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Wrap Advice

Tony Palmer from Palmer Signs has tips and tricks to ensure your clients love their advertising wraps.

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TIP 1: THE CLIENT

Tony Palmer of Palmer Signs

Tony Palmer of Palmer Signs.

The first thing we do to make sure the client has a great experience with Palmer Signs is set the expectation of what advertising wraps can do.

We go over:
1. How long the wrap will last.
2. How to care for it.
3. What are trouble areas for a vehicle wrap?
4. If there are seams, where they will go?
5. Look for and point out any damaged paint or trim pieces.
6. The design timeline.
7. The schedule and how long it will take.
8. Reminder to bring the car washed, but not waxed, on the scheduled install day.

TIP 2: MAKING YOUR OWN TEMPLATE

When photographing vehicles for templates, we use a Canon Rebel 35mm digital camera. I remember early on, when I was the one taking pictures, I would scale the photo to the correct size and it never worked out. I measured between the doors and it would be perfect, then I would check the fenders and it would be short. I learned there is a fisheye effect that takes place when zooming out to make a vehicle fit in the frame of your camera. To take a photo scale correctly, set the zoom on your camera to 35mm and then back away from the vehicle until it fits in the frame. It may take a few steps, but when you go into your graphic program, everything will scale correctly.

TIP 3: DESIGN

The design process is where we dedicate most of our time. To help us create the perfect design for our clients, we ask the following questions:
1. What is the purpose of the wrap?
2. Do you have a picture of a wrap you like?
3. Tell me about your business. How did it start? What do you love about it? (This is key – not only to build a relationship of trust with your client, but also to inspire great ideas of elements you can use in the design.)
4. What is the best way for you to view the working proofs, by email or text? We find texting is the best way to get a timely response.

PHOTO GALLERY: WORK FROM PALMER SIGNS (4 IMAGES)

TIP 4: COMMUNICATION

Use Zoom or an equivalent program to speed up your design process. It’s far more convenient and much easier for a client to find 15 to 20 minutes to have a virtual meeting with you. We share our design screen with them and make changes in real time. Our clients love it. We love it. They really feel a part of the process, and we are done in a fifth of the time.

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TIP 5: INSPECTION

After the project is done, before you call the client to pick up their vehicle, take the time to inspect the job. Check the color, look at the seams, bring the proof, and make sure that everything is perfect. We say, “Mistakes may happen… they just don’t leave the shop.” If all is good, take some nice photos of your work, post it on social media, and tag the client. Now you call the client to let them know the vehicle is ready. When the client arrives, walk them around the vehicle. This is a great time to share in their excitement. Remind them how to care for a wrap. We also tell them to bring the vehicle back in two to three weeks so we can look the wrap over. Lastly, we thank them and let them know they will be getting a link to leave us a review.

Tony Palmer is CEO of Palmer Signs in Roseville, California.

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