Yuengling worked with an advertising agency out of Pennsylvania who helped them coordinate their plan of attack.  They broke Ohio down into 12 markets and decided to make sure they had a strong presence in each market.   The backbone of their marketing plan was their Out of Home campaign.  All 12 markets had a traditional billboard presence while 4 markets (those where transit advertising was offered) added a strong transit advertising presence.  “The capabilities of mobile outdoor I find interesting.  Much outdoor is stationary while transit finds the people” said the spokesperson, Frank G. from their agency. 

Transit advertising is a very popular medium when used to introduce a new product.  Its ability to reach the entire market place can’t be matched!  “When in metro markets I believe that any OOH campaign that doesn’t include transit is dismissing a major portion of the available consumers. Cities are normally +/- 50% commuters and 50% residents. Why anyone only caters to 50% of them or finds them important is bewildering to me” said Frank.  The biggest strength of transit advertising lies with the fact that it follows the crowd, to the most popular destinations in town!

Regina Russo and the Cincinnati Art Museum's Full Bus Wrap

Traditionally, the funding for non-profits’ advertising efforts are very limited, yet they need to get their message out in a big way.  It was Regina Russo’s job to see to it that Greater Cincinnati was aware of their new exhibit, and do so in a cost-effective manner.  She leveraged previously established relationships in the media world to help spread the word about the Cincinnati Art Museum’s “Circus Posters” exhibit.  However, it is a new method that is taking her message to the streets!

Enter Advertising Vehicles.  Regina worked closely with Advertising Vehicles and Cincinnati Metro to create a mass reach campaign that would achieve the Cincinnati Art Museum’s desired goals while staying within her budget.  It was clear she didn’t want to take a traditional, cookie-cutter approach to this campaign; she wanted it to be big!  When the dust finally cleared, her transit advertising campaign consisted of a plethora of displays (sides and backs) and the Cincinnati Art Museum’s first Full Bus Wrap. 

One major piece of the campaign that wasn’t mentioned above were their two “Bus Blips.”  Advertising Vehicles worked out a deal with Cincinnati Metro to take the Cincinnati Art Museum’s full bus wrap off of the street and park it near US Bank Arena, which was hosting the Ringling Brothers Circus the past two weekends.  As you can see, the bus was strategically parked in front of the main parking garage, making it a sight to see as people patiently waited in line!  Talk about a powerful addition to a marketing campaign!!

A great example of an effective design!

I always ask my clients one question during the design process for their first wrap.  On average a consumer has 4-6 seconds with a vehicle wrap… if you were on the highway, in traffic, and noticed your vehicle wrap, what stands out?  Is it the brand?  Is it clear what you do?  If your brand and your industry aren’t being conveyed in those 4-6 seconds, I would suggest taking another look at your design.

The most common culprit of this vehicle wrap flaw is a busy design!  Less is more!  I can’t emphasize this enough.  I realize you want your vehicle wrap to “Pop” and you want to tell everyone what you do, but a vehicle wrap is NOT a moving brochure!  Also, if you’re using professional designers, they are sure to be able to leverage stock photography (for the background element) and unique colors to make your vehicle wrap stand out during the most crowded of rush hours!!  When your vehicle wrap hits the streets, it should stand out and at one glance it should be obvious who you are and what you do.  Compare the two wraps below!   

It's obvious who they are and what they do!

Love the concept, if only they had read this before printing their wrap!

That vehicle wrap on their RV is now the backbone of MOLO’s marketing efforts. Turning heads on the highway and making a great first impression with new potential clients just wasn’t enough for Scott & Katy! The MOLO team not only wants you to notice them, they also want to be recognized. This led to the MOLO Mobile being front and center on their website, brochures, and the differentiating factor on their business cards. Heck, their vehicle wrap is even the default picture on their Facebook business page!!

One other point I’d like to make about MOLO involves perception. Put yourself in the shoes of a potential client waiting on MOLO to arrive for a meeting. When the MOLO Mobile arrives at your house, what is your initial thought? Probably something along the lines of “Wow.” That’s what vehicle wraps do… they give the wow factor! With the wow factor comes the perception portion of this point. Perception is reality. A vehicle wrap makes businesses look the part, even makes companies with one vehicle appear to be much larger that they really are. My point? Those people who have met with MOLO are pleasantly SURPRISED at just how inexpensive their services are priced! Why? That I can’t answer… but what I can say is that I have to believe the value of their first impression carries over into the perceived value of their services somewhat…