Sign & Digital Graphics

2015 WRAPS

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24 I WRAPS I 2015 Serving the Wealthy Having your vehicle wrap company located in a high-income area will allow you to bid and produce specialty wraps using color-change films or other specialty films. We have found that in certain areas around L.A., Miami and other major cities, high-end cars seem to be more available; and wealthy clients will require their Bentley or Ferrari to be wrapped in a matte black or some of the other fantastic colors that are available. Once you create a niche pricing strategy, and you know what your competition produces and charges, you will know how to price yourself to remain profitable. These types of wraps require even more attention to detail, along with dismantling of parts to achieve a high- end wrap. These are also the types of clients who—if they like your work—will spread the word through there spheres of influence. Keeping a strong marketing campaign that hits your target audience should help you gain and retain your existing clientele. Climate Factors Here in Louisville, Kentucky, we have hot and humid summers along with cold, bitter winters. Our sales tend to drop during the colder months. I think the weather plays a big part in a client's decision as to when to invest in vehicle wraps and mobile advertising. When it's 10 degrees outside and snow is covering the ground, most of our clients are not thinking about wrapping new vehicles. The busiest times for us are in spring and summer. To help offset our slower months we give our best customers a decent discount to encourage them to wrap some vehicles during the winter months. This will allow you to reward some of your great clients and also help you pay the bills and to stay profitable during your slow times. When you have one or two slow months it can really dig a financial hole in your cash flow and overhead. If your company is located in warmer climes you should be able to maintain a full workload throughout the year. If your company is located in a colder area this may put a damper on the amount of work you can maintain throughout the year. Regardless of temperature or location, pricing should reflect you, your company, the quality of the work you produce and allow you to be profitable so you can be there for your clients in the future. Clients Remember Quality As you move forward with your wrap business, keep tabs on your competition, price yourself to be profitable, and always educate your customers as to the relationship between quality and price. About a month ago we had a new client who came in to pick up his vehicle wrap. He had taken his time to choose the company he felt comfortable with. He told me after paying his invoice that quality is remembered long after the price is forgotten. I don't think the quote was his, but still, it was one of the best compliments we have ever received. To me, having a satisfied customer is one of the most rewarding things to see and hear. Having a client who can see and appreciate high quality and realize that they did get what they paid for is the icing on the cake! At the end of the day your pricing should reflect you, your company, the quality of the work you produce and it should allow you to be profitable. If your company is located in a colder area this may put a damper on the amount of work you can maintain throughout the year. The area or location of your business can play a big part in how you structure your pricing. B u S i n e S S & S a l e S

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