I think many here are stating that it looks great due to the large graphic of the BMW and the large trailer size, which will fit tons of great equipment.
After completing three books this week on writing copy ads and the science behind ads and why some and some don't work, I see some problems.
1. Many graphic artists come up with ideas that make them excited, but don't necessarily do work that drives work to the client.
2. Distractors are pictures or bold face type- people read from left to right and start at the top. The BMW jumps right at you. However, seeing that car doesn't tell me anything about what the trailer is for. By the time I get over to the text, I may have driven by.
3. This excited a lot of guys here on this forum, but how many of them are buying the service? Detailers tend to think and create ads that impress other detailers. This is a common thread in other businesses, too. However, other detailers are not paying me money to detail their car. Know your market and what 'hooks' them. I had 'detailing' on my truck years ago with wash, wax, and other text. Twice people asked if I wash cars. The term 'detailing' meant different things to them. I was NOT communicating with my prospects.
4. Grouse, I know you paid a lot of $ for the wrap and I'm sensitive to owners that put a lot of energy and time into their work. It's no fun to be excited and proud and then have someone come in with negative comments. I saw and know about the comments on another forum. I'm not the most direct person, but do feel there was some validity. Joe public doesn't take time to read most print and doesn't have the energy to figure things out. I'm still learning everyday. The positive is that your wrap is not overly busy to where the reader gets confused and doesn't know what to read next. However, as a former speaker to a Porsche club that had a Ferrari in the slide show, you may turn off potential customers by using the BMW- they playfully 'booed' me during the talk.
Time will tell how it worked. I assume that during an actual detail, potential clients will be grabbed by your trailer and very impressed- perception is huge! What you might want to do is set up a spreadsheet so that you can track your calls by how they found you. If there is an even stream from the road vs. when you are working, then it's consistent. However, if a higher percentage of callers are not while you are driving, then you might conclude the it is not reaching the market, or getting them to call. You want them to 'act'.
I hope I am proven totally wrong because your success is more important to me than my opinion. I've been wrong before!!!
Future if I did a wrap...
1. What do I want customers to know that I do? (wash and detail cars)- most customers don't know the difference between a detail and car wash. Therefore, a picture of a car being washed, wiped, etc. will suffice for communication.
2. What graphic will grab their attention AND communicate what I do?
3. How much time do they have to remember my name, site, phone number? What and where is the best place to provide the information?
Remember, customers need to see your 'business' 6-7x before they even remember it. Do NOT spend money and then change logos and type fonts that much. If you can't get the same color scheme, then go with black and white.
There's lots more and perhaps I should do an article after reading the rest of my books...just drove 9 hrs. from Dayton to Springfield, MO. and then to Armarillo tomorrow.
Pls. let us know how it turns out and ask why the wrap is covered in the back..that is a simple, but costly mistake that should be corrected.
All the best intended, Rob
