Box Truck Signage Options by My Houston Pro
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•Reasons to Wrap a Box Truck Box Truck Wraps are a Single Cost Investment.
Unlike other forms of advertising, box truck graphics are a one time purchase. Traditional advertising like radio, television, and billboards are all recurring costs to your advertising budget. Over time, those dollars add up, draining your ad spend. The beauty of wraps is that you don’t have to pay the wrap company for the privilege of showing your brand identity on your own vehicle on a contract basis. In short: you spend one time, and then you reap the rewards of added exposure. If you own or lease your truck - you more than likely will drive it for 3-5 years. Your brand message will be visible 24 hours a day, seven days a week, 365 days a year. Try and get that type of visibility with traditional advertising.
Drive New Leads and Sales
A blank delivery box truck or service box truck driving around the streets is a colossal wasted opportunity. Leads and prospects are all around you, all the time, as you drive the roads of metropolitan areas.
According to OAAA “58% of all consumers have gone online as a direct result of seeing an OOH ad.”
One vehicle wrap can generate between 30,000 – 80,000 impressions daily.
You can track the leads driven by box truck wraps by using a dedicated phone line and web URL to track contacts and then formulate your real world ROI (return on investment). Most studies on the impression rate of vehicle wraps will set the cost at about .17-.35 per impression.
A funny thing happens when you wrap your company box truck: all of a sudden people know who you are. We’ve had plenty of customers with only one or two wrapped vehicles report back that their customers think their fleet is larger than it is. Recognition happens for two reasons.
First, you’re no longer blending in with the masses of unmarked company vehicles driving on the roads. By taking the easy step of wrapping your box truck, you’ve erased the all-white blank canvas and filled it with your brand. Assuming your brand identity is clear and easy to remember - you’re immediately on your way to standing out from the crowd.
Second, your box truck more than likely travels in a similar service area or on the same roads on a day-to-day basis. The people and businesses on that route will start to see your box truck wrap with increased frequency and your brand will become familiar to them. Smaller companies can make massive improvements and gain visibility by wrapping their box trucks with their brand identity. The perception of a larger fleet, even if you only have one truck is priceless.
Customer Reassurance and Professionalism
Not only are box truck wraps a cost-effective way to drive new sales opportunities and reach potential prospects, But they’re an effective way to reassure customers you’ve already acquired. Delivery trucks without any box truck graphics are unprofessional. Even worse, some companies have trucks with old and peeling or even crooked box truck graphics. You know what they say about first impressions - you only have one shot, so you better make it count. Customers want to feel reassured that the company they hired is professional.
Think of box truck graphics as an extension of the company appearance policy or the use of uniforms: customers feel reassured when a professionally wrapped box truck arrives with their delivery or service purchase. You wouldn’t want your employees showing up to an appointment with an unkempt appearance or a stained white t-shirt. Why should your company vehicle be any different? A wrapped box truck tells your prospects and customers that you’re reputable and official.
Circumvent Sign Code Ordinances
An overlooked advantage of box truck wraps is the ability to hack sign code ordinances. In many municipalities, traditional signage is becoming harder and harder to permit. Many sign codes are overreaching, and it can be difficult to erect large signs on the premise of a building. Even if you don’t live in an area with draconian sign ordinances, you can add another massive billboard to your property anytime you're not driving by parking your wrapped box truck in the front of your business. A box truck is the size of a billboard and thus, can be used as such when it is not driving around on a service route or a delivery route.
•Principles of Box Truck Wrap Design
A box truck wrap needs to establish direction and intent. Before you ever consult with a company for box truck wrap designs, you will need to decide what the function of the wrap is. More often than not box wrap design will be categorized into one of the three following areas:
1. Promote Brand Awareness
The box truck wrap is designed to promote brand awareness. This is the most common vehicle wrap design category. The company or organization logos are printed and applied to the vehicle along with contact information. This is the most generic approach and the easiest way to design a box truck wrap. The actual design itself can vary, but the end game is to create brand associations with the public.
2. Sale Promotion
The box truck graphics are used to promote a sale. If you want to use your box truck to drive revenue, rather than create brand awareness then this is the route to go. You could cast a wide net and try to acquire new customers by featuring a design which features loss leading products. Another opportunity is to create a box truck wrap design which showcases your highest profit margin products (i.e. the items you ideally want to be selling). With this design approach the company brand is secondary to the products that your company sells. The wrap design would feature a high margin product offering. Here’s an example: Maybe a residential remodeling company would incorporate a box truck wrap design which promoted a $250 Window Replacement Special. The remodeling company’s logo would still be present, but would take a back seat the $250 Window Special and the contact information.
3. Service Promotion
The last category is using box truck decals to promote a specific service. This design approach is similar to the promotion of a sale. For instance; XYZ Plumbing might be the best in the area at drain cleaning. Rather than promoting XYZ Plumbing, they could choose to focus the design solely on their drain cleaning service and their brand logo would be secondary. In this example there might be a photo of a distressed homeowner with large copy overlaid on the photo stating “SEWER BACKED UP?” and then a web address directing the onlookers XYZ Plumbing’s website.
