These days, taxis encouraging people to subscribe to iTunes or invest with Morgan Stanley are quite common. Likewise, restaurant delivery cars emblazoned with store logos, products and prices cruise around the roads. This trendy method of "mobile billboard" advertising—which boasts a 97-percent recall rate according to Outdoor Advertising Magazine—is something tanning salon owners might consider using to spread the word about their businesses.
A vehicle wrap, also called a fleet wrap, can mean the actual surface of the car is painted on, but usually refers to the attachment of vinyl decals. In fact, professional wrappers almost exclusively use vinyl, which means no ads are permanently attached to the vehicle—allowing the owner to replace the wrap with another, or simply remove it altogether. These professional-looking stickers either blend or contrast nicely with the car’s surface color or they completely cover the car. Those familiar with the popular television show "Pimp My Ride" might recognize the style.
"Vehicle wraps are a great way to build brand awareness in your market and outside your general location area," says Kurt Bass, owner of Planet Beach Kaliste Saloom in Lafayette, La. "Our wrapped Planet Beach Hummer and Jeep have become icons in the Acadiana (Cajun Louisiana) market."
Brad Salley, owner of Supertan in Lubbock, Texas, also has a wrapped Hummer, because he says a unique vehicle is a big part of the success of wrap marketing.
"More than the wrap itself, the key is the vehicle," Salley says. "If you are just wrapping your truck or SUV, that’s great. But if you wrap a unique vehicle, something that people don’t see everyday, you will really see a return—and you’ll be invited to all kinds of promotions because your vehicle will help draw a crowd."
Wraps often go on private vehicles, like a salon owner’s sedan or company car, but some taxis sell their space. Discount Cab Co. in Phoenix will wrap a taxi with your business advertisement for an entire year for $5,000, says Jeff De Laveaga, director of business development at Discount Cab Co.
