WrapFam Unleashed - November 2024

Editorial November 2024

6/ Liner Notes

28 / Shop Profile

James “Ruggs” Kochevar warns of the pitfalls of professional jealousy in this month’s editorial.

Russell Voigt takes us behind the scenes of his successful operation.

Don’t Be Bitter, Be Better

8/ The Wrap Business Don’t Let Assumptions Kill Your Company

FlipSide Story

32 / The Shop

Building a Reputation That Speaks for Itself

Matt Richart warns of the inherent dangers of assuming.

Industry trendsetter, Tyler Dunn, offers words of wisdom in setting up your company for success.

12 / The Clear View

36 / The Centerfold

Matthew Wolynski proves a company that trains together stays together.

Houdin Wraps owner Gary Guiterrez shows off his benchmark purchase.

Strength in Numbers

14 / Design Studio

To The Beat of My Own Drum Ryan Sandoval shares his story and the making of Glarb Design.

23 / Featured Podcast Series WrapOn Podcast

Scott Decker sits down with Michael Montemurro from Atlantic Wraps.

24/ Pro Tip

5 Things to Do in Q4

Industry disruptor Brent Knott gives helpful hints to grow your wrap shop in the New Year.

p14

The Dream Machine

42 / Unpopular on Purpose How to Lose Customers and Alienate Installers

Jonathan Belkus-Blair offers a masterclass in mismanagement.

p28

45 / Featured Video Series Branded NOT Blanded

Dan Antonelli shares how KickCharge transformed the look of Hall’s Heating & Air.

46 / Feature

A New Coat for Old Warbirds Gary Householder of Fried Color shares this aviation makeover.

p68

Editorial

Ad Index

52 / Windows, Walls & Floors (WWF)

Blade Cage……………………… 61

November 2024

Beyond Windows Walls & Floors

78/ In the News

A Look at What’s Happening in the Market

Matt Fergurson explores the value of collaboration in the graphics industry.

Bringing you the latest news.

56 / W.O.W. Member Profile

Product Showcase

Leading the Way in Wraps

Jen Carney highlights fellow female wrapper Kristin Lanzarone and her journey in the market..

62 / Featured Wraps Gallery

Budget Inks……………………… 79 Contra Vision………………… 79

79/ Products

Digital EFX…………………………11

Bringing you the industry’s latest innovations.

Full Circle Wraps Training……77

81 / WrapToons

The Wrap’s Markets Dedicated Toon!

Dallas Fowler’s unique perspective and artistic gift to the wrap world.

General Formulation……… 79 MagStrapz……………………… 51

A visual showcase of inspiration.

School of Wrap……………… 77

68 / Feature

Wensco……………………………… 7

WrapFest Wrap Up

The U.K.’s premier wrap event takes over the legendary Silverstone Circuit.

WWWRAP……………………… 31 Wrap Edu………………………… 77

74 / Tips & Tricks (TNT)

Wrap Glove……………………… BC

Building a Buzz for Your Business

Industry marketing expert, Lisa Humrich, shares simple tips to grow your following..

77/ Trainers Spotlight Trainer Profiles

A look at who’s ready to train you for success!

4 l WrapFam Unleashed l November 2024

Wrap Institute…………………… 5

- On the Cover -

Gary Guiterrez’s prize Lamborghini graces the November cover. With a badass Glarb design, this sick beast is featured in this month’s Centerfold starting on Page 36.

Wrap Nation……………………… 2

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November 2024

Liner

Notes

Don’t Be Bitter, Be Better

P

rofessional jealousy is a bitch. No two ways about it. It is one of the hardest

things to overcome. We all have egos and a skill set we feel pretty good about, so it

VOL. 1 ISSUE 11 www.thewrapfam.com Publisher, Editor-in-Chief James “Ruggs” Kochevar ruggs@thewrapfam.com Art Director, Graphic Design Leslie Kochevar leslie@northstargraphicspromo.com

stings when a friend or competitor one-

Contributors

ups us. You think, why them? Why not me?

Dan Antonelli

But, those aren’t the questions you should be asking.

Sure, doing a little soul-searching might help. How do I stack up? When was my last certification training class?

How do I get what’s coming to me? Conversely, one might otherwise wonder what could I learn from those I envy.

There’s no shortage of folks willing to share their success

Jonathan Belkus-Blair Jen Carney Scott Decker Tyler Dunn Dallas Fowler

stories. What did they do differently, and what mindsets helped

Matthew Ferguson

them break through? The beauty of the wraps market is how

Gary Guiterrez

open people are to help. Not just flying across the country to

Gary Householder

lend a hand, but open their playbooks to help you run a better business. I’m talking true WrapFam spirit. Guys like Tyler Dunn and Jim Miller welcome people into their facilities to spend

Lisa Humrich Brent Knott

time, hone their craft and learn new and better ways to run

Kristin Lanzarone

their business. Justin Pate puts training online for everyone

Katie May

to see. The installation keys to the kingdom, if you will.

Matt Richart

These aren’t just tutorials—they’re insights into what separates the good from the great. When you absorb these lessons, you’re not just learning skills; you’re elevating your own game to the next level. In fact, every writer in our magazine is offering you a chance to better yourself, if you’ll open your

Ryan Sandoval Brooke Speight Russell Voigt Matthew Wolynski

mind to learn from others. Take that knowledge, absorb it, adapt to it, make it your own and go get what’s yours.

Cheers!

-Ruggs

6 l WrapFam Unleashed l November 2024

@WrapFamUnleashed WrapFam Unleashed is a registered DBA of North Star Graphics & Promotions. Reproduction in part or in full without written permission from the publisher is prohibited. WrapFam Unleashed is published in the U.S. Contents copyright 2024, WrapFam Unleashed. ©

BW LOGO

COLOR LOGO

WE WANT TO FEATURE YOU! REVERSE LOGO

• Design Studio

• Featured Wraps

• Tips & Tricks (TNT)

• Failed

• Giving Back

• Windows, Walls

• Featured Shop

• The Centerfold

& Floors (WWF)

It's easy - Simply submit your projects on our website. www.thewrapfam.com/submit-content

November 2024 l WrapFam Unleashed l 7

The Wrap Biz

Don’t let Assumptions Kill your Company

By Matt Richart uring the past three years, my

began to make things a little easier. What was the

partner and I have been

frustrating part for me was taking the time to make

drinking from a fire

these changes and then at times, they would go

hydrant. This is a good

back to the old ways. The wrong way. I had some

thing. When you decide

weeks where I felt as if we were taking one step

it’s time to change the

forward and two steps back. I can still remember

way you do business,

having great team meetings where everyone was

how you communicate,

engaged, hyped up for the week's work ahead,

and how to re-engineer

communicating with transparency, and the overall

all your processes it can be very challenging. From

vibe in our shop was at 100%. Then a few days later it was if that meeting and feelings never

the very first day of hiring a business coach, it has

happened. We would have some rookie mistakes

changed the game for us completely. Once you

along with tasks not being completed, install failures

realize what got you here won't get you there sets

that shouldn’t have occurred, job quotes not being

in it completely changed the game for Dallas and

produced properly, and gaps in communication

myself. We have been working daily on how to

that were head-scratchers. It’s also very frustrating

re-align our company by modifying our pricing,

when you spend good money to be coached,

procedures, culture, vision, mission, protocols,

trained, and lead to being a more professional

touch time, and how we market our company

company which is still our ultimate goal. When you

correctly. While all of this is very challenging it

train across the country and teach classes on how

is very exciting. Especially when you see these

to sell, market, manage your team, manage your

goals get completed and working properly it sets

company, and communicate in the sales world while

the tone on how you will conquer each task.

having these same issues become overwhelming

It took some time to realize that just because

at times. I would ask myself sometimes “If you talk

you changed your culture today doesn’t mean it

the talk, you better be prepared to walk the walk”.

could change again a year down the road. Just

After the first year of being coached, we

because we set up new installation procedures

learned so much about who we really were and

doesn’t mean that they could change or be modified

what we really are about as individuals and most

as well. My point is that once we realized we

importantly business owners. The best part about

needed to be content with constant change it

growing as a business owner and as a leader is

8 l WrapFam Unleashed l November 2024

the identification of your strengths. The other important part is identifying your weaknesses.

This is when I had a blinding flash of the obvious.

This wasn’t taught in our coaching or anything that I had read. The word and issue that popped into my head was Assumptions. Our entire team, including myself, were all assuming a lot of things.

We had a large installation job that had issues with the installation along with parts not being re-installed properly and post-heating problems.

When we started to reverse engineer the job and why we had issues assumptions came into play. One installer assumed the sections were post-heated properly. Our lead Install manager assumed the door handles were installed back properly. The sales team assumed the vehicle had passed quality control and the customer was clear to pick up the vehicle. A few weeks later we had a new client we were working with, and the updated estimate was not emailed on time as promised. Because of this failure, we lost this potential client and future work with them. After reverse engineering this issue with our sales team, we identified that three of us assumed it was sent and assumed a followup had occurred. That was not the case and once again we let assumptions try to kill our company.

The other eye-opening situation was I assumed as a leader that one of our team members was happy and enjoyed being there. After sitting down with our team, we realized that they were not happy and to be honest they had become a cancer to our company. I had assumed everything was great and that our entire team was working in harmony. This is when Dallas and I sat down and realized that we were letting assumptions kill our company. We also

identified that these assumptions became an issue when we were extremely busy with deadlines and pressure from a busy workload. Regardless, this was an unacceptable excuse that fell below the line.

What we finally realized is that you can’t assume anything. Assumptions were stunting our growth and had become its own type of cancer in our organization. I have said this before, and I will continue to say that while this is common sense it doesn’t become common sense until it becomes common practice. This is when we implemented the Don’t Assume Anything rule. Assumptions can be easily rooted out by communicating properly. The other hard pill to swallow was realizing that being lazy engaged assumptions. I truly believe when you start to become lazy you start to assume things.

It’s human nature to act this way at times. We all November 2024 l WrapFam Unleashed l 9

The Wrap Biz

prepared for any issues that may arise. I also think that asking tough questions or questions that may seem uncomfortable, it can clear the air from any assumptions. I think it’s a great business practice to underpromise and over-deliver. This way our client has no assumptions as well and understands our timeline, pricing structure, abides by our procedures and has a great overall experience with Digital EFX Wraps. When your client or your team member says “ I thought” then you immediately know that assumptions had been made. I also want to hammer home the point of don’t assume everyone around you is doing ok. Make sure you ask people around you how they are doing. Ask your team if they have any stress or issues at home that you might be able to help with. If you see someone online struggling or sense some negativity reach out and just say hello.

Don’t assume that everyone around you is doing well. I think this was the first step of working on have confidence in each other here at Digital EFX

my assumptions that became the easiest. Change

Wraps along with respecting our entire team and

is hard for everyone. Quick change is very difficult

their identity as an individual. But if we continued

to achieve. Slow change is easier to overcome

to assume everything was taken care of we would

and more attainable in my opinion. So take each

be in big trouble. This also can hinder your growth

situation as a stepping stone on how to be present,

along with the overall morale of your company.

communicate properly, ask tough questions, be

When we finally decided to not let assumptions kill our company we were dedicated to

honest with yourself, and trust your team.

