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"A New Spin on Billboards"
Beverage Industry
A TruckSide Campaign averages down to $1.50
per thousand impressions, the
lowest in the industry.
One way that many companies - beverage and otherwise
- have beefed up their marketing efforts and are putting trucks to work as
billboards. Fleet branding has been around since the early days of trucking,
but recently, the ways and means of decorating vehicles has been given a boost
from printing and material technology.
Trucks have become ubiquitous billboards. In some
instances, the truck billboard you may pass on a highway or city street may
just be that, a billboard. Or the well-designed truck panel may have no relation
to the product being transport inside the truck.
"A distributor's truck may be where you want to
advertise, but they only have one or two trucks" "We say, use other
people's trucks and put your advertising on their trucks, and they can
travel where
you want them to go. People will think those trucks are delivering your
products."
"If a distributor's trucks are not wrapped with
a brand, we fill in the holes". But the company can also take a
fleet of trucks in a certain area and put them to work for a marketer.
Popular among large soft drink companies has been
pressure-sensitive vinyl. These images, with an adhesive back, are heat-sealed
on to the truck. Images are usually printed in 4 pieces per side and it's
about a 2-hour process to get the vinyl to adhere to the truck. In the end,
the vinyl image looks like part of the truck, rivets and all.
Some industry suppliers prefer framing systems, with
printed, flexible vinyl display panels that can be easily slipped in and out
of the frames, providing a greater array of marketing options.
Framed vinyl displays have a number of advantages
over pressure-sensitive vinyl, including ease
of use, ease of replacement and ease on capital expenses.
Framing systems can be used on both sides, tops
and backs of the truck, and come in one piece for each side. They also
look like
they are part of the truck and there are no ties or chords to hold them
on, just a framing system that holds them in place. Better yet, the truck
doesn't have to be in the pristine condition necessary for pressure-sensitive
vinyl, as the frame stands nearly one eigth-inch off the surface of the
truck.
One advantage to framed vinyl may be the resolution
of the printed material. With pressure-sensitive vinyl, resolution may be
nearly 500 dpi. With flex-face vinyl, it's closer to 400 dpi, although Shemel
says that visibility has never been an issue. "With any type of truck, you
are going to see the (image) from a distance."
Pricing, is usually more of a factor
for customers. For flex-face, the framing will cost roughly $2,800 per
truck printing will run $800, with companies able to handle their own installations.
For pressure-sensitive materials, the cost will be about $2,800, but with
installation and removal, the cost can leap to $4,500.
Trucks have become so much like rolling billboards
that they are rated the same way in terms of impressions made, generally in
terms of 25, 50 and 100 showings, which equate to 25, 50 and 100 percent of
the population in a given area viewing an advertisement during a day.
In Los Angeles, for example, a 10 x 20 billboard,
similar in size to a truck panel, would require 120 billboards to attain
a
25 showing, or be seen by 25 percent of the population. The rate would
run an average of $900 per billboard, or $108,000 per month
and $324,000 for 3 months.
A truck viewed by 56,000 people in Los Angeles, which
would provide the 25 showing, would require 32 trucks. Charged at 3-month
increments of $1,995 per truck come to a grand total of $181,920 for the same
campaign on truck sides.
Averages down to $1.50 per
thousand impressions, the lowest in the industry.
30 Sheet boards are an even tougher proposition
simply because a majority of the board space won't be visible to most of
the
population. "You'd be hard pressed to find the 120 boards and then you can't
make the impressions you were promised"
"The fleet is a new form of advertising", "It's street level-in-your-face presence and it's recurring. People
will believe that the products being delivered are your products. It is as
simple as that. No company with only five employees has 40 trucks on the road.
People don't know it's advertising. They think it is a big beverage company.'
It must be good if I am seeing it delivered everywhere.' "
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