Because many of our readers are small business owners working out of their homes and vehicles, I’d like to share information about vehicle graphics and how this type of advertising can increase your business.

Purpose
Vehicle signage has two purposes. The first is branding. When you arrive at an appointment in a vehicle that has your business information on it, it reinforces your corporate identity. It should correlate with your business cards, brochures, website, etc. This helps legitimize your business in the eyes of your customer – it completes your professional image for them.

The second purpose for vehicle signage is advertising. Advertising is all about reaching as many people as possible as many times as possible. The book Guerilla Marketing helps explain this. It says,

“Research shows that the average American sees mare than 30,000 ads per year. On average, only one out of nine well-designed ads is ever seen by the targeted customer. We also know that an ad needs to be seen at least three times before it makes enough impact to spur action. Quick calculation: You need to put your ad in front of your target customer twenty-seven times before it makes a difference.”

Twenty-seven times!? How do you do that? You could send out 27 direct mail campaigns. You could advertise in the paper or on the radio 27 times. But at anywhere from $100-$1000 an impression, that ads up to thousands of dollars very quickly. So instead, consider the use of vehicle graphics.
Vehicle graphics cost around $75 for basic magnets to a few thousand dollars for a full color wrap. If you’re like me, and many days you feel like you spent the whole day in your car, your vehicle graphics have just paid for your advertising in impressions after only one month. But the graphics are there every day for years afterwards. This makes the value per dollar for vehicular advertising astounding! And that is why there are more and more vehicle graphics around you.

Options
There are several different options for vehicle graphics depending on your budget and goals. If you use your personal vehicle for work, magnetics may be a good choice for you. They are made to go on the doors and rear of your vehicle. You can put your logo on for branding purposes and add a slogan and your contact information for advertising. A nice thing about magnetics is that you can leave them on when you are driving for work, but when the car is your own on the weekends they slip right off. If you take care of them, they will last for years.

The next step up is vinyl lettering. This can be subtle door lettering or logos that wrap around the entire vehicle. This option is great if you want to advertise around the clock. Larger graphics allow you to grab more attention. The most dramatic option is the full color vehicle wrap. These are similar to what you see on buses or many work vans. The entire vehicle is covered with full color vinyl, including the windows. These are a big attention getter! Many people who choose this option like to park their vehicles at events with large crowds to use as a traveling billboard – without paying billboard pricing!

Whichever method you choose, you want the message to be simple and to the point. Use your logo, your contact information and as few words as possible to get your message across. Remember that people are reading your message at 30-miles-per-hour and faster.

What is there really to say about business cards? They’re just little rectangular pieces of cardboard with your name and contact information on them, right? If you think that’s true, then you’re missing the boat on what is probably your least expensive and most seen marketing material.

Business cards can be much more than just simple reminders of your existence. Typically, when you make use of your business card you’re handing it to someone. You probably have the opportunity to give a short “commercial” about yourself in the process. Where does the business card go from there? Often it stays with that person. Other times it goes in the trash. Sometimes, however, that business card goes for a little ride. It passes from one hand to another. Now, it’s in the pocket of someone who hasn’t heard your little “commercial”.
Here’s when a little sprucing up comes in handy. If you’re in a service business, a photo is always helpful. After all, you’re essentially selling yourself. Your logo is a must, no matter what. If you don’t have a logo, get one. It lends credibility to your business. There’s nothing wrong with a rectangular business card, but perhaps some design considerations could benefit you. I know a travel agent whose business card is in the shape of a luggage tag. How many travel agents do you know who are still in business? He relies heavily on networking, and his business cards get a lot of mileage. If you’re going to be using your business cards at a trade show, the design is especially important. Your cards will need to stand out from the many others that the show participants will receive.

These days, there are lots of options for business card designs. Interesting shapes abound. Some are magnetic so that they can easily stick to a refrigerator or a filing cabinet. Others open up to reveal a wealth of information on the inside. Don’t get too carried away, though. At a recent networking function, I received an extravagantly designed business card that was three times the size of a normal card. It was beautiful and very informative. I was interested in this person’s business. Unfortunately, the card did not fit into my business card holder or pocket. I didn’t really know where to put it, so I set it on the table with every intention of taking it with me. When I left the meeting, it slipped my mind and I forgot it. So, remember the function of a business card – it’s small, easily stored and simple to carry around.

Think of your business cards as itty bitty sales people. If they get dirty, throw them out. Stained, bent and crumpled business cards reflect poorly on your business - just like a salesman with coffee stains on his shirt would. A business card holder will help you keep them in pristine condition. Don’t cross out old information and write in new information. That’s sloppy. If changes need to be made, get new business cards.

A useful card from hairstylist Yuka Suzuki: yukamakeupartist.com

How does the back of your business card look? Blank? Use that space! It’s great for a bulleted list of your services or products, a brief mission statement, or even some short sales copy. Business cards with a map to your location on the back are a good idea as well. Make sure a person who anonymously receives your card remembers not only who you are and how to get a hold of you, but also how you can solve his problems. Let him know the benefits of doing business with you.

Given the low cost of business cards, there’s really no reason you shouldn’t use them more often as marketing materials. You may even be able to leave them at other places of business. Make sure you get the business owner’s permission first, though.

These tips probably won’t make or break your business, but they’re sure to make a difference with a few potential clients or customers. The small investment is well worth the potential return.