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QR Codes on Vehicle Wraps
Whether you recognize them or not, you’ve seen QR codes. They’re those square shaped puzzle like things that you’re supposed to scan with your smartphone to find out more. But first you need to download an app that will scan the code…
First the most obvious thing that comes to mind is: How do you scan a QR code on a moving vehicle without getting in a crash? Next is: Why would you scan a QR code? If you see a wrap for ABC plumbers and you’re thinking you need to contact them, why wouldn’t you just “Google” ABC plumbers and get the phone number?
Here’s the thing about QR codes, in America. They’ve already been “ruined by marketers” as marketing genius Gary Vaynerchuk says. For the most part QR codes have directed people toward the homepage of a website. If we wanted to goto the homepage of a company’s website we would have just done it, not scanned a code and then waited. It used to be that QR codes would take you to a unique URL, not the homepage. So there was at least a little mystery involved and people might have scanned it just to see. But marketers came in and said “Hey this is a great way to send people to our homepage”. And so now the feeling is “why should I scan that, it just takes me to the homepage” .
For a better understanding of why QR codes are not going to work in the United States ready Gary’s post HERE
3 Keys to Vehicle Wrap Marketing
If you’re considering a vehicle wrap marketing consider this: When you’re out on the road, what catches your eye? Is it a billboard or is it a creatively designed ‘sign’ on a vehicle? Your eyes have probably been drawn towards images, logos, and designs that are splashy and eye-catching, but not tacky or overdone.
Vehicle wraps can be an extremely cost effective way to promote your business and build brand recognition. When measured against other forms of advertising, the cost per 1,000 impressions on vehicle wraps is way lower! Check out this infographic we created to see a comparative cost analysis.
Here are 3 things you should be thinking about when it comes to vehicle wraps:
- Keep it short. We can’t stress this enough! Your main aim is to build name, or brand awareness right? Your professionally designed logo needs to be the star of the show. Your tagline and contact info should be secondary characters. There is absolutely no need for other copy such as a list of services or your locations. People are more than capable of digging deeper and using Google to find your website and learn more about you. But they WILL NOT do that if they don’t remember your name because there’s too much information on your wrap! Remember, when it comes to vehicle wrap advertising, you have only about 3 seconds to get your point across!
- Make it clear. Don’t be mysterious or use words in a playful way if it doesn’t suit your business needs. This rule also goes for any images or colorful designs that you incorporate. Everything should point to a direct message that everyone understands when they see it. This is where correct logo development comes into play. Remember, the key to an effective vehicle is all in your logo design, and you may even wish to have your logo redone before you embark upon a vehicle wrap marketing campaign.
- Be bold. Boldness may not be something you have considered right off the bat. You might be thinking a bold design is not professional or that the message will look less than business-like. This is not true. A well-designed colorful, bold message and logo with your appropriate business information will be the magic you’ve been looking for. Use designs that fully embrace your vehicle and that are visible from all angles. Sometimes business owners are uncomfortable with going bold. This is because they themselves are more low key. It’s fine to be low key in your personal appearance and life, but low key when it comes to marketing and branding will get you low key results. If you’re ok with not standing out, not being remembered, then low key is for you. If you want to stand out, be noticed and remembered, then you have to be bold. You have to be the needle in the haystack, not the haystack.
As a small or medium-sized business owner, you’re always looking for effective ways to market your business. Traditional forms of media such as television, print and radio can be effective, however you’ll need a significant and ongoing budget to make it work and to be memorable.
Advertising using vehicle wraps is one of the best ways to make your business name shine above all the others. Aside from online advertising, it’s the only offline marketing that works for you 24/7, 365 days a year. Furthermore, vehicle advertising can reach many people you would never reach in the online world.
Here are a few things to consider if you’re thinking about vehicle wraps:
- Vehicle advertising is an extremely cost-effective way to reach 1,000’s of people. CPM is a measurement advertisers use when pricing their reach. For example, the average cost to reach 1,000 people on television is $17.78. The average cost to reach 1,000 people using a truck wrap is just 77 cents! We’ve created this handy infographic showing you a cost comparison, click HERE to see it.
