There are many ideas for getting past this process, some of which work well and others that simply irritate the paying customers—but some of the best ones involve putting the message exactly where the interested customers will see it.
Most people find driving an expensive necessity. There is little one can do while driving except look at the other cars—which is not usually all that interesting either. This does raise an opportunity, though. Recently, several firms have appeared that can arrange to have private cars liveried (decorated with advertising messages). The motorists are paid a small amount for having their cars liveried, and naturally this helps defray the costs of motoring. Of course, the drivers are allowed to choose the companies—it would hardly be appropriate for a vegetarian to advertise McDonald’s—but in general there are few problems of this nature.
The key advantage for the advertiser is that the cars will be seen in traffic, in parking spaces, at golf clubs, and so forth: sometimes this is a way of reaching people who would otherwise be difficult or impossible to contact any other way.
The ads are applied as a plastic wrap, so they can be changed easily: drivers are chosen on the basis of the cleanliness of their cars and the kind of places they go, so it is perfectly feasible to advertise on golfers’ cars or on frequent flyers’ cars if the company wants to approach that type of audience.
Practice
•Adverts need to be punchy—often observers will only have seconds to see the ad as a car drives past.
•Choosing the type of driver is often crucial, because this will determine the audience for your advertising.
•If possible, recruit drivers who are already fans of your product—this gives them an excuse to talk about you to their friends and acquaintances.
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