Wrap Like a Rock Star: How to Succeed in the Vehicle Graphics Business
If you aren't already in the business of wrapping as a print service provider, you've probably considered taking the leap. Here's why vehicle graphics might be an opportunity you can't afford to miss.
When it comes to brand marketing, there is no substitute for a great vehicle wrap.
A single vehicle wrap can generate between 30,000 and 70,000 impressions a day, according to the Outdoor Advertising Association of America. Fleet vehicle advertising boosts name recognition 15 times more than any other form of advertising. And 30% of mobile outdoor viewers indicated that they would make a buying decision based on the ads they see.
If you aren't already in the business of wrapping as a print service provider, you've probably considered taking the leap. While the field is competitive, it continues to grow, and experts agree there are opportunities for those with the right equipment, skills, business acumen, and drive.
“The hottest areas are still going to be the specialty wraps—race cars and off-road trucks are really good industries,” said Eric Goodwin, President and CEO of Garage Graphics, located in Orange, California. “There are also a lot of cars being wrapped for companies.”
Matt Richart, Co-Owner of Digital EFX Wraps based in Louisville, Kentucky, and an instructor for Roland DGA's “Born to Wrap” workshops, sees demand growing on the commercial side of the market as well.
“It used to be that wraps were additions to a company’s marketing program,” he said. “Now firms are taking money they had used for advertising and investing in vehicle wraps instead. A lot of the trade organizations for plumbers, electricians, and other small businesses are telling these companies that they need vehicle graphics.”
Setting Up for Success
So, what does it take to get started—and more importantly—to succeed in this business?
“If you’re thinking about getting into the business of wrapping vehicles, learn as much as you can, take it very seriously, and reach out to manufacturers,” said Kris Harris, Vice President and Co-Owner of Road Rage Designs, which operates out of locations in Spring Grove, Illinois and Union Grove, Wisconsin.
Goodwin recommends PSPs take advantage of classes.
“There are many available, and when you are there you are able to ask all your questions on the spot,” he said. “You can use the software, start designing, and get tips in these areas. The Internet has a lot of valuable information, too.”
According to Harris, getting certified by 3M or another industry organization is a must, especially if a shop is looking to do business with larger clients.
“National accounts go to the certification websites and look for these businesses,” she said, adding that 3M, PDAA and UASG all offer certifications.
Brian Howland, Account Executive for Bluemedia of Tempe, Arizona, advises PSPs to invest in a quality 64-inch wide-format printer and laminator.
“People are turning to latex printers,” he said. “They print beautifully, are much easier on the environment, and you don’t have outgassing. The speed and quality are really nice.”
However, media matters, too.
“The best films used today allow you to reposition the graphic during the installation,” he said. “We love eco-solvent inks, but people also use latex. The durability of the inks should be five to seven years outdoors if you laminate correctly. Use cast film with a laminate for best results.”
Goodwin reminds PSPs to have a sizable table on hand to lay out the graphics—and to have patience.
“Go slowly and take your time with projects,” he said. “The vinyl will talk to you and tell you what it needs to do. If you are rushing it, you will have problems right off the bat. Take care of your equipment, too. Maintenance is really important. You want to clean your print heads and avoid head strikes if possible.”
While many wrap services can be outsourced, Richart emphasized the benefits of building an in-house business model.
“There are companies that have printers, and then subcontract the installation,” he said. “Some subcontract the printing and do installation only. We’ve always said, as in any business, the more of your workflow you can keep in house, the more successful you can be. Operating that way allows you to keep control over the quality, costs, and timeline. Even though you will have a little more overhead, that control gives you a leg up on the competition.”
Wrap Design 101: Keep It Simple
When it comes to wrap design, understand the medium—and remember the old adage, “less is more,” said Harris.
“Wrap design is different than a sign or banner because there are lots of curves on a vehicle,” she continued. “On vehicle wraps, for example, where the hood meets the fender you need a nice flow. The most important objective for any business investing in a wrap is to communicate who they are, what they do, and how to get in touch with them. Some people want a to put a laundry list on the vehicle, but if the audience can’t read the copy in three seconds, the wrap doesn’t do the company any good.”
“A graphic is only as good as its design," Howland added. "That’s the bottom line. You can have the best media and inks, the best guys installing, and if it is not designed well, the wrap is useless. Speaking with your client is critically important. Know their brand, and do not deviate from their brand standards.”
A Seamless Install
Once you have your design printed, the hard work begins.
“Working with vinyl is one of the biggest challenges,” he said. “It is so important to place it on the vehicle before you install it. You have to make sure you can get it on there straight. And, try not to have any seams – or hide the seams. We will place them as low as possible on the vehicle. That way, the wrap looks more like a paint job than a sticker.”
Cleaning the surface of the vehicle is also vitally important.
“Get into every little crack and crevice,” she said. “And, you will save yourself a lot of aggravation if you can take door handles and mirrors off.”
Side-Stepping the Print
A beautifully printed wrap can elevate a brand and its products, but an emerging trend in wraps is skipping the print altogether.
“What is up and coming—and has been big on the Coast—is color changing,” said Harris. “People may have spent on a high-end car, and they want it to be flat black or metallic—or pink—a color the car company doesn’t offer," said Harris.
Businesses are wrapping to change colors as well.
“For companies, it is easiest to find vehicles out there that are white,” he added. “So, for example, we do work for a reclamation company whose brand color is yellow. What they do is lease the least expensive Ford truck, which is white, and then we wrap it yellow, and put lettering on it. They can get the exact color they want and do it economically. And, they can change it out easily.”
Regardless of the product delivered, Richart emphasized that serving a wrap client takes more than skill and artistry.
“Our clients want to deal with a company and people who treat them fairly, do what they say they are going to do, and answer the phone,” Richart said.
Howland agreed.
“Success always comes down to serving the client well,” he said. “You have to take the extra initiative to make the client happy, and sometimes it’s the little things that count. And, no one is above a job. I’ve seen our owners grab a squeegee to finish a wrap. When it is ‘all hands on deck,’ it is all hands on deck.”
“Never stop learning,” concluded Richart. “The day you think you know everything is the day you go out of business.”
