• by Laura Weinert , July 20, 2006

Paying your customers to use your products? It might not sound like the best business model, but vehicle outfitting company Rack N Road has a new “Graphics on the Go” marketing strategy that offers equipment loans and monthly payments to customers willing to wrap their own cars with advertising. The company also offers equipment at cost for those willing to display stickers that say things like “Road Trip” or “Nice Rack.”

This “mobile” marketing campaign operates on the thinking that the best people to sell a brand are its own happy customers. The goal: some 200 wrapped vehicles on the road and 10,000 stickered cars. To qualify, customers are evaluated on criteria like mileage driven. Formerly Sports Rack, Rack N Road now has 10 outfitting stores in the Western United States, offering car racks and accessories that stow bikes, kayaks, and other sports gear.