Signs of the Times - April 2014 - (Page 20)
V in y l A pp s
By Sergio DeSoto
Avoiding Landmines
Sergio summarizes many shops' common mistakes.
P
eople unfamiliar with the
vehicle-wrap market might think
designing, producing and installing
a wrap is as simple as uploading
customer-supplied graphics into
Adobe® software, pushing a few
buttons on a printer, collecting the
output, slapping it on, cutting off
the excess and bam, you're done.
Well, for some in the industry,
unfortunately, it is that simple: the
lowball, bottom-feeder shops that
promise cheap jobs, and make good
on their word - and give those of
us serious about our work a bad
name. Murphy's Law applies to
vehicle-wrap shops as much, if not
more, than any other profession. If
you don't consistently monitor every
phase of your wrap processes, anything that can go wrong, will.
Sales and estimating
The vehicle-wrap sales process is
quite simple, really: Identify companies that use vehicles as part of
their job - building contractors,
plumbers, etc. - and market your
services to them. Keep in touch
with existing customers to see if
opportunities exist to wrap a larger
fleet. Consider how many work
vans or box trucks are still decorated
with deteriorating or sloppy, handcut vinyl. Each one represents an
opportunity; jot down whatever
contact information you can still
read on the vehicle, and follow up.
Sales should be separated from
design functions. Often, a salesperson will delve into the details
of a wrap's content or purpose, but
not understand the design and production steps needed to make a wrap
effective.
For instance, he may promise
to fulfill the client's wish for a textheavy design that will create poor
legibility. Disconnects like this
create confusion and delay approvals. A salesperson should enhance
the project by providing an accurate
This food truck plies its trade in the Minneapolis
area during spring and summer, and offers such
fare as crab cakes Benedict and bread pudding
French toast. The owner hired Creative Color
(Burnsville, MN) to create a visual wake-up that
matches its cuisine. Creative Color co-owner
Brent Luther designed the wrap with Adobe
Illustrator and Photoshop software, and printed
it on a Mimaki JV33 solvent-ink machine with 3M
Controltac IJ180Cv3-10 air-release vinyl, and
installers Blaine Erickson, Steve Herrig and Kyle
Willemssen applied it with 3M Gold and Wrap
Guys squeegees, and Milwaukee Tool heat guns.
20 SIGNS OF THE TIMES April 2014
Sergio DeSoto
developed The Bad
Wrap vehicle-wrap
template, has served
as a wrap-shop consultant, and currently
owns The Dezynery,
a Phoenix-based,
wholesale, vehiclewrap provider.
quote and promptly collecting such
assets as logos, vehicle photos and
proper measurements for the creative
team, which allows them to move
efficiently. Also, a salesperson should
manage expectations from the
beginning about turnaround time,
the approval process and ROI.
Estimating is complex; it should
represent more than just a vehicle's
square footage as it appears on a
screen or sheet of paper. Unless
you're wrapping the rear of a box
truck, the vehicle wrap's square
footage will often vary by several
feet. Account for mistakes in your
estimates; build into the cost the
chance that you'll have to eat a
panel or two, while taking the time
to ensure a quality finished product.
Many shops estimate by simply
multiplying the cost of goods sold.
It sounds easy, but don't do it. You
have overhead, insurance, payroll
and other expenses. Even if your
competitor sells on a simple formula,
Table of Contents for the Digital Edition of Signs of the Times - April 2014
Signs of the Times - April 2014
Columns & Departments
Features
ST Update
Technology Update
ISA Sign Expo 2014 – Making the most of it
Vinyl Apps
Strictly Electric
LED Update
Software Update
Technology Review: Roland’s SOLJET Pro 4 XF-640 printer
Technology Review: EFI’s VUTEk GS2000/3250 digital-hybrid printers
Sign Museum News
New Products
The 2014 Intl. Sign Contest
2nd Annual Readers’ Choice Award
For the Record
ISA Expo Adds SEGD Component
Surprising Evidence about Neon’s History
Editorially speaking
Advertising index
Signs of the Times - April 2014
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