- Vehicle wraps are great for brand development. When people see your company name consistently, they’ll start to remember your name. When it comes to brand development, recognition and memory are everything. In todays hyper competitive crowded market you just can’t afford to blend in, you have to stand out! A visually stunning, memorable and large logo on vehicle is a great way to get people’s attention. If your company needs logo design assistance to maximize the effectiveness of your vehicle advertising, now would be a great time for that!
- Vehicle wraps give your business the greatest visibility for the least amount of money. This is exactly what you want from a marketing campaign – visibility in the areas where you do business
So, if you’ve been thinking about putting a vehicle wrap on your car, RV, van, truck or fleet, don’t hesitate another minute. Get some great ideas about company logo design from our team of experts. We’ll help you take your business to a whole new level.
Remember! To be truly effective, it’s not an either or situation. Vehicle wraps in addition to online/digital advertising can be extremely effective. Just think of your vehicle wrap as a banner ad of the roadways!
Great Vehicle Wrap Designs Should Create Positive and Memorable Experiences
Vehicle wrap design is a science, an emotional science, just like all other forms of marketing. If done correctly, and connected with the overall branding plan, vehicle wraps can be tremendously helpful in building an emotionally powerful brand.
Let’s take a step back from vehicle wraps and graphics for a second. Companies must have a marketing and branding toolbox. In the tool box there needs to be more than just one tool, there needs to be an overall and holistic and cohesive approach. Vehicle wraps can be a part of this approach. For larger companies TV, radio ads and billboards in conjunction with vehicle wraps can be highly effective. For smaller companies who cannot afford TV or radio advertising other forms of advertising such as street marketing, door hangers, direct mail and social media can be extremely effective in addition to vehicle wraps.
Using this approach and focusing on story telling for your brand, let’s say you sell widgets. This is how the holistic approach would look. On the radio spot you tell how your grand father started the business, your dad then worked for your grandfather making widgets, and you made your first widget when you were 5 years old. “It’s a family tradition” is your tagline. At the same time that these radio ads are released, you’ve already been working (hopefully with SmartWrap) on your vehicle wrap design and the design is complete and ready to go. This is important. You don’t want to lose momentum by only starting to think about how the different parts of the campaign will look as you’re about to release them. There needs to be a master plan, with all parts being developed simultaneously, and then have them released as and when needed.
People like to judge, organize compartmentalize things. Every day we’re doing it with the brands, the people, the objects we come across. Most of it is done so fast we don’t even really know we’re doing it. We’re assessing things, trying to figure out where they go, what they are, what they mean, in relation to what we already know. Building the narrative of what you want people to feel when they hear your name, see your name, is most important part of the whole process. Without a positive and memorable narrative there is no context in which to place a consumer’s impression of a brand.
With that in mind here’s how you build a positive and memorable brand experience:
Focus on your logo first. Make sure that your logo is professional looking. As the business owner, this can be a really difficult assessment. It takes guts to admit that the logo you’ve been using for 20 years is not as professional as it can and should be. Take a look at some of the biggest, most loved, respected and valuable brands and compare your logo against theirs.
Let’s assume your logo is great. The next step is to begin to attach the narrative you want to create, to the logo. For example, McDonald’s wanted to increase sales, so they decided to market to families. Families spend more money per order than single people. So the narrative is that McDonald’s is a great place for families. They created a number of kid friendly characters, they really did a number things to promote the family narrative. You don’t have to start creating goofy looking characters to create your own narrative. You could be in the home security business for example, and have your business name, ABC security. But there needs to be the emotional context and narrative in which to remember and feel good about your brand. How about a bulldog. Not a photograph, a more conceptual less detailed piece of art that sums up the serious, tough and loyal nature of your business.
As a side note, if you are in the air conditioning business, pictures of air conditioners do very little to create this narrative. If all you want people to think about is air conditioners when they think of your A/C business you’re missing out on a HUGE opportunity. The consumer needs to trust and like you in order to do business with you. A grey square box with a fan on the front is not emotionally compelling, there’s no story. There is simply no where to file this in a person’s psyche other than under “miscellaneous” Not where you want to be right?
To create a great wrap design you need to :
Create a great logo
Build a narrative with an emotional connection
Avoid adding unnecessary photographs
One of the most cost effective ways to advertise your business is on your vehicles with vehicle wraps. Whether you have a fleet of cars, trucks, or vans, you’ll find that properly designed vehicle wraps will help build your brand at a fraction of the cost of traditional media.
