Marketing has been around for many, many years (even ads on papyrus by the Egyptians) and is an industry that is constantly evolving and is both controlled and dictated by those who are marketing and by those who are viewing, listening, reading and ultimately buying. But the question we would like to pose is how much fight does vinyl wraps have in this battle for marketing relevancy? But first, what are vinyl wraps or vinyl wrapping?
Vinyl wraps are said to have been invented in the UK over two decades ago when German taxis started using them. They are essentially a giant, professionally produced vinyl sticker that wraps the body of a vehicle and is used as a new and, for some parts of the country, untapped way to effectively advertise.
So why is this new way to market your business or product important to today’s audience? Or better yet, to today’s marketing professionals? Why should we care?
In a world where marketing has become so saturated, doing the same old thing is less effective each and every day. DVRs allow us to skip TV commercials, radio listening is at an all-time low, the newspaper industry is slowly disappearing, etc. This is why guerrilla marketing is at an all-time high as it allows advertisers to reach their audience more effectively, in an interesting, attention-grabbing manner. And this is where vinyl wraps fall.
But where is the proof?
First, outdoor media plays a vital role in the media mix because it reaches consumers missed by other media and enhances exposure of other media. This is according to a study by Arbitron, Inc., an international media and marketing research firm. Studies also show that where only one out of three Americans read a newspaper or watch a local TV news broadcast, 96% of Americans travel in a vehicle to work. The Arbitron study concluded that consumers that are reached repeatedly with a message show “higher advertiser awareness, brand recall and purchase behavior” which tells us that vinyl wrapping offers advertisers an excellent opportunity to reach a much larger audience in a way that is probably more effective. Stephen Freitas, spokesperson for the Outdoor Advertising Association Of America, even points out additional benefits to vinyl wrapping when he said, “Wrapped vehicles not only place messages in front of target consumers, they also provide the opportunity for direct customer contact through coupon distribution, sampling and other promotional tactics.” Meaning, vinyl wraps can essentially be just the beginning. Driving Revenues, a vehicle-advertising firm in Washington, broke the numbers down further and compared vinyl wrapping to other forms of more traditional advertising. With a $20,000 budget, here is what they found:
- Vinyl wraps – about 8.4 million impressions in a year
- Radio – attracts 900,000 listeners in 6 weeks with 10-12 30 second spots
- Value Pak – a reach of 600,000 with 100,000 addresses per drop and your just one of many advertisers in the packet.
- Direct mail – reaches 20,000 names with one post card mailer
- Seven city buses – 600,000 impressions in 2 months
- Billboards – 700,000 impressions in one month.
As you can see, vinyl wrapping isn’t the end all, be all when it comes to where marketing dollars should go but what it does show is the importance vinyl wrapping has in today’s marketing world, combined with other forms or as a standalone… and its growth continues.