Dollar for dollar there is no cheaper
way to get your message across to consumers than a commercial wrap.
Rather a bold statement considering the significant outlay of money a
wrap requires especially over a number or fleet of vehicles.
Advertising people use the term “per
impression”. That is the benchmark of what an ad will cost divided
by the number of people that see it. Years ago the higher that rate
was the more money you had to pay to get it. This fueled the per
month price wars for larger ads in the yellow pages or newspapers or
billboards in higher traffic areas than say a country road. All of
that since the invention of the internet is now (or soon will be)
obsolete.
So where is the smart money spent? As
cities grow and urban sprawl continues there is a greater dependence
on vehicles for commuting. The average commute time in the GTA is now
over 80 minutes round trip with the main roads averaging about 2 million commuters per day. Imagine having a captive audience for 80
minutes a day, 5 days a week seeing your ad NOT NEXT TO 20 OF YOUR
COMPETITORS.
If we take the average life expectancy
of a wrap (5 to 7 years), multiply that by the number of days per
year on the road times the average number of daily commuters you will
encounter, and divide that number into the initial cost of your wrap
you will come up with a number 100 times lower than what you spent on
your morning coffee on your way to work today.
So what is the only issue in this
equation? Traffic will get worse we know that, affecting commute
times and increasing numbers of vehicles on the roads; that's a
given. Historical forms of costly advertising like phone books,
newspapers, radio, television are all on the way out, great for us as
well. The only issue is THE WRAP ITSELF.
If you don't get that 5 to 7 year life
expectancy from your wrap the whole formula fails and your cost “per
impression” can double, triple, etc. So how do you go about
ensuring that the money you spend is going to give you that return on
investment you are counting on?
Specialists. Specialists bring to the
table what others cant. Specialists do one thing and one thing only
and are the best in their field. In any field whether it be wraps or
construction or medicine when you need the absolute best you go see
them.
Every Canadian has seen and knows Mike
Holmes. He gets on that TV and day after day he repeats
himself over and over, HIRE THE PROFESSIONALS. We sit and watch as
the poor unsuspecting homeowner recants the tail of how horrible the
contractor was and what they did to them and we hear the same things
being repeated by every one of them,
“We hired the guy with the lowest
bid”.
“We didn't question it”
“We didn't check references.”
“We paid him CASH.”
We sit there and we lecture them thru
the TV saying well what did you expect? There's a lot of shady
unregulated guys out there with white vans and hammers claiming to be
contractors and you let them mess with the largest investment you
have!” And for every 1 person that makes it onto that show I can
imagine there are a thousand just like them that are in the exact
same boat.
So the question now becomes why would
you allow someone to mess around with the SECOND largest investment
you have, your vehicles? And how do you go about protecting yourself
from the unregulated unqualified shops out there that will take your
money and run? You hire the specialists. You educate yourself, you
check references and you ASK QUESTIONS. Sounds familiar right?
