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| Marketing messages are not permanent, but instead evolve
over time. The optimum medium used to carry that message must
be capable of facilitating these changes in a fast and economical
manner.
This need is the premise behind the growing use of framing
systems in fleet graphics, and why adhesive fleet graphics
have passed maturity in the product life cycle and are on
the decline. Traditional adhesive fleet graphics are not easily
changed and are expensive to replace. However, when a framing
system is used, only the frame itself is permanent while the
vinyl signage it secures is easily and economically changed.
There are also many other reasons to choose framing versus
adhesives.
In making fleet graphics buying decisions, the following questions
should be considered:
- What does it cost to install and how long does
it take?
- What is the cost of removal and how long does it
take?
- What are the constraints on the installation such
as weather and location?
- What would it cost to change the message and how
long does it take?
- How good is the presentation, and how is this measured?
- How long will it last, and is there a warranty?
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MVGS Framing System & Sign Installation:
(1. Install Frame, 2. Slide on Sign, 3. Stretch Sign and Secure,
4. Finished Truck)
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Cost is made up of materials, printing, and labor.
The materials used in framing cost much less than those used in adhesives,
while the cost to print is equal. Labor is further broken down into labor
rate and labor time. Since adhesives application is a skilled trade
(see PDAA & UASG trade association web sites), the training required increases
the labor rate versus that of framing. Labor time of framing is cut in half versus
adhesive application.
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| Full coverage adhesive application of a 53’ trailer
takes a 2-man crew 8 hours for a total labor time of 16 hours.
One man can install framed signage on the same sized trailer
in 4 hours. For large fleets, this time advantage becomes an
operational consideration. 50 trailers would take a 2-man crew
50 days to apply decals, whereas the same 2-man crew could finish
in 12 days. |
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| Adhesive removal varies greatly depending upon material
used, and age. The best-case scenario for full coverage decal
removal is $1.00/square foot or $800 for a 53’ trailer
and takes 8 man-hours. Professional tradesman must be used to
minimize potential damage to the trailer surface. Framed signage
removal is a do-it-yourself task that takes 15 minutes.
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Adhesives installation and removal can only take place in
temp above 50 degrees and humidity less than 80%. This constraint
limits work greatly in all but the must moderate climates. Typically,
an indoor environment is required. Framing can be done in any
weather conditions where the equipment sits.
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| To change the ad on a fully adhesive covered 53' trailer
would take 24 man hours and cost several thousands of dollars.
Since the level of expense is cost prohibitive, fleet graphics
buyers are "married" to their adhesive message for
the life of the truck. With framing, the change-out cost and
time involved is dramatically reduced, making ad changes economically
feasible. |
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| Print quality, installed substrate appearance, and signage
fit are all factors in measuring presentation quality. Normal
viewing distance is commonly used is making these assessments.
Trucks and trailers are typically seen at distances greater
than 100 feet. At this distance only signage fit is discernable,
and only then if the fit is very poor. |
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| The life of the vinyl’s used in decals and framing
are longer than the life of the transportation equipment it’s
mounted upon (unless damaged). The life of the printing in an
outdoor environment is the variable component that limits the
life of fleet graphics. If properly laminated with a protective
coating, most printers will warranty their work for 5 years,
and some warranties extend to 8 years. The printer’s warranty
is the same for decals or framing. The substrate also carries
warranties against defects that run similar durations.
Durability against damage between the paper thin vinyl used
in adhesive graphics, and the significantly thicker seamless
tarp-like vinyl used in framing differ significantly. It is
difficult to measure this difference other than to handle
the materials yourself. Cost and duration to repair if damage
occurs is another strong suit of framing. Vinyl’s can
be quickly removed and repaired in most cases, whereas decals
cannot and must be removed then replaced in 4 foot panels.
Due to UV fade, the new panel seldom matches the existing
adjacent panels and the quality of appearance suffers.
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