If you can start to avoid assumptions in your

identifying those trigger points. All our processes

business and personal life you will start to see

were re-engineered again to ensure we could not

everything grow around you. Including yourself!

assume anything. The more questions we ask of each other and our clients we can eliminate assumptions. Having constant meetings about our workload, scheduling, artwork, and other facets of our business allows us to answer any questions we may have. Also, identifying issues that may come up in the future allows us to be 10 l WrapFam Unleashed l November 2024

Matt Richart Matt@digitalefxwraps.com Co-Owner/CFO, Digital EFX Wraps LLC. Instructor, Inside The Wrap Shop

The Clear View

Strength in Numbers An Inside Look at Private PPF Training at Designer Wraps

By Matthew Wolynski ou know you walked into

piqued some shop's interest in dabbling in a

one of the greatest shops

similar craft. Both use precise cutting but, are

on the East Coast when

completely different being that PPF is a wet install.

the signage starts in the

Starting with a beginner class Sean’s

parking lot. Sean, the owner

team of five, two of them being pretty green to

of Designer Wraps brought

wrapping in general did a really great job. Initially,

me through the entire 14,000

we all worked on solutions and understanding

sq ft facility. Almost every wall

the differences between tack and slip.

was wrapped and even their

We began with a Nissan Altima they were

forklift had a beautiful print on it.

able to complete the hood, fenders and mirrors.

Coming into a print shop

This was a pretty easy task with 5 people. For our

to teach PPF was a pretty

next challenge, we plotted out some film extending

interesting feeling. It seems that the PPF market

all the edges to explore the benefits of pre-cut

has been growing at exponential rates. This has

hybrid installs. This allows to cover more of the panel but still use the pre-cut aspect for specific edges.

Working on both a Ford Raptor and a Ford F250 Super Duty Sean made sure his team was thrown some challenges to overcome.

By breaking up into teams of two, we had a chance to tackle different tasks and challenges. During this time we would bring the group together for key learning points so that everyone can learn together.

As the day progressed

12 l WrapFam Unleashed l November 2024

we were able to finish the F250’s full front

Lastly, sales and customer service should have

end including mirrors with one team. The next

processes and procedures set in place to avoid

team was able to tackle the whole front end of

issues. The sales team needs to know how to pitch

the Ford Raptor; three doors all bulk installs,

this product and sell it to clients you already have.

and some precut trunk pieces. With the help

The experience at Designer Wraps

of John, another student, we were able to

highlighted the unique skills required for PPF

finish the front bumper in a pre-cut panel.

installations compared to traditional wraps.

After all was said and done we learned

Each team member worked to understand the

together as a team. Two of our students plotted,

specific techniques needed for a wet install, from

weeded, and labeled the rest of the panels.

mastering the tack-and-slip process to learning the

During that time the other team put the finishing

importance of precise edge coverage. This training

touches on the vehicle. The Raptor was ready

emphasized how specialized PPF application

for Monday to complete the installation.

is, preparing the team to confidently meet the

Working as a team is necessary when you want

growing demand for high-quality PPF services.

to increase production to create volume within a shop. Clear communication within the front and back of the shop with appropriate timelines to

Matthew Wolynski Owner, Tallest Wrapper Alive

allow the material to dry is a necessity to succeed.

Quality control needs to be completed before the customer is called for an update on their vehicle.

November 2024 l WrapFam Unleashed l 13

Design Studio

14 l WrapFam Unleashed l November 2024

@glarb.design

MY Own Drum

By Ryan Sandoval when I was two. Two years after that, my family

I

to do, I decided to go try out for the Florida

moved to Saudi Arabia and then Dubai which

State drumline and made it… sweet… but now

was where I lived most of my younger life before

what? Being more of a creative type, I enrolled

moving to Florida. For the last 25 years, I have been

in some design classes but was convinced it was

living and designing out of Fort Lauderdale, FL.

a dead-end path. I explored a few other majors

was born in Phoenix, AZ but moved to Puerto Rico

After high school, unsure of what I wanted

November 2024 l WrapFam Unleashed l 15

Design Studio

16 l WrapFam Unleashed l November 2024

but couldn’t shake my creative drive. I went

designer’s project and was told it was approved

all-in, joining the fine arts program at FSU.

and needed to be sent to print. Come to find out

However, in 2005, digital design was

there was an updated file that was mislabeled and

relatively new so my curriculum consisted of figure

the design I sent, which was printed and installed,

drawing, color theory, and sculpturing rather

was not correct. It was a massive loss for the

than photoshopping. Which, in hindsight, was

company and once my boss saw that the updated

great because it taught me the fundamentals of

file (although mislabeled and wrongly categorized)

being an artist but there was more opportunity

was in the client’s folder, the responsibility fell on

in digital design than becoming the next Picasso.

me. I wanted to continue designing wraps so I called

So I did what every self-motivated student did…

local shops to see if they were hiring but had zero

Dual-enrolled

success so I

at YouTube

changed my

University

tactic. Instead

with a major

of calling to be

in Photoshop

hired, I called

Tutorials. The

and asked

rest, as they

if they had

say is history.

projects waiting

After

to be designed.

graduation,

At first, people

my best friend

were hesitant

was a GM at

but I told

a small sign shop and asked

The Hooters Mercedes Diecast Wrap

if I wanted

them if they gave me a chance, I would

to apply. I was hired as an entry-level designer

handle everything from start to finish and

and would only be given small signs, banners, and

provide them with ready-to-print files. Once

other painfully boring jobs until I proved myself.

that happened, more projects quickly followed.

At the time, the company was new to wraps. We

I continued to call on shops, local and out-of-

wouldn’t get a lot of jobs but when we did, I jumped

state, ask for opportunities and little by little

at the chance to design it. I was fascinated with

became a ghost artist for a few shops.

the technical process - figuring out the best way

My biggest contract was with Skinz

to measure, building the templates, designing,

Wraps which dominated the wrap world back

paneling, and then seeing it installed - I was hooked!

then. This is where I met Burl Cole who was based out of Florida but managed California,

How I Became Glarb After working there for almost 3 years, I ended up getting fired by the best friend who hired me.

Long story short, I was asked to work on another

New York, and Dallas. Every design job that came from those territories was handed to me to template, design, panel, and send to print.

Business was great but I had to discipline myself November 2024 l WrapFam Unleashed l 17

Design Studio

to stay organized and design efficiently because

as someone for storefronts or lots of squares, etc.

I was handling up to 15 projects at once. It was

When it comes to my business offerings,

overwhelming but a fantastic learning experience.

As far as art or design, I can’t claim anyone

I primarily advertise for design services, but we handle it all in-house. Color change, tint, PPF, paint

as a mentor but in business, it would definitely be

correction, ceramic coating, boat wraps, building,

my dad. Watching him start from almost nothing to

etc. Like I said, I have a solid crew of friends in this

becoming a successful entrepreneur was so inspiring

industry and if I can bring them in on a job, I will! I

for me. He taught me so much about starting a

really enjoy working with Avery MP1105 and their

business and what to expect but also being able to

DOL overlaminate for the price, the color it holds,

witness how he would manage people and navigate

and the ease of install. Also lack of glue lines!

through difficult obstacles showed me so much. I know there was so much more that I could have learned from him but unfortunately, he lost his battle to pancreatic cancer 2 years ago so I try to hold on to all that I’ve learned from him as much as possible.

My Current Business

I also don’t really advertise much at all. It’s been on my to-do list but I get the majority of my jobs from FB and IG. Locally, it’s all word of mouth.

I’m on Google but I don’t have a website so it is a little difficult to get a hold of me… which I like.

As far as protocol, I don’t really have a solid one. With design, I really try to get my

My business officially started in 2013. I do not

own measurements when I can to make sure

have any full-time employees but I work with a ton

everything is sized properly. A lot of what I do

of contractors. I feel like I’ve gathered a solid crew

is sent out so I need to make sure everything is

of installers who I can pull from depending on the

dialed in on my end to avoid issues or reprints. I

job. I know who to call for the color changes or the

also include a detailed installation guide making

commercial wraps and a different guy for the high-

sure the process is explained as much as possible.

end custom prints or more technical installs as well

For color changes and other in-shop wraps,

18 l WrapFam Unleashed l November 2024

I give the normal year warranty with a follow-

time and money advertising that job. When they

up quality check a few weeks after the vehicle

attach your name to a project, they run the risk

leaves. I stand behind my work. If there is a

of a potential client reaching out to you directly.

clear error on my end, I’ll always make it right.

It’s VERY important for us to maintain our client’s

Work priority is tough. Obviously I try to

trust in the process, especially when we’re given

maintain a first-come-first-serve workflow but some

direct access to their clients. Any discussion outside

projects take longer than others due to revision

of design is always directed back to our client.

counts and complexities of the design. If there is a

I would prefer 100% to do print and install

hard deadline, that project will take priority and if

n my own, if at all possible, because nothing

a project lingers longer than anticipated, I always

is worse than seeing mismatched transitions

make sure to communicate that with the client.

(especially when you know they should line up). I

Though I’m not officially wrap certified by any

spend a lot of time ensuring the design is properly

brand, getting a cert from a major manufacturer has

aligned and try to convey that importance to

always been on my radar. I’ll just say, someday…

other installers. Mocking up all the panels on the car is mandatory to see how the design needs to

Client Relationships When it comes to designing for other

lay and where adjustments need to be made.

As a designer, you are quoting your time. My

firms and who gets the credit, that is always

principle is to make sure you surpass the client's

discussed during the initial brief, especially if

expectations making them feel their money was

there is continuous work. Some companies love

well spent. If you quote high, don’t cut corners

to collaborate but others prefer to maintain credit

or copy/paste images to get the job done faster.

for their brand, which is totally understandable.

Spend that extra time on the details and try to

As a contract artist, you have to respect the fact

incorporate some sort of Easter egg for your client

you’re being hired by a company that spends

to show that you went the extra step for them.

November 2024 l WrapFam Unleashed l 19

Design Studio

20 l WrapFam Unleashed l November 2024

I recently got my first printer, an HP

Picking and Choosing There are some jobs I try to stay away from.

I have to keep my workload a minimum to make sure I don’t get bogged down with a bunch of small projects. I usually turn down partial wraps and am very picky when it comes to logo design.

I also try to stay away from anything political.

Years ago I was asked to design a 52’ trailer.

At the time I really needed the money and didn’t fully understand the design concept until I received the deposit and all the imagery/verbiage. I started realizing I might

Latex 800W. We’ve had some ups and downs because I was learning on the go but we’ve eventually come to terms. My laminator and I, however, still have a love-hate relationship.

I do outsource prints when I need to. My go-to is WePrintWraps but I’ll also use Alwan. I also have a couple of local printers I use depending on the job.

Design Environment My work environment - Think of it as a “rusty sanctuary”,

be designing for

complete with

some sort of cult

vintage car

leader who swore

memorabilia, oil

he was the next

cans, and die-cast

Messiah from

models. Staying

South America

creative all the

and was planning

time is not easy

a tour. I never saw

so I need to

anything or heard about it after so I’m not sure

surround myself The Artemis wrap with lightup panels.

what happened.

My Rig I work on a 2017 iMac Pro 27-inch with the Vega 64 graphics card and RAM maxed out to 256GB with dual monitors. I also screen mirror my iPad through Astro-Pad, which allows me to use it as a tablet when I need to hand draw any elements. I can also seamlessly switch over to Procreate or Adobe Fresca if I want to draw on the go and send it to my computer. Everything I do is mainly done in Photoshop but will also use Illustrator when vector elements are required.

