Retail Observer

RETAILOBSERVER.COM OCTOBER 2017 62 I n a recent article, I talked about the basics of wrapping your vehicles. I discussed some rules to follow, as well as dos and don'ts for a great design. Now you're ready to pull the trigger. So, how do you know the company you are hiring is a good shop? It seems that wrap companies are popping up everywhere. Are they going to apply a cheap product that will start cracking, peeling or fading within a year, or will it be a superior product that will last 3 to 5 years? Wraps are not all created equal! Ask these key questions when interviewing your wrap company. 1. Who owns the wrap design? Design is considered intellectual property. Purchasing the design copyrights will give you the right to use the design in any future marketing campaigns and won't obligate you to use the same source in case you wish to purchase it from another company. Shy away from a company that will not allow you to own your design. 2. What is the experience of your installers? Are they certified? Installing wraps is an art. It is a real skill that takes years to perfect. There is no shortcut to the hours of installation that a great installer has under their belt. Experience, detail, and talent are key factors. Installers that are experienced not only makes the wrap look great, but will also guarantee it to last longer. They will also make sure the design is level with the vehicle. 3. Do You Use Top Brand Name Vinyl? All wrap material is not created alike. You want to ask if the company you are working with uses brand name vinyl (high quality) or off brand label vinyl (low quality). Large brand names like 3M and Avery Dennison invest in developing top of the line products, testing those products, and guaranteeing their performance. 4. Do you laminate your print? Laminating is critically important for digitally printed vehicle wraps. It will have to fend off strong winds, ice, rain, and extreme heat. Therefore, the prints must have protection. Film lamination will cost more but will also give strong protection to your wrap, conform better over curves, and when it's time to remove the vinyl, film lamination will make this task a snap. 5. What kind of ink do you use? Ink is probably the most overlooked (yet important) ingredient in the printing process. The most durable ink for wraps is a solvent base. Good quality ink produces a wider color gamut, vivid colors, and resistance to fading. Printing equipment manufacturers supply their own labeled ink and warranty them up to 3 years without lamination, up to 5 years with lamination. Use of off brand ink may save you some money on your wrap; however, this will void the manufacturer's vinyl and lamination warranty, leaving you at the mercy of the vendor if the wrap fades or fails. 6. What is the printer's print resolution? Ask your wrap company to see print outputs. Printing your wrap in a lower resolution means less ink deposit and costs less in return. Vehicle wraps may not necessarily require a high-resolution output (your visual impression will occur from a distance), high resolution print reflects nicer color at a distance and provides extra color that will not fade as fast. 7. What prep work is done to the vehicle before applying the wrap? All handles, mirrors, badging and any other obstacles should be removed to guarantee a clean finish. The entire vehicle should be wiped down with a 90% isopropyl alcohol to remove any waxes or oils. The use of an adhesion promoter should be used in challenging contoured areas, door edges, hatches and hoods. This will prevent peeling and bubbling. 8. How much will it cost? Full wraps can cost from $1,500 to $4,000. When you are pricing out the same design and materials the prices should be similar between companies. If not, ask why the disparity? You are paying by the square foot and the same quality of materials. Asking these questions will help you to pick a GREAT wrap company that can provide the long- lasting quality product you are looking for. S E R V I C E D E P A R T M E N T WRAPPING YOUR SERVICE FLEET: PART 2 Thomas J. Kissane — Chief Brand Officer Tiger Mechanical Services and United Servicers Board Member tigertom@tigermechanical.net tigermechanical.net RO

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