Vehicle Wrap Pros and Cons

Posted in: Vehicle Wraps- Jan 11, 2014

It’s important to weigh the benefits and drawbacks of vehicle wraps before making a purchasing decision.

The primary benefit of using car wraps is that they provide the lowest cost per impression of any advertising method. Both the American Trucking Association and the Outdoor Advertising Association of America (a nonprofit group that tracks advertising statistics) indicate that vehicle wraps cost about $1 per thousand impressions (CPM). Compare that to $2 CPM for static billboards or $12 CPM for a one-day quarter-page newspaper ad, and it’s not wonder that the vehicle wrap industry is steadily growing.

This potential exposure for your business can be valuable, but comes at a cost. Quality vehicle wraps start at $2,000 to $3,000 and can increase, depending on the size and model of the vehicle and the design you choose.

Pros

Significant exposure – According to studies from the Traffic Audit Bureau for Media Measurement (TAB), a vehicle wrap can generate 30,000 to 70,000 vies per day.

Long Lasting – Applied wraps typically last three to five years, allowing you to get the most for your investment.

Protects finish – A wrap can help preserve a vehicle’s finish without hurting the resale. Some customers even purchase one-color wraps in lieu of repainting their vehicles.

Easy Removal/repair – A professional installer can cleanly remove a wrap and eliminate all traces of the installation. If you need to make changes to and existing wrap, the installer only needs to replace individual panels.

Exclusivity – Get the full benefits of advertising your business without sharing space with other advertisers (as you would with promotional mailers or rotating billboards).

No bidding process – You’ll have no competition with other businesses to advertise in prime locations.

Increased visibility for frequent driver – Mobile advertising becomes increasingly more valuable for companies that put vehicles on the road frequently (such as delivery services or bus companies).

Cons

“Sticker shock” – Each vehicle wrap installation requires an up-front, nonrefundable investment of a few thousand dollars. You need to be aware of the cost before considering the potential value.

Age and wear over time – Although vinyl manufactures guarantee the material for 5 to 10 years, the actual life span of a vehicle wrap will be considerably less. In addition, wraps that stay on vehicles longer then three years tend to bond more strongly to the surface and will make wrap removal more time-consuming.

Difficulties with damaged or repainted vehicles – Wraps adhere best to vehicles with factory-finish paint jobs and no major damage. Vinyl won’t stick to repainted vehicles, and significant dents or other exterior damage on a vehicle increases the potential for unsightly wrinkling, lifting, and bubbling.

Tracking difficulties – There is no clear-cut way to measure vehicle wrap performance. You may be able to look at basic statistics, like local highway or foot traffic data, but that won’t provide specific information about how your wrap performs.

Limited short term potential – If you regularly use vehicle wraps to promote sales and special offers, you’ll incur significant ongoing expenses due to the need to constantly alter your wraps.

 

 

 

 

 

 

 

 

 

 

 

 

 

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