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The Influence of Graphics in Sales and Marketing
Graphics make it much easier for your audience to understand and remember your solution. Studies have also shown that we need words, concepts, and ideas attached to an image or else we won't remember the product or service. Professional, visually appealing graphics increase your likelihood of success by 43% (3M-sponsored study at the University of Minnesota School of Management). Research at the 3M Corporation concluded that we process visuals 60,000 times faster than text. It is no wonder that billions of dollars are spent annually to find the right imagery to sell a product, service, or idea.

Visuals paint the picture of who the advertiser is, what they stand for, and how the audience may benefit. Graphics sell because of their ability to influence quickly and be remembered. How you use graphics greatly affects how you and your business are perceived and, ultimately, how well your product or service will sell:

The Influence of Graphics in Sales and Marketing;y) consider the following:

  • What should this marketing piece say about your product or service? (And why does it matter to your audience?)
  • Who is your audience? Would they understand technical terms or prefer an overview?
  • How do you want to say it? What form of media will best reach your audience?
  • -The most important element when creating marketing materials is the benefit to your audience. Solve their problem. Don't just list what your product does. Show them what their product can do for them.

A few hints when creating marketing graphics:

  • Use fonts that tie into your logo, if possible. Sans Serif fonts (Arial, Helvetica) work best for headlines and Serif fonts (Times, Garamond) work best for large blocks of text. Only use flowery or over-the-top fonts in a headline and when appropriate to the message. If you're advertising a children's benefit concert, then a fun font is fine, but only in small dosages. These fonts tend to be hard to read.
  • Color increases recognition up to 78% and increases motivation up to 80%. When choosing your company colors and supporting colors for promotional materials research the meaning behind the color choice and what you want to say about your company. In most Western cultures:
    • Red = empowering, bold
    • Orange = warmth, happiness
    • Yellow = happiness, energy (excellent for highlighting)
    • Green = balance, refreshing (usually makes a good secondary color)
    • Blue = relaxing, cool (usually the safest/most appealing color to use for business graphic color schemes)
    • Violet = comforting
    • White = pure, associated with cleanliness
    • Black = authoritative, shows discipline

How To Create An Irresistible Vehicle Wrap

Vehicle Wraps are one of the most powerful forms of local advertising for small business owners.

You can literally dominate your local market if you understand marketing or if you work with someone who is an experienced Vehicle Graphics Marketer.

Imagine being able to connect with customers and cause them to say… "That's the company I want to do business with". That's the power of Vehicle Graphics Advertising when done properly.

Unfortunately this is seldom the case with 99% of the Vehicle Wraps you will see on the road because they are not designed by marketers who understand Vehicle Graphics Advertising. They were designed by a Sign Shop Designer who created a design based on feedback from a business owner who thought this would be a great way to attract attention or showcase his product or services.

What you end up with is something that appeals to the business owner but not necessarily the customer and typically has nothing to do with effective marketing.

To design an irresistible vehicle wrap you need to include the following 4 elements in each design. If you miss any your success will be limited. If you include all four it can change the face of your business forever. You should absolutely be able to dominate your local market.

1. Capture Their Attention – You need to cut through the static. Create a crisp message that leaves nothing to the imagination. Clear, simple, short and to the point. This needs to be done effectively with the right combination of graphics and text. The amount of graphics and text will be limited by the size and type of vehicle being wrapped. You only have about 3 to six seconds to get your message across.

2. Communicate a High ROI Offer - Offer something that is of high perceived value in the mind of your customer. It should be something that they are actively looking for.

3. Create Believability - A picture is worth a 1000 words and you only have one chance to make a first impression. The overall look of your design must convey a level of confidence and believability in the mind of your customer. It must be consistent with the information you are conveying to the customer. They must believe you can do what you say you can do and feel comfortable in contacting you. This can all be done accomplished with the right design

4. Create Memorable Message with your Graphics - Clear concise graphics with a controlled flow of information, displayed strategically on the most visible areas of the vehicle will make it easy to scan your message quickly. The URL and phone number must be easy to remember and flow naturally and should be the last piece of information they read. The vehicle should be memorable as you will be counting on repeat viewing to be truly effective.

If you are able to address all of the four areas above you will have a Successful Vehicle Wrap Advertising Campaign.

As you can see the key components of a successful vehicle wrap advertising campaign is all about the customer and how well you are able to connect and convince them that you are the right company to do business with. In order to do this effectively you must first get clarity on who your target customer is and what their needs and desires are. Your high ROI offer needs to match up with and address their needs.

More importantly you need to be able to articulate all of the above effectively to your Vehicle Graphics Company or Vehicle Graphics Designer to have any chance of success. If not you will be taking a shot in the dark and guessing like 99% of the vehicles you see on the road.

