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