Born to Wrap
We decided to get out of the shop last week to attend the NBM trade show workshop called Born to Wrap. This event was sponsored by Roland DGA and Avery Dennison, which are two manufacturers that we use and support, for good reason. These two companies are industry leaders in their respective categories. Roland manufactures top of the line large format printers, and Avery Dennison supplies innovative pressure sensitive adhesive vinyl materials. Both of these companies partnered with Matt Richart, owner of DigitalEFX wraps based out of Louisville, Kentucky. Matt and his company have been huge supporters and users of Roland and Avery Dennison, and they credit much of their success to those relationships. These names play a huge role in this company’s pricing structure, and I’ll explain why.
A good portion of this workshop was spent talking about pricing a vehicle wrap and attempts to standardize the quoting process. Long story short, there is no standard for pricing on these jobs. There are so many variables that effect pricing; design time, type of material used, how much of the vehicle is being wrapped, the size of the vehicle, the amount of time required for installation due to curves and shapes, and it goes on. Now, these criteria aren’t necessarily a surprise to us, but many wrap companies fail to educate the customer on these factors that can affect the price. Providing this education to the customer is as crucial to establishing value as the equipment and material we choose to use. For these reasons, most reputable wrap shops charge by the square foot. It is the easiest and most precise way to determine an accurate price. For consumers, this method can provide some initial frustration when trying to get a ballpark price. In reality, this should provide the customer more peace of mind knowing that their initial quote has a much lesser chance of changing by the end of this intricate process.
As Matt got further into talking about pricing, everyone wanted to know “how much do you charge?” When Matt disclosed his pricing, many people’s reactions were that of surprise. Between some feedback from other class attendees, and some of the quotes we have seen locally, Matt’s prices were typically 15-25% higher than our local competitors. The class began asking him how he could justify his prices, and Matt spent the next 20-30 minutes talking about all the problems, pains, and difficulties he had to go through to not only realize the value of his work, but how to justify that value. He even went further by talking about the warranty he provides with his work, as well as maintenance programs and products people could use to maximize the life of their investments.
Hearing these struggles and failures that his company had to endure was a huge boost of confidence for us as a young company. Since I joined Rufener Design, we have always strived to provide value, educate our customers, and stand behind our work. With this real-world feedback, we received from a successful company who has experienced the same growing pains that we’re feeling, it provides some relief knowing that our vision of providing maximum value to our customers is more important than trying to be the company with the lowest quote. We view our services as an investment, and that’s how we want our clients to feel. Most importantly, we have to help our clients see the potential return on investment(ROI), because if you aren’t successful, we aren’t either. Our hope is that this blog can be an educational, trust building moment for our current and future clients to use when deciding who to trust with your next branding investment.
Director of Sales and Marketing