Branding Your Car

In my workshop, Market Your Business Without Spending a Cent, the one form of advertising that I do refer to that does require expenditure is vehicle signage.  I have to admit to being slightly ambivalent about vehicle signage for a couple of reasons:

1.  It takes away your anonymity, and you can’t sneak around town on your way to the gym with no make-up on (if you’re of the fairer sex):

2.  If you drive like a maniac and consistently break the spead limit, the rules of the road and park illegally, this IS NOT FOR YOU!

3.  You need to weigh up what your car says about your corporate brand (I’ll be quite honest here and admit that I’m not defined by my car.  I’ve got a little car that is cheap to run, easy to manoevre, leaves a low carbon footprint, tyres cost nothing to replace and it costs very little to insure – I’d rather put my money elsewhere).

So, back to vehicle signage.  Does it work?  About 6 weeks ago, I called a company to give me a quote on something at home.  I waited to receive their quote via email, but it never arrived.  I suspected that there was a mix up with my email address but was simply too busy to give them a call to chase them up – besides, shouldn’t they be chasing me for the business?!?  Anyway, earlier this week, on my way to a meeting, I happened to drive behind one of their vehicles which had their company name and telephone number on it.  Quick as a flash, I dialed the number (yes, my cell was on hands-free!) and followed up on the quotation.  They had indeed written my email address down wrong.

Branding your vehicle does a couple of things:

1.  It works like outdoor signage, but the best thing about it is that it is mobile.  Make sure, though, that your mobile outdoor signage appears at great addresses – you’ve heard the saying: Location, location, location!  It works for property as much as it works for signage.

2.  Keep what you want to say as short and simple as possible.  Generally speaking, people only have a limited amount of time to absorb your message and the single most important thing you want them to get is your contact details.

3.  Use upper and lower case letters for maximum legibility, and try to ensure that your wording is on a background that gives the maximum contract to make it as easy as possible to read.  Don’t be too precious about what looks good – your number one priority is to get your message across.

I’ve resisted branding my car all these years, but have finally decided to take the leap.  So watch out for my logo around town, and if you do see it, please call me – I’ll be including my number in the signage!  Also, let me know if you decide to take this step and how it works for you.

About MH Consulting

MH Consulting is a specialist Marketing & PR Consultancy to the Coaching & Mentoring industry in South Africa. In addition to working with select clients who have approached us to handle their accounts, We run a specialised workshop: Market Your Practice Without Spending a Cent© on request to groups. About Megan Hudson (Owner): Megan has a degree in Politics and Languages, and spent most of her early career in the fields of Marketing and Advertising. She qualified as a coach in 2001, and ran a successful practice until about 2007. She is also a qualified Ethologist, with a degree through an Onderstepoort-affiliated body, as well as having studied Psychology though UNISA. She continues to reflect on the close similarities between the study of politics, and animal and human behaviour. Megan's guiding principles are Integrity and Aesthetics. In addition to having been retained by COMENSA (the national professional body for coaches and mentors in South Africa) on a national basis in Marketing, PR, Special Projects & Social Media on and off since 2009, she runs a number of successful businesses including a property business, a specialist marketing consultancy, a marketing training company (developed in 2001) aimed at SME’s but tailored specifically to Coaches & Mentors. Megan has also had an online business since 2004, which is an on-going guinea pig for many of the tricks that she teaches her students. She strongly believes in contributing to her country and to its growth, and runs her Marketing course free of charge for a number of non-profit organisations. Because it delivers immediate results, the SME's that she works with are able to grow their businesses, earn more money and create more employment.
This entry was posted in Marketing for Coaches and Mentors, Marketing Your Business Without Spending A Cent© and tagged , , , , . Bookmark the permalink.

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