Wrapping a car, bus, motorcoach or tractor trailer has become a pretty common way to advertise a company or product. But what about wrapping an entire building or one of two sides of the building?
It’s becoming quite the trend. More impressive than billboards – and much, much larger in most cases – building wraps are definite attention grabbers. You’ll find plenty of them in larger cities that have an abundance of skyscrapers because with so many companies trying to get the most bang for their buck they’re all competing hard to grab your attention.
Most building wraps cover only one or two sides of the building but even at that it’s an impressive sight. Car manufacturers, for instance, often wrap the entire front of a building to promote the release of a new model. Nissan did a really cool wrap on the front of a building recently that had a 3-D look which made the car appear to be driving up the side.
You don’t have to use a wrap to advertise a product either. Some wraps are used during construction or renovation of a building to promote a soon-to-be opening business.
The key to having a successful wrap is drawing people’s attention and them knowing immediately what product, event, etc. is being advertised. Once that happens, whatever is being advertised has staying power – people won’t soon forget something that makes that kind of impression.
Another big advantage to this kind of wrapping is that it’s there, in the same place for a specific period of time. Sure, you can look away – if you try hard enough. The thing is a building or wall wrap is impossible to ignore. Even if you’re in a hurry or distracted by a phone call, if you’re driving or walking by, there’s not much chance you’re not going to notice it.
This kind of advertising is often placed on or near a store that sells whatever is being marketed with the wrap. That’s pretty savvy marketing because as we all know when something is right in front of your face and it’s something in which you’re interested, it’s hard to resist. Plus, when you can simply pop in or around the corner and pick it just makes it all the easier for you to buy it. It’s definitely marketing at its best.
When it comes to advertising and wrapping walls and buildings the bigger is better approach definitely leaves its mark!
There are many advantages for using building wraps as a form of advertisement. The ads are so larger than life and somewhat out of place that it is almost impossible for consumers not to notice them, whether they are interested in the product or brand being advertised or not. Also these wraps cannot be turned off. Like television and internet ads people only see them when they are interested in watching a specific show or finding specific information (or just surfing the net) but a building wrap will be seen when people are on-the-go and with the monstrous sizes they are impossible to ignore which greatly helps with increasing your brand awareness. Also, one may place a building wrap ad close to a store that sells what they are advertising. In this way, consumers see the ad when they are already out and it may entice them or remind them of some shopping they wanted to get done and then purchase the product being advertised. Plus there of course is the old-age saying of “Bigger is Better”.
There are unfortunately a few limitations to this great advertising medium. Because building wraps are outside, they are exposed to the elements. Many building wraps are made from durable products that should withstand a lot of weather resistance for a long time, but it doesn’t mean they are indestructible or impervious to harsh weather conditions in the long run. Also, if you are advertising in an area such as New York City, there may be many other wraps around your advertisement which can cause for clutter and for your ad to get lost amongst the sea of them that consumers walk past every day. Another disadvantage is that once you have your image picked out, because you are increasing the size so much the resolution must be tweaked as well as different color adjustments. Also, it takes a lot of time to get an image of that size up onto a building. Installations can take up to as many as 6 hours.
Building wraps can be rather expensive, but are well worth it when comparing it to the response they get and revenue they bring in. ABC News did a building wrap of their own Diane Sawyer, and when all was said and done the project had cost them $11,000 (SGIA). The costs of building wraps will depend on what company is making the ad and how much they will charge for printing and other fees. “‘These murals are required to last more than 20 years outdoors. Digital printing with paint is unique and exclusive to the Pixation WireJet printer. The cost for paint using the Pixation WireJet is approximately four cents per square foot. Outdoor murals are typically printed on heavy non-woven polyester mesh, which sells for about five cents per square foot. The printed mesh is glued to the building with acrylic gel, and top coated with clear acrylic enamel. These materials add another eight cents per square foot,’ Anderson explained” (Amaro). So you see that building wrap advertising can become very expensive but is well worth it.
Reach and Frequency:
Building wraps are a great source of advertising when it comes to reach and frequency. Because the wrap is up all year long and visible 24 hours of the day and seven days a week the advertisement will be able to achieve a very high reach within the first few days of it being posted. Many different people will walk and drive by each day depending on the location of your wrap. Also, as the wrap is visible for longer, your reach will drop but your frequency will rise because of the same consumers walking or driving to work every day and seeing the advertisement everyday. Because of this you would want to make sure that you had an eye-catching ad in order to get their attention from teh clutter of others as well as so the consumer does not get bored or annoyed with the ad.
Building wraps can enjoy the advantages of a continuous advertising schedule. The wraps are visible on the sides of these buildings year round and are generally not taken down for many years. With this type of scheduling many people will be able to see your wrap over many years to increase awareness, which is just another advantage of building wraps.
In making a building wrap there are different things that advertisers hope will happen when a consumer views their advertisement. The advertiser hopes that their ad will create brand awareness with consumers who may not be aware that they exist, or of their new product that exists. Also, advertisers hope that their ad will generate a purchase intent within the consumer that after they see the ad, they feel the need to go buy the product in order to make their life better.