Digital Output - March 2008 - (Page 25)

Profitable sign shops share vehicle wrapping experiences. by Melissa Tetreault A dding a new service to your sign shop is overwhelming. Questions such as—“What is the demand?” “Will we be good at it?” and more Growing with Knowledge importantly, “Is it profitable?” all need to be addressed. Expanding your current business or starting your own is not something to be taken lightly. Many experienced shops add vehicle wraps to their service list and dedicate much of their time and team to learning the ins and outs of wrap workflow. Sign shops contemplating vehicle wraps should consider hiring professional installers to help produce output. If that isn’t in the budget, many training classes are offered by media and printer manufacturers across the country. Voegele’s seven-man team took a class at FELLERS, Inc. headquarters in Tulsa, OK. The training class started with the basics and ended with advanced installation techniques. Both in the classroom and hands on, the class is taught by several experienced FELLERS employees. In spring 2007, Schiltz participated in MACtac’s Application Nation, held at his distributor’s headquarters, All Square Computer Technologies, in Greenville, NC. Schiltz took the class before attempting to wrap any customer’s vehicle with MACtac IMAGin Bubble Free vinyl on his own. For two days he learned important wrapping techniques with help from industry professional Rob Ivers. Besides learning tips from Ivers, Schlitz also gained handson experience. Even after classes and educating himself, Schiltz found that contracting installers was more profitable than running around the country to service all of his customers. He set up a dealer program. For example, if a customer in WI calls and is concerned about installing one of Schiltz’ designs, Schiltz contacts his dealer in WI, who comes in and wraps the car and receives an installation fee. This method helps Schiltz avoid staying confined to one region and allows him to spread his services across the country. Getting the Word Out Humble Beginnings More often than not, those interested in vehicle wraps have experience with cars. What they may not have is experience wrapping them. Rod Voegele, CEO, GatorWraps, started his Las Vegas, NV-based business with no previous wrap experience. With a background in customer service and marketing, Voegele’s car-related experience involved custom paint jobs. Realizing the potential of vehicle wraps, but lacking the knowledge of how to run a sign shop, raised initial concerns. “However, I quickly learned that vehicle wrapping is just like any other business,” he admits. “People want great service and vehicle wraps are about marketing, whether it is marketing your personality through personalizing your vehicle or marketing your company to potential customers.” Now, 95 percent of GatorWraps’ business consists of vehicle wraps. Jimmy Schiltz, owner, Dirtwrap by Jimmy’s Custom Decals, is a mechanical engineer by trade, but became involved with cut vinyl graphics because of a love for racing. Schiltz’ niche, as evident from the business name, is wrapping dirt racing cars. After working as an engineer for ten years, Schiltz applied for a job at a local university in 2006. While waiting for the job offer, he decided to purchase a Roland VersaCAMM SP-540V just for fun. Fun became a career. “Once I bought the printer I became fully immersed in it, I just didn’t have time to get a job,” says Schiltz. His Hickory, NC shop, which is a 200-square-foot room above his garage, went from relative obscurity to servicing over 150 customers in 17 states in one year. When consumers see a wrapped vehicle drive by, the product advertised may not be the only thing that intrigues them. Vehicle wraps function as moving advertisements for the customer and the sign shop. Originally, GatorWraps’ sales derived from potential clients spotting wrapped vehicles in AZ, CA, and Southern NV. Eventually, offers flowed in thanks to word of mouth and referrals. These successes trickled down into their other services, including trade show graphics, signs, and banners. 2007 could be described as a marketing year for Schiltz. With his customers scattered throughout the country, or as he refers to them, “king pins,” offers www.digitaloutput.net March 2008 Digital Output 25 http://www.digitaloutput.net

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Digital Output - March 2008

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