See it Again: Repeat Quality of Vehicle Graphics Make It Very Effective

by Deborah Scott on February 7, 2017

Messages are More Effective When Repeated

Messages are More Effective When Repeated

National_Fleet_Graphics_Riveting_Wraps_Bellevue_WA.jpgOK.  We are just playing with you a bit with that headline.  But we do want to make a point.

Academic research, including articles in The Journal of Advertising Research, have proved time and again that messages are more effective when repeated.  So when you want to re-think your vehicle design with every new addition to your fleet, think again.  Equally important, if you've got multiple vehicles in your fleet, make sure to wrap or install graphics on them all.

In advertising, the term “effective frequency” is used to describe the number of times a consumer needs to be exposed to an advertising message before you get the desired response, whether that is buying a product, or simply remembering a message.

Marketing experts like to debate the “right ways” to calculate effective frequency. Some say repeating a message three times will work, while many believe the age old Rule of 7.  (See our theory on the Rule of 7 for vehicle graphics in the illustration below)

The rule of seven is one of the oldest marketing ideas. Although it is old, it doesn't mean that it is outdated. The rule of seven simply says that the prospective buyer needs to see the marketing message at least seven times before you can influence their behavior.

According to Tutorialspoint:

"The important thing in the rule of seven is not the number, but the message. This simply tells you that you need to let the prospect see your marketing message [vehicles] so many times before they buy it. There are many reasons for the need of repetition. Buyers just can't trust you and make the buying decision at the first time you show your message."

This means that the impressions you create with your vehicle graphics should be repetitive and consistent.  Repetitive and consistent.  And your fleet vehicles are the perfect way to deliver a repetitive and consistent message within a certain geographic area. 

1. The first time people look at any given ad [vehicle graphic] they don't even see it

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2. The second time, they don't notice it.

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3. The third time, they are aware that it is there.

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4. The fourth time, they have a fleeting sense that they've seen it somewhere before.

Riveting Wraps 5% notice effective frequency of vehicle graphics.png

5. The fifth time, they actually read the ad.

Riveting Wraps 5% read effective frequency for vehicle graphics.png

6. The sixth time, they consider how the information in the ad relates to them.

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7. The seventh time, they save the message to recall at the time they need the product or service.

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Does this describe your own experience with vehicle graphics? Can you name three businesses (not including your own) whose graphics you have seen on the road this week? 


 

There's More to a Quality Vehicle Wraps than the Right Materials

New Call-to-actionVinyl wrap companies have learned that many buyers think using the right materials is the only important criteria to evaluate a quality wrap.  And it certainly is an important criteria. But there are many parts that go into creating a great vehicle wrap design for your fleet that will give you results (and effective frequency) that you desire. Planning for an effective design is an important step.  Learn more getting a high quality wrap.

At Riveting Wraps we transform vehicles both visually and functionally.  Do More Than Drive!  Get the straight facts on vehicle wrapping, contact Riveting Wraps at (425) 368-5007 or email us at hello@rivetingwraps.com. 

 

Topics: Vehicle Advertising Smarts

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