WrapFam Unleashed - November 2024

Editorial

November 2024

6 / Liner Notes

Don’t Be Bitter, Be Better

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

8 / The Wrap Business

Don’t Let Assumptions Kill Your Company

Matt Richart warns of the inherent dangers of assuming.

12 / The Clear View Strength in Numbers

Matthew Wolynski proves a company that trains together stays together.

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.

28 / Shop Profile

FlipSide Story

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

32 / The Shop

Building a Reputation

That Speaks for Itself

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

36 / The Centerfold

The Dream Machine

Houdin Wraps owner Gary Guiterrez shows off his benchmark purchase.

42 / Unpopular on Purpose

How to Lose Customers and Alienate Installers

Jonathan Belkus-Blair offers a masterclass in mismanagement.

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.

November 2024

52 / Windows, Walls & Floors (WWF) Beyond Windows

Walls & Floors

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

56 / W.O.W. Member Profile

Leading the Way in Wraps

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

62 / Featured Wraps Gallery

A visual showcase of inspiration.

68 / Feature WrapFest Wrap Up

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

74 / Tips & Tricks (TNT)

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!

78/

In the News

A Look at What’s Happening in the Market

Bringing you the latest news.

79/ Products

Product Showcase

Bringing you the industry’s latest innovations.

81 / WrapToons

The Wrap’s Markets Dedicated Toon!

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

- 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.

Liner Notes

Don’t Be Bitter, Be Better

Professional 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 stings when a friend or competitor oneups us. You think, why them? Why not me? 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 stories. What did they do differently, and what mindsets helped them break through? The beauty of the wraps market is how open people are to help. Not just flying across the country to 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 time, hone their craft and learn new and better ways to run their business. Justin Pate puts training online for everyone to see. The installation keys to the kingdom, if you will.

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 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

VOL. 1 ISSUE 11

Publisher, Editor-in-Chief

James “Ruggs” Kochevar ruggs@thewrapfam.com

Art Director, Graphic Design

Leslie Kochevar leslie@northstargraphicspromo.com

Contributors

Dan Antonelli

Jonathan Belkus-Blair

Jen Carney

Scott Decker

Tyler Dunn

Dallas Fowler

Matthew Ferguson

Gary Guiterrez

Gary Householder

Lisa Humrich

Brent Knott

Kristin Lanzarone

Katie May

Matt Richart

Ryan Sandoval

Brooke Speight

Russell Voigt

Matthew Wolynski

COLOR

Don’t let Assumptions Kill your Company

By Matt Richart

uring the past three years, my partner and I have been drinking from a fire hydrant. This is a good thing. When you decide it’s time to change the way you do business, how you communicate, and how to re-engineer all your processes it can be very challenging. From the very first day of hiring a business coach, it has changed the game for us completely. Once you realize what got you here won't get you there sets in it completely changed the game for Dallas and myself. We have been working daily on how to re-align our company by modifying our pricing, procedures, culture, vision, mission, protocols, touch time, and how we market our company correctly. While all of this is very challenging it is very exciting. Especially when you see these goals get completed and working properly it sets the tone on how you will conquer each task. It took some time to realize that just because you changed your culture today doesn’t mean it could change again a year down the road. Just because we set up new installation procedures doesn’t mean that they could change or be modified as well. My point is that once we realized we needed to be content with constant change it

began to make things a little easier. What was the frustrating part for me was taking the time to make these changes and then at times, they would go back to the old ways. The wrong way. I had some weeks where I felt as if we were taking one step forward and two steps back. I can still remember having great team meetings where everyone was engaged, hyped up for the week's work ahead, communicating with transparency, and the overall vibe in our shop was at 100%. Then a few days later it was if that meeting and feelings never happened. We would have some rookie mistakes along with tasks not being completed, install failures that shouldn’t have occurred, job quotes not being produced properly, and gaps in communication that were head-scratchers. It’s also very frustrating when you spend good money to be coached, trained, and lead to being a more professional company which is still our ultimate goal. When you train across the country and teach classes on how to sell, market, manage your team, manage your company, and communicate in the sales world while having these same issues become overwhelming at times. I would ask myself sometimes “If you talk the talk, you better be prepared to walk the walk”. After the first year of being coached, we learned so much about who we really were and what we really are about as individuals and most importantly business owners. The best part about growing as a business owner and as a leader is

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

have confidence in each other here at Digital EFX Wraps along with respecting our entire team and their identity as an individual. But if we continued to assume everything was taken care of we would be in big trouble. This also can hinder your growth along with the overall morale of your company. When we finally decided to not let assumptions kill our company we were dedicated to identifying those trigger points. All our processes were re-engineered again to ensure we could not 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

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 my assumptions that became the easiest. Change is hard for everyone. Quick change is very difficult to achieve. Slow change is easier to overcome and more attainable in my opinion. So take each situation as a stepping stone on how to be present, communicate properly, ask tough questions, be honest with yourself, and trust your team. If you can start to avoid assumptions in your business and personal life you will start to see everything grow around you. Including yourself!

Matt Richart Matt@digitalefxwraps.com Co-Owner/CFO, Digital EFX Wraps

LLC.

Instructor, Inside The Wrap Shop

Strength in Numbers

An Inside Look at Private PPF Training at Designer Wraps

By Matthew Wolynski

ou know you walked into one of the greatest shops on the East Coast when the signage starts in the parking lot. Sean, the owner of Designer Wraps brought me through the entire 14,000 sq ft facility. Almost every wall was wrapped and even their forklift had a beautiful print on it.