Understand your customer, decide on your offer, communicate it effectively to your Vehicle Graphics Company and evaluate the design based on its ability to achieve your objectives and you will have an Irresistible Vehicle Wrap."

Derek Creavalle is the founder of VehicleGraphicsAcademy.com a resource that provides information for Business Owners interested in using Vehicle Wrap Advertising to increase sales.

5 Mistakes Business Owners Make When Investing in Vehicle Graphics Advertising

Vehicle Graphics Advertising is one of the most powerful forms of marketing for small business owners on a budget.

If done properly it can virtually transform your business overnight. If done incorrectly it can be a very costly and cause much frustration and disappointment.

Vehicle Graphics Advertising is a form of Interruption Marketing and its main objective is to get your message in front of your captive audience who has no other option but to look at it. Weather they choose to read it will depend upon the design but more important the marketing message.

Unlike other forms of marketing you only have about 3 to 6 seconds to connect with your prospect so your message has to be extremely relevant to keep their attention. By taking their eyes off of the road they are making a decision between their safety and the importance of your message.

Based on marketing statistics, only about 3% of the people that view your message will need your services at that given moment and another 3% will need it within the next 6 months. This means that between 94 – 97% of the people will have little or no interest in your product or services at that given moment.

The average consumer today is bombarded with thousands of marketing messages daily in various forms, including signage, billboards and Vehicle Graphics so they become very selective as to what they choose to remember. Why try to remember a URL or phone number when you can simply do a Google search online to shop and compare.

As you can see simply covering your vehicle with cute clever graphics that is positioned in front to your target customer is not sufficient to guarantee success with Vehicle Graphics Advertising or Vehicle Wrap Advertising. It requires a focused marketing strategy.

Here are 5 of Most Common Mistakes that Business Owners make when investing in Vehicle Graphics Marketing and how you can avoid them.

Mistake 1. They think of Vehicle Graphics as a cost rather than a revenue stream, so they start by shopping for the best price instead of looking for someone who will help them to make the most money.

Solution 1. Decide what you wish to accomplish with your Vehicle Graphics Advertising Campaign. What is the potential revenue based on your product and service. Once you understand this you will have a better idea of what you can afford to spend and you can focus on finding someone to help you achieve your objective.

Mistake 2. They look at pictures of catchy vehicle graphics designs online and use this as a reference for what they would like their vehicle to look like. Marketing is based on connecting with your target customer and to do this effectively your message must resonate with them. Effective Vehicle Graphics Advertising is not about cute clever or catchy graphics it's about connecting.

Solution 2. You need to start by focusing on your Ideal Customer, their likes, dislikes, what motivates them and how to communicate your solutions to address their needs. Your objective should first be to get clear on your message and then focus on finding the company that is best able to help you communicate that message using your vehicle. Your design will most likely be unique and if done properly may only appeal to a very specific target audience.

Mistake 3. Most Business Owners Investing in vehicle graphics become attached to their vehicles and evaluate the design based on what appeals to THEM.

Solution 3. Evaluate the mock-up based on how effectively it communicates your message and its appeal to your Ideal Customer. If you communicate your objective clearly a good Vehicle graphics Designer should be able to help you. Remember that it's not about your preference.

Mistake 4. Many business owners make the mistake of involving a friend spouse or relative to provide feedback on the design without providing them with the framework for what they are trying to accomplish. The feedback in many cases can be negative or mixed causing uncertainty and can sometimes result in the design going in totally different direction.

Solution 4. If you plan on involving someone else in the decision-making process, make sure that they are involved from the very beginning and are part of the discussion of how to best to communicate with your ideal customer. This will allow the other person to provide feedback based on your objectives. It will also significantly reduce the design time and cost and increase your chances of success with Vehicle Graphics Advertising.

Mistake 5. Most business owners target their message at the 6% of prospects that need their services now or in the near future but ignore the 94% that may need it in the distant future or may refer friends and family.

Solution 5. Communicate something of value on your vehicle that viewers can retrieve by going to your website and provide their e-mail address. This will allow you to build a relationship with them over time and offer other services.

You will be the company of choice when they are ready to buy. Window graphics or specific areas on the vehicle can be used if designed with this in mind. This information can be changed or rotated. The offer should be something of value to them and does not necessarily have to be part of your service or offering. Consider it a bribe for their e-mail.

This is the key to long term success using Vehicle Graphics Advertising.

Derek Creavalle is the founder of VehicleGraphicsAcademy.com a resource that provides information for Business Owners interested in using Vehicle Wrap Advertising to increase sales.

Other Interesting and Informational reading for Small Business Owners looking to Market their Business with Vehicle Graphics and other Vehicle and Location Specific Graphics.

How To Create An Irresistible Vehicle Wrap

Vehicle Wraps For Niche Marketers

9 Clever ways to get customers to come to you, using Vehicle Graphics

 

 

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