His brother, and owner of the N. Carrollton location, Tyler Crum had this to say about his younger sibling’s newest challenge:

“Preston has always been very good at anything he’s decided to pursue; he can be very passionate. I’m very excited about him taking over this key role in our shop because I know he’ll excel at it, and it’s vital to both our short-term growth and our long-term financial health.  He’s money-motivated. If there’s a dollar on the floor you’d better not be standing between the two of ‘em! “

Preston is especially happy to see the addition of vehicle graphics to the menu of offerings at this location.

“Vehicle graphics is another way we can help our clientele promote their businesses; it’s cutting edge marketing. It’s been around for 10 years or so but it’s really just starting to pick up steam. Adding this product to our offerings gives our clients not only another extremely cost-effective way to promote their businesses but lets them do it with a vendor-partner they’re already comfortable dealing with. That’s one less vendor!  I’m looking forward to introducing this really cool service to all of our clients.”

Preston will be working with our existing clientele as well as targeting small businesses with their small fleets. He can be reached through the main number at 972-820-9963 or on his cell at 214-500-5050. Give him a call and ask him how he can generate more traffic for your business.

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1. What should a good car wrap cost?
2. What makes a good vehicle wrap design?
3. What does the car wrap process look like?
4. How long can your wrap be expected to last?
5. Is there a guarantee?

What should a good car wrap cost?

A good rule of thumb is $10-$12 per square foot.  This range will vary upwards if the complexity of the install requires more time, and may trend downward if the install is fast and easy.  Beware those practitioners that are offering turn-key wraps at $7 a foot. You can be assured that they know better the true value of their work!

What makes a good vehicle wrap design?

Whether you’re vehicle is promoting your HVAC business or your weekend rock band, the design guideline should be, “simplicity”.  Designing a wrap is no different than designing a billboard. The busy ones with micro-type, multiple messages, fonts and contact channels simply aren’t as effective as those with a singular message that can be read in a quick glance.  In an exposure that lasts only a second or two, your message had better be easy to read, obvious in its’ message, and easy to remember.

What does the car wrap process look like?

1-2-3. First, the design. We’ll do it for you, you can do it and we’ll tweak it for production output, or we can do it together. Then, the finished artwork is output on a vinyl substrate produced specifically for vehicle wraps. Once it’s been approved, the finished output is laminated to make it waterproof, protect against scratches and extend the life of the wrap. Finally, the material is installed on your vehicle. A lot of time, elbow-grease and heat are needed to complete the process successfully.

How long can your wrap be expected to last?

ASSUMPTIONS:

• The installation process was done properly.
• You hand-wash it exclusively, and with the recommended soaps.
• You don’t routinely leave your car parked in the brutal (fill in your state) sun.

You can expect your wrap to last from 3-5 years. The better care you give it, the closer to the 5-year target you’ll get!

Is there a guarantee?

Wraps are difficult to guarantee because it’s difficult to tell what kind of care a wrap has received. Nevertheless, manufacturers of car wrap vinyl do generally provide a guarantee (length varies by manufacturer) on the portions of the vehicle that will not be exposed to direct sunlight. In addition to the manufacturers’ guarantee, the retailer of your vehicle wrap may provide additional guarantees over and above that provided by the manufacturer.

Now you’re ready to get your car wrapped! Give us a call and we’ll walk you through the process. 972-820-9963

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So for this discussion we need to assume that you know how much it’s costing you to obtain a new account (total ad spend and sales costs/# of new accounts attributable to that spend). Let’s also give you credit for knowing what the average profit your average new account will yield; the account value.

Now all that’s left to do is plug in your variable numbers into the equation. You spend $5000 (a high number for our example) on a car wrap that lasts 5 years. You realize one new account per month so that yields 60 new accounts over the life of the wrap. This calculation won’t yield an overall cost per account, but it will give us a cost per new account attributable to your car wrap. Divide $5000 by 60 new accounts and each of those accounts cost you $83.34.

If that number is lower than your overall cost per new account then car wraps is a good spend for your ad funds and you should continue. If not, then you need to re-evaluate your spend.

The profit value of your new accounts obtained from your vehicle wrap will take a bit longer to determine. Once sufficient time has passed and you can determine the profitability of those wrap generated accounts then simply compare that value to your overall account value. If it’s more than your overall average, keep wrapping! If it’s less then you should re-evaluate your strategy.

