Editor's Note: Wrap It Up

Wide-format sign and graphics providers design and create some of the most interesting, eye-catching graphics in the visual communications marketplace. But are you using your own resources to effectively and consistently market your own products and services?
Vehicle graphics are a perfect medium that you can use for self promotion. We are all probably well-aware of the statistics, but I'll recap:

  •  According to the Outdoor Advertising Association of America (OAAA), out-of-home advertising—which vehicle graphics are a part—builds brands and drives growth, with a powerful, mix of formats, locations, and technology that surrounds hard-to-reach audiences during the 70 percent of the day consumers spend away from the home.
  • An independent study, performed by American Trucking Association (ATA) and 3M Commercial Graphics Division, revealed that a single vehicle wrap that traveled in or around a major city generated over 65,000 visual impressions per day. The same vehicle wrap when traveling in suburban areas of major cities generated over 30,000 visual impressions per day. The study also revealed that people who viewed the vehicle wrap had the following impressions:
    • 98 percent of consumers feel fleet graphics created a positive image for the advertising company
    • 96 percent said fleet graphics had more impact than billboards or other outdoor advertising media
    • 91 percent of all people notice the words and images displayed on vehicle graphics
    • 75 percent of consumers develop an impression about a company and its products based upon vehicle graphics
  • The Traffic Audit Bureau for Media Measurement conducted a study showing that a car wrap can generate between 30,000 to 70,000 daily impressions.

In this issue, you'll get some insight on how to create wraps for some unique vehicles—everything from trains and boats to planes (page 10)—and how specialized software can help you create high-impact, effective, and professional vehicle graphics (page 14). But don't just apply these thoughts to your customers. Take some time to examine how you can apply them to your own marketing campaign. While wrapping a plane or hydroplane for self-promotion is a little out of the question, are your delivery cars and vans wrapped as they drive around the city each day dropping off completed graphics? If so, when was the last time the graphics were updated? Is it time for a refresh?

While good work can speak for itself and happy customers can sing your praises, sometimes you have to be the one to blow your own horn.