Now that we’ve established a clear direction and intent, it’s time to discuss some common wrap design pitfalls. The golden rule of wrap design is: less is more. Try and think about some of the box truck wraps you might have seen recently. Chances are if you can remember a specific truck, the messaging and design were concise. We’ve all seen wraps driving by and have struggled to make out any information at all because the design is full of flames, gradients, and way too many words, by the time your eyes focus the truck is already off down the road. Always keep in mind the function of the box truck wrap is to convey information to onlookers from over 100 feet away while travelling at 70 miles per hour. Designs should be simple, clear, and organized.
Common Box Truck Design Errors
1. Overuse of Photography
Save the photo collage for the scrapbook. A wall of photos is very rarely a good idea when it comes to wrap design. The use of a single photograph or maybe two photos is preferable. Images can add to the human element of the design. Still, three or more pictures on a box truck wrap are too much and will make it more challenging to read the critical contact information. Don’t misunderstand: A high-quality photo properly selected not only has its place in a wrap design but will be highly effective. The point is, one extraordinary photo is much better than five mediocre photographs.
2. Overuse of Colors
Easy on the color palette! A wrap is not a Bob Ross painting. An effective box truck wrap design should minimize the amount of colors used in the design. Try and stick with your brand colors as much as possible. As a general rule you should avoid gradients, lightning bolts, flames, and other distracting color motifs. While there are some wrap designs which use these design elements effectively, the majority do not and can cause the overall design to be difficult to read.
3. Phone Number vs. Website URL
Minimize the phone number and drive prospects online. As a rule, your website should be more visible than your phone number as it is easier to remember. The brain remembers letters and words easier than it does 10 digit numbers. Unless you specifically want to drive calls with your wrap, consider losing the phone number entirely and increase the size of your website URL. Additionally use camel casing for the URL to make it easier to read (i.e. www.ThisWebsiteExample.com).
4. Too Much Text
Save the paragraphs of text and the never ending bullet points for your business stationery, such as pamphlets and sales brochures. Sure, a few bullet points are totally acceptable on box truck graphics. However, many times people go overboard trying to list every single service or product their company offers and by doing so the graphic loses its impact because the viewer is overwhelmed. If you absolutely must have a lot of information on your box truck wrap the best place to put it is on the back roll up door or swing doors. When the box truck is stopped at a red light in traffic the vehicles behind them are forced to read.
The day prior to the installation you should thoroughly clean your box truck. Use the scrubbing brush to knock off any hard to remove grime or grease and rinse clean. It is important to wash the box truck an entire day before the installation and not the same day of the installation because the water will leak out of seams and seals for many hours. If this water leaks out behind the vinyl film during application it can cause the installation to take longer, or even cause the installation to eventually/prematurely fail. Washing the box truck 24 hours prior to the installation is the best practice as it allows ample time for the water to dry. If you’re unable to wash prior to the wrap installation appointment you should arrange to leave the truck at the installers location one day earlier and have them clean it for you — keep in mind this might result in additional fees.
On the day of the install, the installation company will then remove any adhesive, dirt, or grease by hand that was left over after the initial wash. The entire box truck will then be wiped clean with an Isopropyl Alcohol wash. Extra care and attention is used to go over any rivets and all of the outer perimeter edges of the panels to be wrapped. Thorough cleaning the edges of all surfaces is imperative as wraps rarely fail from the center, they always peel from the edges.
At long last - the vinyl graphic application. The wrap panels are normally printed and trimmed at a 50” width plus overlap. The installers start at the rear of the box truck and move forward toward the cab installing each 50” wide panel. The panels are the height of the box truck plus some additional bleed to account for mismeasurements to slight skewing.
The overlap is ½” and ensures that the graphic stays stuck together after installation. Vinyl wrap film and laminate are very thin and will contract slightly after installation. Because of this contraction, the wrap must be overlapped from panel to panel to avoid showing gaps of the box truck. Wraps cannot have butt-joints, because they would show the vehicle surface. The overlaps are installed from the rear of the box truck toward the cab to ensure the overlapped edges are facing toward the rear of the vehicle. Overlapping the seams in this direction eliminates road debris and moisture from working their way underneath the seams while driving into the wind.
The installers will work from the top of the box down about 12” at a time until the reach the bottom. It doesn’t matter what the material construction of the sidewalls on the box truck. The exterior side walls of box trucks are most commonly built from one of four materials, and all of them accept vinyl wrap graphics:
Aluminum with Low Crown Rivets
Smooth Wall Aluminum
FRP or Fiberglass Reinforced Plywood
Duraplate, which is a composite made of HDPE and steel sheets
The installer will use a squeegee to apply the film working laterally back and forth across the 50” wide graphic panel. Using care to keep the panels perfectly aligned, they work the air and bubbles out as they go and force the adhesive to bond to the box truck surface with medium pressure from their application squeegee. Vinyl is installed over the rows of rivets and is applied efficiently with specialized rivet tools and a torch or heat gun. The excess film is then trimmed with a sharp knife, the edges are squeegeed again, and then entire graphic is post-heated. Post heating is used to expose any bubbles and further activate the adhesive to the vehicle surface.