In 2003 when we first started Digital EFX Wraps the goal was to create eye-catching vehicle wraps that would generate business for our clients and allow us to take signage to another level. We were tired of our mostly banner sign business and it became boring to us at times. No more complaints of a wind storm tearing down banners, 4 'x 4' sign posts getting knocked over, and sub contracting work out that we had no control over. To be honest, we started Digital EFX Wraps to get away from the sign business.
After six years of vehicle wraps, partial wraps, and any vehicle that required lettering or graphics we finally hit the dreaded recession. By 2009 our business had definitely slowed down—full wraps turned into partial wraps or door lettering, and our closing rate on sales dropped dramatically. We realized that we had no control over the economy but we also realized that we had other services to offer that our clients may not be aware of.
Branding Opportunity
At the time one of our largest clients was a local car dealership, and we had wrapped over 20 cars for them—everything from partial wraps to full wraps, and even vehicle magnets. We had just designed and installed an eye catching box truck wrap for them that was used for parts delivery and other services. A week had gone by and I was driving past the dealership when I noticed 10 full-color banners and a showroom window wrap that had our artwork on it. I instantly became upset. Not because our artwork was utilized but because we could have produced and sold all of the graphics I was viewing as I drove by.
I called the general manager from the main dealership whom I had become good friends with and asked if I could quote him on future banners and window graphics. He replied with enthusiasm and wondered why we didn't offer those services to him in the first place. From that day on I sat down with my sales staff and went over all the options and services that we could offer to our existing (and future) wrap clients. Its hard to sell services that your clients don't know you offer.
Branding Beyond the Vehicle
Branding is very important and there are many opportunities to do so beyond vehicle advertising. I soon found that implementing our other services has actually helped the daily sales of vehicle wraps to increase.
Now when we develop a client's design and vehicle wrap artwork, we always offer to take it to other mediums to help them brand themselves. When our clients know that we can wrap their vehicles, boats, walls, floors, storefront, labels, paint masks, glass graphics, and paint protection, it gives us a leg up over our competition.
We have also found that sometimes a client may only contact us for a wall wrap. Once completed they will call back for a vehicle wrap or large project that we might not have had the opportunity to quote or let alone produce. I'm big on not being the jack of all trades and the master of none. With that said if our printer can produce other graphics that we can install with precision consistently, then why not?
Case in Point
Last year we had a customer walk through our doors called Peerless Distillery. Being based in Louisville, Kentucky we are surrounded by all the major bourbon companies and distilleries. Horse racing and bourbon are big business in the state of Kentucky. Initially they were interested in getting a boat wrapped to promote their Lucky Moonshine brand at nearby lakes and public parks.
When we had our first client meeting I also showed them all the other services that we offered. It's very important to have samples and actual work to show your clients when they are in your facility. They were able to walk around to see and feel all the wall wraps in our shop. Having floor graphics and window lettering examples in the shop to show them allowed them to see how things can look and to choose from different design styles and versions. We also showed them full and partial wraps that were being installed during the sales presentation.
Our first project was a boat wrap that branded the Lucky Moonshine beverage. Walking them through our design and installation process allowed us to prove our skills and quality to our new client. During that time Peerless Distillery was building a new facility in downtown Louisville. Once their beautiful distillery was completed we came down to install etch glass film and graphics throughout out the building. They also give daily tours to promote and brand their product and image.
One Good Branding Deserves Another
After the main graphics were installed at Peerless we came back to install floor graphics. The owner wanted to use an antique label that they used when they first got into business. A lot of history is with this company and family. Walking into the facility for the first time you can see a beautiful hand-crafted copper still while standing on an image of a bottle label that was blown up, printed, and laminated with a matte texture floor laminate .
After completing the first four projects we moved on to printed large decals and custom-cut vinyl graphics that they hand out to potential customers during shows and concerts. We also just completed a cool golf cart that it used to promote their distillery on the waterfront in downtown Louisville. Our next project is to wrap two more trucks that brand the Peerless label and products. It's pretty cool and rewarding when your client utilizes all of your services. Ten years ago we would have wrapped their boat and moved on to our next client without even mentioning any of the other services that we offer (I still kick myself for this).
Better Return on Investment
Some of your clients might get more of a return on their investment with wall wraps or store front wraps than vehicle advertising. Vehicle wraps are still one of the most effective forms of advertising. I tell our customers all the time that they should brand whenever they have the opportunity. When a potential client drives by our customer's storefront and sees an eye-catching wall mural or store window graphics it leaves a lasting impression. If that same potential client then sees a vehicle wrap that mimics or conveys the same message as the storefront it really brands their business.
Try It, You'll Like It
If you haven't already I highly suggest sitting down with your staff to find out what services you could offer that are not currently offering. The design and wrap installation skills you already posses can be used in new and interesting ways for your clients' branding campaigns.
Create pricing schedules, create samples, and promotional flyers that you can hand out (or email) along with your vehicle wrap quotes. This allows your potential client to see first hand the other services your company offers. Just like your vehicle wrap media, colors, and film for color-change swatches, you can create test prints on window perf for storefront wraps, wall wrap film for interior applications, floor film with slip-free laminate, and any other form of media or services that you can offer.
No Fear
A fair number of our clients like to get all of their advertising products from one shop. While we can't offer every form of advertising available, we strive to produce anything that our company can produce that is effective and creates branding opportunities. Don't be afraid to up-sell or extend other services to your clients. The easiest sale is going back to your existing vehicle-wrap clientele to let them know what you have added to your services. It's another reason to reconnect with your old clients.