As the Sarafino brand artisan food products become more available in Ontario shops and grocery stores, and as our product line gets longer and more diversified each year, we’re beginning to look around for new ways to grow our customer base. We need marketing, and like most small to medium sized businesses we can’t really afford an expensive advertising agency or any of their multimedia persuasion tactics. There are however some cool things we can do…
We can afford a vehicle wrap on our new delivery van. There are many benefits of using a vehicle wrap to advertise a business, especially a local business that services a particular niche community like we do. We see this as something that could help build a grass roots following, and impacts potential consumers in strange and mysterious ways that no marketing college professor or boardroom executive could ever predict.
Avi Barak of Sign Source Solution vehicle wrapping in Toronto is all about making perfect first impressions. He believes vehicle wrap designs should pop out at drivers on the road, and effortlessly communicate a brand message. To illustrate this notion he showed us the ‘purple cow’ milk products delivery van his company did last year; it’s a Mercedes Sprinter van like above, but one which is now coloured purple and is the very embodiment of Seth Godin’s best selling marketing book. “Passing drivers won’t pay much attention to a plain white van on the road, but they will notice a purple one painted up like a dairy cow.” Avi Writes, “Colourful vehicle wraps are so engaging that peoples’ eyes naturally gravitate toward them.” And when he presented these designs, free of charge, we could see the potential for growth here in our own enterprise.
How Much Does It Cost To Wrap A Delivery Van?
Avi’s gift, the design and mock-up specific to our new vehicle, is worth almost $300 after tax. So now if everyone here signs off on these schematics we can get the job done for a few thousand dollars and in three business days. The estimated price to supply and install a full wrap on a Sprinter van (no roof) is $2,800 + hst. If you’re curious the estimated price to supply and install a full wrap on a small passenger car (no roof) is about $2,400 + hst (Sign Source Solution uses vehicle grade 3m printed and laminated vinyl, and highly qualified vinyl installers).
We Can Do The Math
Depending on how many delivery trucks or vans your business owns, and how often they are on the road, and how far they travel and by which routes, company vehicles can impact tens of thousands of potential consumers each day, and possibly garner some level of interest or awareness in over a hundred thousand new customers each month. That leaves the cost of impressions at pennies after a few years, and fractions of a cent after ten years.
Most modern experts experts believe the business owners can reach a larger audience with a vehicle wrap than almost any other form of advertising. It’s certainly a lot cheaper than buying Google AdWords each month, and it’s a fact that most businesses gain more customers from a phone number on a vehicle wrap than they do from their websites.
Vehicle Wraps are Passive Advertising
Unlike radio or print ads that interrupt people’s reading or driving, vehicle wraps attract attention without causing any real disturbance in the brain. Potential customers can easily spot a business message without significant distraction from what they’re doing, and we believe that our customers who are mostly gourmet food lovers and professional chefs, will in general respond better to advertising that doesn’t take an aggressive approach.
Vehicle Wraps Protect The Delivery Van’s Body
Avi also told us that the vinyl wrap can be removed without too much labour and as such it helps protect our new vehicle’s body from scratches and small dents that can occur in parking lots and gravel roads. Specialists like those at Sign Source Solution can also easily remove vinyl vehicle wraps without damaging the vehicle’s paint. Vinyl vehicle wraps help keep cars and trucks looking new and they’re certainly in better condition for trade-ins or private sale when the time comes, years down the road. All things considered, beyond the initial investment, there are really no downsides to getting a snazzy vehicle wrap on our new delivery van.
What do you think of the design?