Even though the best vehicle wrap designs look simple, there’s a lot that goes into the psychology and strategy behind the design wrap design. If nothing else, keep this in mind: Focus on your brand first. A vehicle wrap design that focuses on anything else first is far less likely to succeed in building brand recognition. In order for your brand to be the star of the show in your wrap you’ll need a positive and memorable logo design.
Here are some questions to keep in mind when thinking about the design of your vehicle wrap:
- What is the purpose of the wrap? – why are you doing this? To build your brand?
- What do you want people to feel when they look at your wrap?
- Is your logo professional enough? Does it create enough of a positive and memorable impression to be used in a wrap or do you need to refresh/update or create a new logo for your business.
Custom Logo Designs and Vehicle Wrap Designs for Your Business
You may already have a picture in your mind of what you want displayed on your vehicles. Or, it may be time for a new business logo design, and we can help you create one. We will sit down with you and one-on-one develop a vehicle wrap that’s perfect for your business. We love asking lots of questions during the design stage, because that’s the only way to know exactly what will work for your vehicle design.
We do vehicle wrapping on just about every type of vehicle with the exception of motorcycles and personal watercraft. Let us help you put your best foot forward. We’ll take your ideas and transform them into a design that you can display with pride on your vehicle or fleet of vehicles.
How to make your vehicle wrap stand out at 75 mph
When it comes to designing or having input into vehicle wraps, this is one of the biggest mistakes business owners make: Failing to understand or remember that most of the time the vehicle will be in motion. Remember, people only have 3-5 seconds at best to mentally digest what they’re looking at. Therefore, a busy vehicle wrap with lots of information is not going to be remembered, it’s not even going to be seen. The worst part is that all of the extra information is going to be a huge distraction from their company logo, which is the most important part! If potential clients don’t remember your company name/logo the wrap is a waste of money, but worse than that it’s costing you clients. The cost in terms of lost potential revenue can be staggering, in the hundreds of thousands of dollars a year PER vehicle!
If you think of your vehicle wrap in the same way you think of your website or a brochure, you’re likely to make some big design mistakes. As you start the design process, think of your vehicle traveling at 75 mph, even at 45 mph. It will be in motion, amongst a clutter of other vehicles in motion. There maybe some smaller vehicles blocking the bottom half of your van. Your vehicle may be turning a corner as the potential client notices it, seeing the side and rear for a total of only 3 seconds. With a website or brochure you have a much more captive audience. Their computer monitors are not flying around the room, they’re not trying to navigate rush hour traffic and not rear end the vehicle in front of them. Potential clients will spend minutes looking at your website, not seconds. They’ll have time to read, in a vehicle wrap – they won’t.
The reason this mistake is easy to make is because when the design proof for your wrap comes out, you’re most likely looking at it on your computer. The picture of your design concept is sitting still, and you’re staring at it for 10 minutes, analyzing every detail. That’s okay, as business owners, that’s what we do. We obsess over the details like no one else. But understand that nobody else is going to do that. Nobody is going to invest that much time in trying to understand what it is that they’re looking at. You’ll be lucky if they spend 1/20th of that time contemplating what it is you do and why it’s relevant to their lives.
What’s the solution? How do you avoid this mistake? Simple: While looking at the proof, after 3 seconds close your eyes. At this point try to recall the feeling you got from the wrap. Do not try to recall the information. If your wrap is to be successful it has to create a positive and memorable impression in the heart and mind of the potential client (we’ll be talking more on this in future posts). If you’re purely focused on a list of services you provide, there’s no context for why people should even contact you. You’re not creating the emotional catalyst for people to want to contact you. A list of services and or product lines is definitely emotionally compelling stuff. A graphic that sums up your professionalism, friendliness, trust worthiness will do infinitely more that a proclamation of information.
Where to place information on a vehicle wrap.
When it comes to vehicle wrap design, a lot of designers and business owners make the mistake of poorly organizing and structuring the relevant information on their vehicle wraps. Do not repeat these mistakes!
