Poor livery can dent profitability, says Mediafleet

Poor or damaged vehicle livery can prove to be a huge cost to business, says Mediafleet.

Vehicle branding is becoming ever-more important, according to the company, which is why it is helping fleets adopt a creative brand agency-style approach to design.

The business, which counts major fleets including E.ON, Milk & More, OCS, SSE and Wessex Water among its customers as well as contract hire and leasing companies, Alphabet, Lex Autolease and Zenith, says a brand should conjure up positive impressions in the mind of viewers, conversely poor branding has the opposite effect.

Barnaby Smith, managing director of Mediafleet, said: “Vehicle advertising is proven to be the most cost effective for a business in attracting customers, but there are ‘golden rules’ to observe in ensuring fleet graphics are a brand and marketing winner.

“By contrast, poor vehicle branding is a real cost to business and could be draining profit from organisations.

“A clearly liveried fleet of company vehicles raises an organisation’s identity, boosts their marketplace profile and is calculated to generate a significant number of inquiries with industry research suggesting that more than 3,000 people per hour see a liveried vehicle operating in a busy area.”

Choose a partner that can:

• Create a brand that consumers will warm to and understand
• Design the brand to suit vehicles to maximise the marketing potential - most livery providers produce print files for the production of a livery and do not engage in creating brands and designing livery based on a company’s ethos and values
• Support the company’s fleet manager through a prompt after sales services.