Vehicle branding: Maximize the value of your FLEET!

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1 Vehicle branding: Maximize the value of your FLEET!

2 Executive Summary and Introduction Businesses today face a major promotion challenge: finding new ways to break through in cluttered messaging environments that are also beset by ever-shorter attention spans. Add to this the need to justify every dollar spent on promotion, from print advertising, TV and radio commercials and search engine marketing to social media, local sponsorships and all other spending. No wonder marketers feel as if they're getting squeezed from all sides. What's the next frontier for company messaging? It's right in front of you. Or, it's in the next lane. The out-of-the-box approach to out-of-home advertising No doubt about it we live in a mobile society. The average American spends about 50 minutes a day commuting to and from work, according to the U.S. Census Bureau. Whether you drive yourself or rotate driving duty in carpools, take a bus or ride the train, that adds up to 4 hours a week 216 hours a year! you spend looking out a window. And, that doesn't even include all the time we spend on the road shuttling family members around, running errands, even taking vacations. Outdoor advertising billboards, building signs, etc. has long capitalized on our driving culture. They're an effective advertising medium, but they're expensive and subject to heavy local regulations on placement and visibility. Plus, billboards stand still. At 70mph, your message might get five seconds of undivided attention. Compare that to what drivers see when they're in heavy traffic or waiting at a stoplight. Now, imagine the billboard has come down off its lofty perch and wrapped itself completely around the truck in front of you. The entire vehicle has been branded with an attractive design that features the company logo and slogan and images that capture your attention without taking your eyes off the road. All of a sudden you've got something to look at beside the morning paper or your phone. That's why vehicle branding is one of the two most memorable advertising media, according to a Cox Communications/Eagle Research study. What vehicle branding offers you: a reliable, memorable and cost-effective advertising medium that takes your message where you want it to go. It's the perfect complement to your entire promotional strategy. Choose a long-lasting design that conveys your company's timeless value proposition, or change it up as your marketing strategies change. You're not locked into a long-term contract. Best of all, you already have the messaging medium at your disposal. No matter what you put on the road cars, minivans, delivery trucks, buses and semis if it rolls, you can brand it.

3 Why consider vehicle branding? We call vehicle wrapping "branding that sticks." Literally! It sticks to your car, van or truck, because it uses pressure-sensitive vinyl adhesive graphics that don't fly off in a strong wind. Top-quality vehicle branding that uses custom designs and proprietary printing processes sticks in the public perception as well. It gives your corporate promotion and identification an added depth and dimension no other ad medium can provide. Maximize reach and recall: Consider these survey results: Mobile advertising boosts name recognition 15 more than any other form of advertising. 94 percent of people said they could recall mobile advertising 80 percent could recall a specific ad they had seen on a rolling billboard. Mobile ads resulted in a 107 percent increase in sales, compared to 54 percent for static billboards. Mobile ads generate 2.5 times more attention than static billboards. Mobile advertising takes many formats, but we believe vehicle branding gives companies a special lift, for these reasons: Vehicle wrapping is one of the two most memorable ad media. (TV commercials are the other.) A vehicle wrap can generate 30,000 to 70,000 impressions a day. The average car or truck, driven 15,000 miles a year, will pass by 9 million other vehicles. Thirty percent of mobile outdoor viewers would base a buying decision on the ads they see. (Sources: European Outdoor Advertising Association, Outdoor Advertising Association of America, Cox Communications/Eagle Research, Product Acceptance and Research, Inc., and Perception Research Services.) Control the space: Many billboard companies pair your message with other advertisers'. Will yours stand out, or will drivers remember those other messages? With vehicle branding, your message is the only one people will see. You don't have to worry about competing with other advertisers anymore. Details, details: Your branded vehicle is down at street level, where your customers and prospects are. The first place they'll notice you might be when they're stuck in traffic or when your vehicle is parked at the curb. Passers-by have time to scan your entire message, noting a phone number or website or even snapping photos with their smartphone cameras. Can't do that when they're zooming past on the highway. Save money: You don't have to pay someone else to get the word out. Instead, you're using assets you already control, whether you own or lease your fleet of cars, vans, trucks, buses or semis. Outdoor display advertising costs vary widely across the country geographic and billboard location, time of year, message design and installation, technology, etc. You can launch a vehicle-branding program for just the cost of design, production and installation. When it's time to change the message or move up to a new vehicle, just peel off the wrapping. No paint to remove, no chips or holes to repair. Compare costs: In Los Angeles, for example, where outdoor displays on billboard is roughly between $4,000 and $5,000 a month, a company that installs wraps as third-party advertising on fleet vehicles estimates its costs at $1,000. Hidden cost savings: If your company attends trade and industry shows, you know how expensive booth space, program advertisements and sponsorships can be. Plus, you're competing for attention from bigger companies with deeper marketing pockets. Your branded vehicles parked outside an exhibit hall will raise your profile even when you aren't visible on the trade-show floor, and without the distractions of competing messages.

