As I’ve mentioned in previous posts, getting data and research on the number of impressions for custom stickers and business vehicle stickers is difficult. But, we can look at some research from a closely related advertising medium, vehicle wraps/graphics, to shed light (and data) on a business vehicle stickers visibility.
A study done by 3M and the American Trucking Assoc. revealed that 91% of people notice words and graphics on trucks and 75% of those people form impressions of the product or company advertised. Wrapped vehicles and large mobile graphics make up to 14 million impressions per year in a metro area. Daily impressions may be 30,000 to 70,000 per day. Another study by the Traffic Audit Bureau estimated 1-4 million impressions monthly on local routes.Â
Of course the visibility of one small bumper sticker compared to graphics on the side of an 18 wheeler is going to be substantially different. One may not want to spend over $3000. wrapping company vehicles and larger graphics are limited to company owned vehicles or paid campaigns. There are other less costly mobile marketing options like vinyl cut graphics, car/truck magnets, and custom promotional stickers. Each of these mediums can be effective in it’s own way under different budget constraints. Here’s another bit of research I found stated on Speedgraphics.net, “The average vehicle driven 15,000 miles a year will pass in front of nine million vehicles.” That’s good news no matter what the size of your car graphics, stickers, or magnets are.
While large magnets, wraps, and vinyl cut graphics are an excellent, highly visible option for company and fleet vehicles, smaller business vehicle stickers with logo are mini billboards that can be spread and displayed by everyone else. The impressions attained by the loud, attention grabbing spectacle of a wrapped company vehicle can be equaled by the versatility and volume of a well designed smaller promotional sticker. There is excellent marketing value from a well structured sticker campaign – lower costs, higher volumes, larger distribution (by volunteers and fans) and less likelihood the custom business vehicle stickers are perceived as advertisements by the millions of people that see the sticker each year.
Do everything you can to take advantage of powerful unique graphics on your company/fleet vehicles but do not forget that for a very low cost you can turn other peoples vehicles into mobile mini billboards as well. There are many cost effective ways to stick your name and message in front of prospects and the public.
Jeff Nicholson is the founder and Creative Director at 
2 Responses
Nice article. Have several clients, especially remodelers and painters that say they get referrals from their wrapped vehicles all the time. When sitting in front of a client's house they're painting or remodeling for entire days makes quite an impression.
In Columbus, Ohio visit us at http://www.signaramacolumbus.com and see what we can do to help your small business. Call us at 614.841.1255 for free quotes.
For STICKERS & BUMPER STICKERS see the guys at SpeedGraphics-they do a great job.
I was thinking about the $3000 figure you mentioned for one truck and thought to myself, "How many cars could I put my companies name on for that amount." I went to Websticker.com and looked at their Bumper Sticker Page. My logo has three colors and I was shocked that I could place 20,000, 3 x 9 stickers on cars and trucks for less than the $3000 on just one car! 20,000!!!