Whether you are a local plumber, landscaper, floral shop or one of the biggest brands and largest over-the-road truck fleets in the country, your fleet vehicles can be among the best forms of advertising available to you. They can be seen by millions of pairs of eyes without paying for space on a billboard, or paying for television time and hiring an actor, writer, and producer to create a television commercial. Fleet ads are not limited to a single location or to a 30-second spot that runs only a few times a day. In fact, consider these statistics, generated by the American Trucking Association that show the potential value of marketing on vehicles:
- Over 90 percent of those who were asked responded that they notice the messages on commercial vehicles.
- You receive, on average, over 100 views per vehicle per mile driven. For a truck that goes 1,000 miles in a day, that’s 100,000 views.
- 97% of individuals surveyed noticed the advertising on fleet vehicles and 98% felt the ad portrayed a positive image of the advertiser. On top of that, 29% of those surveyed said they would base a buying decision on those impressions.
So, what does an investment in fleet graphics mean to you, your business and brand? Your fleet does your business no favors when it is parked in your warehouse. It is neither transporting goods, nor doing the heavy lifting, nor carrying your advertising message around town. After developing marketing materials, including a logo, one of your top priorities needs to be keeping your vehicles on the road. You cannot afford to spend long periods of time dressing up a truck before sending it on its next mission. Therefore, when working with your graphics shop and installer, look for graphic materials that are easy to apply as well as remove. Painting your fleet is an option, however it has its disadvantages when compared to vinyl graphic materials. Paint is a slower process because the truck must be taken out of service for several days for the prep work as well as the painting process which includes cure time. Once these steps are completed the paint is permanent and cannot be easily removed.
There are several ways to brand a fleet of work trucks, heavy duty trucks and light duty vehicles with vinyl materials. There are digitally printed vinyl wrapping films, cut vinyl films, (which are used for intricate lettering and details), and color change wraps. Here are several rules of the road to discuss with your hired graphic shop and installer about which vinyl material is right for you:
- Ask about films where branding messages can be created, printed and ready for installation while the truck or trailer remains in operation.
- Ask about easy-to-apply and easy-to-remove vinyl, especially clean removability after a number of years of use.
- Ask about the ability for fleets to switch between different creative messages quickly and easily to take advantage of local trends or seasonal changes.
One of the most versatile, digitally printable graphic films is a premium, high gloss, cast film. These films, such as Avery DennisonⓇ MPI 1105 Opaque Supercast Films, deliver superior 3D conformability, excellent printability, and maximum durability for complex surfaces with curves and recesses. To enhance both the color pop and durability of fleet graphics films, we always recommend using them in combination with a digital overlaminate. Most installers have a preferred all-purpose overlaminate but will also stock one or more specialty products, based on your specific fleet need, such as UV protection against color fade, or an option that is great for box trucks and trailers that installs easily over the most complex surfaces.
With easily installed and removable vinyl fleet graphic materials, you can leverage your most visible advertising asset to promote your brand and business and keep vehicles on the road when you need them most. For more information on Fleet Branding, and information from Avery Dennison on their Fleet Graphic Portfolio, visit graphics.averydennison.com/fleet or contact the company directly with this easy online form.
About Avery Dennison
Avery Dennison Corporation (NYSE: AVY) is a global materials science company specializing in the design and manufacture of a wide variety of labeling and functional materials. The company’s products, which are used in nearly every major industry, include pressure-sensitive materials for labels and graphic applications; tapes and other bonding solutions for industrial, medical, and retail applications; tags, labels and embellishments for apparel; and radio frequency identification (RFID) solutions serving retail apparel and other markets. Headquartered in Glendale, California, the company employs more than 32,000 employees in more than 50 countries. Reported sales in 2020 were $7.0 billion. Learn more at www.averydennison.com.