Posted by Barbra Bannon on Sat, Feb 09, 2008 @ 09:40 AM
We are featured in February's issue of WideFormat Imaging magazine!
Contact Cranky Creative Group for Fleet and Vehicle Wraps Nationwide
Check it out -
Unwrapping the Keys to Success
Jeffrey Steele
When is it a good thing to be stuck in traffic or have to feed the meter of a city parking slot? When the vehicle you're driving is wrapped iadvertisements for your very own business. More and more advertisers are recognizing that vehicle wraps are among the most cost-effective ways to promote a good or service. And that's translating into opportunity for wide-format imaging pros specializing in vehicle wraps.
An entirely different approach to building profitability is the one being employed by Cranky Creative. Its CEO Keoni Denison and president Barb Denison are employing a strategy they feel has not been used before. Cranky Creative is "America's first wrap advertising agency," concentrating not just on the execution and installation, but on the entire wrap campaign, Barb Denison says.
The company began as a sign shop that expanded into the vehicle graphics market, she says. When the Denisons saw they were being undercut on price by shops going cheaper and cheaper, they realized their value was in being idea people.
"We're standing apart because customers are demanding better quality designs," she says. "Back in the day, wraps were pretty novel, and the designs and aesthetics could be bad but still eye catching because [the medium] itself was new. More recently, it's become more sophisticated as an art medium. We're actually recruiting artists from the advertising agency world, who have more sophisticated design backgrounds."
As a result, the entire communication with customers changes, the Denisons say. That conversation begins by discussing customers' marketing/advertising strategies, and goes on to address how the vehicle will fit in that strategy, what the target market is and whether this is the most effective way to promote the brand. "That helps us have the vehicle wrap be an extension of the marketing campaign they're doing," Keoni says.
Both Denisons believe that gaining profitability in vehicle wraps is a matter of giving customers better, more attention-getting designs, offering them a full range of services and valuing the importance of creative in an increasingly me-too environment.
"In the advertising world, they value creative," Keoni Denison says. "The target market had to change for us. We're retargeting to a more sophisticated, higher-class client. You can always go elsewhere to get something cheaper."
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