3M: Vehicle Graphics Grow Importance as Marketing Tool

Dining in at restaurants tops the list of activities consumers miss the most, according to a May 2020 survey about the impact of COVID-19 – ahead of visiting friends and family. 

This is further supported by an increase in weekly orders for take-out. 

Rather than fall back to their original marketing strategy, small business owners with mobile operations have an opportunity to strengthen their marketing with vehicle graphics that deliver brand recognition and customer service information to potential customers.

“There’s only so much you can do in the restaurant with the tables that you have. But we can always grow the catering business,” said Paul Dioguardi, owner of Colorado-based Hickory House Ribs.

Dioguardi updated his marketing efforts for his restaurant to include wrapping its catering van. 

“While working takeout,” he said, “people drove by and said, ‘I saw the van, I called the number, I need a takeout order for tonight.’ 

“Just having this van parked out front drove that sale.”

According to the Outdoor Advertising Association of America (OAAA), the average vehicle driven 15,000 miles per year will pass in front of 9 million other vehicles – a significant marketing opportunity for food and beverage business owners with mobile operations such as a delivery van or trailer.

“I think a lot of people out there want to get their vans wrapped,” said Jordan Burnham, owner, Suntown Sparkling, a CBD-infused beverage company. “We had our van wrapped. The install process was great, it was ready within 24 hours after drop-off. I thought my van was on the older, junkier side, but they made it look brand new. It’s kind of cool to see that wherever I go my brand will follow.”

To help businesses get their vehicles wrapped, Wrapmate, an end-to-end digital platform, takes an owner step by step through the process from design to pricing and installation. 

Wrapmate helped both Hickory House Ribs and Suntown Sparkling visualize their vehicle graphics using an augmented reality (AR) app that shows the vehicle graphic mockup on a 3D digital image placed virtually in their driveway or office parking lot.

“We have a variety of innovative tools that play into the hands of small businesses looking to execute their marketing campaigns while remaining socially distanced,” said Chris Loar, Founder and CEO, Wrapmate. “In addition to our AR app, we’ve developed an online price calculator specifically for vehicle graphics with real-time pricing coming in the near future. 

“In addition, Wrapmate has partnered with 3M Commercial Solutions to provide all the graphic products used to ensure these wraps are built to last.”