The Power of the Wrap
The following article was originally published by Wide-format Impressions. To read more of their content, subscribe to their newsletter, Wide-Format Impressions.
Tuesday morning, before the 2017 SGIA Expo floor officially opened, Gold Sponsor OKI Data (Booth 2233) offered a breakfast session that explored the vehicle wrap landscape, presented by Troy Downey of APE Wraps.
Although vehicle wraps are approximately 15 years old, Downey explained, it has only been in the past six to seven years that companies have started to invest money in the technology and to educate the end user on the benefits of embracing the application. Wraps can be powerful if done correctly, he emphasized.
“Use the power of the vehicle to convey your message,” Downey said. “Don’t underestimate the power of the vehicle wrap.”
As much of an impact that wraps can have in conveying a message or advertising a brand, there are some keys to ensuring business success.
For example, it’s important to remember that cheaper is not better, Downey stressed. In order for a wrap to do its job and attract attention, it needs to be done well.
“When it comes to a vehicle wrap,” he said, “you will regret taking the low road.”
Beyond providing quality materials and installation, Downey expressed the need to educate the customer. Many times the customer will “misunderstand the abilities of a vinyl shop/converter,” he said.
“The consumer thinks that whatever they’re seeing in their mind’s eye can easily be designed and converted, simply by the stroke of a few keys,” he added.
While it’s crucial to educate the customer, it’s equally important to have in-house the skills to install the materials, as well as to use the correct materials. Air-egress technology paired with Low Initial Tack (LTI) adhesives can deliver “spectacular” results, Downey said.
“Those two attributes have paved the way for how we do business today,” he noted.
Downey explored the advantages of OKI’s line of ColorPainter entry level and high-volume wide-format printers, as well as the necessity to work with raster imaging and vector imaging software and vehicle templates to provide an accurate mockup.
He concluded the breakfast presentation with tips and tricks for the preparation, installation and removal of vehicle wraps.
