Advertising Vehicle: The Risks And Pitfalls
Small businesses face many challenges, advertising costs being among the biggest. However, entrepreneurs have alternatives that they can lean on to offset the challenges. Talking about driving brand awareness, advertising vehicles offer the cheapest option for small businesses.
Cars are a necessity for any business, to commute staff and business owners from the business to other locations. Nevertheless, did you know that the car offers a great advertising space for your business? Otherwise called car wraps, advertising vehicles contain mobile billboards that are digitally printed. Often, the ad is printed on a vinyl, which includes graphics that are attractive to the eye. Depending on the specifications, the wrap can cover the entire vehicle or just a bit of space.
Wherever you drive to, consumers get to interact with your brand through the images and words on the car. According to ARD Ventures, car wraps generate as high as 70,000 daily vehicular impressions in the US. As such, there is a high likelihood of impressive conversion rates. Alternatively, studies indicate that advertising vehicles are 2.5 times better than static billboards when it comes to attracting attention. Due to the considerable attention it attracts, he recalls rate of the medium is close to 97%.
Advertising Vehicle: Risks and pitfalls
As earlier discussed, small businesses lack the money to splash on ad campaigns. Therefore, entrepreneurs are most likely to utilize the small window of opportunity they get to put their brand out there. One of the pitfalls that advertising vehicles encounter is businesses put too much information on the car. Entrepreneurs may be aware that brevity is essential in marketing. However, lack of resources may push them to overdo the car wraps. Consumers have just about 5 seconds to take in the entire billboard. Thus, too much information is a disservice to the ad campaign.
Advertisers have been using alternative to static billboards as vehicle advertising or digital mobile OOH. However, the use of advertising vehicle during the ad campaign has risks as impact on reputation. When the truck carries the brand on the road, it plays the role of a brand ambassador. Any potential incident might risk other people on the road. If the truck driver misbehaves, the brand might suffer in terms of reputation. It is because the audience will associate bad behavior with the business. In addition, advertising trucks have several pitfalls as low return on the ad investment, difficult to track the outcomes and low brand recall. Advertising vehicle cannot pinpoint the exact audience that a business would like to reach. As such, the ad campaign might generate thousands of impressions per day, but only a handful of them will lead to direct action.
Another pitfall is poor graphic designs. Given the limited space available, the business may settle for poor graphics. Unfortunately, poorly done graphics depict a negative image of your business. Consumers are likely to read a lack of attention to detail and general ineffectiveness from such blunders.
In terms of risks, whenever the car involves in something nasty on the road, the business takes the beating. Once your brand emblazons on a car, the car becomes the brand ambassador. Therefore, misbehavior on the road is attributed to the general conduct of the business.
Advertising vehicle may be inexpensive compared to traditional ad avenues like billboards but it remains costlier than in-the-hand marketing. In-the-hand marketing means the target audience interacts with the brand while holding it. As such, the channel enables better audience targeting than any other advertising medium. For instance, consider an advertiser who uses pizza boxes to build brand visibility. For every pizza box that arrives in the hands of the customer, the brand gains higher visibility and higher conversion rates. In addition, individuals stay with pizza boxes for long depending on the time they take to finish the pizza. Therefore, they have more time to engage with the brand.
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