When businesses try to connect with potential customers, those messages can get lost in the digital world. Between social media, websites, television, apps, and streaming devices, it’s increasingly difficult for messages to stand out. This digital over-stimulation can be challenging, and that’s what can make fleet graphics such an effective form of advertising.
With professionally designed graphics installed on a company’s fleet of vehicles, they can provide 24/7 advertising. Whether the car, van, or truck is stuck in highway traffic, going down a neighborhood street, or parked in a garage, prospective customers will see the branding.
Research determined that people have a 97% message recall ¹ on vehicle advertising.
Moreover, OOH advertising motivates action. A 2022 survey ² from Out of Home Advertising Association of America (OAAA) and Comscore found that after seeing an OOH ad, 41% of people used a search engine to follow up, and more than 30% used social sites and video platforms to get additional information.
The survey highlighted another advantage of OOH advertising: cost efficiency. OOH garnered these retention and activation results while spending only 4% ³ of their total marketing budget.
With these potential retention and activation benefits, fleet graphics are an efficient way to reach the audience. Now is a great time to use fleet branding, especially as commuters return to their offices and are on the road where they can see service vehicles or food and beverage delivery trucks.
Creating a vehicle wrap strategy
As you consider using vehicle wraps, determine how big an impact this change may have. They are a natural extension for companies transporting deliveries, products, or materials or sending service technicians to work onsite.
Once you’ve decided to use fleet graphics, consider several elements:
Vehicle wraps require thoughtful design, and it is critical to consider the end use.
If you have vehicles of different sizes and types in the fleet, how does the design look on each one? Do the brand identity and logo scale well, regardless of size and vehicle configuration?
How well does the color stand out? Think about when people will see the vehicle. If it’s on the go, lighter colors will help ensure the business name and contact information will pop, even at night. Also, consider how those look on different vehicles when using elements like color gradation. It may look great on a large truck but appear too compressed on a small car.
Be creative to help maximize the design’s results.
Consider adding a unique phone number or URL to measure the effectiveness of the vehicle wrap program. Calls and inquiries to this number can be separated from other forms of advertising validation.
Build a blank area into the design for local phone numbers and contact information to make it easy to use one design for multiple geographical locations. Instead of needing 500 different design files, the wrap design remains the same, which saves printing costs. The unique contact information can be added with vinyl lettering. Creating this blank area also allows vehicles to change locations without needing to re-wrap the entire vehicle; just change the vinyl lettering for location specific information.
Organize, execute, and track the vehicle wrap process.
Completing vehicle wraps on a fleet can be complex, consuming considerable time for the Fleet Company in managing a multitude of details. In many companies, marketing, fleet managers, OEMs, and fleet maintenance is lacking However, such coordination is essential for a smooth vehicle wrap effort.
In addition to determining the design, companies must develop an execution plan with goals and timelines. This can be challenging for companies with nationwide fleets. Map out the timing and location for each service to accommodate the seasons, i.e., wrap vehicles located in Texas in the winter and those located in Wisconsin in the summer. The execution plan must account for every vehicle’s location and when it is due for a wrap or re-wrap.
Companies also need to maintain project logistics, including keeping track of fleet vehicles by:
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VIN
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Location
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Schedule for wrapping and re-wrapping
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Vehicles requiring refreshing after damage from accidents or weather
They must also coordinate the printing and installation for vehicles wherever they are, keeping track of installer details and locations.
Benefits of using a national project and installation team
When running a vehicle wrapping program, many organizations look to external project and installation teams to guide the process from start to finish. These companies, like FedEx Office, have expertise in fleet graphics management to help customers move from an idea through execution and refresh.
A national project management installation team provides national reach. This can create efficiencies and cost savings as companies set schedules to follow seasonal trends. A national team can also help companies consolidate installation processes geographically, which can help make the process faster and more efficient.
With fleet graphics, businesses can create mobile billboards that can help make a lasting impact. But doing it well requires expertise, thorough planning, and detailed coordination. Whether you have a regional or national fleet, FedEx Office, with its expertise, nationwide installer network, and national project management team is an excellent vendor partner to manage your vehicle wrapping program.
Learn how FedEx Office can help you cut through the digital noise to help you reach your customers efficiently and effectively.
Sources
¹ 3M. (2024). The power of graphics [Infographic]. Retrieved from https://multimedia.3m.com/mws/media/1769575O/power-of-graphics-infographic-pdf.pdf.
² Out of Home Advertising Association of America. (2022, May 18). OOH delivers exceptional value compared to other ad mediums, according to OAAA/Comscore OOH and online activation survey. PR Newswire. Retrieved from PR Newswire.
³ Out of Home Advertising Association of America. (2022, May 18). OOH delivers exceptional value compared to other ad mediums, according to OAAA/Comscore OOH and online activation survey. PR Newswire. Retrieved from PR Newswire.