The most serious mistake that can be made in vehicle wrap design is to not focus on the brand first. What does this mean? The logo? The graphic? That’s part of it. But not all of it. The brand is what people think or more importantly feel about your company. By not focusing on what you want people to think or feel on first impression, you won’t know what is relevant and irrelevant. Most of the time the messaging and overall look will turn out to look like a hodge podge of after thoughts and random images.
So now that we know we must focus on the brand first, what about the design, what should go on the wrap. Here’s a handy hierarchy of information that should never be re organized:
Your logo should be as large as possible. You want people to be able to read it from a distance while the vehicle is moving. If you have a van, the logo should on the top half center to rear. You’ll want to make it as big as possible on the passenger side first, that way you’l see how it is broken up by the doors (slider or barn). If you’re wrapping a pick up truck then the area below the cab windows and between the wheel wells is the sweet spot for your logo, same goes for cars.
Next your tagline should be directly below your logo. You want people to remember the tagline and associate it with your company, not have it floating off by the front wheel well, randomly. To build a successful brand, to have people remember it, and to have it mean something it’s imperative that the tagline be an extension of the logo. Think of McDonald’s: For many years “billions served” or “You deserve a break today” would be the next thing you think of when you think of that brand. Nowadays it’s “I’m loving it!” but if this tagline was hidden away from the logo you’d never have put the two together. This may go without saying for many of you, but it’s worth mentioning. There should be only one tagline.
Lastly, you should have a point of contact. Website or phone number. You should not have more than one phone number on your vehicle. A vehicle wrap is not a phone book. It’s also not a website. Which leads to the next point.
You should refrain from bullet points, from listing all of your services etc. You should not have anything in your vehicle wrap design that does not support your brand. The logo is the star of the show, the tagline and contact are supporting actors. You absolutely do not need a whole bunch of extra’s running around on the set taking precious time away from the star.
If you follow these simple guidelines you should have a much more effective vehicle wrap design.
Bad Ideas for Saving Money on a Vehicle Wrap
A vehicle wrap can be a significant expense for a small business, averaging $2000 -$4000+ across the country. I get it, who wants to spend more than they have to right? The following are all real examples I’ve come across, and they’re really bad ideas. One of the worst ways to save money on a vehicle wrap (and for your overall business for that matter) is to skimp on your logo. So many businesses give so little thought and attention to their logo it’s really amazing. Your logo is the face of your business, the first impression. It’s SUPER important! I can’t express that enough. If you try to save money on your logo by having your friend’s nephew’s cousin who is a “designer” come up with something for $20, chances are it will be reflected in the professionalism of the finished product. You can save money by using a standard font with no flare or no graphic to go with it: bad idea. Now, you also don’t need to spend $500,000 on a logo and take a year to create it either, but you really should hire a professional to do this. Putting an unprofessional logo on a vehicle wrap is not only a waste of money in terms of the cost of the wrap, it’s a massive cost when you factor in the cost of potential clients calling you. In some cases this could be costing hundreds of thousands of dollars a year in potential sales. That’s not saving you money at all, it’s costing you.
You could also save money by putting graphics on a very small area of the vehicle, and just doing “cut out” lettering. Bad idea! Here’s some of SmartWrap’s own research: 85% of people can remember the name of a company in a 75% wrap. 58% remember the company name in a cut out lettering design. Tiny graphics and plain black and white lettering do not give the same positive impression that a graphic wrap does. It looks like you couldn’t afford to invest in your business. If it looks like you can’t afford to invest in your business, or don’t care enough to, what does that imply about how you’re likely to perform for the POTENTIAL client?? Big distinction here: We’re talking people who don’t know you. Not the people that already know you. You many not be able to afford to invest in a 100% wrap, I’m not suggesting that you do. A 75% wrap can be quite effective too.
Another bad idea for cost savings that I’ve seen: Split the cost of the wrap between 2 companies, having 2 different brands on the same wrap. People are going to be confused, the design will be cluttered. It’s going to be a total waste of your money, and again the loss in terms of potential clients and their $ revenue is staggering.
I’ve seen the next bad idea more than you’d think. Business owners buy a clunker with the hopes of putting a vehicle wrap on it and promote their business on the cheap. Think about this: What would you think about a company that appears to have clunkers for their fleet. I recommend sticking to at the very least, model years released within the last 10 years. Unless the vehicle is a considered a classic and is in good condition. A broken down vehicle looks like a broken down business. Avoid making that connection in the potential clients mind.
