Host: Jeremy Rivera, Unscripted Small Business
Guest: Conrad Coe, Operations Manager at Exotic Vehicle Wraps

In this episode, Conrad Coe shares his unconventional journey from music education to becoming operations manager at one of the nation's top automotive wrapping shops. We explore how AI tools are transforming small business operations, the value of hands-on experience over formal education, and why showing the heart of your business matters more than polished marketing in today's digital landscape.

On Experience vs. Education:

"I would rather have four years of hands-on practical experience at the thing you're trying to do than a degree saying I'm good at it."

On AI in Small Business:

"We wrap cars with vinyl. That's sticky. So what we've been using AI for has been mostly beneficial for us."

On Marketing Differentiation:

"No one uses dashes. Nobody does except for GPT and AI models... In that way, we are using AI to help us differentiate ourselves from AI."

On Customer Service:

"We're not vinyl installers. This isn't a vinyl wrap shop. This is a client experience shop."

On Problems as Opportunities:

"Problems are bugs and not a feature. Like, you're going to have problems. That problem then therefore becomes a feature if you know you're going to have these problems."

Conrad Coe is the operations manager at Exotic Vehicle Wraps, a premier automotive aesthetic restyling shop in Loudoun County, Virginia. With 20 years of experience in the industry, Conrad's path started in retail management, moved through music education at Berkeley Boston, and evolved through design, print, and installation before landing in shop management. His hands-on approach and mentorship style have helped shape one of the longest-running and most respected shops in the automotive wrapping industry.

Conrad discusses his journey from aspiring music teacher to operations manager, emphasizing how mentorship and practical experience often outweigh formal education in trades and hands-on businesses. The automotive wrapping industry relies heavily on learning through doing, with most resources available online rather than through vocational schools.

The Pros:

The Cons:

Conrad explains how Exotic Vehicle Wraps' Instagram transformed over the past year. They shifted from high-glamour portfolio shots to showing the hands that do the work. This change included:

As Matt Brooks of SEOteric has noted, showing the heart of your business—like pool installation companies documenting the installation process rather than just finished pools—creates more value and trust with potential clients.

Drawing on conversations with Michael McDougall of Right Thing Agency and others, we discussed how AI can only rise to the level of its training data. Small businesses that add fresh, experience-based insights to the marketplace create "information gain" that helps them stand out. Real conversations between practitioners synthesize new data points that don't exist in AI training databases yet.

Conrad shares a powerful reframing: every customer question is a gap in your marketing. When clients call asking how things work, they're identifying opportunities to improve your website and reduce future support time. He emphasizes:

Conrad's philosophy echoes across industries—whether it's precast walls or automotive services, the focus should be on client experience first. When that becomes your North Star, all other business decisions gain clarity.

Unlike larger operations, Exotic Vehicle Wraps operates with 100% digital, grassroots marketing:

The partnership advantage: Rather than expensive ad buys, Conrad focuses on building relationships with Tesla Club owners, Porsche Club owners, BMW enthusiasts, and local luxury dealerships. Person-to-person outreach and community engagement deliver better ROI than broad-spectrum advertising.

Conrad notes: "I'm not dropping $10K to make six" on radio ads that attract the wrong clientele. Instead, strategic partnerships with high-end car communities and dealerships bring in clients who value quality and are willing to invest in premium services like ceramic coating and window tinting.

Conrad and the team are preparing for SEMA (the major automotive industry convention in Las Vegas) and wrapping up Q4 with a focus on executing their annual goals. They're also hosting industry training programs to help lower barriers to entry in the vinyl wrap industry.

As winter approaches and "Hot Girl Summer" ends, they're taking on unique projects—boats, jet skis, and motorcycles—offering opportunities for creative work during the slower season.

Exotic Vehicle Wraps

Host: Jeremy Rivera

Mentioned in This Episode: