Truckside Advertising is hitting the road and the results
are impressive. The following research reports suggest
truckside advertising not only works, but is the wave
of the future.
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McDonald’s |
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People PC |
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In January of 2001 McDonald’s ran a 12-week campaign
aimed at driving hungry patrons to its golden arches in
the Chicagoland market. The entire promotion consisted of
five trucks carrying the McDonald’s message. Sue Petrusek,
McDonald’s Chicago marketing supervisor stated, “We
selected truckside advertising because it provides us a
unique opportunity to drive store traffic in very specific
geographic areas with tremendous impact and minimal advertising
waste.” The results of the 12-week campaign were impressive
:
• Total campaign impressions: 17,942,664
• Average daily impressions per unit: 55,123
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In February 2001, the computer marketer People PC ran a
campaign with traditional print and broadcast programs.
The Detroit, Michigan market supplemented the media plan
with a truckside advertising campaign. Below is a listing
of a few key findings from the Detroit market :
• 30% increase in awareness (50% within the target
demographic)
• Nearly doubled the positive perception of the
PeoplePC brand
• 56% said that when they see an
ad on the side of a truck, they think the company advertised
is successful
• 67% said that they believe the
advertised product is bought and used by their neighbors
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American Trucking Association (ATA)
Visual Impact of Trucks in Traffic by
R.A. Stanley, Dept of Economics, Washington, D.C
• 75% of people developed an
impression about a company and its products
• 29% would base a buying decision on the impression
• Average truck/trailer creates almost 5 million
visual impressions annually
• Average truck travels 49,125 miles
• 81% of the viewers see one or both sides
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The Arbitron Outdoor Study
Ninety-six percent (96%) of Americans
say they have traveled in a vehicle either as a driver
or a passenger in the past week
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• Light Mileage Travelers: 1-99 Vehicle Miles Traveled
Past 7 Days
• Medium Mileage Travelers: 100-260 Vehicle Miles Traveled
Past 7 Days
• Mega-Milers: 261 or More Vehicle Miles in Past 7 Days
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