Sign & Digital Graphics

2016 WRAPS

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Page 62 of 158

52 • WRAPS • 2 0 1 6 BUSINESS & SALES offer their clients new marketing strate- gies and wrap possibilities. The Personal Space From a wrapped yacht for an NBA player's birthday party to a $500 partial vehicle wrap on a $2,000 starter car— wraps have become quite prevalent in the industry's personal space as well. A major reason for this expansion is the growing number of celebrities and other prominent individuals choosing personal wraps for cars, boats and more. As cultural leaders and influencers turn to wraps to individualize their personal items, customization and personalization has emerged as a megatrend in the cul- ture at large, with more and more people looking to separate themselves from the pack. This presents a phenomenal oppor- tunity for graphic providers and install- ers, as wraps provide a unique and easy way to individualize a person's style onto their own vehicle. Opportunity As wraps and other graphic applica- tions continue to flourish in popularity, growth opportunities for providers in both the commercial and personal mar- ket space are beginning to converge, offering each sector the opportunity for additional business. Data is also on our side. Vehicle advertising has been proven to be one of the most success- ful and affordable forms of marketing, costing only 48 cents per 1,000 impres- sions—according to data from a 3 M study based on 61 million Prime Daily Effective Circulation annually, an aver- age of top 40 media markets from Media Buyers Guide. This rate (48 cents/1,000 impressions) is markedly more efficient than average rates for television, print, radio and other conventional forms of advertising. Fleet graphics generate a very large number of impressions. With the statistics to back both its marketing effectiveness and growth opportunity in both the commercial and personal marketplace, the wrap industry is wide-open for the taking. How to do that "taking" isn't always the easiest part. Many graphic providers and installers, including Nicholas Lowry from Brand ink in St. Paul, Minnesota, have found that a few well-focused business and marketing strategies can go a long way toward seizing the current market opportunity and maintaining consistent business with current customers. Lowry shared the following strategy recommen- dations that have been effective in the continued success of Brand ink. Turnaround Times—It seems like common sense that turnaround times should be important in any business when completing projects for clients, but it can have a profound impact on your shop's future new business. Delivering a vehicle wrap or installation on time or ahead of schedule proves to a client that you have the skill and organization to handle future work, whether from them or by recommendation. Staying on time isn't always easy, especially in this industry, but being prepared will greatly increase your efficiency. If work- ing off-site, be sure to plan ahead and use versatile and high-quality films to ensure you're able to complete a project no matter the conditions of the applica- tion. Durable, non- PVC products are a great example of a versatile film that can work for a variety of installations and ensure timeliness and quality. Peer Networking—Too often, indus- try professionals view peers within their field as competition, and not as an asset. In order for your shop to maximize its success, it is critical to network between fellow graphic providers and installers, and make as many contacts as possible throughout the industry. You never know where your next job will come from, and many graphic providers and install- ers will recommend peers for particular installation types, or ask for assistance on a large-scale project. You may even meet your future employer or employee through your efforts. No matter your location or specialty, networking can only improve the future of your business. Social Media and Online Presence— In the age of online marketing, analyt- ics and social media metrics, having a consistent and effective digital presence has never been more important. It's not enough to just have a website, and a Facebook or Twitter account, you need to be actively updating each platform with interesting new projects and con- Vehicle advertising has been proven to be one of the most successful and affordable forms of marketing.

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