Full Wrap vs. Partial Wrap: Which Offers the Best ROI for Your Budget?

In the world of local business marketing, your fleet is your most valuable real estate. Whether you have one work van or a fleet of 50 delivery trucks, every mile you drive is a chance to win a new customer. But as you plan your marketing budget for 2026, the big question remains: Should you go for the high-impact "Full Wrap" or the budget-friendly "Partial Wrap"?

At Bison Branding, we believe high-quality marketing shouldn't be a luxury. With our industry-leading pricing of $4.75 per sq. ft. and Free Shipping on orders over $200, we help you maximize your Return on Investment (ROI) without overspending.

The Power of Vehicle Advertising by the Numbers

Before diving into the "Full vs. Partial" debate, let’s look at why vehicle wraps are the #1 marketing tool for service and logistics businesses:

• Massive Reach: A single wrapped vehicle can generate between 30,000 to 70,000 impressions daily, depending on your route and traffic.

• Unbeatable Recall: Research shows that vehicle graphics have a 97% recall rate, significantly higher than static billboards or digital ads that people often scroll past or block.

• Cost Efficiency: While the average Cost Per Thousand impressions (CPM) for a digital ad can range from $2.00 to $15.00, a vehicle wrap averages just $0.15 to $0.45 over its 5–7 year lifespan.

Option 1: The Full Vehicle Wrap (Maximum Visibility)

A full wrap covers every inch of the vehicle’s painted surface—hood, sides, rear, and often the roof.

The Pros:

• Total Brand Transformation: You aren't just adding a logo; you are changing the "skin" of the vehicle. This allows for bold, immersive designs that make your brand impossible to ignore.

• 360-Degree Protection: A full wrap acts as a protective shield for your factory paint, guarding against UV rays, minor scratches, and road debris. This helps maintain a higher resale value when it’s time to upgrade your fleet.

• Professionalism: For high-end service providers (like luxury HVAC or specialized construction), a full wrap signals a level of established authority that smaller decals simply can't match.

The Cost Reality: Nationwide, a full wrap for a standard van typically ranges from $2,500 to $5,000. However, with Bison Branding’s $4.75/sq. ft. model, a standard 60 sq. ft. van wrap would cost you significantly less in materials than the industry average, giving you "Enterprise-level" looks on a "Small Business" budget.

Option 2: The Partial Wrap (Strategic ROI)

A partial wrap typically covers 25% to 75% of the vehicle. It uses the vehicle's original paint color as part of the design background.

The Pros:

• High Impact, Lower Cost: You can achieve nearly 90% of the visual impact of a full wrap at roughly 50% of the cost. By strategically placing graphics on the rear and sides, you hit the most viewed areas of the vehicle.

• Faster Turnaround: Since there is less material to apply, partial wraps can often be installed in half the time of a full wrap, meaning your vehicles spend less time in the shop and more time on the road.

• Easy Updates: If you need to change a phone number or a specific service offer, partial sections are easier and cheaper to swap out than an entire full-body wrap.

The Cost Reality: Most partial wraps fall between $600 and $2,000. If your fleet consists of white or black vehicles, a partial wrap can be designed to blend seamlessly, making it look like a full wrap to the untrained eye.

Comparison: Full vs. Partial ROI Table

Which Should You Choose?

Choose a Full Wrap if:

1. Your branding colors conflict with your vehicle's current paint color.

2. You want to maximize the resale value of your vehicles by protecting the paint.

3. You are a flagship brand looking to dominate your local market with the "Wow" factor.

Choose a Partial Wrap if:

1. You have a large fleet and need to brand multiple vehicles on a strict budget.

2. Your vehicle’s paint is already in excellent condition and matches your brand colors (e.g., a white van for a brand with a white logo).

3. You change your promotions or contact info frequently.

The Bison Branding Advantage

No matter which path you choose, the quality of the vinyl and the precision of the print are what determine your final ROI. A cheap wrap that peels after six months is a waste of money.

At Bison Branding, we combine the lowest prices in the industry ($4.75/sq. ft.) with premium materials that are built to last. Plus, with free shipping on all orders over $200, we make it easier than ever to get your professional graphics delivered straight to your door or your preferred installer.