"Advertising on vehicles probably originated soon after the first commercial vehicle was put into service. We're all familiar with vehicle signage advertising a company's products or service, as well as advertising on buses and other mass transit vehicles. Some time ago, though, I happened to be behind a truck with a rear panel advertising a local business. To my surprise, the truck's panel began to rotate via a number of vertical panels, exposing a completely new ad. Needless to say, I was intrigued and kept watching panels change until I turned a corner.
After a long career in television, Bill Stanley was ready for a change himself. Having been in the communications industry, he knew this was a unique concept that took advantage of our modern society. We now spend up to 15 hours per week in our car, where we are somewhat isolated from the flood of messages thrown at us by every possible medium. This concept takes advantage of the fact that, while stuck in traffic, most would prefer to stare at something other than taillights.
Each of Bill's trucks - in both Louisville and Lexington - has moveable panels on the back, both sides and the front panel over the cab. Each panel can contain up to three specific messages, which rotate every eight seconds. There are several keys to the success of this concept. First, the trucks don't wander about town, but travel specific high-traffic routes such as Nicholasville and Richmond Roads and parts of New Circle. This means the messages are exposed to the greatest possible number of individuals on streets where there are "clusters" of cars. Also, the other key to its success is the simple turning of the panels, which can't help but catch your immediate attention. Each of the three trucks in Lexington is on the road from 6:30 a.m. to 6:30 p.m., so you can imagine how many folks are exposed to those huge moving ads. Admobile also provides some other unique services to its clients. First, each truck has a global positioning system, allowing the company to provide a comprehensive proof of performance to its customers. In addition, it also provides an exclusivity of category, so advertisers can be confident they aren't sharing this with their competitor at the same time.
The success of this can be shown by the list of local advertisers that Bill's company can show off. Among others, they have included James Motor Company, Oak Factory, Kelly Services, and AAA Kentucky. The company is also very supportive of local public service efforts, providing space for organizations such as the United Way and the Alzheimer's Association.
What makes this medium work is not the fact that its an ad on the side of a truck, but that it moves and catches the eye. Unlike other outdoor media, which are static in nature, this grabs and demands your attention even if you've been behind the truck for miles. Remember the old saying, "The medium is the message"? In this case the message is the medium. The truck not only delivers the advertiser's message, but at the same time delivers the effectiveness of the medium itself to the viewer. There probably couldn't be a better selling tool for the company that its own medium.
Does that mean your company should cut back on your traditional media and rush right out and sign up with Admobile? Not necessarily. What it does mean, though, is that you should explore new media that can help you cut through the clutter and imprint your message in your prospect's mind. If your competitors are concentrated in one media, you might want to move to a medium that might be efficient in reaching your target, but has been overlooked. Search out new media vehicles that can be of benefit. In addition to Admobile, you can advertise in restrooms, with your own vehicle wraps, in local directories or coupon books, or even through t-shirts. The opportunities are limited only by your imagination and the ability to find a medium that can work for you. Do that, and you might just find that for your company, the medium becomes the message as well.
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