点击留言 点击留言 关于我们 | 广告报价 | 订阅杂志 | 欢迎投稿
首页 > > 产品推荐
智作专家
新闻资讯
名企视点
产品评测
产品中心
合作媒体
《亚洲标识》杂志
 
产品推荐

乙烯基薄膜的质量对标识制造商业务扩展和品牌形象的影响

2017/7/28 11:42:33

摘要:

We all strive for success, both individually and organizationally. Whether the end goal is finishing first in a competitive race or becoming the company’s top salesperson, we work hard to obtain the best possible results. In some cases, a few obstacles will arise that attempt to trip us up along the way. And when we think there is no possible chance to achieve our objective, that’s when it is time to reach a little further.


在很多情况下,我们的最终目标无论是在竞争中脱颖而出,还是成为公司的顶尖业务人员,我们都想尽可能地去争取最好的结果,但是在某些情况下,总是会出现一些意想不到的障碍,迫使我们去寻找一条出路,当我们视图尝试一些不同的方案去实现我们的目标时,那就意味着我们将有一个良好的开端了。


The wrap professionals featured in this article understand this philosophy. From year to year they have found ways to ensure the success of their shops while staying above the ever-increasing competition. Is there a special formula for this success? Not necessarily. Could others learn from the experiences of these shops? You bet. But many will find that even just committing the required attentiveness and dedication to one’s business will begin to produce results.


同样,标识制作商每年都在寻找确保业务正常运营、以及继续拓展业务的途径,同时在日益激烈的竞争保持优势。那么,有没有什么可复制的成功秘诀呢?或许能从一些标识制造商的成功经验中学习吗?答案是没有。


When asked how his business has maintained staying power over the years, Road Rage Designs president Mike Grillo simply stated, “We do a great job and try to be better than the competition. We’re having fun.”


当设计总裁Mike Grillo被问及公司的业务在这么多年来如何一直保持下去时,Mike Grillo说:“我们只是在想着用什么方式超过竞争对手,比他们做得更好。”

Wrap veterans such as Grillo have learned a thing or two about what will change or develop in the industry over time. “Improvement in materials to start,” he says, pointing to matte black and matte colors as styles on the rise.


像Grillo等从标识行业退休的人能够看到行业随着时间的变化的发展。Grillo说:“在市场上赢得竞争优势最好的方法就是从改善产品的材料开始,他指出,无光泽的颜色能上升产品的整体风格。


Digital EFX Wraps owner Matt Richart concurs, stating that matte films—as well as carbon fiber—have “opened up a retail side of vehicle wraps. Wrap media has become easier to handle and work with.”


Digital EFX Wraps公司的创始人Matt Richart同意这一说法,他也表示乙烯基薄膜以及碳纤维薄膜已经开拓了车身贴的零售市场,使薄膜介质的使用和处理变得更加容易了。


Digital EFX Wraps primarily prints and installs Avery Dennison supercast films; however the shop also uses Oracal and Arlon materials in the wrap training field.


Digital EFX Wraps公司主要打印和安装的是Avery Dennison超级薄膜、Oracal和Arlon薄膜。


“Most of these companies are producing and manufacturing matte colors, carbon fiber, and other colors that are repositionable wrap media. These films are ready to install right out of the box. It takes the design process completely out of the picture.”


现在公司大多数生产和制造的是乙烯基薄膜,碳纤维薄膜可重新定位包装纸的颜色,这些薄膜都是打开即用的。


As far as less experienced shop owners becoming more familiar with vinyl and all of its constant advancements, Richart suggests, “getting samples from all vendors to see which films you prefer if you have never used any wrap films.”


对于经验丰富的标识商店主来说,越来越熟悉乙烯基薄膜的市场潜力,Richart建议:“如果您从未使用任何薄膜,那么应该先从供应商那里获取样品,来清楚自己喜欢的薄膜类型。
 
Focus on What’s Important


客户最看重什么


Even if you believe the customer is always right, he may know little to nothing about vinyl. To him, the final product is what makes him either reach for his wallet or search for a new wrap shop. Let’s face it; there are lots of businesses that claim to have excellent wrap services, but what is going to make yours the most attractive?


即使我们要遵循客户至上的原则,但客户也许对乙烯基薄膜知之甚少。对他们来说,最终产品可以到达他的满意程度就没问题了。但现实情况是,虽然有很多企业声称拥有优质的产品服务,但是他们并没有什么有吸引力的产品。


“Our customers come back to us because our quality can not be duplicated,” says Richart.  “That’s not to say there aren’t other top notch wrap companies out there. (But) we educate our customer base to inform them on what is a good wrap, and what is a bad wrap.”


Richart说:“我们的客户能和我们保持长期关系,是因为看重我们产品的质量,但这并不意味着没有其他一流的公司,我们不仅能提供质量好的产品,在服务上也做的很到位,我们会经常跟客户群沟通交流,告诉他们什么是质量好的薄膜,他们需要的是什么类型的薄膜。”


The combination of quality design, layout, color coordination, printing, laminating and installation is something Richart continues to highlight by saying, “if one of those links is broken or weak, the end result will not be the industry standard.”

