Vinyl Vehicle Wraps: What Marketers Should Know

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The Outdoor Advertising Association of America (OAAA) says that vinyl vehicle wraps offer the lowest cost-per-impression of any form of advertising. They report that a single wrap can generate up to 70,000 daily impressions per vehicle.  That means that for reach, value, ROI–and other benefits we’ve previously reported–vehicle wraps can add a long-lasting yet cost-efficient dimension to any integrated marketing campaign.

If you’re interested in expanding your mix, but new to this eye-grabbing medium, here are some basic but important considerations to help put you on the road to marketing success:

#1: Full or Half? Cast or Calendared?

First, establish a budget, as you would with any marketing project. Set goals, including deploying your newly branded vehicle to some creative and unexpected places. Then start thinking about your options:

  • Full Wrap: covers the entire vehicle surface, front to back
  • Half Wrap: partial application covering sides, plus front or back
  • Window Perfs: colorful, hole-laden graphic films made to accentuate the larger design
  • Letters and spot graphics: simple, inexpensive, one- or two-color method of displaying your logo, tagline or other marketing message.
  • Cast vinyl or calendared? Cast, the more durable premium option, is better for long-term
    (2-5 years) use, while cheaper, less durable calendared sheets are the practical choice for short-duration promotions like grand openings event marketing.

#2: The 4 P’s of Production

  • Prep: After budget, goals and concept comes design. Make sure messages, font style and imagery align with your current branding. Show your creative services provider examples of colors and styles you like.
  • Proofing: After the design is finalized, you’ll receive a printed or electronic proof, which you and your provider will examine and, if necessary, correct prior to printing.
  • Printing: Next, vinyl sheets are output to a high-resolution, large-format printer, then temporarily set aside to “gas out,” a kind of curing process that prevents bubbles and wrinkling during application.
  • Placement: In the final step, installers carefully align, apply, and affix vinyl sheets in place using a heat gun and squeegee.

#3:  Good Care, Great Mileage

Proper care and maintenance will help you get more mileage out of your investment. For best results, clean wraps the old fashioned way–with a bucket of soapy water and a low-pressure hose. Avoid brush-, cloth- and high-pressure washes, as the abrasion and blasting can cause vinyl sheets to lift, peel and separate. For more reasons to integrate wraps into your mix, see our post entitled “How Vehicle Wraps Rev Up Small Business Marketing.”

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Get your Cyber-Monday Social Media Ad Game Ready

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It’s not too late to get in the game for the big Black Friday/Cyber-Monday weekend after Thanksgiving. But before scheduling anything, integrated marketers may need to rethink some of the traditional assumptions about how to best reach consumers during this year’s retail shopping frenzy.

By now you already know the importance of a strong online and social media presence. Nevertheless, if management needs convincing, here are some cyber-shopping stats to bolster your case.

First, consider the ever-growing audience on mobile: 258 million people now use mobile phones in the U.S. alone. And 45% of all shopping trips now include mobile ­– more so for millennials, with 57% using mobile to shop.

Over the 2015 Thanksgiving Cyber-Monday weekend, in-store sales fell 10.4%, but online sales increased 15% over the year before! On Thanksgiving Day, 58% of online purchases were made on mobile devices and mobile accounted for 50% of all online purchases during the entire Black Friday weekend.

Where To Advertise?

Before committing yourself to a campaign on a single channel, test different social networks to find out which generates the best response for your brand.

Although not every brand will be right for Facebook advertising, you can’t overlook the fact that consumers now watch over 100 million hours of video on Facebook each day!

Since attention spans are short, you’ll need to make the most of each second: viewers can recall mobile Facebook News Feed content after seeing it for only a quarter of a second, according to Fors-Marsh tests. Facebook discovered that “47% of the value in a video campaign was delivered in the first three seconds, while up to 74% of the value was delivered in the first ten,” according to Nielsen.

The New Digital Ad Frontier

Digital video advertising is expected to continue to grow. But the new frontier now is live-stream video ads.

Live streaming content is one more opportunity for integrated marketers to stand out from the crowd in a time when brands are moving media dollars away from traditional TV to digital video.

Nearly 20% of U.S. media buyers are planning to invest in live stream video ads in the next six months, according to August 2016 research.

U.S. marketers will likely turn first to Facebook Live and YouTube Live as they consider live-stream video ad options. But you still have time to make your move and stake your claim in the new digital frontier if you act quickly – before your competitors do! (Watch for next week’s post when we dive further into Facebook video ads.)

