We already know that an exhibition trailer is great for promoting your brand, but using an impactful graphic wrap can truly take its design to the next level. As Campaign Insight have rightly said, it’s now the time of ‘ad-apocalypse’, where brands cannot survive without creative and interactive experiences to interest their consumers.
Traditional advertising isn’t as effective as it was in the past, which is why graphically wrapping your exhibition units is a perfect way to make your brand stand out and become the next hot topic to get everyone talking and sharing on social media.
Graphic wraps grabs attention
Exhibition vehicles with a creative graphic wrapping will stir excitement among consumers and lead to lots of heads turning while you’re on the go. We all know humans have a very short attention span - approximately 8 seconds - so brands need to be adventurous in catching an individual’s attention immediately. Worryingly, it has now been said that, due to the everyday use of smartphones and other technological devices, human attention spans are decreasing further. In fact, due to this upsurge, the average human attention span is now shorter than that of a goldfish.
And that’s why businesses need to use experiential marketing techniques like graphic wrapping more now than in the past: to engage their audience instantly. A common problem faced by businesses is that people can now ignore their marketing messages with ease. For example, radio stations are often changed during advert breaks, people can buy subscriptions on apps like Spotify to avoid adverts completely and TV programmes can be recorded, which means adverts and marketing content are then skipped. These examples illustrate how much money is being spent by businesses on marketing activities with little impact on the everyday consumer.
By creating outstanding graphical content and then wrapping it around an exhibition trailer, it’ll make it difficult for your audience to ignore the eye-catching piece of marketing on the move. Graphically wrapping vehicles will also prove to be exceptionally cost-effective, as instead of driving a plain roadshow unit, a vehicle with outstanding graphics is driven instead - which offers brand promotion wherever your events take you. This means that, for once, it would actually be good to be stuck in traffic, because people will be exposed to the brand-focused designs for much longer. Now that is what you call money well spent!
Great for social media sharing
Approximately 135 minutes per day were spent on social media per person on average in 2017, and these figures are only increasing year on year. By now, we all know the power of social media and its key role in marketing a business. In today’s world of instant sharing and tagging, it’s a trend for cool and quirky videos and pictures to go viral across social media channels. And when it comes to graphically wrapping an exhibition trailer, it could help your brand become the next viral trend. You could choose something like the Dutch rubbish truck concept shown above or the Snake bus below, which would be memorable and certainly stir up a fuss on social media.
Graphic wrapping can offer meaningful impact, but only if done correctly. For instance, the Starbucks van below that reads ‘Sucks’ when the door is open certainly attracted a lot of attention, but it became a right laugh for everyone except Starbucks!
Businesses and their event marketing experts need to think carefully about the different sections of event marketing vehicles when it comes to wraps, considering how the vehicle looks when expanded, as well as how it looks when folded away. To avoid unwanted media attention, it’s important you pay attention to the finer details - like we did for Gates Engineering and the Stone Group.
Another key thing to remember is to be creative but stay in line with your brand. The Events Structure has worked with Gates Engineering, where the impactful Vanquish exhibition trailer was used and graphically wrapped in line with the client’s brand image. As part of this approach, the truck portrayed the brand name and purpose clearly – which meant it was able to generate as much brand awareness as possible whilst on their UK tour. The white Vanquish trailer was completely covered in black vinyl and the Gates logo to match its brand identity, and to mirror the professional personality of the business, which you can see below.
The Event Structure helped create another graphically wrapped truck for its client, Stone Group, using its high-impact Momentum exhibition truck. Stone Group worked with us to create an unforgettable tour celebrating its 25th anniversary across 25 different venues over a 2-month period. The vehicle was wrapped in a colourful vinyl with a party theme to make the trailer stand out from the crowd whether on the road or deployed. The graphical content of Stone Group’s vehicle contained its logo, the Windows 10 logo and the Microsoft logo, as well as the hashtag ‘#Stone25’. This helped those interacting to associate the brand with Stone Group’s services and to get talking about the roadshow across social media using the simple hashtag.
The colourful graphic displayed on the exhibition truck helped attract a wide variety of people over, who could then find out more about what Stone Group has to offer. So you see, when done in the correct manner, graphically wrapping your event vehicle can have an immensely positive affect on your business, as is shown in the innovative work we’ve done for our clients.
A graphic wrap around your vehicle could take its design to the next level, offering eye-catching visuals and memorable imagery that can truly make an impact on your audience. To speak to an expert about what we can do with an existing vehicle or one from our extensive fleet, get in touch with The Events Structure today on 0161 821 1010.