I design all four sides at once and everything is at 100% scale with 120 dpi. One design could

with things I love, creating

a “rusty sanctuary" that I can spend all day in.

I’m constantly looking for inspiration and save everything anything that catches my eye to a folder.

Trends change and as a wrap designer, you never know what the next project request will be. Your style of design could limit you so versatility is key.

My stance on AI is open but it shouldn’t replace the artist. In my opinion, the quality is not great and still needs to be reworked and enhanced in order to be a main feature of a car wrap. I have used it several times to help conceptualize or create elements that I needed but always retouch the image to match the design. It’s like using a hammer versus a nail gun to hang a picture.

get to around 30 GB big when it’s done.

November 2024 l WrapFam Unleashed l 21

Design Studio how vinyl needs to be manipulated, it will change how you design transitions.

2. Be different. Push the envelope. Create something that has never been done before and don’t be a one-trick pony.

3. Understand your value as a designer and stick to it respectably. Don’t let people devalue your time just because they want a deal.

4. Always collect a deposit! It legitimizes the project and locks the client in making sure they don’t flake or show your concept to someone who will do it cheaper.

5. Also, when you collect a deposit, take the job seriously and finish it in a timely manner.

Don’t make them wait just because you don’t feel like working on their job.

Looking Ahead The next thing for Glarb is to finish building our website where you can buy wrap kits with our

Advice for Aspiring Designers The best advice I’ve been given is from my Dad who said “There is no point in doing anything unless you’re willing to be the best at it”. Because of that, I’m never satisfied and always challenge myself to be better. There isn’t a project I look back on and nitpick little details that can be improved the next time.

Always try new things, push yourself to be comfortable in different styles, and follow other artists that inspire you. Keep up with color trends and save eye-catching palettes to enhance your next composition.

Some advice I would give to a noob designer would be: 1. Learn how to wrap. When you understand 22 l WrapFam Unleashed l November 2024

designs. There will be a library of standard designs that can be purchased by the yard as well as tailormade designs that will fit certain models. Over the years, we have created hand-measured templates for a bunch of vehicles and want to release limited designs for the more popular models. It’s been a process but we should be releasing it soon. I would also love to start offering classes on the basics of vehicle wraps as well as more advanced classes where we can go over the entire process from measuring to creating the template to paneling, processing for print, printing, and then installing.

In five years I will most likely still be designing vehicle wraps unless AI takes over. My passion for this industry is still as strong as it was when I first started and don’t see myself doing anything else.

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November 2024 l WrapFam Unleashed l 23

Pro Tip

5 things to do in Q4 to Grow Your Wrap Shop in 2025

By Brent Knott he vehicle wrap industry, like many others, ebbs

should guide your strategy moving forward.

Look at your revenue trends throughout

and flows with market

the year. Did you notice a dip in certain

conditions, and 2024

months, especially around election time? That’s

was no exception. As an election

common in the vehicle wrap industry, where

year, the economy experienced

both personal and commercial wraps tend to

its usual uncertainty, impacting

see slowdowns during periods of economic

everything from consumer

uncertainty. For personal wraps, customers view

behavior to commercial spending.

them as luxury items and hold off on spending

But if you want to thrive in 2025,

until they feel more confident in the economy.

now is the time to take action.

On the commercial side, businesses often delay

Whether you’re new to the industry or a seasoned

investments in fleet wraps and other services while

veteran, the decisions you make in Q4 can set

they wait to see how the market will evolve.

the stage for massive success next year.

However, what I’ve learned from over

In this article, I’m going to share my 2025

a decade in this industry is that these slow

game plan for vehicle wrap shop owners. These

periods don’t last forever. People have poor

strategies are based on my experience of more than

impulse control. No matter how uncertain the

a decade in the business, and they include lessons

economy may seem, once things stabilize, they

I’ve learned from navigating previous election years,

want to spend money again just like we saw

economic downturns, and other market challenges.

during the COVID-19 pandemic in 2020. As

If you want to start 2025 off on the right foot, read

soon as people felt the freedom to spend, they

on to learn five critical steps you need to take to

did. That’s why it’s so important to understand

ensure your business is ready for what’s ahead.

your data and leverage it to create a plan that positions your business for success in 2025.

1. Leverage the Data from 2024 As we move toward 2025, the first thing you should do is take a deep dive into the data from

2. Don’t Wait Until January to Start Taking Action

2024. What worked? What didn’t? Too often,

Many business owners make the mistake

we rely on gut feelings when making business

of waiting until January to implement changes.

decisions, but your numbers don’t lie. This data

They treat New Year’s resolutions like a reset

24 l WrapFam Unleashed l November 2024

button, but in reality, your success in 2025 depends on the work you’re doing right now.

Data shows that your current situation is a direct result of the efforts you put in over the last three months. So, if you want to crush 2025, you need to start building momentum in Q4.

Don’t put off important tasks like planning your marketing strategy, refining your service offerings, or auditing your finances. Instead, start today by asking yourself a few key questions: • What did I like about how my business operated in 2024?

• What did I dislike, and what do I want to change?

• Did I meet my goals for the year, and if not, why?

By starting this reflection process now, you can identify the areas where your business can improve and begin making adjustments before the new year even starts. This will

have considered. For example, one time during a

give you a head start over competitors who

SWOT analysis at my shop, one of my employees

wait until January to kick things into gear.

pointed out that my habit of “band-aiding” problems at night was preventing the team from identifying

3. Conduct a SWOT Analysis with Your Team One of the most powerful tools you can use to plan for 2025 is a SWOT analysis evaluating your business's Strengths, Weaknesses, Opportunities, and Threats. This process helps you take a comprehensive look at where your business stands and where it can go.

The beauty of a SWOT analysis is that it’s not just something you do on your own. If you have a team, involve them in the process. They can offer insights and perspectives you might not

and solving root issues. It was a wake-up call that led to real improvements in our processes.

Your team might also see opportunities or threats that aren’t on your radar. It’s an opportunity for open communication that can ultimately strengthen the business.

When conducting a SWOT analysis, ask questions like: • What are we doing really well in the business?

• Where are we falling short?

• What opportunities are out there that we haven’t capitalized on?

• What threats could derail our success in 2025?

November 2024 l WrapFam Unleashed l 25

Pro Tip

Answering these questions with input

(myself included) spend so much time planning

from your team will give you a clearer picture

and perfecting their strategies that they never

of where your business stands and what

actually execute them. Don’t fall into that trap.

steps you need to take to move forward.

Imperfect action is better than no action at all.

If you want to crush 2025, you need to go all

4. Simplify Your Services One of the most significant changes I’ve made

in. Treat the year as if failure isn’t an option. Push forward with everything you’ve got, even if the plan

to my business in recent years is simplifying our

isn’t perfect. You’ll make adjustments along the

services. It’s easy to fall into the trap of offering

way, but what’s most important is that you start.

too many things, thinking that more options mean

As I often say, the biggest rewards are

more revenue. But in reality, spreading yourself too

on the other side of the dragon. Think of the

thin can hurt your business more than it helps.

obstacles you face as the dragon guarding the

In my vehicle wrap business, we cut out

treasure. If you can slay the dragon whether it’s

services that weren’t aligned with our core goals.

fear of failure, uncertainty about the economy,

For example, we stopped offering certain smaller

or internal business challenges the rewards

services like business card printing that were

will be waiting for you on the other side.

distracting us from our main revenue drivers.

By focusing on what we do best—vehicle wraps and fleet services we’ve been able to streamline

Final Thoughts 2025 is shaping up to be a year of immense

operations, reduce stress, and improve profitability.

opportunity for the vehicle wrap industry, but

If you find yourself overwhelmed by the

only for those who are prepared. By leveraging

number of services you’re offering, it might

your 2024 data, starting your preparation

be time to reevaluate. Look at your profit and

early, conducting a SWOT analysis, simplifying

loss statement. Are you stocking materials

your services, and taking massive action, you’ll

that aren’t generating enough revenue? Are

position your business for success. Remember,

you investing time in services that don’t bring

there’s no better time to start than right now.

in much profit? If so, consider cutting them or

Don’t wait for the new year, lay the foundation

outsourcing them to an affiliate partner. This will

today and watch your business thrive in 2025.

allow you to focus on what you do best and free up resources for more impactful initiatives.

5. Take Massive Action - Go All In. The final step to prepare for 2025 is simple: take action. Too often, business owners 26 l WrapFam Unleashed l November 2024

Brent Knott Owner, Torq

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(303) 219-0827 | advertise@thewrapfam.com November 2024 l WrapFam Unleashed l 27

ShopProfile

Flip Side Story

By Russell Voigt

I

flipsidegraphics

I began my journey in the graphics industry

business alive, often working 18–20-hour days. My

during college, working part-time in embroidery

commitment to FlipSide Graphics was unwavering,

and screen printing at FlipSide Graphics. I also

fueled by a strong desire to honor Flip’s legacy. To

had the opportunity to assist with vinyl for larger

stay competitive, I continually educated myself on

projects and use a 24" plotter. I enjoyed the work

industry trends, software, technological advances,

so much that I decided to leave school and take on

and more. I sought out mentorship and attended

a full-time role within the company. This decision

workshops to refine my skills. In 2004, I invested

not only shaped my career but also deepened my

in a printer, larger plotter, and laminator which

passion for the art of graphics. In 2003, following

allowed us to expand into digital services. As an

the tragic passing of company owner, Flip Merwin,

avid sport bike racer, I began wrapping sport bikes,

I purchased the business from his parents and

which enhanced my skills in handling complex

dedicated myself to learning everything I could

projects. I was excited to take on new challenges

about running a business and the graphics

and push the boundaries of what we could achieve.

industry. I was just 23 and determined to keep the

In continuing my commitment to growth, I obtained

28 l WrapFam Unleashed l November 2024

certifications from PDAA, 3M Preferred, Lowen Certified, and Avery, as well as becoming a founding member of the Masters of Branding. These credentials helped me secure more contract work, and the added workload allowed me to hire an additional installer. It felt rewarding to see the team grow and to know that we were delivering high-quality work. Today, we operate HP 800 and 560 printers and specialize in a variety of projects, including ambulance graphics, semitrailers, and city bus installations, producing and installing graphics from walls to windows and fleets throughout the Midwest and beyond. Running a graphics company has come with its challenges, from managing employees to overseeing operations. I currently have an accountant, office manager, a team of installers, and graphic designers on staff. Each member of our team plays a crucial role in our success, bringing unique talents and perspectives to the table. Having a dedicated office manager has been invaluable for customer relations, allowing me to focus on other responsibilities while ensuring clients always have someone to speak with. Customer service is a top priority at FlipSide November 2024 l WrapFam Unleashed l 29

ShopProfile

Graphics, and I strive to create a smooth workflow for my team, whether through efficient graphic layouts or the use of lifts to avoid cumbersome scaffolding when wrapping semi-trailers.

Our commitment to excellence sets us apart in the industry. I believe that fostering a positive work environment is essential for our team’s success and overall morale. Looking ahead, I aim to continue growing FlipSide Graphics by providing excellent service and high-quality products.

Having dedicated teams to each department is key for everything to operate smoothly. I remain committed to ongoing education for myself and our employees.

I still enjoy traveling to other shops to help when needed, as I always come back with at least one thing that I can use in my business. It’s inspiring to learn from others and apply those insights to our operations. I plan to expand our screen printing and apparel division in the coming year as well, to further diversify our offerings. With this expansion, I hope to reach new markets and provide even more creative solutions to our clients.