Coming into a print shop to teach PPF was a pretty interesting feeling. It seems that the PPF market has been growing at exponential rates. This has

piqued some shop's interest in dabbling in a similar craft. Both use precise cutting but, are completely different being that PPF is a wet install.

Starting with a beginner class Sean’s team of five, two of them being pretty green to wrapping in general did a really great job. Initially, we all worked on solutions and understanding the differences between tack and slip.

We began with a Nissan Altima they were able to complete the hood, fenders and mirrors. This was a pretty easy task with 5 people. For our next challenge, we plotted out some film extending all the edges to explore the benefits of pre-cut 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

we were able to finish the F250’s full front end including mirrors with one team. The next team was able to tackle the whole front end of the Ford Raptor; three doors all bulk installs, and some precut trunk pieces. With the help of John, another student, we were able to finish the front bumper in a pre-cut panel.

After all was said and done we learned together as a team. Two of our students plotted, weeded, and labeled the rest of the panels. During that time the other team put the finishing touches on the vehicle. The Raptor was ready for Monday to complete the installation.

Working as a team is necessary when you want to increase production to create volume within a shop. Clear communication within the front and back of the shop with appropriate timelines to 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.

Lastly, sales and customer service should have processes and procedures set in place to avoid issues. The sales team needs to know how to pitch this product and sell it to clients you already have.

The experience at Designer Wraps highlighted the unique skills required for PPF installations compared to traditional wraps. Each team member worked to understand the specific techniques needed for a wet install, from mastering the tack-and-slip process to learning the importance of precise edge coverage. This training emphasized how specialized PPF application is, preparing the team to confidently meet the growing demand for high-quality PPF services.

Matthew Wolynski Owner, Tallest Wrapper Alive

@glarb.design

MY Own Drum

By Ryan Sandoval

Iwas born in Phoenix, AZ but moved to Puerto Rico when I was two. Two years after that, my family moved to Saudi Arabia and then Dubai which was where I lived most of my younger life before moving to Florida. For the last 25 years, I have been living and designing out of Fort Lauderdale, FL.

After high school, unsure of what I wanted to do, I decided to go try out for the Florida State drumline and made it… sweet… but now what? Being more of a creative type, I enrolled in some design classes but was convinced it was a dead-end path. I explored a few other majors

Design Studio

but couldn’t shake my creative drive. I went all-in, joining the fine arts program at FSU. However, in 2005, digital design was relatively new so my curriculum consisted of figure drawing, color theory, and sculpturing rather than photoshopping. Which, in hindsight, was great because it taught me the fundamentals of being an artist but there was more opportunity in digital design than becoming the next Picasso. So I did what every self-motivated student did… Dual-enrolled at YouTube University with a major in Photoshop Tutorials. The rest, as they say is history. After graduation, my best friend was a GM at a small sign shop and asked if I wanted to apply. I was hired as an entry-level designer and would only be given small signs, banners, and other painfully boring jobs until I proved myself. At the time, the company was new to wraps. We wouldn’t get a lot of jobs but when we did, I jumped at the chance to design it. I was fascinated with the technical process - figuring out the best way to measure, building the templates, designing, paneling, and then seeing it installed - I was hooked!

designer’s project and was told it was approved and needed to be sent to print. Come to find out there was an updated file that was mislabeled and the design I sent, which was printed and installed, was not correct. It was a massive loss for the company and once my boss saw that the updated file (although mislabeled and wrongly categorized) was in the client’s folder, the responsibility fell on me. I wanted to continue designing wraps so I called local shops to see if they were hiring but had zero success so I changed my tactic. Instead of calling to be hired, I called and asked if they had projects waiting to be designed. At first, people were hesitant but I told them if they gave me a chance, I would handle everything from start to finish and provide them with ready-to-print files. Once that happened, more projects quickly followed. I continued to call on shops, local and out-ofstate, ask for opportunities and little by little became a ghost artist for a few shops.

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

My biggest contract was with Skinz Wraps which dominated the wrap world back then. This is where I met Burl Cole who was based out of Florida but managed California, 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

The Hooters Mercedes Diecast Wrap

Design Studio

to stay organized and design efficiently because I was handling up to 15 projects at once. It was overwhelming but a fantastic learning experience.

As far as art or design, I can’t claim anyone as a mentor but in business, it would definitely be my dad. Watching him start from almost nothing to becoming a successful entrepreneur was so inspiring for me. He taught me so much about starting a business and what to expect but also being able to witness how he would manage people and navigate 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

My business officially started in 2013. I do not have any full-time employees but I work with a ton of contractors. I feel like I’ve gathered a solid crew of installers who I can pull from depending on the job. I know who to call for the color changes or the commercial wraps and a different guy for the highend custom prints or more technical installs as well

as someone for storefronts or lots of squares, etc.

When it comes to my business offerings, I primarily advertise for design services, but we handle it all in-house. Color change, tint, PPF, paint correction, ceramic coating, boat wraps, building, etc. Like I said, I have a solid crew of friends in this industry and if I can bring them in on a job, I will! I really enjoy working with Avery MP1105 and their DOL overlaminate for the price, the color it holds, and the ease of install. Also lack of glue lines!

