Vehicle Wraps and Graphics + The Rule of 7 = A WINNING Combination

by Deborah Scott on March 7, 2017

Messages are More Effective When Repeated

Messages are More Effective When Repeated

Messages are More Effective When Repeated

(Not an  error.  Messages really are more effective when repeated.)

National_Fleet_Graphics_Riveting_Wraps_Bellevue_WA.jpgWhen you visit vehicle wrap company websites there are two things you are almost always guaranteed to find:

number_1_V2.png The expression "turn your vehicles into rolling billboards"


number_2.png  Research by 3M on the insane number of impression you are going to deliver with your fleet graphics and how incredibly efficient vehicle wrap advertising is compared to all other traditional types of media.

These are both important points to make.  And we make them too.  But what these website don't tell you is why that above points are critically important for your business.   And understanding the "why" will give you confidence that you are making the best possible decision for your business when you choose to add custom vinyl graphics, text or wraps to your business vehicles.

Why 7 Is Your Lucky Number

As a business owner and marketer with a background managing fortune 500 global brands including Cheerios and, one of the simplest bits of advice I can offer is a marketing idea that’s been around since the dawn of advertising - The Rule of Seven.  Whether you are using Google Adwords or wrapping your vehicles, The Rule of Seven is as true today as it ever was.

The Rule of Seven states that a prospective buyer likely won’t see a marketing message, or seriously consider buying, until they’ve been exposed to the message at least seven times.  Now to be fair, there is no scientific evidence that makes 7 a magic number, but it gets the point across that repeated exposure to a brand or message makes it more familiar and memorable.

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. 


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 


Topics: Vehicle Advertising Smarts

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