How to capitalize on bad wraps
Why bad wraps are the best opportunity to come along in a while
By Dan Antonelli
Posted on Monday, January 4th, 2016
I continually hear sign people lamenting about how bad the wrap market is in terms of the work being put out on the street. All these wraps, they say, are terrible and are killing the market.
To those, I say, you should rather be rejoicing in the opportunity laid out before you. With the wrap market being a literal race to the bottom, most shops are looking to undercut the other by offering lower and lower print and install pricing. For the consumer, this seems like a great deal. If Sign Shop #1 is priced higher than Sign Shop #2, they’ll typically choose the less expensive option, right?
This is true when both shops are essentially selling the same thing. The consumer already thinks that materials and laminates are the same. And maybe installations are even the same at both shops. And if they are both doing non-creative, dysfunctional and illegible wraps, then by all means, the consumer is going to choose the lowest cost.
Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit danantonelli.com. On Instagram: @danantonelli_kickcharge.