A WRAPPED VEHICLE OFFERS many benefits. It boosts awareness of your brand, acting as low-cost advertising whether driven or parked. A wrap can also relay business location and contact information. Last, if designed with a sense of humor, it makes people smile and creates buzz in your community.
The only potential drawback?
“You have to drive very carefully. No speeding or cutting people off,” says Nancy Guinn, owner of Dog Krazy stores in Virginia, who recently wrapped her Jeep. “And I let everyone in front of me now.”
She and other pet store owners share their experiences turning vehicles into mobile billboards. If you decide to do the same, they recommend finding a professional installation company that will provide references you can contact. A wrap should last at least five years when well cared for, so you want to know if the work has held up.
Also, consider using the company’s designers, as their experience with materials and placement can expedite the process and lead to better results.
Fish & Bone BOSTON, MA & PORTLAND, ME
Fish & Bone uses its van for deliveries, store transfers and brand awareness. Owner Katherine Palmer loves the playful design — complete with a cat tail in back — and says the wrap has paid for itself several times over.
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“How many full-page ads can you buy with $2,500? Plus, there’s the satisfaction of seeing people smile when you drive by,” she says.
Bark JACKSONVILLE, FL
Owner Jamee Yocum extended the Bark brand to its delivery vehicle. Store colors green and gray, as well as regularly used fonts and graphics, cover the Mini Cooper. Cost: $2,100.
The Hungary Puppy FARMINGDALE, NJ
Wraps on The Hungry Puppy trucks make it clear that the store sells and delivers more than just dog food. The slogan “Big or small, we feed ’em all” appears on each side, continuing on the back with “No butts about it!” Strategically positioned animals drive the joke home.
“We thought that looking at the truck from the back and just seeing all of the animal butts would leave an impression on folks,” owner Frank Frattini says. “We’ve certainly been noticed, by the comments we’ve heard.” Cost: $3,000 per truck.
New England Dog BiscuitSALEM, MA
With a wrap, owner Kim Barnes takes the New England Dog Biscuit mascot — a tricorne-wearing Dalmatian — everywhere she goes in her Ford Edge.
“Improving brand and logo recognition was the driving (no pun intended) goal,” she says, pointing out that her trademarked slogan “New England’s Finest Micro-Barkery” appears on the back. “Using the vehicle wrap is a great way to promote it.” Cost: $800.
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J.M. Pet Resort and J.M. Pet Vet BROCKTON, MA
Owner Jeni Mather wrapped her business vehicles — two pet taxis and a mobile veterinary clinic — to boost brand awareness and attract new clients. Bright colors serve as a backdrop for photos of adorable dogs and cats, which catch the attention of drivers and pedestrians, who then see services offered.
“We strategically placed the list of services on the back of the taxis to ensure that when people were driving behind the vehicle, they could read each bullet point completely without missing anything,” marketing and social media manager Kim McIntyre says. Cost: $5,300 for both pet taxis; $7,250 for mobile vet clinic.
Dog Krazy MULTIPLE LOCATIONS, VA
The first time Nancy Guinn drove her freshly wrapped Jeep, complete with store inspiration Piglet on the tire cover, two people stopped her within 10 minutes to ask about Dog Krazy.
“I’m approached several times a week because of the wrap,” she says, adding that she delivers food in the vehicle as well. Cost: $2,000.
Healthy Pet Products PITTSBURGH, PA
Employees at Healthy Pet Products use its wrapped Toyota Prius for deliveries and store transfers. Owner Toni Shelaske wanted the vehicle to reflect her business brand.
“It looks like my stores on wheels, by using the same font, colors and characters. It’s fun!” Cost: $2,500.
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The Dog Store by Your Dog’s Best Friends ALEXANDRIA, VA
When employees of The Dog Store by Your Dog’s Best Friends zip around town, they drive these eye-catching vehicles. The design inspiration? The shape of a Smart car resembles that of a dog’s head! Cost: $2,200.
It’s a Dog’s Life EDMONTON, AB
Pups who frequent It’s a Dog’s Life may just end up in its marketing materials.
“We love to showcase our client’s dogs,” owner Angela Moreira says, “as a thank-you to them for entrusting their care to us.”
She did exactly that when wrapping the company vehicle.
“We were using it for picking up supplies, going to events and driving pets to the veterinary if they needed care while boarding at our facility. With the vehicle traveling on the road as much as it was, it only made sense to utilize it as an advertising tool. What a great way to expose the public to our services! We also wanted to expand and include a Pet Taxi service for our clients and community. The return on investment was realized in a short period of time.” Cost: $6,000.
