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We know that vehicle wraps, decals, and magnets play an important role in effectively promoting your business from building brand awareness to informing potential customers about your product or service. But how can you measure the ROI of your investment and what can you do to make sure the design of your graphics helps you maximize the return you receive? In this article, we discuss how to measure the ROI of fleet graphics and tips for improving design to help you reach your desired audience more effectively.
Vehicle Graphics by the Numbers
Fleet and vehicle graphics advertising is recognized as the most effective and efficient form of outdoor advertising strategies, reaching more consumers at a lower Cost Per Thousand Impressions (CPM), than any other form of outdoor advertising at $.77(CPM). The numbers show that:
- One vehicle wrap can generate between 30,000 – 80,000 impressions daily
- 98% of Americans indicated they notice media targeting vehicle drivers and passengers
- Fleet vehicle advertising boosts name recognition 15 times more than other advertising media
Measuring the ROI of your Fleet Graphics
Even though vehicle wraps and fleet graphics provide the best way to advertise your local business, you need a way to justify investing in them, so how do you measure the ROI of these colorful and impactful mobile billboards? Here’s several ways to calculate the return on investment for vehicle graphics:
- Alternative phone number: Install a phone line and use a phone number that is advertised only on your vehicles. The number of calls you receive on this line should give you an idea of how much interest your vehicle graphics are generating.
- Alternative landing page: Create a landing page with a unique web address only found on your vehicle graphics
- Offer a promotion, only from this page, for a special discount, such as a free service or product, only on this page. You can use your analytics program to detail various activities and behaviors on your landing page, in addition to looking at sales numbers.
How can you make sure you are getting the most ROI from your vehicle graphics? Here are some tips to help make your vehicle and fleet graphics perform at their optimum levels.
Design
Vehicle and fleet graphics should incorporate a simple design that usually includes a full color graphic, a clear logo, and a tagline that tells consumers who you are. Keeping in mind that your vehicles will be in motion when many drivers and passengers encounter them, your message, like a static billboard’s needs to make an impact in 3 seconds. The right color combinations, fonts, and placement play major roles in your vehicle wrap’s success on the road or parked. Brand recognition grows out of consistency, and your vehicle graphics should reflect your corporate colors and style.
Color
With a full spectrum of colors to choose from, it might be tempting to use a number of colors for your vehicle wraps. However, one full-color photo image that takes up less than half of the entire design is usually enough color for a vehicle wrap, with the exception of a background color to contrast with your logo, and your tagline. White text on a black background is easier to read than red text on a black background.
Fonts
No matter what colors you are using, you should incorporate clear, easy-to-read fonts for your vehicle wrap’s logo and message. Stay away from fancy fonts, such as serif fonts. The tails and strokes in a serif font family were designed to make a body of text easier for the eye to follow across a page of text. Many of these fonts also contain varying widths of lines that aren’t easy to read at a glance. San serif fonts are easier to read at a glance. The size of your lettering is important, as well. According to the Center for Inclusive Design and Environmental Access some general guidelines to keep in mind include:
- 3” letters can be read up to 25 feet away
- 6” letters can be read more than 33 feet away
Also, according to the United States Sign Council, a formula for signs to be viewable by a moving vehicle: consists of:
- VRT (viewer reaction time) + MPH/800 = recommended square footage for a stationary sign
Vehicle Type
While some vehicles, such as trucks and buses have large, flat areas for your vehicle graphics, others, specifically, cars and SUVs contain smaller surfaces with curves that affect the way your vehicle graphic will appear on these surfaces. Keeping a drawing of the cars and SUVs you will be designing the graphics for helps make your vehicle wraps more effective.
Hood Graphics
Typically, hood graphics are viewed in the rearview mirror of the car in front of you at traffic lights, or in the case where you are approaching to pass another vehicle. Noting this perspective, the text and graphics on the hood of vehicle wraps are often reversed.
Messaging
With only a short span of time to capture the attention of drivers and passengers, your message, just like your fonts, colors, and design should be kept simple and to the point. A clever tagline can be all you need for the messaging in your vehicle wraps. Along with your logo and contact information, such as your website and your phone number, too much text can make your vehicle graphics look cluttered and unprofessional.
In general, to get the most ROI from your vehicle and fleet graphics, the key lies in keeping your design simple, your colors bright, your messaging concise, and your text easy-to-read. To get the most ROI from your vehicle and fleet graphics, contact a professional signage company, such as Signarama.
Signarama Vehicle and Fleet Graphics
Your vehicle and fleet graphics are your calling card. Just like your business signage, the more professional your vehicle graphics look, the better impression consumers will have about your brand. At Signarama, with over 37 years of experience designing and wrapping vehicles of all kinds and sizes, we create full color, digitally printed vinyl graphics, using the most current technology and materials. Contact Signarama’s vehicle graphics team for a free quote for your fleet and vehicle graphics for a new year of growing your brand into your next successful phase!
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