Frankie Gillespie, a Realtor in Fredericton, New Brunswick, had her name and contact numbers on her last vehicle, which she recently sold. She felt the vehicle advertising was effective as people often commented on it. Gillespie plans to put her name and contact information on the SUV she just purchased.
Gary Chambers, Associate Broker with Century 21 Trident Realty Ltd. in Dartmouth, Nova Scotia, points out why it is advantageous to advertise yourself on your vehicle:
- Nearly free advertising.
- Immediate recognition for prospective clients meeting for the first time away from the office.
- Neighbours do not worry as much when they see a 'man sitting in his car across the street.'
- It certainly proves to Revenue Canada that it is a business car.
Benefits of Advertising Yourself on Your Vehicle
Other advantages of vehicle advertising include:
- Cost-effective promotional method. Even when parked you’ll be advertising your business.
- May help deter vehicle theft.
- May revitalize the appearance of an aging vehicle.
- Your advertising reaches the entire socioeconomic spectrum of Canadians.
According to the Transportation Advertising Council, a division of the Outdoor Advertising Association of America, vehicle advertising generates between 30,000 and 70,000 daily vehicular impressions.
Chambers shares his experience with vehicle advertising. “When I started in the business, I had magnetic signs on my doors. Unfortunately, they were quite expensive, and if I parked downtown, University kids (I believe) would remove them and have them as very large fridge magnets, so I stopped. When I drove a van, I had decals stuck on my windows with Company Name & Logo, my name and Address. It was quite effective. Now I have a Cadillac and I don't think it would look the same.”
Mary-Ann Pelletier, an agent with Prudential Toole Peet Real Estate in Calgary, drives her Expedition with pride and thinks stickers and banners would take away from the quality of the ride. “And when I’m not being a Realtor but a wife or mother, I like to keep the two separate. With my name on my vehicle I feel the career woman would be front and center and it’s not.”
Pelletier says she does not have her name and number on her vehicle because of, “Safety reasons, especially being a female realtor. Someone may see me driving and call to have me meet them at a house.”
Gillespie has no such concerns. “I am not worried about personal safety. I live in Fredericton, N.B., and it has to be the safest place on Earth.”
Is Any Advertising Good Advertising?
What about the theory that any advertising is good? Pelletier feels, “Any advertising is not necessarily good advertising. If you do a good job, you’ll get referrals which is the best advertising. Just because someone pulls your name off of your car doesn’t mean they are going to be a loyal client. Yes, you’ll get the people in but will they be repeat business? Some Realtors just need numbers and have teams and don’t necessarily care who “Joe Clark” is. As long as he calls, as long as he lists or sells and, at the end of the day, as long as there is money exchanged. If you are going for a more loyal, established clientele, your name on your vehicle doesn’t need to be done. Yes, you can get a sale out of that person who saw your name but are you going to have a ‘client’?”
Gillespie shares her thoughts, “When people are sitting behind you in traffic, they are reading your sign. It's human nature. I read what is on the back of the vehicle in front of me. It may not be pertinent at the time, but it registers. The next time I hear it or see it, it seems familiar. That's the key, become familiar. Become a household word.”
When asked for other reasons to not advertise on a vehicle, Pelletier replied, “Here’s a good example. You go to do a listing presentation at a house and they really don’t want everyone on the street to know they are thinking of selling. And then you pull up in your truck, a neon sign of who you are and what you are doing. Not every client wants that.”
Pelletier is also concerned about being considered a bad driver. “If I have to swerve or something, there is concern about being labeled a bad driver even though I have not done anything wrong.” Gary Chambers had the same problem. “I once received a call on my cell phone from an irate driver who believed that I had cut him off.”
Only you can decide if it is ultimately advantageous to use your vehicle as a moving billboard.
Toby Welch - Toby is a full-time freelance writer who specializes in magazine articles, online writing, e-books, and manuscript editing.
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