Blacktop Branding • 949-584-5669

The Blacktop Builder Program

April 26, 2012 | Author: Tony

The Blacktop Builder Program is designed to increase customer relations and promotions for the custom or restoration builder shop. We offer uniquely designed Build Books and Showboard for your customers’ vehicle.

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The Build Book would incorporate your photos, diagrams and text in a professionally designed hard-cover or soft-cover book. We will edit and write the text as best for the project. Great as a promotional tool for your shop or as a gift to your customer.

The Showboard is great at events to publicize the work and partners in the build. Your logo will be prominently displayed. Use this as a wall-hanger in your shop or as a gift to your customer.

We can provide a quote for photography if needed.

Build Book Details:
Design and layout a photo-album with caption from progress photos of the customers build. Incorporate shop logo, sponsors, and other key partners credit. Save the last page as an “Advertorial” of your shop.
FEES:
Design Fee: $750.00
Printing Fee: 11.25″x8.75″ Soft cover, wire binding: $1.25/page. Hard cover, perfect binding: $1.75/page.
Pricing does not include sales tax and shipping.

Showboard Details:
Design and layout of unique showboard using design elements from the project. No template here. We custom design each board to compliment the vehicle’s features. 18″x24″ full color print laminate on an aluminum sheet with rounded corners.
FEES:
Design Fee: $150.00
Printing Fee: $55.00
Pricing does not include sales tax and shipping.

A 50% deposit is required to start the job. You will have two rounds of revisions and final approval prior to printing.

What Makes a Great… E-mail Campaign

February 28, 2012 | Author: Tony

If you have an e-mail address, you have seen e-mail marketing at work, for good or bad. Think of how you react to e-mail marketing as the recipient. You signed up for the list for one reason or another and now are getting a barrage of e-mail newsletters, offers and information. Which ones do you open? After receiving them for a year or so, do you still open them?
I get all kinds too. I receive daily e-mails from the likes of Seth Godin, which I open and read each day. I have learned through years of direct mail design that flashy doesn’t always equal results. Seth’s e-mail is strictly type on a white background rarely with photos.

The beauty of e-mail marketing is the metrics involved. We can measure how many and specifically who OPENS an e-mail. We can also see how many and specifically who CLICKS on overall and specific links within the e-mail.

For an Automotive Aftermarket manufacturing client we are getting an astounding 44.8% open rate with a 19.6% click rate. Constant Contact (CC) keeps a tally of average results in different business sectors. The CC Manufacturing/Distribution sector averages 18.6% opens, and 12.6% click rate. We are getting an astounding 44.8% open rate and a 19.6% click rate for one of our Automotive Aftermarket Manufacturing clients. We accredit these incredible rates with several factors. A clean double-opt-in contact list, strategic subject lines, quality content and offers, expected frequency and overall value.

In our 5+ years of e-mail marketing experience we have paid close attention to the trends in the audience, industry and the value proposition of e-mail marketing. We’d like to share those with you. If you are interested to learn more, we would like to share with you our white-paper on effective e-mail marketing specific to the motorsports industry. Simply e-mail your request to: Campaigns@BlacktopBranding.com.

Website and Social Network Content Update Program

February 28, 2012 | Author: Tony

Too busy servicing your clients? Our new program is designed to help you keep your website and social network fresh with new content. We will help update your website and social network with new content, offers and project progress reports. We’d like to share that success with you as well. Our offer starts with a twice monthly update of your site (news, new products/services, gallery images of current projects, etc.). We will also update your Facebook Page (if applicable) with announcements of what’s new on your site.

All for only $425.00/mo.

SAVE $750.00!
*Order by Midnight March 31, 2012 we will waive the $750.00 set-up fee! Regular monthly rate is $425.00. Additional savings when you pre-pay 6 or 12 months in advance.

But wait, there’s more savings!

Regular monthly rate is $450.00
Purchase 6 months in advance for only $2,400.00 ($400/mo)
Purchase 12 months in advance and save even more! $4,200.00 ($350/mo)

How Clear is Your Brand Image?

December 22, 2011 | Author: Tony

In a world where information is literally at everyone’s fingertips the challenge is to have clarity of brand.

A well-placed post, a strategic e-mail message, and a successful viral video are great at telling your story. Hopefully that story is of your primary business objective. It is easy however, to get caught up on a new offering, or service, and blast it out to the masses. That blast may send a message that you are ALL THAT. Customers will read the blast and take it as gospel of what you offer. For example, you release a product announcement for a late model vehicle and the audience thinks of you ONLY for late model vehicles. When in reality your profit center is in classic restoration parts.