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 own measurements when I can to make sure everything is sized properly. A lot of what I do is sent out so I need to make sure everything is dialed in on my end to avoid issues or reprints. I also include a detailed installation guide making sure the process is explained as much as possible. For color changes and other in-shop wraps,

I give the normal year warranty with a followup quality check a few weeks after the vehicle leaves. I stand behind my work. If there is a clear error on my end, I’ll always make it right.

Work priority is tough. Obviously I try to maintain a first-come-first-serve workflow but some projects take longer than others due to revision counts and complexities of the design. If there is a hard deadline, that project will take priority and if a project lingers longer than anticipated, I always make sure to communicate that with the client.

Though I’m not officially wrap certified by any brand, getting a cert from a major manufacturer has always been on my radar. I’ll just say, someday…

Client Relationships

When it comes to designing for other firms and who gets the credit, that is always discussed during the initial brief, especially if there is continuous work. Some companies love to collaborate but others prefer to maintain credit for their brand, which is totally understandable. As a contract artist, you have to respect the fact you’re being hired by a company that spends

time and money advertising that job. When they attach your name to a project, they run the risk of a potential client reaching out to you directly. It’s VERY important for us to maintain our client’s trust in the process, especially when we’re given direct access to their clients. Any discussion outside of design is always directed back to our client.

I would prefer 100% to do print and install n my own, if at all possible, because nothing is worse than seeing mismatched transitions (especially when you know they should line up). I spend a lot of time ensuring the design is properly aligned and try to convey that importance to other installers. Mocking up all the panels on the car is mandatory to see how the design needs to lay and where adjustments need to be made.

As a designer, you are quoting your time. My principle is to make sure you surpass the client's expectations making them feel their money was well spent. If you quote high, don’t cut corners or copy/paste images to get the job done faster. Spend that extra time on the details and try to incorporate some sort of Easter egg for your client to show that you went the extra step for them.

Design Studio

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 be designing for some sort of cult leader who swore he was the next Messiah from South America and was planning a tour. I never saw anything or heard about it after so I’m not sure what happened.

My Rig

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”, complete with vintage car memorabilia, oil cans, and die-cast models. Staying creative all the time is not easy so I need to surround myself with things I love, creating a “rusty sanctuary" that I can spend all day in.

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

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.

The Artemis wrap with lightup panels.

Design Studio

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

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 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.

A Nostalgic Rebrand Approach for TX Heating & Air Company

In this episode of Branded or Blanded, Dan Antonelli reveals how Hall’s Heating & Air was transformed into a vibrant, nostalgic brand that resonates with the Pampa, TX community, featuring a friendly greaser mascot and a bold color scheme. Since the rebrand, the company has experienced a remarkable revenue increase of $700,000, despite reducing their ad spend. The comprehensive rebranding effort included taglines, signage, and promotional materials, creating a brand that embodies “Good Vibrations” and customer satisfaction.

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

By Brent Knott

he vehicle wrap industry, like many others, ebbs and flows with market conditions, and 2024 was no exception. As an election year, the economy experienced its usual uncertainty, impacting everything from consumer behavior to commercial spending. But if you want to thrive in 2025, now is the time to take action. Whether you’re new to the industry or a seasoned veteran, the decisions you make in Q4 can set the stage for massive success next year.

In this article, I’m going to share my 2025 game plan for vehicle wrap shop owners. These strategies are based on my experience of more than a decade in the business, and they include lessons I’ve learned from navigating previous election years, economic downturns, and other market challenges. If you want to start 2025 off on the right foot, read on to learn five critical steps you need to take to ensure your business is ready for what’s ahead.

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 2024. What worked? What didn’t? Too often, we rely on gut feelings when making business decisions, but your numbers don’t lie. This data

should guide your strategy moving forward. Look at your revenue trends throughout the year. Did you notice a dip in certain months, especially around election time? That’s common in the vehicle wrap industry, where both personal and commercial wraps tend to see slowdowns during periods of economic uncertainty. For personal wraps, customers view them as luxury items and hold off on spending until they feel more confident in the economy. On the commercial side, businesses often delay investments in fleet wraps and other services while they wait to see how the market will evolve. However, what I’ve learned from over a decade in this industry is that these slow periods don’t last forever. People have poor impulse control. No matter how uncertain the economy may seem, once things stabilize, they want to spend money again just like we saw during the COVID-19 pandemic in 2020. As soon as people felt the freedom to spend, they did. That’s why it’s so important to understand your data and leverage it to create a plan that positions your business for success in 2025.

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

Many business owners make the mistake of waiting until January to implement changes. They treat New Year’s resolutions like a reset

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 give you a head start over competitors who wait until January to kick things into gear.

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

have considered. For example, one time during a SWOT analysis at my shop, one of my employees pointed out that my habit of “band-aiding” problems at night was preventing the team from identifying 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?

Answering these questions with input from your team will give you a clearer picture of where your business stands and what steps you need to take to move forward.

4. Simplify Your Services

One of the most significant changes I’ve made to my business in recent years is simplifying our services. It’s easy to fall into the trap of offering too many things, thinking that more options mean more revenue. But in reality, spreading yourself too thin can hurt your business more than it helps.

In my vehicle wrap business, we cut out services that weren’t aligned with our core goals. For example, we stopped offering certain smaller services like business card printing that were 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 operations, reduce stress, and improve profitability.

