Many businesses use vehicle wraps to create awareness and build their brand. But, as with most marketing methods, the question always comes up: is it effective? The answer is a resounding ... it depends. Again, as with most marketing pieces, it comes down to execution. Vehicle graphics can provide incredible value to your business when done right. Just buying and applying doesn't guarantee anything. Effective vehicle wraps require superior design and an attention to detail from start to finish.
Here are a few things to keep in mind when considering a vehicle wrap. Take these things into consideration and you'll make sure you're getting maximum value out of your graphics:
Design Creates Value
Typically, businesses pay an upfront cost and get graphics applied to company vehicles that last somewhere between four and seven years. While durability has value in itself, the true value in a vehicle wrap comes from design. If the design is weak, the impressions generated will be weak, too. That kind of defeats the purpose of having a wrap in the first place. Strong design is what drives the value of your vehicle wrap. Bad vehicle wrap design can grab attention, but it will be the wrong kind: pity, mockery, and gawking.
You Only Have Seconds
What makes graphic design on a vehicle "good" or "bad"? First, it's important to consider the medium. Vehicle graphics, are, deliberately, on the move. Most often, people who see your graphics are doing so at high speeds. Whether 25 or 55 MPH, your graphics have mere seconds to get your brand and message across. If your design is convoluted or overly busy, no one will understand your message. If your design is generic, kiss brand awareness goodbye. Too many wrap companies phone it in, using stock imagery instead of custom design elements. Your design needs to deliver in seconds.
Your design can deliver in seconds when it follows design hierarchy. Your business name should be the focal point, emblazoned as big and bold as possible onto the vehicle. Creative angles and design elements can be used to make it pop off of the vehicle and into people's memories. Next, your phone number or website address needs to be front-and-center. That's how you turn an awareness campaign into a lead generation tool. Whichever channel you feel more comfortable converting on, give that contact information prime real estate.