That’s a Wrap September/October 2023October 13th, 2023 by Nathan Hobbs
Analyzing the Addition of Vinyl Wraps as a Service
By Chris Collier
Window film is a perfectly profitable segment, but is there even more financial success to be had? Vinyl wraps represent a valuable secondary revenue stream— and there are various ways to use the versatile product.
“You’re seeing a merger,” says Cory Athanasuleas, who oversees the film department at Alabama’s Classic Car Motoring. “We used to have film companies and detailing companies. Now they’re becoming one and the same. It’s a great transition. If you have a grasp of interior films, all films translate, from flat glass to paint protection film (PPF). Window tinters are methodical. They understand the damage that can be caused from improper installation techniques.”
Athanasuleas says installers will need a lot of practice before transitioning into vinyl, though.
“You need a heck of a lot of practicing before you put a blade on the car. That’s where the damage happens initially— it’s irreversible. You’ve got to be careful.”
He says it’s crucial to ensure that customers have proper expectations going into a vinyl wrap installation. “Vinyl is great in the sense that you can do creative things with it. I was a graphic designer before I was an installer. There are great projects—from a tie-die van wrap to wall wraps. You can get creative in this world.”
Increased Consumer Awareness
“We do a lot of commercial wraps and fleet graphics. We run our own printer,” says Barrett Langford, owner of Moody Blue Designs Inc. in Greer, S.C. Langford says consumer awareness and product evolutions have advanced the segment forward.
“People don’t realize that, everywhere they look, there’s a vinyl wrap around them,” he says. “You’re driving down the interstate and you got trucks, trailers, boats and buses … We’ve always [grown by] word of mouth and social media. My truck is my business card. Everywhere I go, people see my work. I’m always getting questions about it at the gas station. That’s marketing right there.”
Is it worthwhile for window tinting businesses to add vinyl wraps into their product mix? Langford thinks so.
“As a window tinter, you have a plethora of customers that you can call on,” he says. “Put a bug in their ear and, all of the sudden, they’re telling their friends. Boom—you’ve got some wrap business there. It may not drum up overnight, but it will come.”
Langford sees vinyl wraps as an opportunity to upsell services.
Entering the Wrap Game
Shreveport, La.’s, Luxe Auto Concepts is the creator of Luxe LightWrap—a translucent tinting wrap vinyl specially created for use on taillights, headlights, marker lights and chrome. Owner John Schurman has a unique background that has facilitated his success in the wrap game.
“My background is in the 3D animation movie space,” Schurman says. “I bring a lot of those software’s and techniques into my wrap prints.”
Schurman says Luxe LightWrap is an optimal add-on service for window tinting companies.
“Typically, window tinters keep cars for a couple of hours at most,” he says. “Unlike a car wrapper, who keeps them for days at a time. LightWrap installs dry. It will usually only take 30 minutes to an hour per set of lights. Window tinters have a lot of options when it comes to vinyl, whether it be chrome deletes or headlight/taillight tinting. The skill set is not too different—it’s not the same, but if you can learn to tint a window, you can learn how to wrap.”
Jeremiah Bienko, owner/operator of SickWrap in Tampa, Fla., is the newest blogger for the Focus on PPF/CC e-newsletter. He recently blogged about the importance of standing your ground and setting vinyl wrap standards.
“Make sure that you’re selling something that’s equivalent to the price as well. Understand that you should not compete with the guy who’s selling the $1,500 wrap with the no-name vinyl or the $2,000 guy with no experience.
You need to set yourself apart and offer an actual service. Educating yourself and discussing this with your clients is crucial. You need to present yourself in a way that is extremely professional. You need to look over the car. You need to ask specific questions, and you need to understand that you’re also selling some form of entertainment, not just a product. Wraps can be compared to buying a $5,000 suit or dress. If I buy a $5,000 tuxedo today, I know the service will match the amount of money and the product or the customization that I will get. If you’re not presenting yourself
to your clients in that manner, then you may have a hard time presenting high-dollar wraps.
Vinyl wraps are the fastest growing section of our industry and one of the jobs most-attempted by DIY’ers. Creating a standard in your town or your immediate area so that you’re not one of those people will happen by holding your ground on your pricing.
“I don’t need to discuss the specifics or techniques of the wrap or whether there’s going to be a bubble in the wrap or not. We immediately move the conversation to having fun. Creating an experience, finding out what their favorite color is and asking if they’ve ever had a vinyl wrap. Get them very excited—they will freak out when they see the car because they’ve
picked one of the coolest colors in the book. Share that the car will look absolutely insane.
These are crucial things to do with the customer they would see happen any place you’re spending that type of money. If someone’s going to spend $5,000, $10,000 or $20,000 with you for a wrap … you better make sure that you’re creating an experience for them that equals that amount.” Visit http://bit.ly/440mVQC for a free PPFMag newsletter subscription.
Chris Collier is the former editor for Window Film magazine.
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