If you find yourself overwhelmed by the number of services you’re offering, it might be time to reevaluate. Look at your profit and loss statement. Are you stocking materials that aren’t generating enough revenue? Are you investing time in services that don’t bring in much profit? If so, consider cutting them or outsourcing them to an affiliate partner. This will 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

(myself included) spend so much time planning and perfecting their strategies that they never actually execute them. Don’t fall into that trap. Imperfect action is better than no action at all.

If you want to crush 2025, you need to go all in. Treat the year as if failure isn’t an option. Push forward with everything you’ve got, even if the plan isn’t perfect. You’ll make adjustments along the way, but what’s most important is that you start.

As I often say, the biggest rewards are on the other side of the dragon. Think of the obstacles you face as the dragon guarding the treasure. If you can slay the dragon whether it’s fear of failure, uncertainty about the economy, or internal business challenges the rewards will be waiting for you on the other side.

Final Thoughts

2025 is shaping up to be a year of immense opportunity for the vehicle wrap industry, but only for those who are prepared. By leveraging your 2024 data, starting your preparation early, conducting a SWOT analysis, simplifying your services, and taking massive action, you’ll position your business for success. Remember, there’s no better time to start than right now. Don’t wait for the new year, lay the foundation today and watch your business thrive in 2025.

Brent Knott Owner, Torq

Story Side Flip ProfileShop

By Russell Voigt

II began my journey in the graphics industry during college, working part-time in embroidery and screen printing at FlipSide Graphics. I also had the opportunity to assist with vinyl for larger projects and use a 24" plotter. I enjoyed the work so much that I decided to leave school and take on a full-time role within the company. This decision not only shaped my career but also deepened my passion for the art of graphics. In 2003, following the tragic passing of company owner, Flip Merwin, I purchased the business from his parents and dedicated myself to learning everything I could about running a business and the graphics industry. I was just 23 and determined to keep the

flipsidegraphics

business alive, often working 18–20-hour days. My commitment to FlipSide Graphics was unwavering, fueled by a strong desire to honor Flip’s legacy. To stay competitive, I continually educated myself on industry trends, software, technological advances, and more. I sought out mentorship and attended workshops to refine my skills. In 2004, I invested in a printer, larger plotter, and laminator which allowed us to expand into digital services. As an avid sport bike racer, I began wrapping sport bikes, which enhanced my skills in handling complex projects. I was excited to take on new challenges and push the boundaries of what we could achieve. In continuing my commitment to growth, I obtained

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

ProfileShop

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.

Building a Reputation That Speaks for Itself

By Tyler Dunn

eputation is the bedrock of any successful business. In the vehicle wrap industry, it’s the difference between a one-off job and a client who has stuck with you for years. But here’s the thing: you can’t buy a good reputation, and you certainly can’t fake it. A reputation that truly speaks for itself is earned—through every 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 over the years. There’s no secret I’m keeping to myself. In fact, if you’re reading this and you want to learn how to build a business with a reputation that gets people talking, come by 360 Wraps anytime for a tour. Our doors are open, and we welcome anyone who wants to learn.

If you can't find a job because “You need experience”, we are hiring, We’ll train you. Want to know how to actually increase your profits and lower your quotes for your clients, how to actually provide value, and incorporate systems to allow you to scale, reach out anytime and I’ll help as much or as little as you need. No need to subscribe or hire a ‘business coach’, give me a call, and let's transform this industry for the better, together.

But let’s dive deeper into what it really takes to build a reputation that 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 your clients is an opportunity to either build trust or break it. It’s about showing up when you say you will, delivering what you promise, and owning up to mistakes when they happen.

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 industry is when shops cut corners, thinking it won’t matter in the long run. Maybe you skip a 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.

Ethics in business aren’t optional. You can’t expect to build a thriving company if you’re not willing to do things the right way and do 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

The Shop

didn’t turn out as expected, missed deadlines, and installations that had to be redone. But instead of making excuses or shifting the blame, we own it. We eat the cost, fix the issue and make sure the client walks away happy because we kept the process easy. The time you spend figuring out what happened, how to file that warranty claim, or proving the art copy was in fact approved by the client, you could have simply provided a solution and gained a lifelong client. Instead, you proved why somebody else is responsible for the cost and lost the repeat business.

Clients don’t expect perfection, but they 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

If I had to boil down the secret to our success at 360 Wraps, it would be this: we focus on building relationships, not transactions. It’s easy to fall into the trap of chasing the next sale, especially when you’re trying to grow your business. But I’ve learned that the real value comes from longterm relationships with clients who trust you.

When you prioritize relationships over revenue, something amazing happens—clients become advocates for your business. They refer you to others, they come back again and again, and they build your reputation for you. That’s the kind of reputation that speaks for

itself. It’s built on how well you take care of the people who trust you with their vehicles.

I’ve always believed that if you take care of your clients, they’ll take care of you. That doesn’t always mean giving away services for free or undercharging for your work. It means treating your clients like partners. It means listening to their needs, delivering on your promises, and being there for them when they need you. It means going the extra mile, not because you have to, but because you truly do want to. It means being there to answer the phone even though it's outside business hours, or straight to your cell vs shop phone.

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 here’s the thing: when you build a reputation based on trust, consistency, and relationships, the returns are incredible. Clients start seeking you out. You stop having to chase business because your reputation does the work for you.

