The creative designs and unique colors that specialists like Digital EFX use to produce their wraps definitely help turn heads. And, for businesses trying to attract more customers, "stop and stare" graphics like that translate into valuable exposure. Data compiled by the OAAA (Outdoor Advertising Assn. of America) and Driving Revenues, a Washington D.C.-based advertising firm, indicates that wrapping a vehicle or multiple vehicles to promote a business makes a lot of sense from an ROI perspective. The study shows that one vehicle wrap can generate between 30,000 to 70,000 impressions daily, and that fleet vehicle advertising can boost name recognition 15 times greater than any other advertising media.
"It's easy to see why commercial vehicle wraps represent the fastest-growing segment of the outdoor advertising industry," noted Richart. "Unlike static signs and billboards, a vehicle wrap offers mobility -- you can place your vehicle ad anywhere you want it to be, at any time. There are also significant advantages over other types of advertising, like TV and radio. Those types of messages can be turned off, whereas a vehicle wrap ad is out there working for you 24/7. Even when a wrapped car is parked or stuck in traffic, it's capturing attention and sparking interest."
Richart, who also leads periodic "Born to Wrap" vehicle wrap instructional workshops for digital printing leader Roland DGA Corp., uses several advanced 54" and 64" Roland large-format printers and printer/cutters to handle his company's ever-growing workload. "These machines are nothing short of amazing," said Richart. "The image quality is outstanding, they allow for the incorporation of unique Eco-Sol MAX metallic inks into our wraps, and the fast print speeds enable us to keep up with customer demand."
Before this kind of equipment became available, graphics had to be hand-painted onto cars. Today, everything is digital. After a wrap is designed using software programs like Illustrator and Photoshop, state-of-the-art large-format inkjet printers output the graphics in vivid color onto vinyl panels, which are then laminated and applied to the vehicle to form the wrap.
"One of the great things about vehicle wraps is they're not permanent," noted Richart. "High quality laminated wraps are durable -- they typically last about 3 to 4 years depending upon conditions -- but unlike paint, they can be easily removed at any time."
While commercial vehicle wraps won't completely replace other forms of outdoor advertising such as signs and billboards, they can definitely play an important part in any company's integrated marketing strategy. And, judging from the continuous growth in industry revenue year over year, it appears that businesses of all types and sizes are discovering the promotional power of wrap. That means the future looks bright for specialty shops like Digital EFX Wraps.