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"A New Spin on Billboards"
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Beverage Industry
January, 2001
“..use other people's trucks and put your advertising
on their trucks, and they can travel where you want them to
go.”
One way that many companies - beverage and otherwise - have
beefed up their marketing efforts and are putting trucks to
work as billboards. Fleet branding has been around since the
early days of trucking, but recently, the ways and means of
decorating vehicles has been given a boost from printing and
material technology.
Trucks have become ubiquitous billboards. In some instances,
the truck billboard you may pass on a highway or city street
may just be that, a billboard. Or the well-designed truck panel
may have no relation to the product being transport inside the
truck.
Noam Shemel, Vice-President of Mobile Ad Group, New York encourages
customer to look beyond beverage trucks to any local deliver
truck.
"A distributor's truck may be where you want to advertise,
but they only have one or two trucks, says Shemel. "We
say, use other people's trucks and put your advertising on their
trucks, and they can travel where you want them to go. People
will think those trucks are delivering your products."
"If a distributor's trucks are not wrapped with a brand,
we fill in the holes", says Shemel. But the company can
also take a fleet of trucks in a certain area and put them to
work for a marketer.
Popular among large soft drink companies has been pressure-sensitive
vinyl. These images, with an adhesive back, are heat-sealed
on to the truck. Images are usually printed in 4 pieces per
side and it's about a 2-hour process to get the vinyl to adhere
to the truck. In the end, the vinyl image looks like part of
the truck, rivets and all.
Some industry suppliers prefer framing systems, with printed,
flexible vinyl display panels that can be easily slipped in
and out of the frames, providing a greater array of marketing
options.
Framed vinyl displays have a number of advantages over pressure-sensitive
vinyl, says Mobile Ad Group's Shemel, including ease of use,
ease of replacement and ease on capital expenses.
Framing systems can be used on both sides, tops and backs of
the truck, and come in one piece for each side. They also look
like they are part of the truck and there are no ties or chords
to hold them on, just a framing system that holds them in place.
Better yet, he says, the truck doesn't have to be in the pristine
condition necessary for pressure-sensitive vinyl, as the frame
stands nearly one eigth-inch off the surface of the truck.
One advantage to framed vinyl may be the resolution of the printed
material. With pressure-sensitive vinyl, resolution may be nearly
500 dpi. With flex-face vinyl, it's closer to 400 dpi, although
Shemel says that visibility has never been an issue. "With
any type of truck, you are going to see the (image) from a distance."
He says.
Pricing, says Shemel, is usually more of factor for customers.
For flex-face, the framing will cost roughly $2,800 per truck
printing will run $800, with companies able to handle their
own installations. For pressure-sensitive materials, the cost
will be about $2,800, but with installation and removal, the
cost can leap to $4,500.
Trucks have become so much like rolling billboards that they
are rated the same way in terms of impressions made, generally
in terms of 25, 50 and 100 showings, which equate to 25, 50
and 100 percent of the population in a given area viewing an
advertisement during a day.
In Los Angeles, for example, a 10 x 20 billboard, similar in
size to a truck panel, would require 120 billboards to attain
a 25 showing, or be seen by 25 percent of the population. The
rate would run an average of $900 per billboard, according to
Shemel, or $108,000 per month and $324,000 for 3 months.
A truck viewed by 56,000 people in Los Angeles, which would
provide the 25 showing, would require 32 trucks. Charged at
3-month increments of $1,995 per truck come to a grand total
of $181,920 for the same campaign on truck sides.
According to Shemel, that averages down to $1.50 per thousand
impressions, the lowest in the industry.
Shemel says 30 Sheet boards are an even tougher proposition
simply because a majority of the board space won't be visible
to most of the population. "You'd be hard pressed to find
the 120 boards and then you can't make the impressions you were
promised"
"The fleet is a new form of advertising", says Shemel
"It's street level-in-your-face presenceâand it's
recurring. People will believe that the products being delivered
are your products. It is as simple as that. No company with
only five employees has 40 trucks on the road. People don't
know it's advertising. They think it is a big beverage company.'
It must be good if I am seeing it delivered everywhere.' "
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