4 Putting vehicle branding to work for you Now that you've learned about vehicle branding and the benefits it can generate for your company, we predict you're going to start noticing these attention-getting vehicles the next time you head out on the highway. While you're checking out that highway eye candy, you might also wonder what goes into the process of vehicle branding. When you work with JMR Graphics, your teams and ours will work closely together on design, installation and follow-up, with multiple quality control checks built into the entire process from start to finish. The design process: Once you decide how you want to brand your vehicles wrap them end to end, cover the panels on your delivery trucks, or whatever you choose we can provide exact templates your design team would use to create your images. Your dedicated quality-assurance team at JMR Graphics will review your designs with you to ensure they align correctly with your vehicles. Once we're both satisfied, we'll provide proofs for your review, including a final proof using a full-color graphic we print on the actual vinyl selected to provide the best results for your project. Producing your graphics: JMR Graphics is certified by 3M [TM] as a 3M MCS Authorized Graphics Manufacturer, an elite status shared by few. We use only 3M-specified materials the best by far on the latest printing technology in the industry. Your finished graphics are covered by 3M's Matched Component System Warranty the strongest in the business. We don't settle for less than the best. Neither should you. Installation: We emphasize the quality of the installations as much as the quality of the graphics we produce. To maintain that quality no matter where your vehicles are, we have 3M Certified graphic Installers located throughout the United States. They work directly with our installation coordination team to execute the application of your graphics in your locations and on your schedule.

5 Marketing efficiencies of vehicle branding Vehicle branding using pressure-sensitive vinyl graphics is both more cost-efficient and less time-consuming than other methods such as paint applications. Less time off the road: Your actual vehicle downtime for installation and the QC process is considerably less than the one to two weeks needed to transfer vehicles to the paint facility and allow for drying and curing, besides the actual application process. Hassle-free maintenance: 3M's Matched Component System uses best-quality vinyls that resist shrinking, bubbling and fading. Your graphics will stand up to pressure washing, truck and bus washing facilities as well as on-site cleaning crews. You can even run your vehicles through the neighborhood car wash! Quick-change messaging: Your vinyl graphics will last with ordinary maintenance for several years. But, when it's time to change out or update your messages, we can make that happen without incurring major downtime for removal and reapplication.. Suitable for leased fleets: Because our vinyls remove easily and won't damage exterior finishes, you can use them on all vehicles, whether you own them, lease them long term or rent them for short-term use at trade shows and other special events. Our top-quality vinyls actually help you retain vehicle value because they reduce drive-by road damage from door dings, flying stones and debris. Use what you have: By branding vehicles you already own or lease, you're repurposing a medium you've already paid for. No need to lock into long-term contracts on billboards or pay upcharges for premium display space. You're actually transforming the cost of your fleet into an advertising tool that will create awareness and revenue.

6 Case study: Montana Office of Tourism Problem: Like many states, Montana faced a sharp drop-off of tourism after the economic downturn of Tourism numbers remained weak in 2009 as well. Montana needed to take bold action to rebuild tourism from out-of-state visitors because tourist-related spending contributes 70 percent of the state's annual revenue. Objective: Tourism officials decided the best way to get the word out about Montana's attractions would be to take the message to travelers instead of waiting for them to make the first move. Vehicle branding through vinyl graphics and other out-of-home advertising played a major role, especially through public-transit trains and buses fully wrapped with attention-arresting graphics that cruised regular routes in the target cities of Chicago, Seattle and Minneapolis. Results: Montana's hotel occupancy rate in July 2010 was the highest in the United States in 2010 and the second highest the following August. Yellowstone National Park set an attendance record in 2010 and saw an 8 percent increase in Passenger boardings at Montana's busiest airport, Bozeman Yellowstone International Airport, grew 32 percent from 2009 to 2010 and remain strong. The tourism office estimated that every campaign dollar returned $104 in visitor spending. See how vehicle branding can drive measureable results for your company, too!

7 Ready to learn more? Vehicle branding through vinyl wrapping helps you maximize use of a major corporate asset your fleet of company cars, vans and trucks to take your message everywhere that other forms of marketing and advertising can't. When it's time to take the next step, contact JMR Graphics for a free, no-obligation consultation. We'll be happy to discuss the service level and project involvement process that will work best for you and your business. Click this link to fill out our contact request form: Need more information? Visit our website to view our portfolio of projects for buses, van, trucks and cars as well as stationary graphics for retail, event and other special uses. Be sure to sign up for our newsletter, "Vinyl Graphics Weekly," for exclusive deals on vinyl decals and to learn more about expanding your brand with vinyl.