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Cultivating Business in Vertical Markets

It's June - a time when many people are tending their gardens, anticipating the growth that will follow their planning and labor. That image can be applied to business, too. You cultivate new leads, anticipating the business growth that will follow your hard work.

This is a great time to take a fresh look at the possibilities that lie in vertical markets, such as lawn care and landscaping businesses, pest control companies, contractors, plumbers, real estate agencies, florists, insurance agents, catering companies. The list is endless. Would they benefit from more impactful signage? Floor graphics? Wall graphics? Vehicle wraps?

They'll Like the Look:
Look to vertical markets – such as landscaping, catering, construction and florists – to expand your vehicle wrapping business.

3M graphic films, such as 3M™ Controltac™ Graphic Film with Comply™ v3 Adhesive IJ180Cv3 and the new 3M™ Scotchprint® Wrap Film Series 1080, can transform vehicles into cost-effective media assets, powerful enough to help drive awareness, sales and business growth. According to the American Trucking Association, a commercial vehicle can generate up to 16 million impressions in a year.

Help Customers Achieve a Unified Image
Helping your customers achieve a consistent professional image can help solidify their brand in the marketplace. Show them the potential value in additional options beyond what they already buy from you. For example, if they are using vehicle wraps, they may benefit from carrying that look to floor and wall graphics and signage.

"I've had vehicle wrap customers ask me if I can recommend a good place to buy signs," he said. "I've told them, 'I can do that.' I've learned that you have to explain up front what you do and what you can do, so customers are aware."
- Joel Nieves, owner of Sharp D Signs, Gainesville, Fla.

Getting Creative to Grow Business
Joel Nieves, owner of Sharp D Signs, Gainesville, Fla., is sold on vehicle wraps as a way to expand his business. Nine years ago, when he joined his uncle's 30-year-old sign shop business, he convinced him to invest in the equipment and tools to expand into vehicle wraps. Today, his uncle is retired and Nieves runs the thriving business himself. Most recently, he gained a major vehicle wrap program for a pest control company. Each year he will be wrapping 10 to 15 of the company's vehicles in 3M™ Controltac™ Graphic Film with Comply™ v3 Adhesive IJ180Cv3 as the company upgrades its fleet.

Nieves said that much of his business comes from people he knows, referrals, and people who see his company's wrapped vans. "When I've placed ads in the Yellow Pages, I receive about 10 calls a year," said Nieves. "But driving around in my company van, I get stopped nearly every day by someone who is interested in vehicle wraps."

Nieves also provides signage and other graphics to customers. "I've had vehicle wrap customers ask me if I can recommend a good place to buy signs," he said. "I've told them, 'I can do that.' I've learned that you have to explain up front what you do and what you can do, so customers are aware."


With the growing popularity of specialty finishes, Joel Nieves, owner of Sharp D Signs, Gainesville, Fla., decided to promote 3M™ Scotchprint® Wrap Film Series 1080 by applying its black carbon fiber finish to the hood, grill, front bumper, side rearview mirrors and as overlays on top of the wrap on the sides of one of his company vehicles. The rest of the wrap on the vehicle is 3M™ Controltac™ Graphic Film with Comply™ v3 Adhesive IJ180Cv3.


Pest Control and Beyond Click here to see an example of a mailer created to solicit vehicle wrapping business in the pest control industry. Feel free to use the copy in this mailer to create your own marketing materials to reach pest control companies in your area – or use it to get ideas for how to market to other industries.