Another common mistake people make is going to a wrap shop that will give you the most coverage for the same or lower price. Invariably what you get is the worst in terms of quality and effectiveness for the cheapest price. These cheap places are often just pushing vinyl by the square foot and have little understanding or interest in the outcome for you. The vehicle wrap industry is not like Costco, where you can get the most for the least. Their deal is to sell as much vinyl as possible. Our deal is to design the most effective wrap possible, have you come back in 6 months with 6 more vehicles – because you’re absolutely crushing it – because everyone knows your brand! Simply put, we want you to be successful!
What does your vehicle wrap design say about your brand?
Advertising your business on your vehicle is an easy thing to do. And it works. Instead of pouring all of your marketing dollars into strategies that may or may not pay off, using vehicle wrap designs are a highly effective way to get people to notice your business.
More than anything else, wrapping your company vehicles are a great way to increase your brand awareness, which is another way of saying the amount of people who recognize you. Where once billboards were advertising that everyone wished they could use, now your vehicles are your mobile billboards. Advertising vehicles are transforming the way that companies are reaching their customer base.
If you haven’t already, now is the time to look into logo development. That is where an effective vehicle wrap starts – with a great logo. Once you’ve developed that, it’s a short step to adding a color scheme, graphics and your company information, all in ways that grab the public’s attention as soon as you drive by.
Most businesses can benefit from a good vehicle wrap design. Your number one goal is to gain brand awareness in everything you do with your business. Advertising vehicles with a wrap that people come to know as yours is priceless as a marketing strategy. Besides gaining brand awareness, you are building trust with the public. You are showing people that you’re serious about what you do, and that you take the lead with authority.
Here’s how to get your vehicle wrap design done right:
- Be clear in your goals. Define exactly who you are as a company. How do you want to be perceived, how do you want to “show up”. What do you want people to think about you?
- Make your message as clear. There’s no room for error here. Simply put: What is it you do for people?
- You only have seconds to get your message across. When people are driving, they will only have 3 to 5 seconds to notice you. What will they see? You’d better make it good. This is why a professionally designed, easily recognizable and memorable logo is so important. It’s even more important when you’re a small business and don’t have the budget to spend millions of dollars on repetitive TV ads to get people to remember who you are.
Lastly, remember what we say here at SmartWrap: Branding is not about getting noticed, it’s about being remembered!
Did you know that one of the most effective ways of getting your business name and brand out there for all the world to see is by using your vehicle? It doesn’t matter what type of vehicle you own, as any car is capable of making a very effective marketing statement.
Turn Heads and Make a Lasting Impression
Every business is built on ideas. We take your core business ideas and turn them into a professional, eye-catching vehicle wrap design for your small to medium sized business. Vehicle wrap design provides a lasting impression, with a one-time investment.
It’s not enough to be noticed, you want your business to be something that is remembered. That’s where having your very own vehicle wrap will do that for you. By developing your logo and your brand, and by using a strategic color design with graphics, your vehicle or fleet of vehicles will be transformed into your personal brand ambassador. Advertise on your car in areas where you do business to build name recognition and brand awareness.
Perhaps you’ve never thought your company or business could benefit from its own logo. A great logo is the beginning of a great vehicle wrap design. Before you know it, you’ll have your own distinctive mobile billboard that goes everywhere you do.
Vehicle Brand Advertising and the Modern Consumer
We live in a trendy, new world, one which is driven by all things high-tech and up-to-the-minute. Traditional advertising venues won’t bring in the customers with the same speed and effectiveness as newer methods.
People are everywhere. They see things everyplace and are impressed by good promotional tactics that provide them with direct customer service. They don’t need to return home to make a phone call or check something out online for additional information. That can all be done instantly on the smartphone.
When they see wrapped vehicles that have been branded with your logo and design, it is something they will remember. Your logo and branding will go a lot further than the old tried-and-true methods of newspaper ads or even a radio or TV spot. Put your business in their face, so to speak, and people will notice and remember.
Advertise on your car and become your own brand ambassador. Whether it’s one vehicle or a fleet of cars, let your vehicle wrap advertising bring in your customers.