30 l WrapFam Unleashed l November 2024

November 2024 l WrapFam Unleashed l 31

The Shop

Building a Reputation That Speaks for Itself

By Tyler Dunn eputation is the bedrock of

If you can't find a job because “You need

any successful business. In the

experience”, we are hiring, We’ll train you. Want

vehicle wrap industry, it’s the

to know how to actually increase your profits and

difference between a one-off

lower your quotes for your clients, how to actually

job and a client who has stuck

provide value, and incorporate systems to allow

with you for years. But here’s

you to scale, reach out anytime and I’ll help as

the thing: you can’t buy a good

much or as little as you need. No need to subscribe

reputation, and you certainly

or hire a ‘business coach’, give me a call, and let's

can’t fake it. A reputation

transform this industry for the better, together.

that truly speaks for itself

But let’s dive deeper into what it

is earned—through every

really takes to build a reputation that

interaction, every job, and every challenge you face along the way.

Let’s be honest: our industry is filled with a lot of noise. There are more shops, more "experts," and more voices than ever before. And while the competition might seem fierce, I believe that the real differentiator—the thing that will keep you thriving—is your reputation. The hard part isn’t just getting it, but building it the right way, so clients know without a doubt that they can count on you.

In my article last month (October 2024, page 12), I mentioned that I’ve always believed in transparency and being an open book. I’m here to share every bit of knowledge I’ve gained

can carry your business forward.

Trust: The Foundation of a Strong Reputation If there’s one thing I’ve learned in my years of running 360 Wraps, it’s that trust is the currency of business. Without trust, you have nothing. You can have the fanciest equipment, the most talented team, and the best marketing in the world, but if your clients don’t trust you, none of that matters.

So, how do you build trust? It’s not as complicated as you might think—it’s about consistency and honesty. Every interaction with

over the years. There’s no secret I’m keeping

your clients is an opportunity to either build

to myself. In fact, if you’re reading this and you

trust or break it. It’s about showing up when you

want to learn how to build a business with a

say you will, delivering what you promise, and

reputation that gets people talking, come by 360

owning up to mistakes when they happen.

Wraps anytime for a tour. Our doors are open, and we welcome anyone who wants to learn.

32 l WrapFam Unleashed l November 2024

I promise you, people notice the little things.

It’s easy to cut corners, use a cheaper film, or hide behind excuses when something goes wrong, but that’s not how you build trust. The shops that thrive long-term are the ones that take ownership— whether it’s a problem with the wrap itself, a missed deadline, or a miscommunication. Clients will forgive a mistake if you’re willing to make it right.

What they won’t forgive is dishonesty or excuses.

At 360 Wraps, we’ve made trust the cornerstone of our business. We don’t just talk about transparency—we live it. Whether it's pricing, timelines, or our process, we’re upfront with our clients from the start. We don’t upsell a bunch of services just to increase revenue. We believe in treating people fairly, and that’s built a level of trust that no amount of advertising could ever achieve.

Shortcuts Undermine Your Reputation One of the biggest mistakes I see in this

Ethics in business aren’t optional. You can’t

industry is when shops cut corners, thinking it

expect to build a thriving company if you’re

won’t matter in the long run. Maybe you skip a

not willing to do things the right way and do

step in the installation process to save time, or you charge a little extra for something the client didn’t necessarily need. It might seem harmless at the moment, you may have even really “sold” it to your client but I can guarantee you—clients notice, and they remember. It’s tempting to look for shortcuts when you’re trying to get ahead, but I’ll tell you right now: shortcuts are a one-way ticket to ruining your reputation. Clients may not always voice their concerns, but they talk. They tell their friends, their colleagues, and anyone who will listen about their experiences. And once your reputation starts to slip, it’s incredibly hard to recover.

right by everybody involved, every time.

The Importance of Taking Responsibility One of the hardest lessons I’ve learned is that taking responsibility—especially when things go wrong—is what separates a good shop from a great one. It's incredibly expensive. Just know, no one is perfect. Mistakes happen, timelines get delayed, and sometimes things just don’t go as planned. But how you respond to those challenges is what defines your business.

At 360 Wraps, we’ve had our share of problems over the years. We’ve had wraps that November 2024 l WrapFam Unleashed l 33

The Shop

didn’t turn out as expected, missed deadlines, and

itself. It’s built on how well you take care of the

installations that had to be redone. But instead

people who trust you with their vehicles.

of making excuses or shifting the blame, we own

I’ve always believed that if you take care of

it. We eat the cost, fix the issue and make sure

your clients, they’ll take care of you. That doesn’t

the client walks away happy because we kept the

always mean giving away services for free or

process easy. The time you spend figuring out

undercharging for your work. It means treating

what happened, how to file that warranty claim,

your clients like partners. It means listening to their

or proving the art copy was in fact approved

needs, delivering on your promises, and being there

by the client, you could have simply provided

for them when they need you. It means going the

a solution and gained a lifelong client. Instead,

extra mile, not because you have to, but because

you proved why somebody else is responsible

you truly do want to. It means being there to

for the cost and lost the repeat business.

answer the phone even though it's outside business

Clients don’t expect perfection, but they

hours, or straight to your cell vs shop phone.

do expect accountability. If you want to build a reputation that stands the test of time, you have to be willing to own your mistakes and make them right. That’s the hard part about reputation-building—it requires humility.

It requires putting your pride aside and focusing on what’s best for the client.

Relationships Over Transactions

The Long Game: Investing in Your Reputation Building a reputation takes time. It’s not something you can rush, and it’s certainly not something you can fake. Every decision you make, every interaction you have, every job you complete is an investment in your reputation. And like any investment, it takes time to see the returns. But

If I had to boil down the secret to our success

here’s the thing: when you build a reputation

at 360 Wraps, it would be this: we focus on building

based on trust, consistency, and relationships,

relationships, not transactions. It’s easy to fall

the returns are incredible. Clients start seeking

into the trap of chasing the next sale, especially

you out. You stop having to chase business

when you’re trying to grow your business. But

because your reputation does the work for you.

I’ve learned that the real value comes from longterm relationships with clients who trust you.

When you prioritize relationships over

But reputation is fragile. It can take years to build and only a moment to destroy. That’s why it’s so important to protect it. You can’t afford

revenue, something amazing happens—clients

to cut corners or take shortcuts, because one

become advocates for your business. They

bad client experience can undo years of hard

refer you to others, they come back again and

work. That’s why reputation-building has to be a

again, and they build your reputation for you.

part of your daily operations, not just something

That’s the kind of reputation that speaks for

you think about when things go wrong.

34 l WrapFam Unleashed l November 2024

Looking Ahead: Aligning Your Business Goals with Client Success In my next article, I'm going to dive deeper into one of the most important aspects of running a successful business— aligning your goals with your clients' success. Here’s the reality: your growth is directly tied to how well you serve your clients.

When they win, you win.

It’s that simple. Too many businesses focus on chasing

My goal is to see this industry grow—not

revenue without realizing that sustainable

just for us, but for everyone in it. And I’m here to

growth comes from prioritizing the success of

help however I can. Whether you want advice,

the people who trust you with their work. When

guidance, or just an honest conversation, I’m

you make your clients’ success your mission, your

available. What you’ll get from me is the real

reputation naturally follows, and your business

perspective of someone who’s in the trenches

will expand in ways you never imagined.

every day, truly scaling a vehicle wrap company—

Over the next few months, I’m going to walk

not a manufacturer, an installation teacher,

you through the steps we’ve taken at 360 Wraps

or a shop owner with a business coach side

to build a business that challenges traditional

hustle. Let’s raise the bar together and build

norms, focuses on reputation-building, and

businesses that not only thrive today but stand

puts client success at the heart of everything

the test of time. Together we're all a team.

we do. I’ll show you how collaboration with competitors, transparency with clients, and innovative strategies can lead to lasting success.

Tyler Dunn

Each month, I’ll introduce actionable changes

CEO, 360 Wraps, Inc.

you can implement right away that will help you bring down costs for your clients while increasing your margins and overall company valuation.

November 2024 l WrapFam Unleashed l 35

The

Centerfold

Dream The

Machine

36 l WrapFam Unleashed l November 2024

houdiniwraps

By Gary Gutierrez

T

his is my personal car - the very one

my shop. There was only one person I trusted to

I dreamed about as a kid. And for my

bring this ambitious concept to life - the design

birthday this year, I finally got to make

guru himself, Ryan Sandoval with Glarb Design.

that dream a reality. Of course, I had to make it truly

The process wasn't exactly easy, but Ryan's

my own by wrapping it up. Gotta represent, right?

creative genius and meticulous installation skills

I wanted something wild, something that

were more than up to the challenge. From the

would make people stop in their tracks to take

bumper to the roof, every inch of the vehicle had

a closer look. My vision incorporated bold

to be perfectly wrapped, ensuring a cohesive

bandana paisley patterns, a captivating blend

and visually striking final product. And the jams?

of calligraphy and graffiti-inspired elements, all

We used a UV printer to lay down a custom

woven together with the vibrant brand colors for

bandana pattern that really makes them pop.

November 2024 l WrapFam Unleashed l 37

The

Centerfold

38 l WrapFam Unleashed l November 2024

November 2024 l WrapFam Unleashed l 39

The

Centerfold

40 l WrapFam Unleashed l November 2024

Once the printing was finalized, the actual

vinyl, laminated with a matte finish, and coated in

installation took a full 4 days. Aligning everything

a sleek ceramic Onyx layer, this wild wrap stands

just right was the real head-scratcher, but with

out even among the craziest customs. And those

the help of my brother, we were able to pull it off.

UV-printed jams? They're the icing on the cake.

The end result is nothing short of an automotive

Ryan Sandoval at Glarb Designs handled

work of art - a Lamborghini transformed into

the design, while my partner used a latex printer

a rolling canvas that demands attention.

for the exterior and a UV printer for the jams.

I have to say, the car itself is the real showstopper. Printed on Avery Diamond white

Then it was all up to me and my brother to bring it to life through the installation process.

November 2024 l WrapFam Unleashed l 41

Unpopular on Purpose

How to Lose Customers and Alienate Installers A Masterclass in Mismanagement

By Johnathan Belkus-Blair ave you ever thought

talking about vinyl scraps, crusty food wrappers,

to yourself, “Business is

tools scattered everywhere, and jobs half-completed

going a little too well,

and abandoned. Is that a car mirror? Didn’t you

how can I burn it all to

lose that a few months ago? Oh, you found it

the ground?” Well, my

under the table? You’re living the dream. Make

friend, you’re not alone.

sure your customers feel like they’re wandering

But for those who lack the

into a hoarder’s garage, or a crime scene.

natural talent for complete

To really set the mood, crank up the music.

and utter self-sabotage,

Preferably something that rattles the windows.

fear not – even you can

Who needs quiet professionalism when you can

sink to the depths of

turn your shop into a high-decibel nightmare? Are

underachievement with a little guidance.

Lucky for you, I’m here to help. In this

customers trying to talk to you over the music?

Perfect. You’re not here to talk, you’re here to exist.

comprehensive guide, I’ll show you the exact steps to

Extra points if you permanently park your

alienate your contractors, drive away your customers,

non-functional shitbox in the corner and decorate

and make sure your shop never has to deal with

the floor with razor blades. And make sure that

that pesky thing called “repeat business” again.

your unhygienic staff, if you have any left, look

Who am I to teach you such dark arts? I’ve been perfecting the craft of ruining my own life for years. But in the twilight of my self-destruction, I’ve found the spirit of generosity. So, gather around as

defeated and confused, or like they’re reeling from last night’s impromptu mid-week staff party.

