Rubber, meet road: How phone numbers on cars get accelerated views

If the bright advertising graphics on another car have ever caught your eye as you’re driving, you have an idea of how effective such tactics can be.

Because the average driver in the U.S. gets around to the tune of some 13,476 miles per year, analysts estimate that on an average day a car ad can reach up to 70,000 more impressions than billboards, radio, direct mail, local mailers and mass transit ads. Further, the methodology is considerably cheaper, costing as little as 35 cents per every thousand sets of eyeball, according to Signs.com. That’s inexpensive enough that the medium can be used for temporary campaigns, and as a bonus the ad expenses can be written off on your taxes.

While smaller companies often advertise on a single vehicle, others deck out their entire fleets. Still others work with specialty agencies that enlist consumers to outfit their own cars with your ads.

Whatever the scope of your plans, the methodology can work particularly well in conjunction with a toll-free vanity number placed in a prominent, easy-to-read position on the car. The best numbers are memorable enough so your audience (other drivers) can keep them at the top of their minds without having to scramble for a pen at the first stop.

Whether you’re planning to advertise on a single vehicle or an entire fleet, consider these tips for optimizing your car ad strategy:

– Establish your target audience and, accordingly, the tone of your messaging. Are you trying to convey trust and security? Power? Excitement? Innovation? Stability? The graphics, colors, font and positioning you choose should all play a part.

– Decide whether to opt for a message that covers most of the vehicle (i.e., a full-on car wrap and illuminated roof topper) or a more subtle option such as a custom plate frame, bumper sticker, magnet, decal or front vanity plate (which is legal in 19 states).

– Obviously, custom plate frames, bumper stickers, decals or magnets are cheapest when advertising on multiple vehicles. In comparison, a car wrap could cost anywhere from $500 to $5,000 depending on the size and materials used (some cover only windows or roofs). Basic roof toppers might cost around $150, Wikihow.com reports, while video-optimized versions run about $1,300.

– Check your city and state regulations regarding vehicular ads. Some prohibit window coverings or moving type, Wikihow cautions, while others require such vehicles be registered as commercial (which might necessitate additional insurance)

– Invest in professional design that effectively conveys your message. Colors that contrast with the vehicle may be easiest to read. “You want an effective, eye-popping, attention-grabbing, colorful graphic that conveys the identity or message of the business you’re advertising,” Wikihow advises.

In short, adding vehicle advertising to your marketing arsenal may be a smart way to make your phone ring with new business.

“Driving and parking a wrapped vehicle around your local service area can dramatically increase awareness among those who live, work or attend school nearby,” advises Marketingtango.com. “And unlike more costly media, vehicle wraps work for you 24/7, 365 days per year … making the actual amortized investment manageable for most small businesses.”

Custom Toll Free can advise you on vehicle advertising as well as other cost-effective marketing strategies for your small business. Contact us at 1-800-Customize.