Why the Design of License Plate Frames Matters

There’s nothing wrong if a dealership wants a little promotion after they’ve made a sale. However, car owners often have strong opinions on stores affixing a sticker, decal or badge to their new ride. License plate frames are easy to remove so there’s usually no argument to be had and often, they’re left on a car long after it leaves the lot.

Personalized license plate frames cost dealers only a few bucks each, but that money goes to waste if customers don’t keep frames attached to vehicles.

Let’s look at how your dealership can rethink this critical branding element.

Design a License Plate Frame That Makes an Impact

The amount of real estate allotted for branding on license plate frames is quite small. You’ll generally have less than an inch of space at the top and something similar at the bottom, though this area is punctuated by holes needed for the screws that hold license plates in place.

“Less is more here,” a veteran expert with over 40 years of experience in corporate branding told CDK. “The main objective is to clearly identify the dealership that sold the car. Other information just clutters the frame, and drivers who see the frame typically don't have time to write down or remember that level of detail. If people remember your name, they will find you.”

In short, you don’t need to take up that limited real estate with a physical address, a phone number, or a website.

Frames are about having a consistent branding message not directing consumers into your showroom. The dealership name and short slogan will have the most impact.

The design recommendations here also apply to full-size plastic license plates, which you may want to put on the front of your dealership’s new and used inventory. Many states don’t require a front license plate, so some customers may very well leave these on the front of their car. Here, too, you’ll want to decide just how much message you really need to communicate.

Keep Your Plate Frames Legal

The last thing you want is for an officer of the law to remove one of your dealership’s license plate frames. Many states have license plate frame laws that restrict how much of the government-issued license plate can be obscured by a plate frame. Some jurisdictions don’t want any part of the state’s name to be covered up, while others require unobscured registration stickers. At the very least, you don’t want your customers to have to remove your license plate frame every time they apply a new registration sticker.

When working with a vendor, ask for a license plate sample before you complete your order so you can confirm fitment and to ensure overall quality.

Offer Incentives to Keep Frames On

You can incentivize customers to keep license plate frames attached to their vehicles with certain perks. For instance, a low-lift incentive might include offering service customers with your dealership’s license plate frames a free car wash or interior vacuuming.

They could also pop into your dealership for free coffee, bottled water or small snacks — the treats you probably already have in your waiting room. While it’ll take more than a mere offer of free java to turn your dealership into a hip coffee shop destination — something a few  corporate entities have tried to do — it may be convenient for customers who routinely drive by your store. And who knows what else they’ll see in the showroom?

And if there’s a car wash near your dealership, you could partner with them to offer a discounted pass, or you could include it as a perk with a new vehicle purchase.

Additionally, you could work with local parking lots at popular sporting arenas and entertainment venues or nearby airports and train stations to offer a small discount for cars bearing your dealership’s license plate.