Oh yes, the chaos is real, you glorious trash panda.

I regale you with tales of failure and fortune, so you too can become a true master of mismanagement.

Step 1: Embrace A Chaotic Workspace Drop whatever you’re holding right now, step

Step 2: Skip the Prep and Blame the Customer for Their Ignorance Preparation is overrated. Why waste your precious time walking the customer through the

over it, and never go back. Now do that repeatedly

process when it was their idea in the first place? After

until you’re up to your elbows in fucking trash. I’m

all, this is an established trade and everyone knows

42 l WrapFam Unleashed l November 2024

that glue lines and stretch marks are a signature

Not to mention the labor-intensive exercise of

feature of car wrapping. If they didn’t know, that’s

crowing over your staff, hips splayed, as they

their problem. And if they did, just politely ask

work frantically to escape your warm, creepy

how many cars they’re wrapped in and move on.

breath. This is business excellence at its finest.

Ever wrapped a car with a failing clear

Oh, and don’t get lost in the irony that

coat? Me too. Except I made the rookie mistake

while you’re busy tearing down the competition,

of informing the customer about the risks in

you’re also trying to poach their staff, the very

advance. But I’ve learned from my mistake. In

same people you claimed are worthless, with

hindsight, I realized I didn’t need to explain my

promises that you neither have the intention

job or make reasonable suggestions about the

nor ability to fulfill. Sure, everybody hates

wrap’s longevity. Why risk scaring them off?

you, but that’s the price of greatness.

There’s money on the table, know your priorities.

And warranties? Care instructions? That’s just extra paperwork. Go bore somebody else.

They have Google, they’ll figure it out.

Step 3: Bag the Competition Instead of Improving Yourself Why bother with self-improvement when

Step 4: Prioritise Price Over Service - Rush Everything!

You should always measure your shop’s success by its activity, not its results. Forget about sustainable, high-margin clients who value professionalism, let’s fill the shop with rock-bottom near-cost commercial wraps and

you can just trash every other shop in town?

chrome deletes. Activity is king, after all. And if

Developing your skills takes effort, but slandering

you can’t get the work, why not undermine the

your competitors? That’s easy, and let’s face it,

market’s pricing so no one else can either?

the customer won’t know any better. The moment

You don’t have time to waste on creating

they walk in, you should be all over them with

a comfortable workspace, perfecting customer

negativity like a fly on shit. Tell them how your

service, or building long-term marketing strategies.

competition uses cheap materials and cuts corners,

You ought to be cramming your business card

or, if you really want to build rapport, sprinkle in

into random mailboxes and harassing every

some unsavory rumors about their private lives.

unfortunate walk-in with a hard sell. And while

This works even better when you are the

you’re creepily blocking their exit, remember to

full embodiment of these traits. When others use

acquiesce to your customer’s price expectations in

cheap materials and cut corners, it’s disgraceful.

ear’s distance of your already-demoralized staff.

But when you do it? That’s genius. Doesn’t anyone

As you rush through this, remember there’s no

know that you’re running a business here? Do

time to degas your prints - you didn’t budget for that

they have any idea how hard it is to juggle multiple

luxury. And don’t worry about properly dismantling

quotes from suppliers for the same 2-meter order?

the vehicle; the customer knows it’s "just a sticker," November 2024 l WrapFam Unleashed l 43

Unpopular on Purpose

costs so close you’re practically working for free.

Who has the luxury of service margins when you can barely afford rent and utilities? That’s the spice of life, and you should savor the thrill of living on the edge.

And don’t even think about downloading those readily available car sheets and service documents online. Why feed into this bloated bureaucratic nonsense? Once that car leaves, it’s their problem, not yours.

and a little paint showing isn’t the end of the world.

Quality surface cleaners? Too expensive. But I’m sure there’s an old tin of spirits in the back somewhere.

Speed is everything, and it takes courage to cut corners (literally). And when that wrap inevitably fails, just ghost the customer. If they leave a bad review, spit out some all-caps incoherent reply so everyone knows how little you care. That way, you can move on quickly to the next vict- uh, customer.

Step 5: Forget Aftercare - Once It’s Wrapped, It’s Not Your Problem Aftercare? Never heard of it. Once that car rolls out of your shop, your job is done. Don’t bother telling the customer how to care for their wrap. Why should they know that avoiding high-

Remember, You’re the Boss, So the Customer Must Be the Problem You’re so poorly misunderstood. These wage slaves just don’t get what it’s like to hustle day in and day out - 4 hours a day - just to enjoy the long weekend … every weekend. What do you get for your trouble? Your installers have moved on, your contractor has abandoned you, and your customers … well, what customers?

Oh, you think this is defeat? My friend, this is your magnum opus. Why blame yourself when you can blame the weather, your suppliers, or the customer whose paintwork you gouged with a boxcutter?

Didn’t they know Mercury is in retrograde?

After all, you didn’t come this far just to start taking responsibility now, did you?

pressure washes, parking in the sun, or using

My Wrap Game Logo [2024] - Final Version

abrasive cleaners can permanently blemish the

Jonathan Belkus-Blair

wrap? You don’t have time for amateurs.

Owner, My Wrap Game

Preferred Formats

Worried about that failing quarter panel?

Please. Your quote was so low it barely covered materials and labor, let alone service. You’re cutting 44 l WrapFam Unleashed l November 2024

Spruce

C: 90 M: 73 64 Y: 52 K: 56

Gold

C: 10 M: 29 Y: 63 K: 0

All Acceptable Formats

Incorrect Formats (etc.)

Featured Podcast Series

WATCH

NOW

Scott Decker is the founder of Wrap On Tools, a company dedicated to providing high-quality tools specifically designed for the vehicle wrap industry. With years of hands-on experience in the field, Scott understands the challenges faced by installers and has developed innovative solutions to make the wrapping process more efficient and precise.

Michael Montemurro (Atlantic Wraps) Michael Montemurro from Atlantic Wraps. Independent installer based in Indian Trail, NC, specializing in color change wraps, printed wraps, PPF and even pinstriping.

November 2024 l WrapFam Unleashed l 45

46 l WrapFam Unleashed l November 2024

A Vinyl Makeover at the Air Force Armament Museum

By Gary Householder, Fried Color

i

n the summer of 2019, the Air Force Armament Museum made history when its P-51 Mustang became the first

Air Force museum aircraft to receive a complete vinyl wrap.

This innovative approach offered a fresh look for the iconic aircraft without the need for traditional paint.

The P-51, a 32-foot-long warbird with a 37-foot wingspan, had been painted a matte gray, a departure from its original appearance. To honor the legacy

The P-51 plane before being wrapped. The North American P-51 Mustang, an iconic American single-seat fighter and fighter-bomber, was known for its longrange capabilities and played a crucial role in World War II and the Korean War.

of the Tuskegee Airmen, the museum decided to wrap the aircraft in the distinctive red-tail scheme.

Choosing vinyl over paint was a practical decision. The museum's indoor displays couldn't be repainted without closing the facility or dismantling the aircraft. Vinyl wrapping provided a more efficient and durable solution.

Fried Color Vehicle Wraps & Graphics was awarded the contract as we are a local Fort Walton Beach company with over 30 years of experience in

The finished P-51 plane. The North American Aviation P-51 Mustang, designed

by Edgar Schmued and introduced in 1942, reached a top speed of 441 mph, with a range of 999.8 miles, powered by a Packard V-1650 Merlin engine.

November 2024 l WrapFam Unleashed l 47

Partially wrapped Northrop F-89 Scorpion. It was the first jet made just for this purpose and the first to carry air-to-air nuclear weapons, using a special rocket called the Genie.

The Northrop F-89 Scorpion newly wrapped. Its unique tail design, raised high above the engines, gave it the nickname "Scorpion."

The North American F-86 Sabre before. The North American F-86 Sabre, sometimes called the Sabrejet, is a transonic jet fighter aircraft.

48 l WrapFam Unleashed l November 2024

The North American F-86 before.

The North American F-86 after.

The North American Aviation P-51 Mustang original.

The North American F-86 Sabre original.

the industry The work began in June of 2019.

Typically, a new brush-roll paint job for one of the museum's aircraft takes a three-person volunteer crew approximately three months to complete. The brush and roller also create a textured, messy look and do not last long, according to the museum director.

I was able to do all the work myself, using the industry’s highest-quality materials. Both

until closing time. The work drew interest from the museum’s many summertime visitors. He frequently had an audience and was asked questions about his work and the museum itself.

Now complete, the Red Tail Mustang gleams in the fluorescent lights of the museum. The formerly gray and black plane now boasts bright reds, whites, blues, and yellows … and not a drop of paint was spilled. “It came out

3M and Avery Denison were chosen for specific

better than expected,” said museum director

colors that matched the period correct paint,

Fitzpatrick. “We are very happy with the results.”

Gary wrapped the entire P-51 in only 10 days,

Armed with those results and the project’s

arriving when the museum opened & not leaving

success, sights were turned to one of the 30-plus November 2024 l WrapFam Unleashed l 49

Above: Newly wrapped F-89 and F-86 planes.

Left: Paritally wrapped wing of the F-86.

Below: Restoring the red tail on a the P-51.

50 l WrapFam Unleashed l November 2024

aircraft that are displayed outside

to be wrapped next. This time

at the Armament Museum. In

Householder wrapped the even

February 2020, I began the

larger F-89 Scorpion, the first

process of working on the F-86

combat aircraft to be armed with

Sabre, the first plane to break

air-to-air nuclear weapons, with

the sound barrier. It was larger

a length of more than 53 feet

than the first and more than 37

and a nearly 60-foot wingspan.

feet long with a wingspan of 39

As part of this vinyl

feet. Due to cold temperatures

wrapping job, Fried Color’s

and the global pandemic, it

only other employee Dani

took quite a while longer than

Bronson was called upon along

the P-51, but when finished it

with fellow Avery Certified

looked exactly like it landed

Wrap Installer Brian Cunard

straight from the 1950’s.

with Wrapcraft Enterprise to

In a perfect world, the

help. With direct sunlight and

Air Force Armament Museum

temperatures over 90, and winds

would like to paint & freshen

gusting over 30 mph, the team

up each of the outdoor aircraft

wrapped the entire plane in less

approximately every 3-5 years.

than two weeks using six full rolls

The goal at Fried Color was

of Avery Dennison Gloss Metallic

to wrap one in vinyl, wait to

silver paired with Obsidian Black.

see how the wrap would hold

is scheduled to be updated, and

comparison, and then reevaluate.

while the specific aircraft has

Fast forward four years, and

yet to be determined, the vinyl

the vinyl wrap installed by Fried

wrapping initiative has proven

Color had some very minor issues

to be a valuable tool for the

from being in the Florida sun. All

museum's historic collection.

so yet another plane was chosen

It’s free and easy!

