When planning out your marketing budget for the year, don’t forget about your company vehicles. They are out on the roads, around town, and in your customer’s parking lot/driveway. Your cars, vans, and trucks can generate leads for your company and have the potential to be one of your best forms of advertising. According to DAXAM, Inc., a moving advertisement generates between 100-200 visual impressions per mile. How many miles are put on your company vehicles a day? A week? A month? A year? What would a few extra inquiries a month do to your bottom line?
Just like with any other form of marketing, it is important to break through the clutter and get noticed. Here are a few tips on how to generate exposure for your business through your company’s car:
- It starts with the type of car you choose for your fleet. If you can, choose a vehicle that stands out on its own for its unique shape. Some examples are the Volkswagen Beetle, Ford Transit, & Mercedes-Benz Sprinter.
- Vehicle wraps are a great way to advertise on your vehicles. Think back to the last time you were driving around town. Chances are if you drove past a vehicle that was wrapped; you gave it a second glance and can probably remember either the company or service with which it was associated. According to a study from the American Trucking Association, 91% of people notice words and pictures when they are displayed on a truck. Imagine the impact a full color, high resolution vehicle wrap could have on your business. Click here to check out some vehicle wrap examples.
- If investing in a vehicle wrap is outside your budget, vehicle magnets are a great alternative. If nothing else, it is important to have your logo and contact information on your company vehicles. Do your employees use their personal vehicles while they are on the clock? Give them a magnet to put on their vehicle while they are on business. Vehicle magnets are also great for seasonal ads.
- Vanity plates can also be used to generate interest amongst fellow drivers. According to Entrepreneur Magazine article, “Driving Awareness with Vehicle Advertising,” the plates that seem to be the most effective are the ones that are clever and need a few moments to decode.Post by: Brian Ottosen
As an entrepreneur, beer lover, and avid supporter of Chicago businesses, it’s easy to see why I was excited to hear from John Hall, Founder & President of Goose Island Beer Co., when he received his Lifetime Leadership Award from the Chicago Family Business Council on May 8th. In his address and acceptance speech, he made it clear and concise why his Chicago brewery outlasted all of their competitors. He stated, “Goose Island marketing goes towards educating the consumers. That, paired with the Anheuser-Busch distribution deal, is why we will grow 60% this year.” Thankfully, Mr. Hall and Goose Island have remained in control of their marketing strategy, otherwise, as one blogger jokes, they may have had a logo like this:
I love Super Bowl beer ads as much as the next person and eagerly watch each year so I have something to talk about at the water cooler. However, those beer ads all have one thing in common: they don’t educate the consumer in any way, shape, or form. They just give us something to talk about for a few days until the hoopla of “being in the know” dies down.
For example, I enjoyed the Bud Light “Rescue Dog” commercial that showcased a cute pooch who fetched a Bud Light each time someone said “Here We Go” (WeeGo the dog’s namesake).
But it didn’t teach me anything about Bud Light or how it’s made, and it certainly doesn’t make me want to drink it any more than I did before. The only thing it leaves me wanting is a better trained dog.
On the opposite end of this is craft brewers like Goose Island who choose to invest their money wisely. They invest in getting more hops in your beer, and by educating consumers and fans about their beer instead of creating outrageously expensive Super Bowl advertisements.
While Goose Island’s videos weren’t aired to an audience of 111.3 million, they were viewed by consumers and those that distribute/pour the beer. As a marketing professional, this makes sense to me. Who would you rather have as a bartender, one that has a detailed reason of why you should try a beer and who understands the process of how the beer was made or one that says “our specials are…”
Watch this video example of Goose Island’s Head Cellarman explaining what makes Summertime beer so refreshing. Hopefully, like me, you are left feeling more educated and wanting to learn more about the other beers Goose Island brews. If you are interested, don’t fear: you can watch more videos here or get a first hand education with a Goose Island brewery tour.
As if brewing good beer and educating their customers wasn’t enough, Goose Island offers an MBA card designed to reward patrons as they sample a variety of different beers. Each beer sampled earns a number of credits. After 45 credits, you earn your “Goose Island MBA” and can call yourself a true “Master of Beer Appreciation.”
Cheers to John Hall & Goose Island for creating a nationally-known Chicago company, getting your marketing rights, rewarding your customers, and, most of all, for creating my favorite beer, Summertime!
Post written by: Jamie Pritscher
Founder Neil Blumenthal’s speech taught me a lot! I think that the most important takeaway as a marketer and integrated marketing communications fanatic was about integrating consumers on and offline experiences. Warby Parker reminds us that technology can only take our product so far, and that sometimes we need to think beyond the computer screen.
When they created a web-based eye glass company, they originally only created a virtual try-on center where people could upload photos. Then, after a little bit of time, and slow consumer response, they took a step back and thought, “I wouldn’t buy glasses that way.” Hence, their offline counterpart and at- home try on program was born.
As a Warby Parker eyeglass wearer, let me say thank you for bringing the online try- on home. What I liked on a virtual try-on was definitely different from what I liked at home. Even in an ever-more virtual world, it’s important for brands to take a step back and put themselves in the consumers’ shoes. As the Warby Parker case shows, there are just some things that technology can’t replace … like trying on glasses.
Always wonder what you have looked like in the most fashionable glasses? Go ahead – now it’s your turn to try a pair online or at home thanks to the Warby Parker online/offline experience.
Post By: Jamie Pritscher
If you’re looking for a book to read, trust me, The Brand Within by Daymond John is the answer. Everyone thinks that branding is an important topic for any marketer to understand. Most people understand how important it is for any business leader to understand. But what most people fail to realize is how important it is for each and every human being to understand.
A brand always boils down to an individual, no matter what. When I rock my Nike 6.0’s, I’m telling the world that I believe in Nike and that I’m proud to be part of them. When graphic designer Jen Buczkowski rocks her Tom’s boots, she’s telling the world that she believes in helping others. When chief brand officer Jamie Pritscher rocks her Warby Parker glasses, she’s telling the world that she believes in giving new businesses a chance and in doing things differently than they are traditionally done.
Daymond John went as far as to mention that on ABC’s Shark Tank, when they decided to invest in an entrepreneur’s business, they aren’t investing in the business as much as the person. He said that within 30 seconds he knows whether or not he wants to invest in the person.
Branding is more important to people than they realize. It’s not just some buzz word in the business world.
That leaves me with one question, Daymond John. Would you invest in me?
Post By: Erin Walter