Richart一直强调质量,他认为质量涵盖设计、布局、色彩协调、层压和安装的结合,如果其中一个环节较为薄弱,都会影响最终结果,达不到行业标准。

Rod Voegele, president of Gator Wraps, identifies quality and customer services as a huge element in gaining repeat business.


Gator Wraps公司的总裁Rod Voegele认为产品的质量以及服务的质量是保持业务有效运行的重要因素。


“Our employees’ dedication to the customer keeps the customer coming back,” he says, “and keeps them recommending us to other people. That is our number one source for new business—referrals.”


他说:“我们员工对客户的付出,都会得到客户的回报,并获得更多的口碑,这是新业务转介绍的首要来源。”


Richart believes that new avenues in networking have also helped his business move forward. Social media, for one, has had a positive effect on Digital EFX Wraps’ business.


此外,Richart还认为网络的途径也有助于拓展公司的业务。社交媒体对Digital EFX Wraps公司的业务产生了积极的影响。


“We are also in networking groups, social networking, and we have joined numerous chambers in our local area,” Richart explains. “As well as wrapping in our region, we have been designing, shipping, and setting up installations across the country. This has helped with our cash flow during the rough times.”


Richart解释说:“我们利用社交网络和网络团体,来覆盖全国拓展业务,包括设计、运输和设备设置。”


For Grillo, it comes down to doing the things that got him here in the first place. Quality is number one, and he pushes it to the front.


对于Grillo来说,他同样认为产品的质量比什么都重要。

“I haven’t dropped my prices,” he says. “I just keep the quality there. I’m not really competing on a price level. The guy down the street could be offering 50 percent off his wraps and we keep our prices stable.”


他说:“一直以来,我们都没有通过降价的方式来吸引客户,我们只是保持产品的质量来吸引回头客。因为我们觉得真正的竞争不是价格上的竞争,很多人可能会提供50%的折扣,但我们依然保持价格不变。”


Grillo has seen more and more shops trying to exploit the limitless design side of wraps to the point of failure. To him, wrapping all comes back to its primary duty: advertising. And ultimately, that’s what the customer values.


Grillo已经看到越来越多的标识商店试图在改良产品的设计方面来获得优势,但是都失败了。 所以对他来说,产品要实现的主要功能是要回归于做广告,这也是客户所要的,通过产品来实现他们传递的价值观。


“Lots of shops like to do big, flashy wraps,” he says, “but if I have to follow a car three miles down the road to see what the ad is, that’s not a good wrap. It’s all about adverting. Everyone wants to throw the kitchen sink at a wrap and that’s not an effective wrap.”


他还说:“很多标识商店喜欢将产品包装的很闪光、很华丽,但如果质量存在一定问题也会使客户失望,就像一支广告,如果单单只是形式优美,内容对受众毫无影响和作用的话,那么这支广告是不存在任何价值和意义的。”


Voegele agrees that wrapping is an ally to businesses looking to increase their presence. He says, “More people are learning about wraps and how beneficial they are in the growth and branding of their business.”


Voegele同意Grillo的观点,他说:“现在很多标识行业的专业人士在寻找合适的盟友,共同来开拓新业务和品牌方面的成效,实现资源共享。”

Following a Trend


紧跟潮流


Voegele knows full well what kinds of business opportunities can exist with wrapping projects. Gator Wraps has been experiencing a period of growth, which has allowed Voegele to not only take on more jobs but more interesting jobs at that. A recent phone call, coupled with the exposure of his current shop vehicle wrap, presented him with a very unusual and exciting task.


Voegele知道薄膜项目存在什么样的商业机会。Gator Wraps已经在很长一段时间内都是盈利的,这使得Voegele想去开发更多更有趣的工作。最近,Voegele接到一个电话,获得了一个令人兴奋的任务。


“I received a call from a guy wanting to wrap a submarine,” Voegele tells. “He wrote down my number after seeing my Escalade a couple times. Turns out, he was a partner with Sir Richard Branson of Virgin Group Limited.”


Voegele说:“我接到了一个想要包装潜艇的电话,对方几次看到我的Escalade后,记下了我的电话号码。后来我才知道他是维珍集团有限公司Richard Branson 爵士的合伙人。”


Virgin Group Limited had entered into a new program, Virgin Oceanic, which involved building a submarine to reach the deepest depth in all five oceans in the world. The secrecy of the wrap project had Gator Wraps working in stealth mode, all the while wrapping a 24-foot sub and decaling a 150-foot catamaran using a Mutoh Valuejet 1614s and Seal Laminator for the graphics.