Currently, one more plane

up in the Florida climate in

in all, the product looked great,

Subscribe Today

Get the latest issue delivered to your inbox every month.

www.thewrapfam.com November 2024 l WrapFam Unleashed l 51

WWF

Windows, Walls, Floors

Beyond Windows, Walls, and Floors The Value of Collaboration in the Graphics Industry

By Matthew Ferguson, A&M Graphics It’s an incredible honor to be asked to be

yourself, just like it was to the young and eager-to-

a regular contributor to WrapFam Unleashed,

learn 24-year-old kid who is now writing this article.

a publication I deeply respect. Ruggs and his team have quickly created a resource that is, without a doubt, invaluable for everyone in our industry. I hope everyone who reads this knows I take this role seriously, viewing it as both a responsibility and an opportunity to give back to the community that continues to shape me. While I may not be the most seasoned compared to some of the Legends in this field, I’ve always been a sponge, soaking up every lesson, every tip, and every piece of advice from the masters of our craft. One thing I can say I did right was take the time to truly listen.

I hope to pass on some of what I’ve learned and help up-and-coming shops and installers as I have and continue to be helped along this journey.

The graphics industry is built on more than just vinyl, printers, or squeegees. It thrives on the spirit of mentorship and collaboration, the power of relationships forged in the heat of creativity and deadlines, and the invaluable connections that make every challenge a shared journey. This article aims to dive into how industry training, mentorship, trade shows, relationships, and a strong vendor network have helped shape who I am today and, in turn, how they can continue to empower our industry.

One key takeaway to remember while reading is that it is up to you to move these things forward for 52 l WrapFam Unleashed l November 2024

Starting Out: The Power of Industry Training When I was a 24-year-old kid starting my own sign and graphics shop, I felt like I was diving into an ocean without knowing how to swim.

Being as headstrong as I was, I learned early on that to succeed in this field, you have to immerse yourself in industry training. With my fine art background, I learned that we must shadow the great masters if we someday strive to follow in their footsteps. Whether it’s the art of vehicle wraps, high-level design work, or experimenting with new materials, training is the foundation that builds the skills needed to execute projects effectively. And more than that, it’s about surrounding yourself with those who’ve been around longer and have mastered the techniques. The earlier in your career, you commit to different forms of training, the more confident and proficient you’ll become.

Today, industry training is more accessible and diverse than ever. From comprehensive courses in application and design techniques to seminars on the latest tools and materials, we have no shortage of ways to grow. And trust me, the impact of having those fundamental skills can make all the difference.

When you’re learning from truly skilled trainers,

it’s not just about technical skills; you’re absorbing their mindset, their standards for excellence, and their unyielding work ethic.

Mentorship: Learning from Legends Mentorship is one of the cornerstones of our industry.

When I started, I didn’t have the experience, but eventually, I sought out mentors—people who were generous and passionate enough to share their expertise and, in turn,

conversation, and book clubs, while free

guide me, answer my questions, and show me the

platforms like Wrap Shop Talk by Dan Workman

ropes or at least a path to show myself. Amazing

and Brent Knott create communities where

individuals like Dan Antonelli of KickCharge Creative

pros and beginners alike can collaborate and

(then Graphic D-Signs) always answered this eager

learn from each other. Additionally, there are

kid’s messages on Facebook and always made time

so many top-notch individuals out there who

for a conversation when I tracked him down at trade

are always willing to share their experiences.

shows in Atlantic City. The legendary Mike Zick, who

Being a mentor and having mentors are

was 3M’s first on-site trainer, came and showed me

equally rewarding experiences. When we share

everything I was doing wrong wrapping vehicles, set

what we know, we’re keeping the art alive, helping

me on the correct path, and became a fast friend

the industry evolve, and setting higher standards

and mentor that I continue to lean on for advice

for quality. As someone who benefitted from

to this day. On a more local front, Josh Palmer

the knowledge and patience of mentors, I can

of Vital Signs in Rochester, NY, always answered

tell you firsthand that seeking out guidance—

the phone, helped me out of binds, and provided

and never being afraid to be wrong—has been

advice to someone who could’ve been considered a

one of the best decisions I’ve made. It’s not just

competitor. I took a chance to reach out to the guys

about acquiring skills but about understanding

I respected and wanted to learn from, and I cannot

the heart of this industry, where collaboration

thank them enough for everything over the years.

and continual improvement are key.

Today, mentorship has evolved to become

For the young shops coming up, know

even more accessible. Platforms like WrapIQ from

that you’re not alone. There is a wealth of

John Duever provide high-quality mentorship,

wisdom available to you, whether online or November 2024 l WrapFam Unleashed l 53

WWF

Windows, Walls, Floors

from the veterans you see at trade shows.

the WrapsLIVE competition on day 2, powered

Don’t hesitate to reach out, ask questions,

by Fedrigoni, where you will see the industry's

and stay curious. This industry is full of people

best competing. You can also find me at amazing

who are happy to help—because chances are,

experiences like the WWWRAP party, as well as

someone once did the same for them.

other industry after-parties during the week. If you are reading this, I would love to meet you and hear

Trade Shows: Building Connections Beyond the Booth Trade shows can be another critical aspect of industry growth and collaboration. Sure, they’re a place to see the latest films, tools, and technologies (which I love!), but they’re so much more than that. It is key to make it a point to attend at least one or two trade shows a year. Not only are you staying on top of industry trends and innovations, but you’re also building relationships that can carry you through the most challenging times.

Some of the most significant connections are made at after-parties and networking events at these shows. Conversations here aren’t just small talk—they’re the start of friendships, collaborations, and partnerships that last. Some of my closest friends and most trusted allies in this field are people I first met at trade shows and mixers. They’re the people who understand your struggles and successes because they’ve faced the same challenges. No one outside of this industry fully gets it like they do.

If you're going to talk the talk, you better also walk the walk. Recently, I have taken this to an exciting new level and advanced from just attending shows to working them. This is WrapFam's

your input, good or constructive, on this article.

The Lifeline of Relationships Some of the best people I know I’ve met through this industry. Who better understands the pressure of a deadline, the satisfaction of a flawless installation, or the challenges of managing a team than someone who lives it daily? In the graphics industry, relationships are the bedrock of success.

These aren’t just professional acquaintances; they’re people who share the same mindset, facing the same challenges across the country.

When things go wrong, like a printer breaking down before impending deadlines, it’s these industry friends who come through. They’re the ones who lend you a hand, knock out that print job for you, or simply listen when you need to vent.

Relationships are essential for emotional support, for practical solutions, and for growing as professionals.

Without this network of friends who “get it,” I wouldn’t be where I am today and would have fallen flat on my face on more than one occasion.

The Right Vendors: The Backbone of Your Business An often overlooked aspect of collaboration

SEMA issue, so if you are attending this amazing

in our industry is our relationship with vendors.

show, come visit me representing Fedrigoni Self-

Whether it’s a back-up supplier of printed

Adhesives at the DAF Products booth as well as

film, or the strategic outsourcing of things

54 l WrapFam Unleashed l November 2024

that just don’t make sense for you to do in-

success. The more they understand your needs, the

house, vendors are a lifeline as you are growing.

better they can serve you. This doesn’t just improve

A breakdown in the production line can be

your workflow—it ensures that your clients get the

catastrophic, especially on a tight deadline. But

best possible product and service, which ultimately

with a great network of vendors who genuinely

matters most. Again, I truly feel fortunate to have

understand your needs and have the capacity

forged the relationships that I have and to have

to help, these situations become manageable.

learned early on the ones that I needed to let go.

Having reliable vendors who are also your friends means they’re just as invested in your success as you are. It’s not just about transactions; it’s about partnerships. When your vendors care about your business, they’ll go the extra mile to help you when you need it most. They might expedite shipping, prioritize your job, or even work with you on pricing. Vendors who know you and understand the high stakes you’re working with are invaluable and have come through for me many times.

Distributors, Dealers, and Manufacturers: Holding Them Accountable

A Collaborative Industry, A Shared Success This industry is so much more than just work. It’s a community, a family, a support network. Every relationship we build, every lesson we learn, and every time we lean on each other strengthens the whole. The sign and graphics industry thrives because of the collective knowledge, resilience, and camaraderie of those within it. Collaboration isn’t just a buzzword; it’s the foundation that makes our work possible.

For all the young shops, designers, and installers out there, know this: you are a part

Last but certainly not least, never

of something bigger than yourself. Seek out

underestimate the importance of building

mentors, continue to invest in your skills, and

relationships with distributors, dealers, and

build relationships that will carry you through the

manufacturers. They’re essential partners in your

highs and lows. Because beyond the windows,

business, providing you with the tools, materials,

walls, and floors (and vehicles and everything

and support that keep your shop running. However,

else) we transform every day, it’s the people in

it’s important to remember that loyalty matters,

this industry who make it extraordinary. And

and these partners should work for you and

I, for one, am grateful to be a part of it!

your business. Hold them accountable, expect top-notch service, and don’t hesitate to look

Matthew Ferguson

elsewhere if they’re not meeting your needs.

President, A&M Graphics

Prices may not vary drastically from vendor to vendor, but service quality can. Make sure the people you buy from are genuinely invested in your November 2024 l WrapFam Unleashed l 55

Leading the Way

in Wraps

Kristin Lanzarone: Mentor, Trainer, and Influencer

By Jen Carney

W

omen of Wraps (WOW) is proud to

prospects of becoming a police officer to her venture

highlight Kristin Lanzarone. WOW’s

in journalism, she is a well-rounded boss babe.

mission is to shine a light on women

across the Wrap/Graphics industry, from installers to business owners, celebrating their versatility and

Career Path "I originally set out to pursue a career in

achievements. A Jill of many trades and a master of

Criminal Justice and Interior Design, even completing

quite a few, Kristin has proven that ambition and

the Police Academy in 2006," Lanzarone explains.

determination really do make a difference. From her

"But when the economy took a downturn, the

56 l WrapFam Unleashed l November 2024

Kristin tucking vinyl in a booth demo.

Chad Monroe and Kristin applying a wall graphic.

job market in my field dried up." During that time, she and her then-husband were deep in the motorsports world, running a business as Go Kart promoters. They built a motorsports media website dedicated to West Coast sprint kart racing, where she unexpectedly found herself wearing the hat of a journalist—writing press releases, covering events, and diving into motorsports photography and videography.

Kristin with Lou Arneberg celebrating U.N.I.T.E. November 2024 l WrapFam Unleashed l 57

That experience became the launchpad for her next venture: Race Media Group (RMG), a motorsports branding company she built from the ground up. She taught herself graphic design and quickly became the go-to for branding drivers, teams, and tracks. From creating websites and marketing materials to designing race car wraps, she fell in love with seeing her designs come to life.

That's when she realized her true passion—working with her hands. 2013 Race Bling Wraps was born.

In 2015, she decided it was time to pivot Kristin competing in the ORAFOL challenge.

and take her skills beyond motorsports. She founded WrapStar Pro, a business where she literally wore every hat—sales, design, production, and installation. "My passion for creativity and hands-on work continues to drive me today, and I've never looked back. Every new project reminds me why I love this industry so much!"

Industry Insight Before stepping into the roles of industry trainer and influencer, Lanzarone relied on the Kristin chatting with Dan Marx at the PRINTING United Expo.

power of networking to stay at the forefront of the wrap industry's latest trends, technologies, and techniques. She sought out opportunities to learn from the industry's best—legends who shaped the world of wraps. But in 2017, something clicked—she realized her passion wasn't just in mastering these skills but in teaching them and helping others succeed.

Over the next three years, she dove headfirst into building her network, volunteering wherever she could to contribute to the industry. Being on several boards and committees connected her with top brands and gave her invaluable opportunities.

Arlon certified trainers.

