Small and medium businesses regularly spend significant sums of money on marketing and promotion, and not without good reason. The secret to succeeding in business lies in marketing, as most elements of your business depend on it. Without marketing and promotion, your establishment may well offer the very best services or products going, but if no-one in your target group of potential consumers knows about this, you cannot make any sales.
Put simply, for any business to succeed, potential buyers must be made aware of the product or service that the company offers. Marketing covers public relations, promotions and sales, and advertising. All of these are commonly employed to introduce and promote your offerings to your target audience, turning them into potential customers simply by virtue of encountering your promotional material.
Traditional Marketing Methods: Costly and Ineffective
As business owners will know, there is a multitude of channels available by which your firm’s advertisements and promotions can be distributed. Commonly employed forms include billboards, direct mailing, newspaper adverts, and radio and television slots. Hiring any of these is generally very expensive, however, and each option carries its own downsides.
The reach of radio, television and newspapers are all restricted by definition – you cannot reach people who don’t come into contact with these forms of media, and you have to work hard to engage even those who do. With radio and television especially, you hire a short slot, usually not more than 30 seconds, and have to hope that sufficient numbers of your target audience are tuned in and paying attention at that time. If not, as is often the case, then your efforts have been in vain.
Of course, in order to be truly effective, any marketing campaign should employ a wide array of different techniques and channels in order to gain exposure to the widest possible audience for your brand and let them know what it is that you’re offering them. A particularly powerful and underutilised medium for promoting your business is your work vehicle. Are you missing out on this highly effective channel for advertising your products or services by not having vehicle signwriting?
Harness the Power of Your Vehicle with Outstanding Promotional Design
Many tradespeople prefer not to brand their commercial vehicle due to concerns around tools and equipment theft. Rates vary between professions, with around 80 percent of roofers and thatchers happy to promote their work, but over 50 percent of builders choosing not to.
Each business will need to assess the pros and cons in their own contexts, but the custom-drawing power of such an advert on your van shouldn’t be overlooked – some studies suggest that up to 3,000 people an hour will see your van when on a busy city street. If you choose to go for it, and many tradespeople already have, then what design options are available?
Two main methods – signwriting and vinyl wrapping – are used to apply an advert to the side of your vehicle. Traditionally, signwriting meant literally writing the sign on the side of the van with paint, but nowadays it is much more sophisticated, involving the application of lettering stencilled out of sheets of vinyl. Vinyl wrapping involves printing digital graphics onto entire sheets of vinyl and then stretching it around the contours of the vehicle.
Both of these allow the application of an advert anywhere on your vehicle, on the bonnet, side or rear doors of the van. With vinyl wrapping, this breaks down into the options of a full or partial vehicle wrap. Vinyl wraps carry their own specific advantages, protecting the paintwork of the vehicle whilst acting as a blank canvas for your business and brand.
Wraps also allow you to change the colour of the entire vehicle, which allows the creation of an excellent brand-colour-coordinated business vehicle fleet. Indeed, firms often purchase standard white vans and then preserve their residual value by wrapping them in corporate colourful vinyl, helping to keep the paintwork pristine for the eventual resale to another buyer.
Both of these techniques, signwriting and wrapping, achieve very different outcomes and come with different price tags attached, depending on the level of complexity required. Application in both instances shouldn’t take more than a day.
Whether you should opt for vehicle signwriting or a vinyl wrap depends on the look you seek. A simple promotional sign displaying your trading name, logo and contact details can be cheaply and quickly applied using self-adhesive vinyl lettering. It is possible to do this yourself, but difficulties often arise due to panel gaps and creases on the surface of the vehicle, so a professional hand may be best.
For a more attention-grabbing look guaranteed to give your business access to the power of vehicle branding outlined above, a vinyl wrap may be most appropriate. Different coloured backgrounds, patterns, graphics and even textures can be applied to your van to help make your lettering stand out.
And no matter how intricate or complex your design, wraps can easily be replicated for repairs should it be damaged at all. This digital replication also makes it easy to produce consistent and scalable designs for application across several different vehicle types. The time, money and energy invested in your van or fleet will give your customers the impression that you take high levels of care and pride in all areas of your business.
At The Sussex Sign Company, we have collected together the very best designers, fabricators and installation technicians all under one roof. This enables us to offer a holistic vehicle signwriting service, from design to installation, with the guarantee that a skilled and qualified expert will be working on your product every step of the way to ensure that your investment provides maximal returns. Get in touch if you’d like to know more. Call us on 01273 417059