Vehicle wrapping is a technique where a self-adhesive film of vinyl is applied to the surface of a van, car or bus. The process can usually be completed within a single day, but it is crucial that the surface of the vehicle is smooth, clean and free of detritus. To ensure high levels of adhesion and an aesthetically pleasing finish, vehicle wrapping should be carried out in a temperature-controlled and dust-free environment. Before application to the vehicle, images, text and logos are printed onto the vinyl film, creating an incredibly effective and powerful form of business promotion.
But, as many of you will no doubt know, vinyl wraps are far from the only way to transform your company fleet into moving marketing tools. The traditional highly-skilled yet time-consuming art of signwriting has all but died out nowadays, which isn’t surprising considering the convenience and relative economy of vinyl. From the mid-twentieth century onwards, this traditional craft was steadily side-lined by the use of lettering cut from vinyl and then affixed to the side of trade vehicles with adhesive.
Vinyl signwriting offers a straightforward, basic means to utilise the space on the side of the vehicle to inform potential customers of your presence and offer them your contact details. Vehicle wrapping is a technique where a self-adhesive film of vinyl is applied to the surface of a van, car or bus This is an effective mode of advertising and has certainly served millions of businesses well over the decades. So why bother with vinyl vehicle wrapping?
Limitless design potential
In contrast with signwriting, there are a variety of options for the finished look of your wrapped van. The sky is the limit – from a full-body wrap of digitally designed and printed graphics, a part-wrapping of different sections of the front, body and back, to a wrap solely of the rear barn doors. The ability to print directly onto the vinyl means that any image that can be put together on a computer can adorn your vehicle.
And for those van owners who don’t feel the need for full-body graphics, vehicle wrapping allows you to change the colour of your van to match your branding colours. This is particularly useful if you purchase a new van to add to your fleet. A full respray is comparatively more expensive, and a vehicle wrap offers several additional benefits besides being a cost-effective way to ensure that your fleet branding remains on-message.
Preserve your van’s resale value
These other benefits include a protective function. Wrapping your vehicle means covering it with an essentially disposable piece of vinyl, often with an over-layer on top to preserve your graphics. It is the vinyl, not your van’s paintwork that will take the damage associated with regular wear and tear – abrasions, stone chips and so on. Then, when it comes to reselling the van a few years down the line, all that is necessary is to peel off the vinyl to reveal the beautifully preserved paintwork underneath.
A powerful promotional tool for the 21st century
It’s logical that a promotional wrap attached to your van will be an effective marketing tool, given the number of people who will encounter your vehicle as you drive from site to site, but just how effective is it? According to research from the Office of National Statistics (ONS), drivers in the UK spend an average of one month per year sitting behind the wheel. All of this time represents an opportunity for exposure to your van’s eye-catching wrap.
The most commonly used measure of the effectiveness of an advertising tool is the cost per thousand views. One of the best-known manufacturers of quality vinyl, 3M, found that the cost per thousand views for vehicle wrapping was around 40 pence. Bearing in mind that some wraps can last up to five years, to be able to pay just 40 pence over the lifetime of the wrap to bring your promotional material to a thousand people is incredibly cost-effective.
By contrast, a slot on the radio comes in at around £12 per thousand impressions, with direct mailing the priciest at £19.50 per thousand. The cost-effectiveness of vinyl is increased further still when you consider that the radio slot will only last for around 30 seconds, whilst your wrap will be on display 24 hours a day, 365 days a year, usually for several years.
Positive customer relations
The primary reason to consider van wrapping is its almost unparalleled effectiveness as a marketing tool. This reason carries with it several other corollary benefits compared to other marketing techniques that tip the scales in favour of wraps. One of these is the passive nature of van wrap marketing.
Traditional marketing outreach efforts typically include methods such as direct mailing or cold-calling. These are inherently aggressive modes of promotion; the consumer is given no choice about engaging with your material, and cold-calling and direct mailing in particular can feel rather intrusive as they are received by the consumer inside their home.
With vehicle wraps, however, people can engage if they wish, or if not simply look away or ignore it. Generally speaking, when consumers are given a choice whether or not to do something, instead of being coerced, they are far more likely to be open to the idea. Crucially, this passivity doesn’t affect the effectiveness of the wrap as a marketing tool, but rather enhances it.
There are many great reasons to choose van wrapping for your company vehicles. At The Sussex Sign Company, we have two and a half decades experience in the business and are confident that we can create a wrapping solution that will provide maximum return on investment. Whether you’re sitting on the fence or feeling totally committed to getting a wrap, it’s worth getting in touch with us to hear the full story on what wraps can offer you and your business.