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Nothing new under the sun part two: White van advertising


I was surprised to see this, this morning.

LONDON – “White Van Man” is set to become the latest ad medium with the launch of a media service offering to display posters on the backs of white vans across the UK- Source: Campaign Live

It was only last week a business was proclaiming their tech would tame white van man, tech that has been available and used for quite some time :-( . Indeed nothing new under the sun.

Upon closer examination this looks like a cracking idea, extra revenue for the owners of white vans (and as I own several, I know they are not cheap to run or maintain) as well as extra visibility for the advertiser. The downside are despite looking around the site of Posters in Transit, I can’t see what the policy on advertisers who are your direct competition. For example do couriers wish to advertise rival companies? Can you select who you promote?

What happens as a courier when you collect a job from a customer for them to see you are branded with their competitors products…

As many of us undertake ‘ad hoc’ work, we may not be able to specify our routes and journeys enough to qualify for decent paying advertisers. We will lose a days work as you can bet your life the van wrapping team only work 9-5pm Monday to Friday. Also additional work in the respect that we would have to notify our insurers that we are now carrying advertising on the vehicles.

Whilst van advertising is nothing new, this campaign does seem more prominent. It also seems suited to companies that use their own delivery vans rather than couriers. Couriers do far more miles but there are things like client confidentiality agreements, secure deliveries and high value deliveries that all require us to blend into the background – something that the advertising won’t allow us to do.

Sarah

Sarah Arrow can be contacted via sales@thecouriershop.co.uk

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This entry was posted on December 8, 2009, 3:55 pm and is filed under Courier Blog, Driving, Get More Customers. You can follow any responses to this entry through RSS 2.0. Both comments and pings are currently closed.

  1. #1 by Sandra on December 8, 2009 - 6:58 pm

    As someone who has worked in the advertising industry, most likely you would have some say over who the advertisors are, you could probably have it written into the contract, “No Competitors!”

    Also, usually outdoor ad campaigns change over on weekends, not weekdays (may be different in UK).

    If you were looking for another revenue opportunity, these are all things you could put in your contract with the advertising media company ahead of time.

    Remember, advertisors are desperate for more ways to get to their market, so you would actually have a fair bit of clout.

  2. #2 by sarah on December 9, 2009 - 12:40 am

    Hi Sandra
    Thanks for the info, its good to know the campaign changeovers are likely to take over a weekend and that we have some clout :-)
    Thanks for your comment.

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