There’s More to Packaging Than Meets The Eye

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Have you ever bought something just because of the packaging? How about a bottle of wine? If so, join the club.

About half of consumers admit to buying something just because of the package. As many as 66% of consumers will try something new because it catches their eye, according to a survey by Westrock. And 60% say they’d purchase a product again because the package works well.

First Impressions Last

Product packaging is one of the most important yet overlooked opportunities for integrated marketers to reinforce their brand position and message. Make sure your customers’ first impression is a positive one, rather than an exercise in frustration or confusion.

There are three primary functions of packaging:

  1. Prevent breaking or leaking
  2. Keep products safe
  3. Keep products fresh

Packaging Influences Perception

Beyond the practical side, packaging also carries an emotional appeal. For instance, it can create the appearance of a premium quality. Companies invest in both the functional and aesthetic aspects of packaging to connote a luxury experience. In fact, when it comes to overall satisfaction with a product, “consumers rank packaging almost equal to the brand.”

Wine and Apple

For those who enjoy wine, most people have their familiar favorites that they turn to first. But when choosing a new wine, how do you decide without a taste test? If you’re like most people, it comes down to the label. As David Schuemann of CF Napa Brand Designsays, “a carefully crafted label can make us think the bottle is way more expensive than it is, and it can boost our enjoyment of the wine itself.”

That’s right: a well-designed label can actually make wine taste better!

Finally, one of the best-known examples of exceptional package design is Apple. The unboxing of a new Apple product is an event in itself. Apple packaging can convey the brand personality without any words or even a logo. The company takes great pains to create packaging as stylish and appealing as the actual product it contains.

Personalics has distilled a few design lessons from Apple that integrated marketers can apply:

  1. Design from outside – Make package design a priority and practice unpackingyour product just as much as packing.
  2. Think different – Study other product packages in your category, then list the opposite colors and characteristics and find a combination that will set you apart.
  3. Do with less – Think about what should go on the box, then start taking things off.

Delivering the Human Touch through Mobile Devices

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Mobile technology has changed social communication, allowing for richer experiences through personalization—from custom themes, fonts and apps, to animated emojis and eye-catching gifs. But can consumers have a genuinely human mobile-connection with a customer service agent or salesperson? You bet!

Mobile provides an unprecedented opportunity to connect with audiences in a familiar way, whenever you like, wherever they are. MarketingProfs gives integrated marketers four tips for building a nurturing relationship with consumers who spend 51% of their time using their mobile devices.

Get Personal

Savvy SMBs rely on behavioral data, including purchase history, online activity, and analytics—as well as demographics like age, sex and gender—to customize messaging to the interests, needs and location of users. Tailor the contact with mobile personalization, including push notifications (promotions, discounts), content adapted to user preferences, recommendations, or location-based deals.

Build a Unified Experience

We took a look at the value of platform integration here. For instance, integrated marketers could provide incentives for mobile opt-ins, or encourage mobile subscription through email. LivePerson reminds marketers that mobile helps break down barriers, using apps, social media, service and e-commerce to improve customer engagement.

Be Human

Today’s consumers are so connected to their mobile devices that it is strategically advantageous to engage with them there. Domino’s pizza famously embraced the call to humanize their customer interactions by admitting their faults, connecting with customers on social and mobile, and giving a face to those creating the product. Customers felt that they were heard, trust was re-established, and share prices soared.

Be Authentic

We’ve talked before about the importance of authenticity to customers. It’s better to be open and genuine than to use contrived verbiage that causes confusion and weakens relationships. Consumers who have a conversation with a real person who is interested and willing to listen to (or text about) their concerns—on their timetable—will remember and cherish those exchanges.

The same call for authenticity applies doubly with millennial consumers. This postcautions against heavy advertising or vague details that can lead to distrust; instead be transparent and honest, creating bonds with shoppers. Simplicity is the key, and mobile is the fastest, easiest way to simplify that connection.

Humanizing is Good Business

As Bruce Springsteen (“The Boss”) laments, “I just want someone to talk to / And a little of that human touch.” This is the same message integrated marketers are hearing from consumers. While mobile provides the mechanism to transform the customer journey with efficiency, convenience, context and personalization, it’s ultimately up to companies and their teams to bring the humanity home.