If ever there was a marketing no brain-er it has to be vehicle branding, regardless of whether your business has a singly bicycle or a massive, extensive fleet.
If ever the adage A BUSINESS WITHOUT A SIGN IS A SIGN OF NO BUSINESS was apt, it must be when it comes to vehicle branding.
For obvious reasons a visible vehicle helps promote one’s business, brand or service.
On the less obvious side – and depending on the product or service – branded vehicles tend to be less likely to be stolen and drivers of branded vehicles tend to be more aware that they are being watched so they have incentive to be more polite drivers.
Vehicle branding is also important because it helps to create an identity for the business which may not seem very important, but it helps existing clients identify with the business and feel pride when they see THEIR supplier is doing his rounds.
Vehicle branding can also deter theft. A specific case in point was one of the first fleets SignForce ever branded. The client started with three vehicles but then decided that the cost to do the remainder of the fleet was prohibitive so they stopped at the done vehicles. Every few months they would get quotes to complete the fleet branding but invariably decided the funds could be better used elsewhere. It was about three years after the first vehicles that the call came in to please complete the branding, no quote required.
This was too good to be true as there were now nine additional vehicles but unfortunately due to the currency fluctuations the cost per vehicle had almost tripled. Yes, the cost had risen threefold yet this time the cost was not an issue.
When asked what caused the change of heart, the following story unfolded.
The company had been going through some tough times hence the redirecting of the branding budget. Recently they had received a call from one of their largest clients who was FUMING and threatening to take his business to the competitor – there were only two suppliers in the market – because the company were in breach of their exclusivity agreement and were supplying the client’s competition.
The company professed innocence and assured the customer that that was not the case. He was steadfast and told the supplier that he could see their vehicle offloading at the competitor. The customer was told this was impossible as the competition were NOT the company’s client. The customer then told them it was definitely their vehicle as it was branded and he also gave them the registration plates.
What followed was an investigation and sting operation (with the client’s cooperation) which resulted in the firing of almost a third of the company’s workforce.
The theft had been going on undetected for years as there was collusion between a number of internal staff. They had always used the unmarked vehicles but on the day the customer called the criminal ring’s client had needed an urgent delivery and they gave no thought to the fact the vehicle was branded. This is why the cost was not an issue. When compared to the years of theft and the possibility of losing their major client, the cost of branding was less than negligible.
Vehicle branding helps differentiate your business from from your competition, establishing a connection with existing and even prospective customers.
Vehicle branding can be used to increase brand awareness and brand recognition, build customer loyalty through pride and visibility and create a positive image for the brand.
Vehicle branding can also be used to communicate features and benefits of the business as vehicles can be used as silent sales persons at the same time they can be used as mobile billboards whose cost per view decreases with every trip the vehicle makes.
Vehicle branding can also be used to create a sense of urgency and create a memorable experience for customers, all while assisting prospective customers to make an informed decision about your business and brand. When prospective customers (and existing customers) see your vehicle multiple times, they seldom comprehend that it may be a single vehicle, so the repeated viewing of a single vehicle (something similar to standing in front of multiple mirrors in a store change room) can give the viewer the feeling that your business and fleet is much larger than it may actually be.
Why should a business brand their fleet of vehicles?
A branded fleet of vehicles is a cost effective way for a business to create a professional appearance, increased visibility, and promote their brand, business or service.
Good vehicle branding also sends a strong message that the business takes pride in its appearance and professionalism.
Branded vehicles help build trust and create a difficult to measure emotional connection with customers and potential customers. Additionally, branded vehicles create an opportunity for increased exposure and can be used as a platform for advertising.
To get your vehicle – from your bicycle to your horse and trailer – branded, contact SignForce now on firstname.lastname@example.org or Whatsapp +27 (0)82 558 6413 or call +27 (0)11 440 7525
Find out more about how SignForce can serve you by visiting http://www.signforce.co.za