I get that. Because of my involvement in the industry, going to events, writing for popular blogs and BlacktopMagazine.com. Some people think I am a writer or editor. When my primary expertise is in creative, strategic graphic design. Sure I write for blogs, magazines and websites. Sure I create logos, catalogs and brochures. Sure, I design websites and advertising campaigns. And, sure I develop strategic marketing programs. I am also a trained chef, a teacher, husband and father. I can re-wire a house, pour concrete, and add performance goodies to my hot rod or bikes. AND, I love to design – to solve visual problems, which help in communicating a company’s product, service or brand. That’s my passion, that’s what I am good at, and that’s my primary business objective.

How do you keep clarity of brand in those single message announcements?
You can do this in several ways:

Start your message with something like; We’re known for our classic car parts and we are excited to share this new product for late model cars…
Consistently use your graphics, colors, images, etc in your releases, posts and videos. Show the consistency of your brand and there is more opportunity to remember your core business.
Use of built-in messages (such as sidebars on a website, background ads in a video, or follow-up links in a blog) of your primary business will help to keep the audience from losing your main brand message.

I’d like to hear some of your challenges. Feel free to comment or send me an e-mail and I will do my best to offer advice as needed.

What Makes A Great… Catalog Design

November 29, 2011 | Author: Tony

Those of you who know my background know I have had the opportunity to work with talented crews in developing some of the best catalogs in the Automotive Aftermarket. Creating a catalog with 1000 pages full of restoration/performance parts for the Chevrolet Camaro for instance, has taught me quite a bit about Catalog Design. I bring with that the experience and science I learned with Menu Design from my previous practice. I have also used many catalogs (as I am sure you have too) to build various projects. I look to these catalogs with a critical eye and find myself having to do MORE research because, not only did the catalog not answer the questions I have about a part, but actually created MORE questions. Uggh.

Here are some of the lessons I’ve learned and hopefully will help you and your company to build a better catalog.

Clarity and Consistency
It goes without saying; your catalog must be clear and concise. In order to take the risk quotient out of the purchase decision, the user has to feel confident in the description of the part. Be clear about what the part is and how it is used. Real estate on catalog pages are valuable and having the proper information, clearly stated and easily understood is paramount! Be consistent on how the information is presented, location with the photo of the part, consistency in the copy form; use, features, benefits, options, units and price. Each part description must be consistent to help in the communication about the part and actually becomes part of your brand ethic.

Does your catalog supply enough information on the parts to help the user make an informed purchase decision? Keep your marketing copy to a minimum (they already have your catalog in their hands) and give all the facts. Be sure to be truthful about your claims. Many garages have a computer on the workbench too now to help them search for tips, techniques and yes parts. They are able to spot a mis-truth at a moments notice.

Tool
I have my catalogs on my workbench. A catalog is just as valuable a tool for any project as a good box wrench. How many times have you struggled with a project when you aren’t using the right tool? Think of your catalog as a tool the DIY’er will be reaching for to find the right part to complete their project.

Think of how your catalog will be used. If someone is replacing the front clip of their Nova, ALL the parts needed for the replacement should be listed, and/or referenced. For example, in the copy for the front fender, have a reference for the location of associated parts such as bolts, emblems, tools needed in other parts of the catalog. This is easy to do online with exploded diagrams and hot-links over each part. How would you do it in a printed catalog? Same exploded diagram with part/page numbers of the associated parts listed.

Why would you take up valuable real estate turning your catalog into a repair manual? My answer is that you will save money on tech center calls, returns, build more loyal customer base and keep them from turning to other forms of research and purchasing.

Availability
Another no-brainer is availability. Are the parts in your catalog available? I have seen catalogs in the past that are complete in line, however some parts listed in the catalog are obsolete and no longer available, anywhere. It is important to take those products out. Sure there are always products that due to circumstances may not be available for the moment. Yes, keep those parts in. In-fact, state expected time for availability. Being honest up-front again will gain you respect and a more loyal customer base. However, if you know of products which won’t be available for quite some time be sure to take them out.

What about special order parts? Be sure to add that to the description, if parts are available on special order, then, add expected time of availability and order requirements.

Support
Customer service is key to surviving in this NEW economy. Being there when the customer has a question, 800 numbers for tech/sales center support is key. A good website with a forum or blog quotient that is easily navigable with search fields for particular subject matters is helpful for those working after your tech center hours.

