| It is difficult to miss a Hummer, but how | | | | specifically for use as a promotional |
| many companies could afford to run one to | | | | vehicle.Which are the best promotional |
| promote their business? The answer is, of | | | | vehicles?For sheer size and physical |
| course, very few and it is doubtful whether | | | | presence, nothing beats the Hummer, H2 and |
| GM's overgrown offspring would be the most | | | | other large SUV's.At the opposite end of the |
| suitable promotional vehicle for many of | | | | scale is the 2.5-metre long Mercedes Smart |
| them. What then are the alternatives and how | | | | car - one of the most popular promotional |
| could businesses benefit from using a vehicle | | | | vehicles in Europe. This goes on sale in |
| as an advertising medium?What is a | | | | Canada in the fall of 2004 and is sure to |
| promotional vehicle?A promotional vehicle is | | | | have great novelty value and attract a lot of |
| a car, truck or SUV with purpose-designed | | | | attention.In between these extremes, you have |
| adhesive vinyl graphics applied to its | | | | vehicles such as the PT Cruiser and the |
| exterior, promoting a business or one of its | | | | forthcoming Chevrolet SSR. Molson promoted |
| products or services.The graphics may be a | | | | their A Marca Bavaria beer at last year's |
| full wrap (the whole vehicle is covered), a | | | | Vancouver Indy using a Honda Element. Other |
| decal wrap (decals are applied to body | | | | possibilities include the VW Beetle or an |
| panels) or a window wrap (decals are applied | | | | unusual, classic or sports car.The MINI might |
| to the side and rear windows).The types of | | | | seem an obvious choice but bear in mind that |
| business that operate promotional vehicles | | | | the model already includes a range of graphic |
| include radio stations, beer companies, car | | | | treatments in its option list and this may |
| dealers and up-market pubs, clubs and | | | | reduce its usefulness as a promotional |
| restaurants to name but a few.The benefits of | | | | vehicle because your advertising will stand |
| a promotional vehicleA vehicle is mobile so | | | | out less.Whatever vehicle you choose it |
| you can take your advertising places. Both | | | | should attract attention in its own right and |
| drivers and pedestrians will notice your | | | | the less common it is the better.If you are |
| advertising when your vehicle is parked as | | | | buying a new vehicle, your choice will be |
| well as when it is on the move.Your | | | | determined by your promotional requirements |
| advertising stays in position until you | | | | and your budget. A cheaper solution is to use |
| remove it or sell the vehicle. There is no | | | | an existing company vehicle. However, |
| need to book media space or pay regular | | | | consider the impression you want to make on |
| subscriptions.The cost is not as much as you | | | | your target audience and avoid the temptation |
| might expect. In fact, vehicle graphics cost | | | | to apply a wrap to your rusting, dented 1992 |
| less to create and apply than many other | | | | Safari.What about the vehicle graphics?The |
| types of advertising. If you apply graphics | | | | first step is to commission a design for your |
| to an existing vehicle then there are no | | | | vehicle. Your design is printed in full |
| additional costs.You can potentially make a | | | | colour on weather-resistant high-quality |
| big impression. Cleverly designed and | | | | adhesive vinyl. This is then applied to the |
| eye-catching vehicle graphics can be used for | | | | vehicle.A complete vehicle wrap will take 8 |
| PR purposes.Is a promotional vehicle for | | | | hours or more; a decal or window wrap will |
| me?It depends on your business, as | | | | take less time. The vinyl is durable and |
| promotional vehicles are not suitable for | | | | washable. It can be removed when the time |
| every company.Brand image is a key deciding | | | | comes to update the design (for example if |
| factor. You need to consider how the vehicle | | | | you change your logo) or when you sell the |
| will be used (will it be on the move much of | | | | vehicle.So, if you are looking for an |
| the time or parked), what will it be used for | | | | alternative way to promote your business and |
| and who will drive it and how will it be | | | | you want to take your message onto the street |
| driven. Do not forget that the vehicle will | | | | or to events then you should consider a |
| influence people's perceptions of your | | | | promotional vehicle.It may not be suitable |
| company and your product/service.Budgetary | | | | for every company but if it is right for you |
| considerations will play a part too, more so | | | | then it is a great way to get people to |
| if you are purchasing a new vehicle | | | | notice and talk about your business. |