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Affordably Build Your Brand
FedEx Global Brand Management Director Monica Skipper shares a cost-effective way to build a bigger brand for your small business.
Learn moreWith the current marketing focus on Twitter, Facebook and Pinterest, small-business owners may overlook an advertising tool they have at hand: their car. Instead of concentrating on how mobile marketing can reach people on their smartphones, imagine how to reach the people who see your car or truck each day.
Having your business information on your car tells acquaintances what you do for a living without you having to bring it up. The next time they need a caterer, a realtor or a home remodel, they may think to call you.
Lori Karpman, president and CEO of Lori Karpman & Associates, a brand-consulting and legal affairs firm, says that car decals are cheap and provide a much better return for your investment than most other forms of advertising.
“I love the use of decals," Karpman says, "because they keep the brand name out there for everyone to see no matter where you are.”
Simple vinyl lettering for the back of a vehicle runs about $25 and up, and magnets are about $40 for a 12-by-24–inch sign with basic information.
Think Outside the Box
Most people are familiar with the VW bugs with antennae used by pest-control companies, as well as the pink Mary Kay Cadillacs. Think about whether there is a catchy way to use your car to help create brand recognition.
If your business promotes renewable resources or green technology, a Smart Car with your logo on the side would drive home your message. Or, a truck painted in the local team's NFL colors might be a fit for a sports-apparel shop.
For example, Michael Satterfield, director of The Gentleman Racer blog for car and motorcycle enthusiasts uses unique cars to promote his business—an automotive-themed apparel company. He says that over the years, he has seen the trends go from simple decals to full car wraps.
Depending on your business, car wraps are another way to attract attention with your vehicle. Be sure that your car marketing is appropriate for your industry. You don't want it to come across as unprofessional to your potential customers. There's a fine line between catchy and over-the-top.
Keep It Simple
For many professions, a simple message and delivery is most appropriate. But simple doesn't have to be boring. Most people see your car only for a short time, so you want your car adornment to be a quick "read."
For example, if you run a music studio, musical notes are instantly recognizable to fellow drivers. Many business owners put a decal with the company's name, contact information and logo on the car. And be aware that bright colors are also eye-catching.
Once your car is spiffed up and ready to go, brainstorm the best way to get it seen by as many potential customers as possible. Have an employee or a friend drive your logo car on their long commute or socialize in the same circles as your customers.
If you business is geared toward younger people, put a magnet on your teenage son or daughter's car. Sure he or she will probably be mortified, but they can always remove the magnet for dates.
“The most important thing that I tell my clients is to park the vehicle at the end of the parking lot right next to the street, or in a place that it will be visible all day,” Karpman says. “While you are inside running your business, your decaled car is being seen by literally hundreds, if not thousands of people every day.”
Jennifer Gregory is a journalist with more than 17 years professional writing experience. She blogs for Contently.
Photo credit: Thinkstock
Source: http://www.openforum.com/articles/old-school-mobile-marketing-with-your-car
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