4/15/2014 12:00:00 AM
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Mobile Visual Communications Makes Marketing Sense



COLUMBIA, Md. (April 15, 2014)—Clutter. That’s the marketing term for the cacophony of promotional messages that assail consumer’s senses through a variety of portals each day. And unfortunately for businesses, consumers are more adept than ever at tuning out that clutter.

In a recent white paper released by the national visual communications company Image360, the savvy marketer can create a message that cuts through the clutter and makes a positive impact on its brand with vehicle graphics. Unlike the traditional print, TV, radio or online advertisements already in the marketing mix for most companies, implementing vehicle graphics into a business’ marketing plan is relatively unchartered territory. In fact, in the Content Marketing Institute’s report of marketing tactics used by business-to-consumer firms in 2012 and 2013, vehicle graphics did not even make the top 25.

This omission is a glaring missed opportunity, as mobile graphics are estimated to generate 30,000 - 70,000 impressions per day, according to an article “Investment Analysis: Measuring the Value of Vehicle Wraps”, by Ryan Hubbard with ARD Ventures.

Moreover, the Cost per Thousand Impressions (CPM)—the metric that the advertising world uses to compare the costs of available media—for vehicle graphics is far less than most other advertising opportunities. CPM equals unit cost of a media type multiplied by 1,000, then divide the results by the audience size. So, for example, if you spend $3,000 for a full vehicle wrap, and that vehicle gets about 70,000 impressions per day and is on the road every day for a full year (365 days), the result is: CPM = ($3,000 X 1,000) / (70,000 per day/ 365 days) = $0.11 per 1,000 impressions.

When compared to other types of media, vehicle graphics are not only more cost-effective, but they are excellent for generating brand affinity. A recent study conducted by the Outdoor Advertising Association of America (OAAA) reported the following about vehicle wrap advertising’s effectiveness: 

  • Fleet vehicle advertising surpasses name recognition 15 times more than any other form of advertising.
  • 91 percent of participants could recall significant portions of vehicle wrap advertisements seen regularly on their commutes.
  • 90 percent of participants thought vehicle wraps had a positive impact on a brand’s perception.
  • 96 percent of participants thought vehicle wraps were more effective than billboard ads.

Vehicle graphics offer a compelling, dynamic advertising solution that is both cost-effective and builds a positive brand image. It behooves savvy business owners to take stock of their moving advertising real estate to build brand affinity and increase profits. When seeking to cut through the clutter, marketers need only look to the highways, railways, seas or skies. If you would like to read more about mobile marketing with vehicle graphics and the studies cited, visit http://www.image360.com/Resource-Center/Case-Studies-and-White-Papers/.

About Image360

Drawing from more than 25 years of leadership and innovation in the industry, Image360 is one of the premiere business-to-business (B2B) franchises, serving the multi-billion dollar market for graphic communication services. Image360 franchise members offer professional graphic communications services to national, regional and local businesses and organizations, including environmental graphics, mobile graphics, way-finding solutions and promotional displays. For more information, call (877) 728-7446 or visit www.image360.com.

Image360 is a member of Alliance Franchise Brands LLC, a world leader in marketing and visual communications, linking more than 600 locations in the U.S., Canada and United Kingdom. The company’s Sign & Graphics Division, headquartered in Columbia, MD, is comprised of Image360, Signs By Tomorrow and Signs Now brands of sign and graphics communications providers. Its Marketing & Print Division, headquartered in Plymouth, MI, is comprised of Allegra, American Speedy Printing, Insty-Prints, Speedy Printing and Zippy Print brands of marketing, printing, mailing and Web services providers. For more information about Alliance Franchise Brands, please call (877)728-7446 or visit www.alliancefranchisebrands.com

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