For one local business, cars and trucks are canvas
7/3/2006 1:01:32 AM
Jacksonville, FL (July 3, 2006) - JaxWraps turns all kinds of vehicles into 3-D, rolling billboards.
By ALISON TRINIDAD, The Times-Union
www.jacksonville.com
Annuities consultant Stan Haithcock led an advertising blitz for his company while driving a friend to Tampa. And all he did was drive the car. Haithcock, owner of Ponte Vedra Beach-based Strategic Annuity Solutions, had his 2001 Honda Insight professionally wrapped with a vinyl rendering of his company logo, Web site address and phone number. The car essentially has become Haithcock's personal billboard, an instant calling card that follows his daily drive.
Now, Haithcock prefers to sit in traffic.
"It's just a very simple way to tell people what you do," Haithcock said.
Haithcock enlisted JaxWraps, a Jacksonville large-format printing and graphics company that shifted its focus to fleet advertising in mid-2005. JaxWraps uses a 3M adhesive-backed vinyl that acts like a giant Post-It Note: strong enough to withstand the elements, it can also be removed without damaging the paint on a car.
JaxWraps President Jim Burns, 46, launched the product and service by wrapping nine of his own vehicles.
"Our product speaks for itself," Burns said. "Our advertisement is our product. It makes a whole lot of noise all on its own."
Burns employs about 25 people, including full-time graphic artists.
The company wraps about five to eight vehicles a week, ranging from boats to large RVs.
JaxWraps doesn't claim to be the only fleet advertising company in the region, but Burns is hanging his hat on the fact that his end product looks like it has been painted on - smooth, seamless and secure.
It was one of JaxWraps' cars that Mark Slater spotted early this year.
Slater, chief executive of Turner Pest Control, added five Toyota Scions to his sales fleet and had them wrapped in a graphic of termite-infested wood, along with his company phone number and logo.
The response has been so positive, Slater said he's considering dropping his billboard ads.
"This gives better coverage of the city because it goes where we go," Slater said.
Other JaxWraps clients include Braun Racing, the Jacksonville Barracudas and the Jacksonville Suns. Clients as far as Tallahassee have been asking for a JaxWrap.
When asked if there was anything negative about the experience, Wood found himself at a loss. He did say that he is considering wrapping two more vehicles soon.
"It attracts eyes," Wood said. "That's the best advertisement you can get."
The cost to wrap a vehicle at JaxWraps depends on its size and the level of difficulty posed by the job. Wrapping a typical car could run from $3,500 to $4,000, Burns said. Because the wrap is warranted by 3M to last at least five years, Burns said that equals to about $60 monthly budget for advertising.
Burns still provides large-format printing - from digital wall coverings to trade show booths - but he said wrapping is "way more fun."
"We don't want to be a printer that's printing," Burns said. "We want to be a fleet advertising company from concept to creation."
When asked if there was anything negative about the experience, Wood found himself at a loss. He did say that he is considering wrapping two more vehicles soon.
"It attracts eyes," Wood said. "That's the best advertisement you can get."