Every day, thousands of mobile advertising hoardings are on the roads of the United Kingdom. We know them as vans. If you are in business you will be aware that it pays to advertise and so you should also know that if your business maintains a trade vehicle, with a little imagination and for a relatively small financial outlay, you too can turn it into a means of advertising your services to a huge audience.
Van Sign Advertising is an exact science. It takes one of the major marketing principals of communicating the existence of your company and the services you offer to a wide public audience. It must therefore be understood that your advertisement and the information it contains must be:
• Unambiguous
• Memorable
• Concise
After all, the chances are that your vehicle and its message will only be observed by an individual potential customer for a very brief period as it drives along, so it must be very impactive. Forget about fashions and style and think about the message – you want the audience to remember your name and number, not the quality of the paintwork.
Research by advertising agencies have shown that a person viewing an commercial on the television in the comfort of their own home is capable of absorbing around three pieces of crucial information in the time that the particular advertisement is on the screen. It is clear that in the hectic environment of the traffic system, that a somewhat lower level of attention will be paid to an advertising slogan on a passing van.
Companies that are already household names do not have to try very hard, a simple recognisable logo or slogan seen even fleetingly does the trick, but the smaller businessman has to do a little more to get the company name and service to stick in the collective consciousness of the public.
It is of prime importance to clearly display:
• The name of the company
• The company business – unless it is clear from the name i.e. Anytown Carpenters.
• How the customer can contact the company
• Clear slogans that actually mean something
It is also important to clearly show the location of the business in order that a potential customer can locate you if they don’t make a note of the telephone number or web site details. Furthermore, knowing where a company is located can be psychologically reassuring. If you have a particularly memorable telephone number, so much the better, but any landline number is important – again it is more reassuring than just a mobile number. The size and style of the font is important as clarity and ‘readability’ is key. If the font has to be small to fit the available space, then there is too much information!
Strongly consider making your van work for you by publicising your services. There are many companies that specialise in van sign advertising that will advise you and provide a livery service for either individual vehicles or a fleet. Details can be found by a simple search of the internet. Get some ideas and quotes, but do ask to see a portfolio of past work. |