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 to cut corners or take shortcuts, because one bad client experience can undo years of hard work. That’s why reputation-building has to be a part of your daily operations, not just something you think about when things go wrong.

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 revenue without realizing that sustainable growth comes from prioritizing the success of the people who trust you with their work. When you make your clients’ success your mission, your reputation naturally follows, and your business will expand in ways you never imagined.

Over the next few months, I’m going to walk you through the steps we’ve taken at 360 Wraps to build a business that challenges traditional norms, focuses on reputation-building, and puts client success at the heart of everything we do. I’ll show you how collaboration with competitors, transparency with clients, and innovative strategies can lead to lasting success. Each month, I’ll introduce actionable changes you can implement right away that will help you bring down costs for your clients while increasing your margins and overall company valuation.

My goal is to see this industry grow—not just for us, but for everyone in it. And I’m here to help however I can. Whether you want advice, guidance, or just an honest conversation, I’m available. What you’ll get from me is the real perspective of someone who’s in the trenches every day, truly scaling a vehicle wrap company— not a manufacturer, an installation teacher, or a shop owner with a business coach side hustle. Let’s raise the bar together and build businesses that not only thrive today but stand the test of time. Together we're all a team.

Tyler Dunn CEO, 360 Wraps, Inc.

The Centerfold

Dream Machine The

houdiniwraps

By Gary Gutierrez

This is my personal car - the very one I dreamed about as a kid. And for my birthday this year, I finally got to make that dream a reality. Of course, I had to make it truly my own by wrapping it up. Gotta represent, right?

I wanted something wild, something that would make people stop in their tracks to take a closer look. My vision incorporated bold bandana paisley patterns, a captivating blend of calligraphy and graffiti-inspired elements, all woven together with the vibrant brand colors for

my shop. There was only one person I trusted to bring this ambitious concept to life - the design guru himself, Ryan Sandoval with Glarb Design. The process wasn't exactly easy, but Ryan's creative genius and meticulous installation skills were more than up to the challenge. From the bumper to the roof, every inch of the vehicle had to be perfectly wrapped, ensuring a cohesive and visually striking final product. And the jams? We used a UV printer to lay down a custom bandana pattern that really makes them pop.

The Centerfold

The Centerfold

Once the printing was finalized, the actual installation took a full 4 days. Aligning everything just right was the real head-scratcher, but with the help of my brother, we were able to pull it off. The end result is nothing short of an automotive work of art - a Lamborghini transformed into a rolling canvas that demands attention.

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

vinyl, laminated with a matte finish, and coated in a sleek ceramic Onyx layer, this wild wrap stands out even among the craziest customs. And those UV-printed jams? They're the icing on the cake. Ryan Sandoval at Glarb Designs handled the design, while my partner used a latex printer for the exterior and a UV printer for the jams. Then it was all up to me and my brother to bring it to life through the installation process.

How to Lose Customers and Alienate Installers

A Masterclass in Mismanagement

By Johnathan Belkus-Blair

ave you ever thought to yourself, “Business is going a little too well, how can I burn it all to the ground?” Well, my friend, you’re not alone. But for those who lack the natural talent for complete and utter self-sabotage, fear not – even you can sink to the depths of underachievement with a little guidance.

Lucky for you, I’m here to help. In this comprehensive guide, I’ll show you the exact steps to alienate your contractors, drive away your customers, and make sure your shop never has to deal with that pesky thing called “repeat business” again.

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 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 over it, and never go back. Now do that repeatedly until you’re up to your elbows in fucking trash. I’m

talking about vinyl scraps, crusty food wrappers, tools scattered everywhere, and jobs half-completed and abandoned. Is that a car mirror? Didn’t you lose that a few months ago? Oh, you found it under the table? You’re living the dream. Make sure your customers feel like they’re wandering into a hoarder’s garage, or a crime scene.

To really set the mood, crank up the music. Preferably something that rattles the windows. Who needs quiet professionalism when you can turn your shop into a high-decibel nightmare? Are customers trying to talk to you over the music? Perfect. You’re not here to talk, you’re here to exist.

Extra points if you permanently park your non-functional shitbox in the corner and decorate the floor with razor blades. And make sure that your unhygienic staff, if you have any left, look 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.

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 process when it was their idea in the first place? After all, this is an established trade and everyone knows

that glue lines and stretch marks are a signature feature of car wrapping. If they didn’t know, that’s their problem. And if they did, just politely ask how many cars they’re wrapped in and move on. Ever wrapped a car with a failing clear coat? Me too. Except I made the rookie mistake of informing the customer about the risks in advance. But I’ve learned from my mistake. In hindsight, I realized I didn’t need to explain my job or make reasonable suggestions about the wrap’s longevity. Why risk scaring them off? 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 you can just trash every other shop in town? Developing your skills takes effort, but slandering your competitors? That’s easy, and let’s face it, the customer won’t know any better. The moment they walk in, you should be all over them with negativity like a fly on shit. Tell them how your competition uses cheap materials and cuts corners, or, if you really want to build rapport, sprinkle in some unsavory rumors about their private lives. This works even better when you are the full embodiment of these traits. When others use cheap materials and cut corners, it’s disgraceful. But when you do it? That’s genius. Doesn’t anyone know that you’re running a business here? Do they have any idea how hard it is to juggle multiple quotes from suppliers for the same 2-meter order?

