You’ve been in the graphics industry
WFgoing on ten years now. What’s been the
biggest change you’ve seen in the industry?
I’m seeing much more awareness in the public
JBjust regarding the word “wrap.” It’s becoming
more of a household term, so to say. It seems to be one
of the most common car modiﬁcations these days, at
least for this area.
It’s pretty clear people are interested in it and know
what it is. Customers are coming in and asking very
educated and very speciﬁc questions, like, “Hey, are
you using 3M or Avery Dennison?”
People are also aware of the general prices of a wrap,
and some have design ideas already prepared, which is
awesome. It shows they know what wraps are capable
of providing, and it also shows people are willing to pay
for it—they know what they’re getting is worth it.
What do you attribute this growth in
WFconsumer awareness to?
Honestly, I feel like it’s coming from wrappers
JBwho are self-promoting and getting very seri-
ous about self-promotions—hiring professional vid-
eographers and photographers. That to me is what is
growing this industry.
Instagram and Facebook are fantastic. As a wrapper,
you may want to get to know how to do photography
and ﬁlmography. I look at high-end car commercials,
and it’s a great way to get a basic idea on how to utilize
B-roll. A small amount of money can go a long way in a
With consumer awareness growing
WFand the economy in a better place than
it was ten years ago, have you seen more con-
sumers making the leap to higher priced films,
whether vinyl or tint?
Customers are deﬁnitely more aware of the
JBprice of ﬁlms, but they’re also more willing
to pay for it. A lot of people are more educated about
a chrome wrap costing $10,000. People see that and
understand why it costs so much. But that’s where we
as installers come in—educating the consumer on the
differences between each ﬁlm helps them understand
where that price tag is coming from.
Five or six years ago, people didn’t know what carbon
ﬁlm was. The majority of consumers now know what
it is. I have people coming in and asking, “What’s the
difference between carbon and ceramic?” They want
to know what they’re getting out of each, and it’s clear
they’re doing their research on the ﬁlms.
Jeremiah Bienko (left)
demonstrates how to install a
wrap to a group of attendees at
the 2017 InternationalWindoTwM
Film Conference andTint-Off
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