Dale’s Signshop Plays to Strength With Top Customer

A LITTLE OVER A year ago, I wrote a column about one of our Top 10 Clients, Truly Nolen Pest Control (see ST, December 2024, page 41). Here’s a quick revisit of our relationship:

Back in the late ’90s, Truly’s headquarters were based right here in Orlando, FL, and they came to us to do the graphics on their famous VW “Mouse Cars,” complete with big ears and tails. (Once they discovered we also manufacture commercial signage in-house, we started doing most of their Florida building signs as well, but that’s another story.)

All those years, we would merely add die-cut graphics to the Maaco-painted vehicles they would drop off. Low-quality, bright yellow paint (never the same shade) with extensive overspray. But, they pushed 160 vehicles a year through our wrap department, so we were ON it!

Then, after 20 years (two years ago), they came to ask if we would take over the paintwork, too. To the tune of 200 cars per year. Four custom paint jobs and graphics a week!

That was the goal. And it would double the revenue of an already Top 10 client. So once again, we were ON it!

…But we already paint a lot of signs. So this schedule clogged up our entire paint department, and for the first year, we struggled to complete just two, maybe three a week.

And then late last year, the call came: “Dale/Rick, we love the quality of everything Wrap This is doing; we don’t even mind your pricing (substantially higher than Maaco), but we need to figure out how we can actually get 300 cars a year through your shop.”

“So… six a week?! Is that what you are asking?”

“Yes.”

“Sorry, guys, but that is never going to happen… unless… we wrap them.”

It just so happens that 3M Wrap Film Series 2080 Gloss Bright Yellow is an absolutely perfect match for their trademarked Truly Yellow. Who’da thought?

Me. That’s who. Why were we exhausting all this labor to paint these cars? Especially since they would all have to be repainted when it was time to sell them?

The Play

While painting, we had already established that they needed to buy black vehicles. All previous ones had been white. Why?

Because the design features black on the lower side panels and the entire back of all the vehicles. Black cars equal less sanding, less prep and less paint.

So, black Frontiers, Corollas, Priuses, etc., were the order of the day. But there was still no way we could turn that many cars a week with paint.

So they accepted our wrap proposal, and we introduced an amazing client to a better technology, a better turnaround, and when it’s time to sell? Peel that joker off and send it on its way! To sweeten the pot, I offered to ceramic coat the hoods and front fenders of each vehicle with System X Pro+ coating (a 6-year product) for free.

(If you do not offer ceramic coating, do yourself a favor and look at System X. I am enthralled with their products, and it brings an entire new level of protection to your wraps. Check it!)

After 40 years in this business, I promise that a wrapped and coated hood will outlast any yellow automotive paint.

We wrap 100 vehicles every month, including the 5-6 full Truly wraps per week. The paint department is now free and clear, and we’re maintaining the client’s intensive schedule!

And let me tell you… The QC for a wrap vs. a paint job is light years easier and better. Happy client, happy 3M, happy employees.

I sure do love it when a plan comes together.