Its a random Monday morning and an email came into my inbox today which sparked an idea for an encouraging blog post.
I believe that most wrappers understand that we are a bit of a rare breed. A strange mix of artist, craftsperson and business person. We love to create but also have an intense desire to succeed financially for our business, our employees and our family. We love competition but also seem to revel in the camaraderie and support of our fellow wrappers all across the world. That strange, and sometimes counterintuitive, view of our industry leads to the various ways we see and operate in marketing our wrap shops.
Some common questions… Should you focus your marketing strictly efforts on your local market area or devote time & resources to pursuing a more national image? What certification should you get and which one will bring in the most business? What should you do with social media or is it even worth it? Should you get involved with local car shows.. compete in wrap competitions… join a prestigious networking organization…?
Yes, it can be a bit much.
Here’s the thing though. When you think back in your life you will probably notice that pretty much all of your business is cyclical. For months we can find our good leads coming from the PDAA and then that dries up for a bit. Meanwhile 3M’s certified installations start popping again or the Avery Dennison CWI network could be pinging away. Your personal local book of business goes starts doing some cool things but then your involvement in the UASG starts bringing in some good leads. Your participation in WRAPSCON’s Wrap Olympics, WrapGlove’s Wraps LIVE or a a global competition with the FESPA World Wrap Masters links you up with other shops who need help.
And another thing, how in the world do you get social media to work for you!? While there are a number of strategies here are a couple of tips. Number one, directly TAG the photo itself AND tag the comment you write. Tag the film manufacturer you used, tag the client, tag the installer who did the work, the photographer etc. You can also tag those of us who have dedicated time and a platform to help promote wraps! Tag @wrappermapper, @thewrappromoter, @wrapfolio @paintisdead, @wrapchannel etc.
Another way to increase your chances of being seen and re-posted is make sure you are showing off your projects as best you can. A focus on high quality, professional grade, well produced photos / videos will go a long way.
DO: Make sure you have a clean, well-staged, well lit, uncluttered composition with interesting angles
DO: Take the time to work out and create images that show off the wrap film itself as well as the project
DO: Let us know if a particular photographer, designer etc. should be credited for work. We love promoting all aspects of a well produced wrap job. (give us proper tags to use)
DON’T: Send in photos of a dirty shop, cluttered backgrounds, unwashed cars etc.
DON’T: Submit images with big branding on the photos. We will ensure you are properly tagged and credited for the content.
Ultimately, the more lines we have in the water the more fish we catch right?