维珍集团有限公司已经签署了一项新计划——维珍海洋公司,涉及建造一艘潜艇。这个项目要应用乙烯基薄膜包裹一个24英尺的潜水艇,并使用密封层压机为150英尺的双体船制作一个图形。
“We had to do it all while keeping it from the public,” says Voegele, “which was

hard since we were wrapping the catamaran on the water at a harbor in Newport Beach. We had to wrap it, and cover it at the same time, until the press release day.”


Voegele说:“我们必须做好这个工作,这个工作很有挑战,因为我们把双体船包裹在纽波特港口的水面上,同时要盖住隐藏它,直到新闻发布日那天才向公众展示。”

Grillo is no stranger to the open waters himself. One of his latest jobs afforded him the opportunity to wrap hydroplanes for Formula Racing. These high-speed vehicles are 32-feet by 15-feet and equipped with a full rig. They travel at 205 miles per hour, which can be problematic for keeping wrapped graphics intact.


Grillo对水域并不陌生,他最新的工作之一就是有机会为Formula Racing公司包装水车。这些高速水车的规格是32英尺×15英尺,还配备了一个的钻机,它们能以每小时205英里的速度行驶,即使在很大的阻力下也能是包裹的图形完好无损。


“It’s like NASCAR on water,” says Grillo. “There’s a lot of water pressure involved so we had to make sure the seams ran correctly so as not to face the water and become damaged. It’s actually wrapped backward from the traditional style where you would be able to see the seams up close but when the boat’s going that fast, you don’t notice.” Grillo admits that with the challenges of the project, much testing and examining of the installation process had to be conducted. He warned that if the boats were to cross in the water, the graphics could be ripped away from the hydroplane’s surface.  


Grillo还说:“在水上,会涉及很多有关压力的问题,所以我们必须确保接缝的正确无误,以免造成薄膜的损坏。实际上,风向是往后退缩的,当船的速度达到最快的时候,薄膜受到的压力会变大,所以确保接缝的精准才能免受压力的冲击。随着项目的挑战,安装过程需要进行许多的测试和检查,如果船只在水中交叉,图形可能会从水面被撕开。”


Both Gator Wraps and Road Rage Designs seem to be picking up on the latest trend. Grillo confirms that “boats are a huge market now that it’s summer.” And noticing which parts of the market are growing is yet another way these companies stay on top.


Gator Wraps公司和 Road Rage Designs公司似乎正在引领薄膜市场的最新趋势。Grillo补充说:“将薄膜应用到船上是一个新的市场,此外,会有更多的市场等着我们去开拓,我们需要不断地开拓思维,寻求更多的商机。”


Pieces of Advice


一些好的建议


It’s true, not everyone will be able to go out and win that monster project that would make the shop’s year an instant success. It certainly takes time to build up and grow in the wraps industry, but there are resources and data available to help you along.


这个项目具有相当大的挑战,但并不是每家标识制造商都可以有机会接触和获得的。在标识行业建立和发展起来需要一定的时间,但如果有强大的资源和数据支撑是可以帮助他们迅速成长起来的。


Maybe you prefer to leverage the electronic network like Richart who utilizes Facebook and Twitter to promote specials and updates, such as “We have a new Roland 64-inch Silver metallic VS in our shop.”


也许你更喜欢利用Facebook和Twitter的Richart等社交网络来推广一些新产品,例如,在我们的标识商店里有一个新型Roland 64寸银色金属薄膜就是通过这种方式来推广的。

Or perhaps you’re evaluating all of the moving pieces of your business like Voegele who says he has “streamlined every aspect of our business model from technology to training to production. We look at every expense to the penny, and have really dialed in our controls, better than we thought possible.”


Voegele说:“我们已经将业务模式从技术各个方面转向了生产,我们看着花费的每一分钱,都真正用到刀刃上了,比我们想象中的更好。”


When you really get down to it, there is a definite need for wraps out there. Grillo says he has noticed a lot of new businesses in his area trying to use wrapping as a primary source of advertising due to the poor economy.

Grillo说:“由于经济不景气,我们所在地区的许多新业务都是在试图将薄膜产品作为广告的主要来源。”


Most wrap shops just need to put forth more effort to start realizing results. According to Richart, the Digital EFX Wraps sales staff has found that one to two clients out of 10 have needed their services but had not called them.


根据Richart所说, Digital EFX Wraps公司的销售人员发现,有些客户需要他们的服务,但并没有打电话给他们。


Your objectives can be achieved if you’re willing to reach out for them.


我们需要更加主动为客户提供服务,了解他们的想法,我们才能实现更多的价值。


上一篇: 无信息
下一篇: 2017丽馨光电新产品展示

联系我们 | 广告报价 | 国内外展会资讯 | 订阅杂志 | 欢迎投稿 | 付款方式
Copyright 2004-2017 SIGN.亚洲标识 版权所有 ICP备案号:沪ICP备11025540
公司地址:上海市闵行区漕宝路3299号宝龙城T4栋801室 电话:400-728-8816 电子邮件:asiasigns@hotmail.com