Displaying your name or the service you provide across your van can bring welcome attention and business. But there are downsides, too. What’s right for you?
Sign written vans are nothing new and we see them every day in our towns, cities and out on the motorway. Clearly they are a popular idea because so many large and small businesses have opted to have a design or artwork of some sort on the side of their work vehicles.
But equally, there are plenty of vans and trucks running around completely plain, with no marking on them at all. Some van owners have chosen to go simple and leave the sign writing to other traders.
Standard coverage of a medium sized van, with name, phone number and website address on all four sides of the vehicle will cost around £350, while extra text, colour and graphics could increase that to around £500.
So it comes down to the questions every van owner will ask themselves: Can I afford that investment and – even if I can – do I want, or even need, my name, contact details or line of business plastered across the side of my van?
Here The Van Expert sets out the pros and cons of applying artwork and writing to your work vehicle, leaving you to decide: is this a good sign or a bad mark?
The advantages
Exposure: A van driven around a busy city centre will get seen by at least 2,000 people per hour. That’s a lot of views by potential customers and a good way to promote a business.
Longevity: A magazine or radio advert has big impact but will be gone and forgotten in a few days or weeks. Sign writing on a van will last for years – up to five on quality decorations – before they need replacing. That’s a lot of miles on the road and potentially millions of views of your company logo.
Impression: Given the choice between a smart van with neat graphics applied and a plain old white commercial vehicle turning up, many customers will go with the first choice, the look of which can build trust and confidence at a stroke.
Consistency: If you run more than one van, having them looking the same brings a good impression in terms of style, smartness and consistency for your business.
Simplicity: It’s a quick and easy way to promote your company. Modern techniques mean that today’s graphics are easy to apply and simple to take off when you come to sell the van. They can preserve the paintwork underneath the vinyl too.
Adaptable: You don’t need your entire van plastered with artwork and logos. A simple name and contact details can be equally as effective. It’s easy to tailor the amount of artwork to your available budget.
Focal point: If your business doesn’t have an office, there is no way to ‘place’ you in your customer’s mind. A sign written van does this instead and gives a client a means of remembering you.
The disadvantages
Cost: Is it a further marketing fee you don’t need? A full wrap on a van can set you back £2,000 but, even if you chose a smaller, simpler design, you will still have to pay for it and perhaps your business simply doesn’t need that sort of advertising.
Theft: If the side of your van tells the world that you sell and deliver expensive equipment, you could be increasing the chances of the vehicle being broken into or stolen altogether. There are stickers that say: ‘No tools left overnight’ or ‘Tracker fitted’ but even those can draw unwanted attention, leaving some owners to just stay plain.
Insurance: Related to the above, it’s possible your insurer might want to increase your premiums if you add sign writing to your van. Always check with your cover provider before any vinyl gets applied.
Identification: You and your staff have to drive well in a sign written van. A lapse of concentration or just plain poor driving could lead to an eye witness calling you to complain. At the very least it can leave a bad impression of you and your company.
Cleanliness: You will have to make time to keep your vehicles looking clean and tidy, otherwise all the hard work you have put in to smarten up your vehicles with neat graphics will have been lost.
