thousand impressions compared to other types of advertising with fleet graphics costing as little as 15 cents per thousand impressions vs. online ads that can cost up to $21 per thousand impressions.
• The Nielsen Out-of-Home Online Activation Survey found that out-of-home advertising generates nearly four times more online activations per ad dollar than TV, radio, and print.
• Research by the Outdoor Advertising Association of America found that one dollar spent on outdoor media resulted in $3 in sales, which is a higher rate of return than other forms of advertising.
• The Out-of-Home ROI & Media Optimization Summary Report by the Outdoor Advertising Association of America also found that out-of-home advertising can improve the ROI of other media campaigns by reinforcing awareness and messaging. One case study found that out-of-home advertising in a larger media campaign increased ROI for search by 40 percent and ROI for print by 14 percent.

Mobile Advertising: More than a “Fleeting” Impression

The American Trucking Association published a white paper (Vehicle Branding: Is There Hidden Value in Your Fleet?) that found mobile advertising leaves much more than just a fleeting impression on consumers.

“Every day, your vehicle's drive past thousands of people who could be among your best customers, prospects, vendors and/or investors,” says the white paper. “But if your vehicles are unmarked with company branding, they likely pass unnoticed by these key audiences, and you may have missed an important opportunity to grow your business.”

A study conducted by the American Trucking Association and Robinson, Yesawich & Pepperdine, shows that vehicle graphics offer many advantages:

• 75 percent of the people surveyed developed a first impression about a company and its products from truck advertising
• 91 percent of people notice ads mounted on the sides of trucks and can recall the ad days later
• Nearly a third of people would base a buying decision on the impression they got from the vehicle
• Vehicles are the best way to provide targeted, mobile coverage over an entire marketing area
• Ads are viewed by business customers as well as retail customers

The study found that a vehicle travelling in and round a major city can generate more than 65,000 visual impressions per day.

3M cited another study that found vehicle marketing results in 97 percent message recall compared to 19 percent retention for stationary signs.

Flexibility to Market to Select Routes and Areas

Unlike that tattoo you might have gotten on spring break, fleet graphics are not forever but have the flexibility to combine short-term, medium-term, and long-term graphics.

This flexibility allows you to change your graphic wraps at any time.

“Fleet vehicles also allow you to select routes and messages to target specific demographic groups. GPS technology can help optimize your routes and provide information for measurement,” says 3M.

Fleet graphics allows your business to place your brand top of mind as consumers spend time on the road, often driving to a store or mall to make a purchase.

Vinyl Graphics Can Create a Wow Factor

Advances in vinyl graphics over the last 30 years gives your business opportunities to create a “wow factor” when wrapping your vehicle fleet.

“Bright colors and large logos refuse to be ignored – garnering millions of visual impressions annually,” says 3M. “Invest in high quality, premium graphic films to offer the best portrayal of your brand and for better end results and long-term cost savings. Choose durable graphic films that incorporate the latest technology to provide the added benefit of protection from damage, UV rays, scratches, and peeling.”

In the greater Houston and Sugar Land area, Sunset Glass Tinting has experience at wrapping fleet vehicles for companies, small and large. Contact Sunset Glass Tinting today to learn more about the fleet wrapping process and how we can get your business on the road to better marketing.