Not to mention the labor-intensive exercise of crowing over your staff, hips splayed, as they work frantically to escape your warm, creepy breath. This is business excellence at its finest.

Oh, and don’t get lost in the irony that while you’re busy tearing down the competition, you’re also trying to poach their staff, the very same people you claimed are worthless, with promises that you neither have the intention nor ability to fulfill. Sure, everybody hates you, but that’s the price of greatness.

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 chrome deletes. Activity is king, after all. And if you can’t get the work, why not undermine the market’s pricing so no one else can either?

You don’t have time to waste on creating a comfortable workspace, perfecting customer service, or building long-term marketing strategies. You ought to be cramming your business card into random mailboxes and harassing every unfortunate walk-in with a hard sell. And while you’re creepily blocking their exit, remember to acquiesce to your customer’s price expectations in ear’s distance of your already-demoralized staff.

As you rush through this, remember there’s no time to degas your prints - you didn’t budget for that luxury. And don’t worry about properly dismantling the vehicle; the customer knows it’s "just a sticker,"

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 highpressure washes, parking in the sun, or using abrasive cleaners can permanently blemish the wrap? You don’t have time for amateurs.

Worried about that failing quarter panel? Please. Your quote was so low it barely covered materials and labor, let alone service. You’re cutting

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.

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?

Jonathan Belkus-Blair Owner, My Wrap Game

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.

A Vinyl Makeover at the Air Force Armament Museum

By Gary Householder, Fried Color

in 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 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.

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.

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.

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 3M and Avery Denison were chosen for specific colors that matched the period correct paint, Gary wrapped the entire P-51 in only 10 days, arriving when the museum opened & not leaving

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 better than expected,” said museum director Fitzpatrick. “We are very happy with the results.”

Armed with those results and the project’s success, sights were turned to one of the 30-plus

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.

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.

aircraft that are displayed outside at the Armament Museum. In February 2020, I began the process of working on the F-86 Sabre, the first plane to break the sound barrier. It was larger than the first and more than 37 feet long with a wingspan of 39 feet. Due to cold temperatures and the global pandemic, it took quite a while longer than the P-51, but when finished it looked exactly like it landed straight from the 1950’s.

In a perfect world, the Air Force Armament Museum would like to paint & freshen up each of the outdoor aircraft approximately every 3-5 years. The goal at Fried Color was to wrap one in vinyl, wait to see how the wrap would hold up in the Florida climate in comparison, and then reevaluate. Fast forward four years, and the vinyl wrap installed by Fried Color had some very minor issues from being in the Florida sun. All in all, the product looked great, so yet another plane was chosen

to be wrapped next. This time Householder wrapped the even larger F-89 Scorpion, the first combat aircraft to be armed with air-to-air nuclear weapons, with a length of more than 53 feet and a nearly 60-foot wingspan.

As part of this vinyl wrapping job, Fried Color’s only other employee Dani Bronson was called upon along with fellow Avery Certified Wrap Installer Brian Cunard with Wrapcraft Enterprise to help. With direct sunlight and temperatures over 90, and winds gusting over 30 mph, the team wrapped the entire plane in less than two weeks using six full rolls of Avery Dennison Gloss Metallic silver paired with Obsidian Black. Currently, one more plane is scheduled to be updated, and while the specific aircraft has yet to be determined, the vinyl wrapping initiative has proven to be a valuable tool for the museum's historic collection.

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 a regular contributor to WrapFam Unleashed, 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

yourself, just like it was to the young and eager-tolearn 24-year-old kid who is now writing this article.

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, guide me, answer my questions, and show me the ropes or at least a path to show myself. Amazing individuals like Dan Antonelli of KickCharge Creative (then Graphic D-Signs) always answered this eager kid’s messages on Facebook and always made time for a conversation when I tracked him down at trade shows in Atlantic City. The legendary Mike Zick, who was 3M’s first on-site trainer, came and showed me everything I was doing wrong wrapping vehicles, set me on the correct path, and became a fast friend and mentor that I continue to lean on for advice to this day. On a more local front, Josh Palmer of Vital Signs in Rochester, NY, always answered the phone, helped me out of binds, and provided advice to someone who could’ve been considered a competitor. I took a chance to reach out to the guys I respected and wanted to learn from, and I cannot thank them enough for everything over the years.

conversation, and book clubs, while free platforms like Wrap Shop Talk by Dan Workman and Brent Knott create communities where pros and beginners alike can collaborate and learn from each other. Additionally, there are so many top-notch individuals out there who are always willing to share their experiences.

Being a mentor and having mentors are equally rewarding experiences. When we share what we know, we’re keeping the art alive, helping the industry evolve, and setting higher standards for quality. As someone who benefitted from the knowledge and patience of mentors, I can tell you firsthand that seeking out guidance— and never being afraid to be wrong—has been one of the best decisions I’ve made. It’s not just about acquiring skills but about understanding the heart of this industry, where collaboration and continual improvement are key.

Today, mentorship has evolved to become even more accessible. Platforms like WrapIQ from John Duever provide high-quality mentorship,

For the young shops coming up, know that you’re not alone. There is a wealth of wisdom available to you, whether online or

from the veterans you see at trade shows. Don’t hesitate to reach out, ask questions, and stay curious. This industry is full of people who are happy to help—because chances are, someone once did the same for them.