58 l WrapFam Unleashed l November 2024

These experiences eventually led her to open WrapStar University in 2022, a universal training facility for pressure-sensitive adhesives that brings hands-on education to the forefront.

In 2024, they elevated their mission with the launch of "Master The Wrap," a groundbreaking beginner-to-intermediate nationwide training program in partnership with Arlon Graphics and Roland. With hubs in key cities Sacramento, Chicago, Dallas, and Atlanta, they're empowering and equipping the next generation of installers to perfect their craft in commercial fleet and architectural wraps. The program goes beyond just techniques; they provide hands-on education using industry-leading tools and technologies from their partners, including Weldy, YelloTools, MagStrapz, Torq CRM, WrapItRight, and Roland printers.

At WrapStar Pro, they specialize in large fleet wraps, corporate printing, and commercial embroidery, but Lanzarone admits—boat wraps are where they really let their creativity sail.

"There's just something exhilarating about transforming a boat into a floating work of art."

As for her favorite part of the process? "It's that magic moment when a design jumps off the screen and becomes reality. From curating the design to seeing it roll off the printer, to laying that final piece in place—it never gets old.

Watching it all come together is what keeps me passionate about this industry every single day."

Advice for Women in the Industry Her advice to women looking to break into the wrap industry is to dive in with confidence.

Although this industry is still largely male-

Kristin, Sacramento Biz Journal Mentoring Monday - Mentor and honoree at the 40 Under 40 event.

dominated, she encourages women not to let that intimidate them. Instead, see it as an opportunity to shatter stereotypes and lead the way for others. "Your voice and perspective are valuable, and the industry thrives on diversity."

"Take advantage of every learning opportunity—whether it's through hands-on experience, training programs, or networking events.

Knowledge is your greatest asset, and the more you invest in your skills, the more empowered you'll feel," she advises. "Build a strong network, ask questions, and seek out mentors." Mentorship is something she deeply believes in, always ready to support and guide women coming up in this field because she knows how impactful a helping hand can be.

November 2024 l WrapFam Unleashed l 59

Master the Wrap class sponsored by Arlon.

Don't underestimate the power of persistence, either. Wrapping can be both physically and mentally demanding, but with passion and dedication, you can absolutely excel. Women bring natural creativity, attention to detail, and problem-solving skills—key qualities that make for an incredible installer and designer. "This is the perfect time to carve out your space in the industry, and I'm here to cheer you on every step of the way."

Professional Recognition and Community Impact A sought-after trainer and industry influencer, Lanzarone has earned multiple certifications across various brands and serves as a trusted mentor and community advocate. Her achievements include the Women in Wide Format Award 2021 and the Best of Wide Format Award 2024. She was also recognized as one of the "Top 40 under 40" by the Sacramento Business Journal. Her industry involvement includes serving on numerous boards: • UNITE Together Board Member • Women In Print Alliance Board Member • PDAA Installers Board & Trainer 60 l WrapFam Unleashed l November 2024

Kristin with Krystal Miszewski on the scissor-lift.

Big Picture Magazine Editorial Advisory Board Member & Columnist As a multi-brand trainer, she shares her expertise in films for PDAA, Arlon, 3M DiNoc, Orafol, Drytac, Flexcon, Bodaq, and General Formulations, as well as tools for Weldy, YelloTools, Mag Strapz, and Roland. Beyond her professional work, she remains active in community outreach, including serving as a Sacramento Biz Journal Mentoring Monday Mentor and Bayside Local Outreach Active Community Volunteer.

Balancing her multiple roles at WrapStar Pro, WrapStar University, and her numerous board positions, Lanzarone embodies the entrepreneurial spirit that drives the wrap industry forward. From hands-on installations to empowering new professionals through education, she continues to shape the future of wraps while staying true to her passion for creating, teaching, and building community. Her journey proves that in the wrap industry, determination and a willingness to learn can transform unexpected paths into remarkable careers.

November 2024 l WrapFam Unleashed l 61

Featured

Wraps

@sscustoms

62 l WrapFam Unleashed l November 2024

@wrapseshaz

@distinct.wraps

November 2024 l WrapFam Unleashed l 63

Featured

Wraps

@buswraps

@wrapstyle

64 l WrapFam Unleashed l November 2024

@cwwraps

@madetolastvisual

November 2024 l WrapFam Unleashed l 65

Featured

Wraps @carwraping

@colorchangewraps

66 l WrapFam Unleashed l November 2024

@carbonwraps

November 2024 l WrapFam Unleashed l 67

WRAPFEST

By Katie May/Brooke Speight

W

rapFest 2024 brought

sectors across 25 countries.

and best practices, with over

together over 700

The event provided a unique

two-thirds of visitors noting

professionals from the vehicle

platform for attendees to learn

new techniques and ideas to

wrapping and surface detailing

about the latest trends, products,

grow their businesses (71%). The

68 l WrapFam Unleashed l November 2024

Protection Film), tools, and largeformat printing equipment from 30 exhibiting companies. William Smith debuted its Launchpad V WRAP PRO vehicle wrapping film, alongside new ranges of 3M Di-NOC interior wrapping materials. 3M introduced a Protection Wrap Film combining vehicle personalization with durability, designed to protect against rock chips, scratches, stains, and the elements.

Avery Dennison, partnering with celebrity car designer Yiannimize, unveiled four striking new shades in the Supreme Wrapping Film™ Yiannimize Series. These shades - red, grey, purple, and pink – were showcased on Yianni Charalambous's Lamborghini Revoluto, wrapped in eyecatching baby pink on day one.

APS and Fedrigoni jointly announced their groundbreaking Ultimate Wrapping Film (UWF), featuring over 30 shades with more colors planned for 2025. The product combines sleek, slide-on application with a premium gloss finish and exceptional conformability.

Additional highlights included event also offered a competitive edge, where wrappers from across Europe tested their skills against one another.

New Products on Display

Papergraphics' Stock & Roll print room storage solution,

Over the course of

Adapt's partnership with Pro

two days, visitors explored

Film, Grafityp's new Omega

innovations in vinyl, PPF (Paint

Skinz forged carbon fiber vinyl, November 2024 l WrapFam Unleashed l 69

WRAPFEST

A PPF pit demo. Photo by Tim Evens

WrapTalks discussion panel. Photo by Visually Rich

Show and Shine area outside. Photo by Visually Rich

The UK branding for World Wrap Masters. Photo by Tim Evens

WrapFest Happy Hour. Photo by James "Ruggs" Kochevar

Aerial view of exhibit hall. Photo by Tim Evens

70 l WrapFam Unleashed l November 2024

PressOn Automotive's expanded commercial printing services, and Spandex Zeno's cutting-edge design rendering services debut.

Expert Advice and Hands-On Demos The Business Surgery Clinic with Yianni Charalambous offered visitors personalized advice on marketing, expansion, customer acquisition, and pricing. Charalambous emphasized building expertise, maintaining customer

Women in wraps panel talk. Photo by Visually Rich

relationships, and addressing business challenges such as streamlining workloads and improving lead generation.

A dedicated Surface Decoration Showcase area displayed products for interior spaces, including furniture wraps, window films, and wall coverings. Visitors participated in handson demonstrations, learning to wrap various surfaces with expert guidance from Surfex.

Meanwhile, the Pit Demos featured over 70 live sessions showcasing PPF, vinyl application, and digital printing. Notable demonstrations included 3M's latest film range, Metamark's M-PPF® products, Grafityp's digital printing and colored films installation, and Global Hi-Tech's PPF installation techniques.

The Wrap Institute, as official Learning Partner, hosted educational sessions covering the '8-step cleaning protocol,' measuring tips, zerostretch wrapping techniques, and guidance on hardware removal versus wrapping around it.

Inspiring Talks The Wrap Talks program featured industry leaders discussing crucial topics. The 'Engaging the Next Generation' panel explored social media strategies and methods for attracting young talent, with Lauren Brown, Alex Pollard, Isabel Shanahan, and Chris Edwards sharing insights on leveraging social media and apprenticeship programs.

The 'Women in Wrap' session, featuring Paige Walton, Dani Jordan, and Alex Kaye, explored customer experience, team building, and fostering inclusive environments.

Yiannimize's keynote touched on recent successes, including the KSI luminous green wrap, while emphasizing mentorship and collaboration in career development.

The Industry Leadership Panel with Richard Clark and Andrew Willson discussed young people's role in innovation and the importance of continuous skill development. The sustainability session with November 2024 l WrapFam Unleashed l 71

WRAPFEST

Yianni Charalambous, Yiannimize, with one of his custom colors. Photo by James "Ruggs" Kochevar

Ole Solskin, MC for World Wrap Masters series. Photo by Tim Evens

World Wrap Masters UK competitors. Photo by Tim Evens

F1 race simulators. Photo by James "Ruggs" Kochevar

Contestants toiled over precison. Photo by Tim Evens

Competition area. Photo by Visually Rich

72 l WrapFam Unleashed l November 2024

Suzi Ward and Jon Hutton highlighted graphics waste recycling and encouraged participation in the FESPA Waste Accreditation Scheme.

Show and Shine Competition The Show and Shine competition showcased impressive entries over both days. Bluelight Graphics won day one with their 'Rusty' Volkswagen Caddy, designed for emergency

The Winner's Podium. Photo by Visually Rich

services livery. Michael Haynes from Bluelight Graphics shared their excitement about the win and the interest their design generated. Shore Wraps claimed day two's victory with their BMW 3 Series, demonstrating exceptional livery design and vinyl application skills.

The official Wrap Party at Blackpit Brewery provided networking opportunities

of judges Kiss Lajos and Ivan Tenchev.

Chris Hooper of WRAPWORX LTD emerged victorious after an intense finale requiring contestants to wrap an entire car side using one vinyl sheet within 60 minutes. His win secured a spot in the 2025 Berlin global finals. "The competition gets better every year," said Hooper. "I am honored to have

and celebration for industry professionals.

competed against such talent and look forward

World Wrap Masters Competition

Duncan MacOwan, Head of Events at

The World Wrap Masters UK 2024, hosted by Ole Solskin and sponsored by leading brands including HP, Carlas, Arlon, WrapStock, Fiery, and Wrapgloves, challenged participants through various timed tasks. Competitors wrapped panels, bonnets, and mystery objects using vinyl and PPF materials under the scrutiny WrapFest 2024 - by Visually Rich -04458

to the World Wrap Masters Final in Berlin."

FESPA, praised WrapFest's second edition as "an unmissable showcase of innovation and creativity," highlighting its role in bringing together the global wrapping community for networking, learning, and celebrating achievements. The event successfully demonstrated the industry's growth through product innovation, educational opportunities, and competitive excellence.

November 2024 l WrapFam Unleashed l 73

TNT (Tips N Tricks)

Build Local Buzz for Your Business

By Lisa Humrich, Steelbloom f you’re running a small business, chances are

Focus on Local SEO - You don’t need to go

you don’t have a ton of time for marketing or a

deep into SEO strategy. To increase your visibility

large marketing budget. The truth is you don’t

on local searches just make sure your website

need a big budget or a fancy marketing team

includes a few local keywords that make sense

to build up your local brand awareness. With

for what you do like “vehicle wraps in [your city]

a few time-saving strategies, you can boost

” or "wrap installers near me." This helps search

your visibility and grow your business without

engines match your business with local customers

spending all day on it. Let’s break down

looking for your services. These terms should

some quick and easy ways to market your

naturally appear in your website copy, blog

shop locally without getting overwhelmed.

posts, and metadata. When people in your area search for these services, you’ll have a better

Raising Your Profile Around Town Leverage Google My Business - If you

chance of ranking higher in the search results.

