Beyond Branding with Perforated Window Vinyl

Window Graphics Legacy Nissan

Legacy Nissan in London, Ky., has been effectively branding itself with larger-than-life brand murals applied to both its exterior-facing and interior windows.

Mobile Advertising with LexJet Perforated Window VinylThough it continues to emphasize the Nissan brand, Legacy Nissan is also emphasizing specific services and promotions that help set it apart from other dealerships using LexJet Aqueous Perforated Vinyl (70/30) printed with an Epson Stylus Pro 9900.

Pictured here is Legacy Nissan’s most recent campaign, highlighting the fact that its salespeople aren’t driven by commission using a simple, direct approach: No Sales Commission. How Refreshing.

Vehicle Window GraphicsThis is the message now front and center across its storefront windows, and displayed on the road with perforated window vinyl applied to the windows of the Sentra the dealership uses for official business around town.

Tied into other marketing media, like social media and printed collateral, the new campaign is already paying dividends, says Legacy Nissan’s Missy Reid.

“Signage is an important part of our marketing campaigns, so in addition to using the window vinyl we’re also printing banners with LexJet TOUGHcoat Blockout Scrim Banner,” explains Reid. “We’re doing some shorter-term campaigns now and these are very effective methods to get the word out, particularly when you combine the big graphics on the window with supporting graphics inside the showroom, and the mobile advertising.”

Operation Curb Appeal with Perforated Window Graphics at Legacy Nissan

Legacy Nissan Perforated Window Vinyl

Legacy Nissan took the next step with big, bold graphics that brand, taking a successful project inside its showroom, previously profiled here at the LexJet Blog, and translating it even bigger and bolder outdoors.

LexJet Aqueous Perforated VinylThe scale and challenge of the project expanded significantly to 629 square feet of graphics on three different outside window areas adjacent to each other – 493.5″ x 103″ on the front of the showroom, 229.75″ x 103″ on the set of windows to the left of the showroom and 227.75″ x 103″ to the right.

“This was a much bigger project, and it was not simple because I don’t have a RIP program and I’m doing everything in Creative Suite to lay it out and make everything fit just right,” says Legacy Nissan’s Missy Reid. “I measured each window panel individually, then measured the panes that separate the windows to accommodate for the negative space. Getting that to match up was tough, but I work with a group that installs window tint all the time and they made it a lot easier. I only had to re-print one panel that I messed up. I allowed for a lot more spoilage than that, so it worked out really well.”

Window Graphics
Measurement guidelines Legacy Nissan’s Missy Reid created to fit the graphics just right on the largest set of showroom windows (click on the image for a larger version).

Reid used LexJet Aqueous Perforated Vinyl (70/30) printed on an Epson Stylus Pro 9900 wide format inkjet printer. Reid says she printed every graphic panel to the exact measurements of each window panel, rather than leave overlap to eliminate any guesswork when lining them up.

Reid says Operation Curb Appeal, as she tagged it at Legacy Nissan’s blog, was a Mission Accomplished, based both on the foot traffic coming into the showroom and through the response to Legacy Nissan’s postings at its blog, Facebook and Twitter.

Showroom Window Graphics“Before we added these graphics, from the outside looking in it was a little barren. To fix that we used stock images from Nissan of an Altima, Rogue and Pathfinder and built the scene, not to make it look real and fool the eye, but to add the wow factor. We got the nice curb appeal we wanted,” says Reid. “We had some rain, which made me nervous, but it didn’t cause any problem with the graphics. Also, when we added the graphics there was some concern that it would be too dark on the inside since the windows were already tinted, but it didn’t. I expect, based on what I’ve seen so far, that the graphics should be good for six months, if not longer, before we swap them out.”

Let’s Drive: Identity and Privacy with Perforated Window Graphics

LexJet Perforated Vinyl

When Legacy Nissan in London, Ky., built its new showroom a few years back one of the primary design features was glass. Visibility is crucial for car dealers; they want people to see what they’re selling inside.

The only problem with that visibility is, well, visibility. The upstairs conference room above the showroom offers no privacy. The owner of the dealership looked into glass walls with dimmers so they could “tint” the windows for privacy on the fly, but that proved to be too cost-prohibitive.

LexJet Perforated VinylThe solution was perforated window vinyl, which allows you to see out of the windows, but not in. Plus, it offers additional branding, also crucial to car dealers who want to cement their identity, showcase a particular car, or both, at the point of sale.

Legacy Nissan’s Missy Reid turned to LexJet, and the dealership’s personal customer specialist Brian Wilson, for help with the project. Reid says she ordered the wrong type and wrong size of perforated window vinyl the first time around: it was designed for solvent printers (she has an aqueous Epson Stylus Pro 9900) and it was too wide. Wilson promptly set her up with 36″-wide (to fit her printer) LexJet Aqueous Perforated Vinyl (70/30).

“He knows I’m very green working with this material, so he took care of me and steered me in the right direction because that can be an expensive mistake to make. Brian took the guesswork out of it for me,” says Reid. “We’re thrilled with the print quality and it’s holding up nicely. When the customer walks into the showroom, it’s front and center with the car and the logo. This printer is brand new and this was the first time I worked with the perforated vinyl. We’ve been exploring other ways we can use it and we’re finding a lot of different applications.”

The graphics were printed and applied in three different sections: the door, the logo and the image of the Nissan 370Z. The graphics were applied vertically on the door in one panel (34″ x 84 1/4″) after the hardware had been taken off, and the other windows were applied horizontally in two 36″ x 155″ panels and one 16″ x 155″ panel.

“We basically chalked it up and wallpapered it on. We have a team of people who work with window tint and decals anyway, so they’re experienced with that. They didn’t have any trouble at all; everything is aligned and it’s pretty perfect,” says Reid. “We approved the new logo in March, and the conference room canvas is helping us show it off. This is helpful because it provides an inexpensive way to achieve some high-impact wow factor, even though we’re slowly phasing it in everywhere else. It’s much more fiscally and environmentally responsible to launch a visual identity with a display like this than to throw away several thousand license plates and dealer decals.”

Perforated Vinyl on a Windshield
“Eyebrows” for the Nissan Altima printed on LexJet Perforated Vinyl (70/30) touting the Altima’s award for Best Retained Value by Edmunds.

Reid adds that she’s been using the printer for event signage, showroom windows and window stickers at the top of the windshields for what are called “eyebrows.”

“The Altima won an award from Edmunds for Best Retained Value and we put that on every Altima. Because you can see out through it, you don’t even notice it when you’re driving it, so it doesn’t hinder the test driver’s visibility,” says Reid.

Reid adds that they plan a much larger window wrap for Legacy Nissan’s used car building. “We’ll wrap that top to bottom as well because it has a lot of windows,” she says.