You see how this works? It eliminates all the guessing and “gut-feeling” from the evaluations. And it’ll show you that the accounts you garner from your vehicle wrap will be more highly profitable, at a lower acquisition cost than your benchmark numbers. I’ll betcha a dollar.

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So it would seem that some form of permanent or long-term media through which we can promote our business is going to be a preferred media. Refrigerator magnets are a good example. No one throws those things away unless they lose their magnetic grip. They, and their message, are good for years.

Posters are yet another example. Depending on their subject matter, and the length of the message’s relevancy a good poster can deliver its’ message for a good long while.

What about car wraps? With a good installation a properly executed vehicle wrap can last 3-5 years depending upon how well you take care of it and the severity of the weather you leave it exposed to. That media will be viewed daily by an audience of hundreds, to many thousands of people. You’ve wanted a hands-off, inexpensive, long-term way to remind the people in your business sphere that you’re here, well now you have it.

And the cost? You can count on a good car wrap to cost between $2000 and $5000 dollars depending on a lot of variables. For the sake of being conservative in our claims, let’s call the cost of this wrap $5000. That wrap will last 5 years, or 1825 days, with proper care. Divide $5000 by 1825 days and you’ll arrive at your cost per day calculation of $2.74. That’s the approximate cost to send out an email blast ever day to touch only a fraction of the number of people your car wrap will. Now we’d like to know your cost per impression—how much does it cost for someone to see your vehicle wrap’s message.

Assuming you drive to work with everyone else, park conspicuously by a well traveled road and/or drive about town for several hours each day, you’re off to a good start. Follow that with the evening trip back to your crib with everyone else in the evening and it’s a safe claim to say that you’ve probably exceeded 10,000 views in a single day. $2.74 divided by 10,000 views is $.000274 per view. Rounding up that’s only three ten-thousandths of a cent per view. The only thing that might rival your car wrap for number of views is a billboard and even though their total number of exposures is far greater, they’re going to be a lot harder on your cash-flow since they’ll cost you $1200 and up each and every month. And your vehicle wrap will be far cooler than a billboard anyway!

So think “car wrap”. There are a number of ways to finance one and it’s a long-term, cost-effective use of your advertising funds. A good vehicle wrap may be just what your business needs to break through to the next level.

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Advertising is about telling the right message to the right people the right number of times. That’s three different variables in that equation. The wrong message to the right people the right number of times won’t produce much, if anything. That’s why it’s absolutely critical that you work with a wraps company that understands marketing, messaging, and design layout. What you don’t want for your business is a graphic artist who’s working on his/her next, really cool-looking, industry contest entry. Ask to see some of their work. It should be clean, uncluttered with secondary, and tertiary, confusing messages. It should have a maximum of 2 different fonts. It should be colorful but not require a trip to your optometrist after viewing. The contact info and service provided should be foremost in the viewers understanding of the design.

The right people is the second part of the formula. This is a bit harder to control since you can’t really know exactly where and when your perfect business prospect will be driving. Nevertheless, there are a couple of things that you can do to maximize your effect from this variable. You can design for that targeted person. CEO’s think differently than purchasing agents do so write copy, taglines, jingles, etc with their world-view in mind. “Save 10% on the purchase of #2 pencils!” is not something the CEO is interested in, but your purchasing agent would be all over that. “Increase Your Market Share By 10%” would attract the attention of your C-Level prospect and likely bore your purchasing agent to tears. You have no direct control over who views your vehicle wrap but you do have control over the message they read and the connection that’s made when you do realize exposure to the right person.

Once you have the first two variables in the vehicle wrap equation nailed down then the right number of exposures is critical to continued success. Hide your wrapped vehicle in the garage and the outcome is obvious. Drive to work on the busiest streets you can find and you’ll be seen by the highest number of people. Drive a different route each day and expose your business message to different crowds. Park your wrap by a busy thoroughfare so it can be working for you while you’re not cruising the highways.

Finally, people buy when they’re ready to buy, not when you’re ready for them to buy. They don’t want it until they decide they want it so timing is everything. You simply have to be there when the moment strikes them so you’re the one they call. How will you know what day is the right day to be in front of your prospect? You won’t, so you have to be there, crossing paths with them often in the real world so when the time is right, you’re the right one. Luck is preparation coupled with opportunity. You make your own luck and the sooner you craft a good message, get your vehicle wrapped, drive it in the busiest places, and park it where it’ll be seen, the luckier you’ll get.

Craft the right message, for your target audience, and expose them to it repeatedly until they’re ready and you have the formula for success.

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