Big Picture - March 2017 - 19

available for a face-to-face meeting. First impressions are
everything, and aside from a wrap shop's ability to provide
amazing customer service or showcase their online portfolio
via their website, I believe the core of gaining new work is
contingent on what graphic opportunities they can - and will
- offer to a new client looking for vinyl wrap services.
BROADEN YOUR SCOPE
Whether it's pricing, mobility, location, or salesmanship, there
are numerous factors put into play when attracting new
customers or clients. I remember reading about the "ins and
outs" and the "how-tos" of the graphics industry when I first
started my wrap business. Those articles by industry experts
were very helpful and inspiring when it came down to the basic
fundamentals of the graphics world. But no matter how
in-depth these articles may have been, they were only partially
relatable, because what they wrote did not exactly match what I
experienced starting out in this business. Every wrap or sign
shop is essentially different from the next. Thinking outside the
box on how to market yourself in your respective industry or
geographic location, upgrading your workspace to accommodate new wrap services, and expanding your team out in the
field or in the office are just some key factors that should be of
considerable importance when running your business.
Now, I've never been one to chase after trends in the wrap
community, but you cannot ignore the amount of eye-catching
and ingenious designs of the custom wraps on the market
today. I recall an Instagram exchange I had with Frank
Fellers, industry wrap supplier, when I posted a snippet of a
clip from the reality show "Keeping Up with the Kardashians."
Reality star Scott Disick made a recommendation to Kris
Jenner, who was clueless about vinyl wraps, to consider it as
an option for her new ride. Upon viewing the clip, Fellers
shared, "It's taken a long time for 'wrap' terminology to
become mainstream. ..." I believe Fellers' statement to be
absolutely true. Wraps are becoming more popular and
prevalent thanks to an increase of automotive rallies, car
clubs, television commercials where picture and lead cars
take center stage, and acceptance that it's an absolute
alternative to paint. Basic color changes are another prime
example of what is considered the norm today as more and
more car wraps hit the road. It's harder to distinguish a wrap
from a painted unit when the installer has perfected his craft
with a seamless approach. The next evolution in the custom
wrap market is infusing a design element into your project as
colors, textures, or finishes are mixed and matched to create a
one-of-a-kind or customized look. Let's not forget digitally
printed films and their blank canvases that will eventually
encapsulate a wrapper's intricate designs.

As certain markets become saturated due to an increase of
graphic companies popping up in the same region, the deal
breaker with acquiring that new account may come down to
just pricing or a special rapport with the potential client. I think
it's vital that wrap shop owners consider diversifying their
services in order to stay competitive. Aside from custom wraps,
many shops are expanding to cover other lucrative, installation-

I remember reading about the 'ins and
outs' and the 'how-tos' of the graphics
industry when I first started my wrap
business. Those articles by industry experts
were very helpful and inspiring when it came
down to the basic fundamentals of the
graphics world. But no matter how in-depth
these articles may have been, they were only
partially relatable, because what they wrote
did not exactly match what I experienced
starting out in this business.
Some of these new avenues of business have been around for a
long time, while others are fairly new and have gained much
attention in the last few years. Whatever the case, those
services are opportunities that can possibly increase a
company's revenue or act as filler work during a lull on the
company's job board. Being certified in any of those areas
would legitimize your shop in the eyes of that customer, thus
solidifying your status as a trusted expert in your field.
It's worth mentioning that your portfolio is a key introduction to your business, and a selection of your work should be
prominently featured on your website and social media
platforms to promote your services. Showcasing the different
types of installations you've finished will display to your future
clients what you're capable of accomplishing for them. Think
about the design, content, and image selection, and aim for
originality with your posts.
And, always keep your business's reputation in mind; that
next big referral could be right around the corner. This was
evident when we successfully completed a huge job for Rihanna
within budget and on time. Graciously, this led to referrals with
new clients and upcoming work for the likes of Brian Wilson,
Ariana Grande, and Metallica - not to mention a high-profile
stint with Lady Gaga for her recent Super Bowl appearance.
As the industry changes and trends are recycled and
revamped, you really have to take the extra time to embrace
those changes. When your company goes to great lengths to
earn a new customer, it will help shift the direction of your
business. Always remember that as you focus on building a
strong relationship with that new client and their reps, you are
working toward ensuring their satisfaction and potentially
gaining repeat business.

BIGPICTURE.NET

STAND OUT

related services that include design work, corporate fleet
conversions, retail, PPF, and architectural film. This makes for a
more appealing one-stop shop where the customer will likely
feel more comfortable that you are versatile in what you do - as
long as the quality is present and within industry standards.

http://www.BIGPICTURE.NET

Table of Contents for the Digital Edition of Big Picture - March 2017