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 SEMA issue, so if you are attending this amazing show, come visit me representing Fedrigoni SelfAdhesives at the DAF Products booth as well as

the WrapsLIVE competition on day 2, powered by Fedrigoni, where you will see the industry's best competing. You can also find me at amazing experiences like the WWWRAP party, as well as other industry after-parties during the week. If you are reading this, I would love to meet you and hear 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 in our industry is our relationship with vendors. Whether it’s a back-up supplier of printed film, or the strategic outsourcing of things

Windows, Walls, Floors WWF

that just don’t make sense for you to do inhouse, vendors are a lifeline as you are growing. A breakdown in the production line can be catastrophic, especially on a tight deadline. But with a great network of vendors who genuinely understand your needs and have the capacity to help, these situations become manageable.

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

Last but certainly not least, never underestimate the importance of building relationships with distributors, dealers, and manufacturers. They’re essential partners in your business, providing you with the tools, materials, and support that keep your shop running. However, it’s important to remember that loyalty matters, and these partners should work for you and your business. Hold them accountable, expect top-notch service, and don’t hesitate to look elsewhere if they’re not meeting your needs.

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

success. The more they understand your needs, the better they can serve you. This doesn’t just improve your workflow—it ensures that your clients get the best possible product and service, which ultimately matters most. Again, I truly feel fortunate to have forged the relationships that I have and to have learned early on the ones that I needed to let go.

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 of something bigger than yourself. Seek out mentors, continue to invest in your skills, and build relationships that will carry you through the highs and lows. Because beyond the windows, walls, and floors (and vehicles and everything else) we transform every day, it’s the people in this industry who make it extraordinary. And I, for one, am grateful to be a part of it!

Matthew Ferguson President, A&M Graphics

Leading the Way in Wraps

By Jen Carney

Women of Wraps (WOW) is proud to highlight Kristin Lanzarone. WOW’s mission is to shine a light on women across the Wrap/Graphics industry, from installers to business owners, celebrating their versatility and achievements. A Jill of many trades and a master of quite a few, Kristin has proven that ambition and determination really do make a difference. From her

prospects of becoming a police officer to her venture in journalism, she is a well-rounded boss babe.

Career Path

"I originally set out to pursue a career in Criminal Justice and Interior Design, even completing the Police Academy in 2006," Lanzarone explains. "But when the economy took a downturn, the

Kristin Lanzarone: Mentor, Trainer, and Influencer

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.

Chad Monroe and Kristin applying a wall graphic.

Kristin tucking vinyl in a booth demo.

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 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 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.

Kristin competing in the ORAFOL challenge.

Kristin chatting with Dan Marx at the PRINTING United Expo.

Arlon certified trainers.

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-

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.

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

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

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.

Master the Wrap class sponsored by Arlon. Kristin with Krystal Miszewski on the scissor-lift.

@sscustoms

@wrapseshaz

@distinct.wraps

@cwwraps

@madetolastvisual

@carbonwraps

WRAPFEST

By Katie May/Brooke Speight

WrapFest 2024 brought together over 700 professionals from the vehicle wrapping and surface detailing

sectors across 25 countries. The event provided a unique platform for attendees to learn about the latest trends, products, and best practices, with over two-thirds of visitors noting new techniques and ideas to grow their businesses (71%). The

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

New Products on Display

Over the course of two days, visitors explored innovations in vinyl, PPF (Paint

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 Papergraphics' Stock & Roll print room storage solution, Adapt's partnership with Pro Film, Grafityp's new Omega Skinz forged carbon fiber vinyl,

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

WrapFest Happy Hour. Photo by James "Ruggs" Kochevar

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

Aerial view of exhibit hall. Photo by Tim Evens

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

Inspiring Talks

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.

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

Women in wraps panel talk. Photo by Visually Rich

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

Contestants toiled over precison. Photo by Tim Evens

F1 race simulators. Photo by James "Ruggs" Kochevar

Competition area. Photo by Visually Rich

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 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 and celebration for industry professionals.

World Wrap Masters Competition

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

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 competed against such talent and look forward to the World Wrap Masters Final in Berlin."

Duncan MacOwan, Head of Events at 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.

The Winner's Podium. Photo by Visually Rich

Build Local Buzz for Your Business

By Lisa Humrich, Steelbloom

f you’re running a small business, chances are you don’t have a ton of time for marketing or a large marketing budget. The truth is you don’t need a big budget or a fancy marketing team to build up your local brand awareness. With a few time-saving strategies, you can boost your visibility and grow your business without spending all day on it. Let’s break down some quick and easy ways to market your shop locally without getting overwhelmed.

Raising Your Profile Around Town

Leverage Google My Business - If you haven’t already, spend 30 minutes setting up your Google My Business (GMB) profile. It’s a quick win for getting your shop noticed online. Add your address, business hours, and a few pics of your best work. It’s free and takes no time at all, but it’ll make your business more searchable locally. For more detailed information about Google My Business, check out my article “Three Free and Easy Ways to Boost Your Shop’s Online Presence” in the October issue of WrapFam Unleashed. Encourage Review Requests - Reviews are a goldmine for local businesses. After you finish a wrap, send your customer a quick text or email asking for a review on Google. Set this up as part of your normal workflow, and you won’t have to keep reminding yourself to ask for them.

