Vehicle graphics - a billboard on wheels - remain a key weapon in a marketeer’s toolbox in delivering messages to a target audience and have not been overtaken by the digital age.
That’s the view of Barnaby Smith, managing director of Oxfordshire-based fleet graphics and branding specialist Mediafleet, who says vehicle graphics provide three essential marketing services.
Visibility - vehicle advertising is accessible. Industry research suggests that more than 3,000 people per hour see a branded vehicle operating in a busy area thus raising consumer awareness and, if done correctly, delivering differentiating marketing messages as well as useful information.
Credibility - with numerous concerns around spurious internet information and fake news, vehicle graphics are perceived as a reliable source of information from credible organisations.
Audience targeting - for the generations prior to the millennials, it’s probably one of the most effective ways of reaching them together with other traditional media such as TV, radio and magazines/newspapers. What’s more, even for millennials, they can react to vehicle graphics using digital devices such as a smartphone, iPad or desktop.
Mr Smith said: “All generations take some comfort from seeing traditional adverts, which is why the clever marketeer will use all promotional tools in their toolbox including vehicle branding.”
It is also why Mediafleet’s core proposition to fleets is a creative brand agency-style approach to vehicle graphic design that provides customers with a total one-stop shop also incorporating artwork production and fitment.
Mr Smith said: “The major vehicle livery and wrapping opportunities are where companies undertake a complete rebrand of their business. That is why Mediafleet provides a complete branding design service, increasing our focus on working both as a creative agency and in a production and installation capacity.”
He continued: “A good vehicle graphics designer must understand the marketing plan of a client and recognise that this promotional media, and any marketing message, must fit with an overall brand strategy. A vehicle supplier must have a serious marketeer steering the overall design and meeting a client’s needs at every level and at every meeting.
“Brand credibility is potentially the biggest gain through vehicle graphics so the branding must be prominent and clear.”
Top tips for achieving good vehicle graphics:
Use high resolution images
Bold colours and designs will help a vehicle stand out
Restrict the amount of text used and use clear fonts
Avoid complex educational messages as they will not be understood as vehicles ‘whizz by’ pedestrians
Use a ‘call to action’ if appropriate. Text response mechanisms are easily remembered and can provide instant access to more complex messages by linking to external media such as a website or digital content.
Mr Smith concluded: “Technology moves on at a pace. That’s why static roadside billboards have become digital billboards and hand-painted vehicle graphics have been replaced by complex vinyl wraps and even spray on vinyl.
“Digital media is today commonplace, but it is not a replacement technology. It is just a new, and additional tool, in a marketer’s toolbox. Used correctly all tools, including vehicle graphics, have a part to play in delivering a company’s brand message to its target audience.”
Mediafleet is one of the country’s leading fleet livery and branding specialists. With an expanding central printing and manufacturing facility at Witney, Oxford, and a graphics application team with perhaps an unrivalled level of experience in the industry, the company has developed an advanced range of livery and vehicle branding products to cater for all large national fleet networks, whatever their requirements.
Building on Mediafleet’s core vehicle wrapping expertise, the company has grown its vehicle-related business by learning to understand the complexities and requirements of every unique fleet. By listening to prospective clients’ needs, Mediafleet provides a bespoke approach to each new customer. The company’s adherence to that basic principle has enabled it to develop some of the most successful vehicle branding campaigns of the last 16 years.
For further information contact Mediafleet Managing Director Barnaby Smith on 01993 772525.