When pitching wrap projects to dealerships, it doesn’t just have to be traditional advertising. Another option is to pitch wraps for specific events the dealership is involved with, like this on Driver’s Village did to promote the Carol Baldwin Breast Cancer Research Fund. Marketing Materials Perhaps the biggest volume of business a PSP can see from a dealership will be the smaller projects. It is tempting to walk in and target the huge amount of wall murals, signage and branding materials dealerships use to help win customers. But the fact is, most brands have strict rules about what a dealership can and can’t display, even down to the fonts they use for their wayfinding signage. And while some brands do allow the dealers to choose their own print provider, others have a list of PSPs the dealer must go through. To start, it is far better for a PSP to target the smaller pieces of collateral and marketing materials the dealership has far more control over. “You have to focus on advertising,” Crandall said. “You have to offer specific marketing to a niche type of group. If I was still running a sign shop today, I think I would get the best response by scheduling an appointment and walking in with sample books. Most of the dealerships signage is already there, I would focus on getting a foot in the door with ‘what can I do for you today’ pieces like a banner that day or that week. Start small and ensure they know what you have and what you can provide. From a sign shop perspective, the goal is to help the dealership get their message out and grow, so focus on that versus showing off your capabilities.” at Luther Auto are for window signage. “Any time they’re running a special we do the windows,” he said. “The different manufacturers have different campaigns every month, so we print it out and put it on the windows. We’ve actually started doing more of the windows than wrapping vehicles. The vehicles once we get through with them, until they come back into service we don’t do more with that vehicle. But windows change every month.” For more information, visit PrintingNews.com/10004280 Nelson pointed out that one of his single biggest requests we wrap every two years, and Wide-Format & PrintingNews.com Signage | April 2016 27
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