Apparently, someone has convinced companies to pay drivers between $200-400 per month OR pay for their gas in exchange for having the drivers wrap their cars in company advertising. We assume that the idea is that the drivers then zoom around town and the company’s phone starts to ring as all those brand impressions start to infiltrate and accumulate in other driver’s (viewers) minds.
We can think of few dumber ways to spend your marketing money than wrapping vehicles – especially vehicles driven by people with no connection to your company! Can wrapped or branded vehicles generate business? Yes, they can. If you own a service company, surely you receive calls and leads from people who see your fleet and are also in need of your service. We have one client, a water delivery company, and we measure leads originating from their ~30 trucks. It often adds up to about 10-20 per month
What hasn’t proven to work for any of our clients is wrapping non-fleet vehicles – like the owner’s personal car. How do we know that this doesn’t work? Because we have measured and tracked it for a number of companies. We placed specific URL’s and phone numbers on the “test” vehicles and track the responses. One such test went on for the better part of 5 years in the Mid-Atlantic area.
The results were…in a word…pitiful! Less than 2 calls per vehicle per year and a similar response online. Even if one new customer is worth a great deal of money to you, the cost plus the negatives that come with having non-company employees driving around representing your business far outweigh any marketing benefit.
But I guess the “branding” makes up for the lack of direct response, right? Come on! If (almost) no one calls the number on the vehicle and (almost) no one visits the website, is it really plausible to believe this? You could say that it was our client’s business, but one of the companies we tracked had a very popular product and made the Inc. 500 twice…
What do you think? If you are paying someone to drive a “wrapped” vehicle, would you want to see something tangible from it or is the “branding” worth the $200-400+ per month?
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