Vehicle Wrap Advertising is one of the most powerful forms of marketing for small business owners on a budget.
When done properly it can transform your business overnight. If done incorrectly it can be a very costly and disppointing.
Vehicle Wrap Advertising is a form of Interruption Marketing and its main objective is to get your message to potential prospects. Weather they choose to read it will depend upon the design but more important the marketing message.
Unlike other forms of marketing you only have about 3 to 6 seconds to connect with your prospect so your message has to be extremely relevant to keep their attention.
Based on marketing statistics, only about 3% of the people that view your message will need your services at that given moment 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 Wraps so they become very selective as to what they choose to focus on. Why should they try to remember your URL or phone number when they can simply search online.
Covering your vehicle with cute clever graphics does not guarantee success. It requires a focused marketing strategy that can only be achieved once the objective, the message and the graphics are all in sync.
Here are 5 of Most Common Mistakes that Business Owners make when investing in Vehicle Wrap Marketing and how you can avoid them.
Mistake 1. They view Vehicle Wrapss as a cost rather than an investmentthat generates revenue, so they start by shopping for the best price instead of looking for someone who will help them make the most money.
Solution 1. Decide what you wish to accomplish with your Vehicle Wraps Advertising Campaign. Once you understand this you will have a better idea of what you can afford to spend and who is best suited to help you achieve your objective.
Mistake 2. They look at pictures of catchy vehicle graphics designs online for ideas of what they would like their vehicle to look like.
Solution 2. You should start by focusing on your Ideal Customer – their likes, dislikes – what motivates them. Your objective should be to get clear on your message and then find a company that can help you communicate that message graphically on your vehicle.
Mistake 3. Many Business Owners become attached to their vehicles and evaluate the design based on how it appeals to THEM instead of their target customer.
Solution 3. Evaluate the design based on how it will appeal to your Ideal Customer. Remember, it’s not about your preference.
Mistake 4. Many business owners make the mistake of involving a friend, spouse or employee to provide feedback on the design without providing them with the framework for what they are trying to accomplish. The feedback can result in the design going in a totally different direction.
Solution 4. If you plan on involving someone else in the decision-making process, make sure that they are part of the initial discussions. This will allow the other person to provide feedback based on your objectives.
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.
Solution 5. Offer something of value on your vehicle that viewers can retrieve by going to your website. Capture their email address or use retargeting to follow up and build a relationship over time. This will increase leads and provide you with an opportunity to better communicate your services.
By Avoiding the above mistakes will significantly increase your chances of success with Vehicle Wraps Marketing and may even save you time and money in the process.