Focus on Local SEO - You don’t need to go deep into SEO strategy. To increase your visibility on local searches just make sure your website includes a few local keywords that make sense for what you do like “vehicle wraps in [your city] ” or "wrap installers near me." This helps search engines match your business with local customers looking for your services. These terms should naturally appear in your website copy, blog posts, and metadata. When people in your area search for these services, you’ll have a better chance of ranking higher in the search results.

Keep Social Media Stress-Free - Don’t let anyone else grab your business name on social media! Even if you don’t plan to be super active, make sure you claim your spot on Facebook, Instagram, Twitter, LinkedIn, or wherever your customers might be. Social media can be a huge time-suck if you let it, but it doesn’t have to be. You can manage your online presence with minimal effort if you focus on a few key strategies.

Pick One Platform and Own It - Instead of trying to post everywhere, pick one platform where you think your customers hang out—whether that’s Facebook, Instagram, or something else—and stick with it. For a lot of wrap shops, Facebook is a solid choice since local groups and businesses are active there. But if you’ve got great visuals, Instagram is the better way to go. The key is to focus your energy on one platform and do it well.

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 Facebook, throw in some local hashtags (like #WrapsDallas or #SmallBusinessWraps) and use location tags on your posts. It’s a super quick way to help local customers find your work.

Get the Community Buzzing

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.

Find Complementary Partners - Reach out to other local businesses that aren’t direct competitors, like car detailing shops, auto dealerships, or custom body shops. Offer to recommend each other’s services. This simple cross-promotion requires little effort but can bring in new customers from a partner’s client base.

Co-Branding = Double the Exposure - Cobranding is a fancy way of saying, “Let’s work together 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.

Participate in Local Events and GroupsLocal events and groups are a great way to get your name out there, but with a small team, you 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 a press release to local newspapers, blogs, or radio stations and pitch them a story about your shop. Maybe you’ve wrapped a cool vehicle

for a local charity or done something unique. Local media coverage gives you free publicity and helps build trust in the community.

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 Founder, Steelbloom

Leveraging experience at ORAFOL, Mimaki, and General Formulations, Lisa helps businesses improve processes and marketing.

Welcome 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.

General Formulations

Appoints Matt Edwards as VP of Product Management

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,

Edwards is passionate about supporting the next generation of industry talent. He serves on the board of the Graphic Arts Association (GAA), where he works with Ferris State University students pursuing careers in graphic media, bridging the gap between academic programs and the professional world of printing, graphic design, advertising, and marketing.

“This well-deserved promotion is a testament to Matt’s 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 contributions Matt will bring as Vice President of Product Management and the innovations his leadership will drive.”

Avery Dennison Graphics

Solutions Announces 2024 ‘Wrap Like Royalty’ Challenge Winners

Avery Dennison (NYSE:AVY) Graphics Solutions has announced the winners of the 2024 Wrap Like Royalty Challenge (formerly Wrap Like a King). Wrap installers were invited to submit their best full print, color change, or mixed film vehicle wrapping projects that used Avery Dennison Supreme Wrapping Film™, the Conform Chrome series, MPI 1105 Digital Wrapping Series or a combination of car wrap films.

The 2024 winners are:

• Bailey Print Garage for their Color Change Wrap submission, "Murdered F-450" (Australia)

• Atelier Art Car for their Print Design Wrap submission, "Bugatti Veyron Grand Sport Vitesse" (France)

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

New Products

Discover the latest in wrap industry innovations. Here, we feature cuttingedge 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.

…continued from page 74

sign) for their Fantasy Class Wrap submission, "Supra Stryker – The Samurai of Versailles" (USA).

The three winners each received an Avery Dennison swag package of free material, T-shirts, winning category trophies, and promotional banners for their shops. In addition, the winners received a four-night hotel stay in Las Vegas during SEMA 2024. They will be acknowledged and celebrated at the Avery Dennison booth at SEMA during the event.

The 2024 global judges panel consisted of: Justin Pate (The Wrap Institute, USA and The Netherlands), Tia-

go Teixeira (xix3D, Canada), Leon Watson (Spandex, Europe), Ash Ellison (Avery Dennison, Europe), Sarel Krüger (Avery Dennison, South Africa), Martina Rossi, (Avery Dennison, EMENA), Molly Waters (Avery Dennison, USA), and Peter Wright (Avery Dennison, Australia/New Zealand).

SEMA 2024 Kick Off

The SEMA Show returns bigger and better than ever for 2024 with more than 2,400 exhibitors and 160,000 attendees expected to converge this November 5–8 in Las Vegas. Industry leaders and automotive enthusiasts will witness groundbreaking innovations across every sector, from cutting-edge EV technology to revolutionary aftermarket solutions. The expanded show floor features dedicated zones for emerging trends, including the all-new FutureTech Studio in Central Hall and the enhanced SEMA Overland Experience in West Hall.

Entertainment reaches new heights this year with the debut of Industry Night @ SEMA, featuring the multi-platinum selling Goo Goo Dolls, while SEMA Fest moves to the LVCC campus for an electrifying finale featuring Cage the Elephant and Sublime. For those focusing on business growth, an extensive education program offers over 70 sessions covering everything from digital marketing strategies to advanced technical training. The New Products Showcase, now spanning 30,000 square feet in North Hall, promises to be the largest collection of automotive innovation under one roof.

Don't miss a moment of the action – register now at semashow.com/attendee and download the SEMA Show app for real-time updates and exclusive features.

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