Custom vehicle number plates would probably not be near the top of most marketing, advertising or PR departments' lists of priorities but, amazingly, this medium is attracting quite a following amongst some very sharp business people.

Theo Paphitis of BBC TV’s 'Dragon’s Den' has recently appeared in the national press with his personalised number plates LA53 NZA (La Senza) and RYM 4N (Ryman). These custom registrations, coupled with Paphitis’ current raised profile due to the regular TV exposure, present a very powerful branding exercise. Similarly, 'The Apprentice' boss, Sir Alan Sugar, is now closely linked in public minds with the AMS 1 number plate that is prominently displayed in that programme’s opening title sequence.

Obviously, the power of this particular branding medium lies in exposure, and the more of it the better. Association with a strong individual personality, such as Theo Paphitis or Sir Alan Sugar gives focus and reinforcement but, when exploited skilfully, the personalised number plates themselves can actually become the focus of attention – to the benefit of the business that owns them.

A perfect example of this is illustrated in a case study recently published by Regtransfers.co.uk. A long-time customer, Pimlico Plumbers, has equipped most of its 100-strong fleet of vans with personalised number plates themed around the business. Registrations such as B1 DET, LAV 1, F1 USH, W4 TER, DRA 1N, S1 NKS and even BOG 1 have not only attracted the attention of members of the public, but Pimlico’s distinctively registered vehicles have been featured in many TV, radio, newspaper and magazine items.

Founder and managing director Charlie Mullins said in a recent interview that Pimlico’s fleet of personalised vans was "our biggest form of advertisement". He also expressed the opinion that it was specifically this aspect of the company’s promotional strategy, more than any other, which has got Pimlico Plumbers to its current, enviable position as London’s best known domestic maintenance firm.

As personal number plates become increasingly popular, people become more accustomed to deciphering the meanings behind combinations of numbers and letters on vehicle registration plates, almost without thinking about it. The audience grows constantly. The media are becoming aware of this growth, and the exposure afforded to private registration plates (and those businesses that use them) grows accordingly.

The potential is there, as is demonstrated by the calibre of the people who are blazing this marketing trail. As with any other marketing, advertising or PR medium, however, the knack is in the timing and in recognising the best way to use number plates in an effective way.

Rick Cadger is a staff writer for 'Regtransfers.co.uk: The World of Personal Number Plates', the UK's only regular, professional journal for the cherished plates industry and number plates enthusiasts. A free copy of the Regtransfers.co.uk personalised number plates magazine is available.

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