I have a friend that has a chinese delivery service in a town nearby. His only form of advertising outside of his sign, and word of mouth, is his cartoppers. He has three delivery cars, and he has three fulltime drivers who are constantly delivering his product. His average ticket is $70.00. So I know the car topper works for every price range, and every product style. My average delivery ticket is about $35.00. I love it when a delivery goes to neighborhood, and just as the driver comes back there is two more deliveries to the same neighborhood, cause the sign sparked my customers impulsive desire to be eat my product. I consider Car Toppers one of the essential ingredients to a strong marketing campaign. Signage on cars is nothing new. Look at UPS, or FED EX, Airborne, US Postal Service, they all make deliveries to the same neighborhoods we do everyday. I doubt if anyone looks down upon them as second rate because they drive around in a marked car.
I’ll never buy the argument that a sign makes you a “Target”. Lazy Ownership makes your drivers a target. If Drivers make their drops, and never carry more than $20. on them then they won’t be a target. If They Lock there doors, and carry a cell phone, and don’t deliver to unlit houses, and they use some street smarts they wont be targets.
I have had drivers robbed before, and most have recognized afterwards it was because they ignored the tell-tale signs. no one answer the house phone when they called back before delivery, dark neighborhood, unlit house, etc. etc.
I give my driver a $1.00 a run in town, and $2.00 to $5.00 for out of town deliveries. If they don’t have a lit sign on top they don’t get the mileage.
I live in a very rural area, lots of 1/2 mile driveways, and homes on the back 40. The addresses are very difficult for the novice, people generally use landmarks instead. Its like delivering in JAPAN, but thats another story. A lit sign is a great was to hone in on your address, it great to call the customer and say, look outside can you see my car top sign, am I close.
And I have recognized that the businesses that are doing well are the ones who’s drivers comply and have a lit car top sign, and the businesses who are for sale, and/or are struggling are the businesses without.