Because the trailers are not just there to look pretty. They are moving billboards.
There are naturally disagreements around the effectiveness of this kind of advertising, but it definitely has a relatively high value. The company I work for will be using this kind of advertising this year - I don;t know too much about it tbh, but will be interested to see the budgets and expected returns.
Look at it this way:
x 52 weeks
If you use a starting point of £1m as the value, this means that it is costing £192 per truck per week. That is nothing and you'd struggle to get any kind of reasonable ads for £192. That would be swallowed up in minutes in digital advertising.
You then of course have creative and implementation costs, we can assume that Stobart paid for this.
The deal absolutely had a value, probably really quite high in marketing terms. Whether it was the right thing to do is a completely different discussion, but it wouldn't be unreasonable to expect to have to be paying well over £1m if you wanted to go with a full annual campaign like this.
I understand that Dave, I just don't believe those moving billboards add up to much in relation to promoting a sporting code.
I am in the Transport Industry and the majority of people I deal with have either their own name or a clean skin Trailer, if those moving billboards were that attractive why are they not sign written with a product for a price? and have marketing companies taking advantage of an "opportunity"
Because they are not worth much at all as a promotional vehicle.
My company paid in contra for a few Vans to be painted up with our name, it was a waste of time and we walked away from it.
We sponsored a race car recently, ROI? nothing, other that taking a few punters out for a day and getting them on the ######, it just did not work for our type of product.
Edited by AndyCapp, 04 January 2013 - 12:06 PM.