In today’s competitive automotive market, car dealerships are always seeking innovative, high-visibility ways to attract attention and drive foot traffic. One powerful yet often underutilized tool is the Variable Message Sign (VMS). Traditionally used for road safety and traffic updates, VMS signs are increasingly being adopted by savvy car dealerships across Victoria as a dynamic advertising medium.
What Are VMS Signs?
Variable Message Signs (VMS) are portable, programmable LED display boards that can be placed strategically to reach passing traffic and pedestrians. These signs can be updated instantly and are typically mounted on trailers, making them easy to position wherever visibility is highest — near main roads, intersections, dealership entrances, or high-traffic retail areas.
1. Maximum Visibility
Positioned on busy roads or at dealership frontages, VMS signs are designed to grab attention. Their bright, animated LED messages stand out day or night, ensuring your promotions are seen by thousands of drivers and passers-by every day. This is especially effective for dealerships located near arterial roads or high-traffic zones.
2. Instant Promotion Updates
Whether you’re promoting a weekend sale, EOFY clearance, finance deal, or a new model launch, VMS signs allow you to update your messaging in real time. This agility is perfect for short-term promotions and creating urgency — for example:
“3 DAYS ONLY – EOFY SALE – HUGE SAVINGS!”
“0% FINANCE – THIS WEEKEND ONLY”
3. Cost-Effective Advertising
Compared to radio, print, or digital campaigns, VMS signage offers a relatively low-cost advertising option with no ongoing fees. Once deployed, they continue to broadcast your message 24/7 with minimal maintenance and no media buying required.
4. Hyper-Local Targeting
Because VMS signs are placed physically in or near your dealership’s catchment area, they reach local, relevant audiences — the people most likely to visit. Unlike digital ads that may be lost in a sea of content, VMS signs offer real-world impact exactly where it’s needed.
5. Reinforces Brand Presence
Seeing your dealership’s name or promotions consistently displayed in bold, high-contrast visuals enhances brand recall. Whether customers are actively in the market for a car or not, regular exposure to your VMS messages keeps your brand top-of-mind.
Use Cases for VMS in Dealership Advertising
- Launch events: Promote open days, test drive weekends, or new vehicle unveilings.
- Seasonal sales: Capitalise on EOFY, Boxing Day, or summer clearance sales.
- Finance specials: Highlight 0% interest offers or no-deposit financing.
- Used car trade-ins: Encourage foot traffic by advertising trade-in bonuses.
- Service department: Let customers know about fixed-price servicing or free checks
Compliance Considerations in Victoria
It’s important to note that while VMS signs are effective advertising tools, their use is regulated. In Victoria, portable electronic signs placed on public land (like footpaths or roadsides) may require council permits. Placement on private property is generally unrestricted, but still subject to local planning laws. Working with a professional VMS supplier ensures compliance and helps secure any necessary approvals.
For car dealerships aiming to stand out in a crowded market, VMS signs offer a bold, flexible, and cost-effective solution. They combine the immediacy of digital advertising with the impact of on-the-ground visibility, helping you connect with potential customers where it matters most — right outside your door. In a fast-moving retail environment, the right message, in the right place, at the right time can make all the difference — and that’s exactly what VMS signage delivers.
If your dealership isn’t already using VMS signs as part of your marketing toolkit, now might be the time to hit the accelerator.
At Samson Hire we have been delivering the best service and price guarantee for over 20 years. For advice on community, construction works and business signage, our friendly customer service team can assist. For more information, call us on ✆1800 77 88 99
1800 77 88 99