US Army Finds Value In Fleet Advertising

In the advertising world, doing the marketing for the U.S. Army is extremely lucrative. Because of the U.S. Army’s constant need for recruitment and retention, advertising agencies make millions of dollars in government contracts. Besides the usual marketing channels of digital media and print, the US Army has found value with fleet advertising to reach their audience.

Outdoor advertising has great potential to reach a large audience, and the US Army finds it an effective marketing channel. Particularly in highly populated areas with large groups of young people, fleet marketing can help reach that audience.

Unique Advertising Needs Of The US Army

The US Army is responsible for military operation that take place on land. They have the tremendous responsibility of ensuring that the United States is protected and is the largest branch of the military. So the pressure to recruit and retain members is crucial and ongoing.

Their marketing focuses on extolling the heroic commitment an army member makes, and how it will help build a person’s leadership and character.To reach all potential recruits, the US Army has utilized social media and even Hollywood movies, which they believe has tremendous influence over the youth. They have also utilized fleet advertising which has proven to be effective, both in reaching the targeted audience and in cost. 

What Is Fleet Advertising?

Fleet advertising refers to outdoor advertising, particularly the large advertisements seen on trucks. Graphics are printed on vinyl and expertly applied to trucks to create a stunning presentation. They provide great value for a variety of reasons:

• Penetration of markets
• Broad reach
• Effective supplement to broadcast campaign
• Targeted marketing by route
• Long-term value

Fleet marketing is also affordable, and provides a long-term marketing solution. It is significantly less expensive than other, more traditional forms of advertising with significant ROI. Moreover, the sheer size of a truck, combined with large graphics makes it impossible for drivers not to see it on the road.

Fleet advertising also has the versatility of being a strong supplement to a broadcast campaign or a standalone campaign to get the army’s messaging across. Because of the size of the trucks, it can be read from far away distances, and work for the advertiser twenty-four hours a day, whether driven or parked. Once an advertisement is installed on a truck, it can last for up to a year, providing long-term returns that needs little maintenance.

Targeted Marketing Capabilities

More than almost any other type of channel, fleet advertising has the capabilities to penetrate markets. Trucks are always on the road, reaching mass audiences every day. The US Army can choose to target their advertising via established routes or special events, and can also access markets that may have limited outdoor advertising opportunities. With thousands of trucks on the road every day, the potential to reach a particular demographic or area is huge. Advertisers can even mine more data to create fleet marketing campaigns with pinpoint accuracy.

People are spending more time on the roads than ever, having to commute to jobs, school, and any type of social event. The young market that the US Army is seeking to target are on the roads almost an hour every day on average. And pretty much every one of them will have seen some sort of fleet advertising. It effectively helps the army boost awareness and reach significant audiences.

The US Army invests many resources to advertise through their lucrative contracts and have embraced every marketing channel that can reach young people. Besides social media, broadcast media, and print, fleet advertising provides pinpoint targeting, and the potential to reach thousands of people. And as a supplement to a traditional marketing campaign, fleet advertising can majorly boost consumer awareness.