Keep Social Media Stress-Free - Don’t let

haven’t already, spend 30 minutes setting up your

anyone else grab your business name on social

Google My Business (GMB) profile. It’s a quick win

media! Even if you don’t plan to be super active,

for getting your shop noticed online. Add your

make sure you claim your spot on Facebook,

address, business hours, and a few pics of your

Instagram, Twitter, LinkedIn, or wherever your

best work. It’s free and takes no time at all, but

customers might be. Social media can be a huge

it’ll make your business more searchable locally.

time-suck if you let it, but it doesn’t have to be.

For more detailed information about Google My

You can manage your online presence with minimal

Business, check out my article “Three Free and

effort if you focus on a few key strategies.

Easy Ways to Boost Your Shop’s Online Presence” in the October issue of WrapFam Unleashed.

Pick One Platform and Own It - Instead of trying to post everywhere, pick one platform

Encourage Review Requests - Reviews are

where you think your customers hang out—whether

a goldmine for local businesses. After you finish

that’s Facebook, Instagram, or something else—and

a wrap, send your customer a quick text or email

stick with it. For a lot of wrap shops, Facebook is

asking for a review on Google. Set this up as part

a solid choice since local groups and businesses

of your normal workflow, and you won’t have

are active there. But if you’ve got great visuals,

to keep reminding yourself to ask for them.

Instagram is the better way to go. The key is to focus your energy on one platform and do it well.

74 l WrapFam Unleashed l November 2024

Highlight Customer Success Stories - Showcase a few striking before-and-after images of vehicles you've wrapped. This not only highlights your work but also demonstrates the impact of a good vehicle wrap.

Share Customer Testimonials - Incorporate glowing testimonials from satisfied customers into your marketing materials and social media posts to build trust and credibility.

Batch Your Content - Don’t worry about posting every day. Dedicate just one hour each week to create and schedule a handful of posts.

You can showcase photos of your latest wraps, share customer testimonials, or highlight any exciting happenings in your shop. Consider using Facebook’s scheduling tools or, for a small fee, sites like Social Sprout will automate your posts for the week/month, allowing you to focus on other tasks until your next session. To save time, remember to repurpose some of that social media content for your Google My Business profile to keep it updated.

Use Local Tags - On both Instagram and

Find Complementary Partners - Reach out to other local businesses that aren’t direct competitors, like car detailing shops, auto

Facebook, throw in some local hashtags (like

dealerships, or custom body shops. Offer to

#WrapsDallas or #SmallBusinessWraps) and use

recommend each other’s services. This simple

location tags on your posts. It’s a super quick

cross-promotion requires little effort but can bring

way to help local customers find your work.

in new customers from a partner’s client base.

Get the Community Buzzing

branding is a fancy way of saying, “Let’s work

Team Up with Local Businesses - One of the easiest ways to grow your business without spending a ton of time is by teaming up with other local businesses. You’re probably already doing this informally but making it official can bring in more clients.

Co-Branding = Double the Exposure - Cotogether to promote both our businesses.”

For example, if you’re partnering with a car dealership, you could offer their customers a discount on a wrap when they buy a new car. Or team up with a detailing shop to offer bundled services. You’re sharing the marketing load while getting double the exposure.

November 2024 l WrapFam Unleashed l 75

TNT (Tips N Tricks)

Participate in Local Events and Groups -

for a local charity or done something unique.

Local events and groups are a great way to get

Local media coverage gives you free publicity

your name out there, but with a small team, you

and helps build trust in the community.

don’t want to spend all your time attending every single one. Pick a few key events, and go all in.

Go for High-Impact Events - You don’t need to show up everywhere. Pick a couple of high-impact local events or groups—think car shows, festivals, Lion’s Club, business expos, or community fairs—that are most likely to have your ideal customers. By focusing on a few targeted events, you can maximize your exposure without spreading yourself too thin.

Maximize Your Time at Events - When you do attend an event, make it count. Set up a simple booth or if you are attending the event be sure you have pictures on your phone to show examples of your work, hand out business cards or small branded items, and collect contact info for follow-ups.

Offline Marketing Can Still Work for You - Don’t forget about good old-fashioned offline marketing. Even though most marketing is done online these days, handing out flyers or getting local media coverage can still bring in business.

Flyers and Posters - Where are people hanging out in your community? Design a flyer that highlights your services and drop it off at local businesses, community centers, and anywhere your potential customers hang out. This is a simple one-time effort that can generate ongoing visibility for your shop.

Get Featured in Local Media – Submit

Keep it Simple with Analytics Set up Google Analytics on your website - The amount of information available can be overwhelming but start small, like determining where your traffic is coming from. Use Facebook or Instagram Insights tools to track your social media engagement. These platforms offer easy-to-understand data, and you can check it quickly once a week to see what’s working.

Focus on What Matters - Look at how many new leads or inquiries you’re getting, how well your posts are performing on social media, and how you’re ranking in local searches. By keeping an eye on these core areas, you can adjust your marketing without diving into too many details.

Wrapping It UP Marketing your small business doesn’t have to take over your life. By focusing on simple, timeefficient strategies you can build brand awareness and grow your business without stretching yourself too thin. Plus, co-branding with local partners can double your exposure with half the effort. The idea is to pick ONE thing you aren’t doing, keep it simple, stay consistent, and let your local presence grow!

Lisa Humrich SteelbloomLLC@gmail.com

a press release to local newspapers, blogs, or

Founder, Steelbloom

radio stations and pitch them a story about your

Leveraging experience at ORAFOL, Mimaki,

shop. Maybe you’ve wrapped a cool vehicle

and General Formulations, Lisa helps busi-

76 l WrapFam Unleashed l November 2024

nesses improve processes and marketing.

W

elcome to the Trainer Spotlight, where we highlight individual trainers. The spotlighted trainers are industry leaders with a wealth of knowledge to share, offering valuable tips, techniques, and hands-on experiences that will empower

you to excel in your wrap craft. Be sure to visit their websites for more info and training dates.

Jamie Mullican School Of Wrap Nashville, TN 37210 (615) 646-3277 mully@schoolofwrap.com Located in the heart of the music city, School of Wrap is a 3M Authorized Training Facility offering 3 different certifications and training. As 3M Preferred Installer you will be recognized as among the best in the industry. Promote yourself and your business as a leader in installations and 3M will list and promote you as well. Our training will teach you the latest techniques and standards used in the industry.

November 2024 l WrapFam Unleashed l 77

In the News

Edwards is passionate about supporting the next generation

SE:AVY) Graphics Solutions

of industry talent. He serves on

has announced the winners

the board of the Graphic Arts

of the 2024 Wrap Like Royalty

Association (GAA), where he

Challenge (formerly Wrap Like

works with Ferris State Uni-

a King). Wrap installers were

versity students pursuing caGeneral Formulations reers in graphic media, bridgAppoints Matt Edwards as VP of Product Management ing the gap between academic General Formulations, the solutions leader and global manufacturer of pressure-sensitive media, film, and laminates, is proud to announce the promotion of Matt Edwards to Vice President of Product Management. Edwards’ dedication to the sign and graphics industry, combined with his extensive hands-on experience, customer-focused approach, and strong leadership, make him an invaluable asset in this new role.

In 2010, Matt’s dedication and industry expertise brought him to General Formulations, where he has continued to excel in helping customers find the best solutions.

Beyond his responsibilities at General Formulations, 78 l WrapFam Unleashed l November 2024

Avery Dennison (NY-

invited to submit their best full print, color change, or mixed film vehicle wrapping proj-

programs and the professional

ects that used Avery Dennison

world of printing, graphic de-

Supreme Wrapping Film™, the

sign, advertising, and marketing.

Conform Chrome series, MPI

“This well-deserved pro-

1105 Digital Wrapping Series or

motion is a testament to Matt’s

a combination of car wrap films.

significant impact on both General Formulations and the graphics industry at large,” says Tim Leavenworth, VP of Strategic Marketing & Business Development at General Formulations. “We are excited to see the continued contri-

The 2024 winners are: •

Bailey Print Garage

butions Matt will bring as Vice

for their Color Change

President of Product Man-

Wrap submission, "Mur-

agement and the innovations

dered F-450" (Australia)

his leadership will drive.”

•

Atelier Art Car for their Print Design Wrap submis-

Avery Dennison Graphics Solutions Announces 2024 ‘Wrap Like Royalty’ Challenge Winners

sion, "Bugatti Veyron Grand Sport Vitesse" (France) •

506 Wraps (in collaboration with Corsa Auto Decontinued on page 76…

New

D

Products iscover the latest in wrap industry innovations. Here, we feature cutting-

edge tools, materials, and solutions designed to enhance your wrap projects. These new offerings come from leading manufacturers, boasting advanced features and improved efficiencies. Explore these novel products to stay at the forefront of wrap technology and elevate your craft. Visit their websites for detailed information and availability.

November 2024 l WrapFam Unleashed l 79

In the News …continued from page 74

sign) for their Fantasy Class

go Teixeira (xix3D, Canada),

Entertainment reach-

Wrap submission, "Su-

Leon Watson (Spandex, Eu-

es new heights this year with

pra Stryker – The Samu-

rope), Ash Ellison (Avery Den-

the debut of Industry Night @

rai of Versailles" (USA).

nison, Europe), Sarel Krüger

SEMA, featuring the multi-plat-

(Avery Dennison, South Africa),

inum selling Goo Goo Dolls,

Martina Rossi, (Avery Denni-

while SEMA Fest moves to the

son, EMENA), Molly Waters

LVCC campus for an electri-

(Avery Dennison, USA), and

fying finale featuring Cage

Peter Wright (Avery Denni-

the Elephant and Sublime.

The three winners each

son, Australia/New Zealand).

received an Avery Dennison swag package of free material, T-shirts, winning category tro-

For those focusing on business growth, an extensive

SEMA 2024 Kick Off The SEMA Show returns

education program offers over 70 sessions covering every-

phies, and promotional banners

bigger and better than ever

thing from digital marketing

for their shops. In addition, the

for 2024 with more than 2,400

strategies to advanced tech-

winners received a four-night

exhibitors and 160,000 attend-

nical training. The New Prod-

hotel stay in Las Vegas during

ees expected to converge this

ucts Showcase, now spanning

SEMA 2024. They will be ac-

November 5–8 in Las Vegas.

30,000 square feet in North

knowledged and celebrated

Industry leaders and au-

Hall, promises to be the larg-

at the Avery Dennison booth

tomotive enthusiasts will wit-

est collection of automotive

at SEMA during the event.

ness groundbreaking innova-

innovation under one roof.

tions across every sector, from

The 2024 global judg-

cutting-edge EV technology

of the action – register now

to revolutionary aftermar-

at semashow.com/attend-

ket solutions. The expanded

ee and download the SEMA

show floor features dedicat-

Show app for real-time up-

ed zones for emerging trends,

dates and exclusive features.

including the all-new Future-

Have news to share?

es panel consisted of: Justin

Tech Studio in Central Hall

Pate (The Wrap Institute, USA

and the enhanced SEMA Over-

and The Netherlands), Tia-

land Experience in West Hall.

80 l WrapFam Unleashed l November 2024

Don't miss a moment

November 2024 l WrapFam Unleashed l 81

82 l WrapFam Unleashed l November 2024