If done properly it can virtually transform your business overnight. If done incorrectly it can be a very costly and cause much frustration and disappointment.
Vehicle Graphics Advertising is a form of Interruption Marketing and the main objective is to get your message in front of your captive audience who has no other option but to look at it. Weather they choose to read it will depend upon the design and the marketing message.
Unlike other forms of marketing you only have about 3 to 6 seconds to get your prospattention so your message has to be extremely relevant to keep their attention. By taking their eyes off of the road they are making a decision between their safety and the importance of your message.
Based on marketing statistics, only about 3% of the people that view your message will need your services at that time and another 3% will need it within the next 6 months. This means that between 94 – 97% of the people will have little or no interest in your product or services at that given moment.
The average consumer today is bombarded with thousands of marketing messages daily in various forms, including signage, billboards and Vehicle Graphics so they become very selective in what they choose to remember. Why try to remember a URL or phone number when you can simply do a Google search online to shop and compare.
As you can see covering your vehicle with cute clever graphics that is positioned in front to your target customer is not sufficient to guarantee success with Vehicle Graphics Advertising or Vehicle Wrap Advertising. It requires a focused marketing strategy.
Here are 7 Common Mistakes that Business Owners make when investing in Vehicle Graphics Marketing and how you can avoid them.
Mistake 1. They think of Vehicle Graphics as a cost rather than a revenue stream, so they start by shopping for the best price instead of looking for someone who will help them to make the most money possible.
Solution 1. Decide what you wish to accomplish with your Vehicle Graphics Advertising Campaign. What is the potential income based on your product and service. Once you understand this you will have a better idea of what you should spend and you can focus on finding someone to help you achieve your objective.
Mistake 2. They look at pictures of catchy vehicle graphics designs online and use this as a reference for what they would like their graphics to look like. Marketing is based on connecting with your target customer and to do this successfully your message must resonate with them. Effective Vehicle Graphics Advertising is not about cute clever or catchy graphics it’s about connecting.
Solution 2. You need to start by focusing on your Ideal Customer, their likes, dislikes, what makes them tick and how to communicate your solutions to address their needs. Your goal should first be to get clear on your message and then focus on finding the company that best able to help you communicate that message on your vehicle. Your design will most likely be unique and if done properly may only appeal to a very specific target audience.
Mistake 3. Most Business Owners Investing in vehicle graphics advertising become attached to their vehicles and evaluate the design based on what appeals to THEM.
Solution 3. Evaluate the mock-up based on how effectively it communicates your message and its appeal to your Ideal Customer. If you communicate your objective clearly a good Vehicle graphics Designer should be able to help you. Remember that it’s not about your preference.
Mistake 4. Many business owners make the mistake of getting a friend spouse or relative to provide feedback on the design without providing them with the framework for what they are trying to accomplish. The feedback in many cases can be negative or mixed causing uncertainty and can sometimes result in the design going in totally different direction.
Solution 4. If you plan on involving someone else in the decision-making process, make sure that they are involved from the start and are part of the discussion of how best to relate to your ideal customer. This will enable the other person to give feedback based on upon your objectives. It may also significantly reduce the design time and cost and increase your chances of success with Vehicle Graphics Advertising.
Mistake 5. Most business owners target their message at the 6% of prospects that need their services now, or in the near future, but ignore the 94% that may need it in the distant future or may refer friends and family.
Solution 5. Communicate something of value on your vehicle that viewers can retrieve by going to your website and provide their e-mail address. This will allow you to build a relationship with them over time and offer other services. You will be fresh in their memory when they are ready to buy. Window graphics or specific areas on the vehicle can be used if designed with this in mind. This information can be changed or rotated. The offer should be something of value to them and does not necessarily have to be part of your service or offering. Consider it a bribe for their e-mail. This is the key to long term success using Vehicle Graphics Advertising.
By Vickery Thad