That’s a Wrap! Utilizing wrap technology for unusual products By Pam Mortimer Using vinyl wraps as advertisement and decoration is not a new trend. Print service providers (PSPs) across the country have used this technique to add value to their print services menu, offering a new twist on traditional print media. Some companies, however, have taken it one step farther. “Vinyl wrap installers and sign shops are taking the art of wrapping to a new level of customization for consumers, that includes shoes, microwaves, prosthetics and to very small items like car key fobs,” said Bill Podojil, director of graphics sales at Avery Dennison. “With the conformability, color choices and digital printing capabilities of Avery Dennison graphic films, the sky is the limit for what can be wrapped.” How can a PSP venture into this area of advertising and promotion? Our experts weigh in on the topic. Breaking into the Biz Our experts come from a wide variety of backgrounds from technical advisers to applications specialists. When it comes to breaking into the business of unconventional wraps, our sources had this to say: Jody Frego, operations director at Fast-Trac Designs, Phoenix, offered this advice: “The Best way is to show the client value in wrapping that area for marketing purposes. You can also show a client that wrapping something unconventional can bring attention.” David Hawkes, group product manager of Sign Products and Textile Printers at Roland DGA, said, “When it comes to wrap, we’ve learned that there are really no limitations to a print service provider’s imagination. So we have discovered that when it comes to wrap graphics, you need to be open-minded. As a leading manufacturer of digital printing equipment for wrap applications, Roland realizes the important role innovative printers and printer/cutters play in helping designers and technicians to turn their wildest wrap ideas into reality. While most of our customers focus on vehicle wraps, there are also a fair share of users that specialize in wrapping other types of objects, including a variety of truly unconventional items. We have users that wrap everything from musical instruments to gun safes to trash receptacles…even coffins. “The media used for wrap applications is pretty forgiving and can stick to a lot of different surfaces,” Hawkes added. “There are a multitude of manufacturers out there and they all seem to have their own advantages. If you have a selection of media to work from, don’t hesitate to try something new. Things as small as iPhone covers and as large as the walls of buildings have been wrapped successfully.” When asked about how a PSP might delve into the market, Marcio Oliveira, senior technical service engineer at 3M Commercial Solutions said: “This can be both a difficult and easy question to answer. Certain unconventional surfaces can be rather difficult if you don’t have previous experience or a high skill level. For example, it may be difficult for someone with little to no experience to all of a sudden begin doing vehicle wraps or boat wraps. But it would be much easier to begin with surfaces that require less skill than complex contours, for example, installing single panels on flat/smooth walls. Once your experience and skill level grows on flat/smooth walls, you could get into installations that require more skill, such as textured walls. “There are countless opportunities for unconventional wraps everywhere,” noted Oliveira. “Picture when you park your car in a parking ramp—there is usually an empty concrete space in front of your car. Think of all the potential advertising space that’s available. All that space means room for printed graphics—and that means you’ll need to know how to install them. This is just one example of how a print service provider can break into wraps for unconventional surfaces.” Sino Tour, director of operations at Icon Image Graph- THE 3 PS OF INSTALLATION Preparation: This is the most critical tip of all. You can have the best film and the best installer, but if the surface was not cleaned and prepared properly, the film will have poor adhesion, meaning the film will have a higher chance of failure. Primer: You will put primer anywhere you want extra insurance that the film will adhere better. Post-Heat: We want to make sure the surface temperature of the film is heated to between 200-225 F° to help reduce the film’s inherent memory mentioned earlier. These tips will help Prevent Poor Performance and ensure you have a higher chance of a successful graphic installation on any surface. —Marcio Oliveira, senior technical service engineer, 3M Commercial Solutions 40 Wide-Format Imaging | April 2015 MyPRINTResource.com
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