The truck advertising industry has long been a one-trick pony.
Its practitioners are passionate about the product and the idea, and then there’s the marketing campaign, which involves building a strong brand and a solid brand identity.
But as trucking and automotive advertising trends have changed, so has the business model, as we learned this week in the wake of the fatal accident in New Jersey involving a truck driver and a passenger.
The accident has also brought to light how the trucking industry has become an all-too-familiar target for the ever-changing, and increasingly expensive, advertising space.
In the years since the accident, truck advertising has gone from being a hobby for truck drivers to a $60 billion industry.
But trucking ad agency FWD Design and automotive ad agency Cottle Design have been at the forefront of pushing the envelope, developing a creative approach to truck advertising that combines the best elements of truck design and vehicle development, according to FWD.
The result is a trucking-themed spot, which FWD describes as “an eye-catching, high-quality, and easy to understand truck ad” designed to reach a specific audience.
FWD says its truck advertising campaign is designed to engage drivers and passengers, “with the message that the trucks you see on your road are made with love and passion”.
It’s an approach that’s been successful in the past, but one that has changed in recent years.
A decade ago, the truck advertising business was one of the most lucrative in the world, and trucking had long been considered a high-end profession that required sophisticated marketing and sales skills.
Trucking companies were not as big or as popular as they are today.
Today, with the advent of digital marketing and advertising technologies, it’s becoming easier for businesses to make a splash.
“We’ve become a billion-dollar industry,” says Mark Richey, who directs marketing strategy for FWD and is also the founder and chief executive officer of Cottler Design.
“People want to be on the highway and they want to go to work, and we are now on the road, so it’s a very attractive opportunity.”
Cottlers truck ads focus on drivers and guests in a highly stylised setting.
There are lots of images and graphics, including a tractor trailer, a trucker’s cabin and a truck, with truckers’ faces, heads and arms superimposed.
The truck is depicted in a close-up and is driven by a smiling driver.
It’s the kind of image that will likely appeal to a particular audience, but it won’t be a hit on a commercial radio station or on social media.
“There’s no question that our truck advertising is a lot of fun, but you have to remember that you’re not creating a marketing campaign for yourself, you’re creating a campaign for a specific brand,” says Richeys senior marketing executive, Matt Smith.
“So we do a lot to help brands understand how to engage with us.
The campaign is a great example of how we work with brands to help create a great brand campaign.”
Smith says the campaign also has a strong focus on the customer experience.
“It’s about getting people to come in and enjoy the experience.
That’s what we want people to experience.
So we want them to feel the truck in their hands and have the truck drive them home,” he says.
Truck ad companies are increasingly targeting drivers, passengers and their families with truck advertising campaigns in their bid to get more people on the roads.
In 2015, the industry was valued at $6.2 billion.
That was up $1.5 billion from 2014, according, according the latest available data from Kantar Media, which tracks commercial vehicle advertising.
In 2017, commercial vehicle revenue increased by $9.3 billion, with $3.4 billion in revenue from drivers and $3 billion in sales to passengers.
This year, the commercial vehicle industry is forecast to grow by $6 billion, and by $3 per cent.
In 2020, commercial vehicles will be valued at more than $12 billion, according Kantar, while commercial truck drivers are expected to earn $11.8 million and commercial passengers $12.9 million.
But even as truck advertising’s share of the global commercial vehicle market has grown, the role of trucking has not.
As more people drive to work in smaller vehicles, more people need to get around in them, and more people require more sophisticated transportation, like a pickup truck.
“The drivers and the passengers need to feel like they’re driving a truck,” says Smith.
It takes a lot for a truck to feel comfortable on the highways.
But it’s important to take advantage of the space.
“If you want to get into a truck and be in a space that you can get comfortable and feel safe, you need to make sure you have a trailer that you are comfortable with,”