Did you know car branding can generate up to 70,000 daily impressions at a lower cost per impression than traditional advertising? Car branding has the impact of long-term billboards in motion. They provide the brand with constant exposure and offer a higher reach than conventional advertising.
It helps make an impression for both small and large businesses. In a community, traditional advertising often features a billboard for maximum reach. But this is time-bound and limited by the traffic flow in the area. Car branding is a form of mobile advertising that leaves an impression, whether the vehicle is in motion or stationary.
Car branding is a clever marketing strategy that turns the vehicle into a mobile billboard. Custom vinyl graphics are used to wrap the car in the company’s brand, featuring its logo, brand, and tagline in full display. Vibrant, eye-catching designs are applied to the vehicle to pique interest and make a lasting impression. Traditional advertising, on the other hand, is typically restricted to billboards in strategic locations or advertisements in various media.
This blog aims to compare the ROI and reach of car branding vs traditional advertising.
What are Car Wraps?
Car branding is a marketing strategy that involves applying custom vinyl graphics to a vehicle, transforming it into a mobile billboard. The designs of the wrap are usually bold and eye-catching. It is vibrant and striking, grabbing people’s attention. The company logo, brand name, and details are clearly displayed without too much clutter.
The USP of car branding is its mobility. The vehicle has a higher reach as it travels through towns and cities. The branding helps to communicate the brand’s message effectively. The visual impact is designed to make a lasting impression, so that when a consumer requires services in that genre, the name of this brand comes to mind. It is also cheaper than traditional advertising. A one-time investment will last for years without requiring much maintenance. It increases the brand visibility without burning a hole in your pocket.
Car branding includes full vehicle wrap, partial vehicle wrap, and decals.
Car branding can be useful for small businesses, delivery services, and rideshare drivers.
What is Traditional Advertising?
We’ve grown up seeing advertisements in print media such as newspapers, magazines, and flyers. Long drives with the radio blaring would be laced with the jingle of ads. Some of the jingles on TV are part of our childhood core memories. Billboards have also been part of the advertising strategies we’ve seen since childhood. These are all examples of traditional advertising.
Traditional advertising can be expensive and time-bound. It is viable for local businesses, large corporations, and political campaigns.
They are effective and have the reach to leave an impression. However, today, businesses are booming everywhere, and with so many options, consumers can be fickle. Small businesses need to increase their brand visibility to survive.
Comparing Cost & ROI
Car wraps
If you are trying to advertise a business, you have the option of a full vehicle wrap, partial wrap, or decals. Cost can vary depending on the size of the vehicle, the complexity of the design, the quality of vinyl used, and the company’s labour costs. It can range from $500 to $5000 or more for a full vehicle wrap. A partial wrap or decal will cost less than a full vehicle wrap.
Car branding can last 3-5 years or more. The longevity of a wrap is largely determined by factors such as the quality of vinyl, proper installation, and the surrounding environment. Environmental conditions such as high temperatures, pollution, overexposure to sunlight, and road debris can impact the wrap. A one-time investment can generate returns for many years without much maintenance. It gives the brand long-term visibility.
If an average ROI is calculated, the cost per impression is low for car wraps. A mobile advertisement will have a wider reach and will generate many more impressions than a static one. It is not confined to an area or time. As the vehicle moves through towns and cities, the brand gains more exposure.
Traditional Ads
Billboards on busy intersections, print ads, and radio ads can be costly. The cost of a billboard display will vary according to the location. The price will depend on the page that the ad appears on in print media. Radio advertising rates are determined by the programs and times the ad is run. For prime time and prime locations, the investment will be considerably higher.
They are also time-bound. The ad is usually run or displayed for a stipulated time in traditional advertising. It will need renewal of the investment to run it for longer.
Cost per impression is typically higher for traditional advertising.
Comparing Reach and Audience Engagement
Car wraps
Car wraps are suitable for local businesses. The target audience is hyperlocal. A moving vehicle will be able to reach most of the targeted audience in time. It provides high visibility in motion and when mobile. When the car is in motion, the brand gets exposure in various locations. When a vehicle is parked in a parking lot or in the suburbs, the brand’s visibility in that area is increased.
This kind of advertising is less intrusive. Your exposure to the brand happens in your natural environment. It does not interfere with your smooth listening or viewing experience.
Traditional Ads
It has a mass general reach. The visibility is not focused on the target customer. It is also very easy to ignore. Most of us switch channels when an ad interrupts our show, don’t we? Or get up to get a snack for ad breaks.
Traditional advertising in media needs repetition to be effective. Repetition translates to more cost.
Branding and Credibility
Car branding is an effective way to increase brand recognition professionally. The brand and its value are displayed without intrusion into people’s homes. It allows brand presence without being too loud. Moving ads also suggest brand activity and add value to brand presence.
Traditional ads carry more prestige, especially when it is on TV or the radio. They are generic and lack a personal touch.
Longevity and Maintenance
Car branding works passively and lasts for a few years. It is also always on display 24/7. It is a one-time installation with little to no maintenance. Occasional cleaning and touch-ups are the only maintenance costs.
Traditional ads are restricted by time. A campaign can run for a season and will need renewal to maintain visibility.
Conclusion
Car branding and traditional advertising have their pros and cons. Car branding is best recommended for local small businesses and services. It is a one-time investment with little maintenance for a considerable reach. It is a passive form of advertising that can run for an extended time. The brand reach, value, and ROI are more efficient when compared to traditional advertising.
The cost of car branding is much cheaper compared to traditional advertising. The mobile nature of the advertisement helps to increase brand reach. It facilitates brand familiarity in the area.
If you are looking for the best place for car branding in Toronto, try Colibri Car Wrap and Detailing. Thank us later!
