As you go about your daily commute, you may not realize the sheer number of branded cars and trucks you pass by. From Coca Cola trucks to U-Haul vans, vehicle branding is everywhere. But it’s not just shipping and moving companies that are taking advantage of this marketing strategy. Small business owners and startups are increasingly using vehicle branding to promote their businesses.
But is this investment in vehicle branding worth it? Is it a smart marketing tool or just a waste of money? We did the research, spoke to numerous small business owners with branded vehicles, and identified which industries are most likely to benefit from this strategy.
Vroom, vroom.
Does The Investment Make Sense?
Before diving into vehicle branding, it’s crucial to crunch the numbers. You can either brand a car you already own or invest in a new vehicle. Here’s a breakdown of the estimated costs of branding a new Smart Car in Massachusetts:
ESTIMATED COST OF BRANDING A SMART CAR IN MASSACHUSETTS
| Cost of Smart Car | ~$15,000 |
| Taxes (6.25% Massachusetts state tax) | $937.50 |
| Fully Wrapping the car | $2,000 |
| Insurance per year (one MA driver with clean record) | ~$1,500 |
| Gas per year (20,000 miles) | $2,006 |
| Total Cost: | $21,443.50 |
Ultimately, this investment will cost about $21,443 in the first year, assuming no accidents occur. Alternatively, branding your existing car may only incur the cost of wrapping—approximately $2,000.
While the direct impact on sales may vary, viewing a branded vehicle as a moving billboard can be beneficial, especially if you frequent high-traffic areas and events. In this blog post, we will delve into various aspects of vehicle branding to help you determine if it aligns with your business goals.
Branded Vehicles Are Attention-Grabbers
Many small business owners cite attention and recognition as the primary reasons for branding their vehicles. Amy and Rod Burkert, for instance, saw an increase in website visits when they branded their RV with their company’s name, Go Pet Friendly.com. Personalizing the vehicle with a unique personality can also draw attention and make it stand out in your community.
Creating a recognizable vehicle, like Leeann Shattuck’s branded Mini Cooper named Maggie, can leave a lasting impression on potential customers and boost brand awareness.
Breeding The Familiarity Principle
Research shows that 60% of consumers prefer buying products from familiar companies. Vehicle branding can help enhance brand recognition, especially among local audiences. Whether parked in specific neighborhoods or frequently visiting local spots, a branded vehicle can foster a sense of familiarity and trust with potential customers.
Maintaining a Professional Image
“Our van makes my business seem larger, more robust than it is. When asking a new customer recently how she heard of us, she replied, ‘Oh, I saw one of your vans in front of my apartment.’ I love that she thinks that my one and only company vehicle is part of a larger fleet.”
-Valerie McCartney, Enticing Tables.
By showcasing a branded vehicle during client visits and house calls, businesses can not only acquire new customers but also project a professional image in the community. The visibility of a branded vehicle can spark interest among neighbors, leading to potential referrals and new business opportunities.
Getting Direct Sales
While the primary goal of vehicle branding may not be direct sales, many business owners have reported attracting customers through their branded vehicles. Valerie McCartney and Welmoed Sisson both experienced inquiries and business card requests from individuals who noticed their branded vehicles. This direct engagement can result in tangible sales opportunities.
Considering Your Industry
Certain industries, such as luxury residential architecture, healthcare startups, and landscaping, have seen significant returns from branded vehicles. Local businesses catering to specific neighborhoods tend to benefit most from this marketing strategy. By strategically positioning branded vehicles in target areas, businesses can maximize visibility and attract local clientele.
“Branding your car has better results than spending money on a billboard because you not only make the advertising targeted, but you have a higher reach when driving. We often park our car outside of healthcare clinics we are trying to enroll, community centers, country clubs, fitness clubs, etc. so we can raise awareness about our service.”
-Nadeem Kassam, Connect the Doc
Boosting Company Culture
Siemasko + Verbridge, an architecture and interior design firm, used a unique contest to enhance company culture through vehicle branding. By involving employees in naming and designing the branded vehicle, the firm fostered a sense of creativity and belonging among its staff.
Similar to their approach, businesses can infuse fun and teamwork into the vehicle branding process to create a cohesive and engaging brand identity.
Final Thoughts: Branded Vehicles Are Surprisingly Effective
Our discussions with small business owners revealed that branded vehicles can be impactful marketing tools, acting as mobile billboards that reach diverse audiences. Whether for brand recognition, professional image, or direct sales, vehicle branding has proven to be a valuable investment for many businesses.
See ya on the road.
Your Turn: Do you have a branded car or van? Would you consider one? Share your thoughts and experiences with us!