Issue link: https://nbm.uberflip.com/i/1451370
2 0 2 2 • WRAPS • 43 G R A PH I C S - PR O.C O M 3) Third-party intervention. At times, the design process is stifled when the customer has a vision that sim- ply can't be executed. Our design- ers will regularly pick the brains of our installation team to get their opinions on "installability" of their design concepts. Experienced wrap designers understand the limitations of carrying a 2D design into the 3D world, the hard part is getting our customers to see it that way. This can often place a designer and customer into an adversarial relationship. In this situation, we may bring another team member in to advise on the cre- ative direction. As the customer may not be inclined to listen to the initial design pro, they may think different when offered a perspective from a fresh face. Sometimes, all it takes is a short phone call to get our customer and designer back on the same page. 4) Focus groups. Not to say that a small shop must deploy corporate level marketing strategies, but any- one can round up some folks for an opinion. Business owners often get lost in a sea of operations and respon- sibilities. They know their internal processes so well, yet they are blind to the way in which their business is seen by prospects. They can also lose touch with the needs and wants of their target audience. Everyone is the master of selling to themselves. Targeting an ideal audience can be an entirely different approach. A small email group of qualied customers can be all it takes for quality advice, and to refocus on the needs of your target market. "Have you shown the layout to any of your best custom- ers?" is a useful line that can provoke some consideration on second opin- ions. In the end, the prospect's reac- tion is what counts. We are fortunate that most of our cli- ents come to us for our expertise. With this, comes trust in our abilities. That trust often allows us to take the wheel on delivering effective advertising graphics. In the end, if your customer looks good, you look good. It's a win-win that allows all parties to sleep well at night. 3M COMMERCIAL SOLUTIONS www.3m.com/3M/en_US/commercial-solutions-us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 AVERY DENNISON GRAPHICS graphics.averydennison.com . . . . . . . . . 9, IBC CANON SOLUTIONS AMERICA www.csa.canon.com . . . . . . . . . . . . . . . . . . . 7 DIGITAL EFX WRAPS www.digitalefxwraps.com. . . . . . . . . . . . . . . 19 FELLERS INC www.fellers.com . . . . . . . . . . . . . . . . . . . . FCG GRAPHIC FINISHING PARTNERS www.gfpartnersllc.com . . . . . . . . . . . . . . . . . . 23 GRAPHICS PRO EXPO graphics-pro-expo.com . . . . . . . . . . . . . . RA LEISTER TECHNOLOGIES www.leister.com . . . . . . . . . . . . . . . . . . . . . 13 LIDCO PRODUCTS www.lidcoproducts.com. . . . . . . . . . . . . . . . 15 MIMAKI USA www.mimakiusa.com. . . . . . . . . . . . . . . . . . 11 MUTOH AMERICA INC www.mutoh.com . . . . . . . . . . . . . . . . . . . IFC-1 SCHOOL OF WRAP www.schoolofwrap.com . . . . . . . . . . . . . . . . 17 SIGNS365.COM www.signs365.com . . . . . . . . . . . . . . . . . . . BC THE WRAP INSTITUTE www.wrapinstitute.com . . . . . . . . . . . . . . . . . 5 WRAPSCON graphics-pro-expo.com/wrapscon. . . . . 58-63 ADVERTISER INDEX