Be the expert in your field and the qualified customers will come back time and time again. Studies have shown that consumers will pay a bit extra if they have the confidence that there is support to help them with issues. The challenge is finding the fine line between cost and support. Today more than ever, everyone is looking for the best deal. Be sure to show the value-quotient of your support in their efforts on building their dreams with YOUR parts.

Data Technology
Here is something relatively new to the catalog market. There are programs out there, which help develop your catalog based on your sales and inventory data system. Yes, they can link your inventory/sales database with catalog development software so that every part number is consistent in message. Think of it as a bank of data for each part. All instances for that data are sent to various sources such as Purchasing, Shipping/Receiving, Website Content, Sales, Tech and Catalog Development. When the description or photo is changed or updated in one area it updates ALL areas. Pretty spectacular stuff. Also when developing the catalog, it may devote more real estate to the higher selling product, or you can adjust it to feature a product which you need to sell more of. Also, with some programming you can convert your print catalog files to web-ready pdf form with hot links on the part numbers to go directly to the shopping center of your site.

I trust this article got your attention enough to look at your next catalog project with a more critical eye. If you would like more information please don’t hesitate to call, I’d be happy to help. 949-584-5669 or E-mail: Campaigns@BlacktopBranding.com

What Makes A Great… Logo Design

November 18, 2011 | Author: Tony

I’m asked quite regularly if I design logos. At first I have to ask what’s the logo for? There are many different answers to this. A logo can be a t-shirt design, a company mark, a button for a website, etc. In this case, let’s discuss the company mark.

A logo is much more than your initials in an interesting font. In-fact, it shouldn’t be a font at all. A logo must be unique. Many people don’t know this but you can’t trademark your logo if it is simply typed out in a font. It has to have some unique characteristic. Best if it can tell a bit of a story about the services or the products you produce.

Logo Design vs. Brand Design

When asked to make a logo for a company, I will pursue the use of the design. The logo must be versatile, yet have a level of consistency. As Brand Design, we approach a logo design as not one element, but a series of pallets. There’s a typographic pallet, a color pallet and imagery/use pallet. This pallet approach allows the user to keep consistency in design and versatility in use.

It must be able to be effective in a variety of ways. Effective. Now that’s a term not usually associated with logo design. I’ve seen over and over again, logos, which are hard to read. Either the colors are too similar in value and details get washed, or from a distance thin lines (which may look good onscreen) get lost on a t-shirt or on a billboard. The design must be clear to read and better yet, understand. When reviewing, look for design elements which may hinder the legibility. Are there lines running through the type making it difficult to read? What about the background? What’s behind the design that can make it difficult to understand?

The logo must communicate. That is primary. Proper use of design elements such as type, color, texture, patterns etc. all contribute to the communication level of the design. Even if the logo is simply one letter, the style and color should at least hint at what the company stands for. HOWEVER, be careful of being trite. Don’t go for the obvious. We’ve all seen the logos that do that. My first thought is Apple. Their logo is clear yet not silly. Have you seen your neighborhood companies that use Apple as their name? Apple cleaners, electrical service, etc. Always with a big shiney red apple that doesn’t say a dang thing about their company.

So let’s sum it up. A logo must carry these three main elements:

1) Versatility and Consistency

2) Clarity and Legibility

3) Proper Communication of the Brand

If you’d like more detail and possibly an objective look at your brand design please don’t hesitate to call.

The SEMA Show 2011

November 7, 2011 | Author: Tony

We just returned from the SEMA Show. Whew! In July we published the article: “QR Codes – There’s Gold in Them Thar Pixels“. Since then there have been lots of feedback on the article all the way up to the beginning of the show. I am proud to say that QR codes were a plenty at SEMA. Some companies used QR codes as a scavenger hunt of sorts. Others used several in their booth for detailed product information.

Another source of pride at the show was our client The 401k Club Hot Rod Shop’s 1969 Camaro entry. The vehicle was invited to be at the show and from all accounts it would have been placed out-side in the front parking lot. Neigh. The organizers at SEMA asked them to park it in the main hallway between the central and north halls! And, during the first day they moved it further up the hall. Great exposure for Tan Nguyen’s car built with exquisite detail by the boys at The 401k Club Hot Rod Shop.

Another client, DefenderWorx, had great exposure at the show. Situated at an end-cap in the North Hall, this was their first showing at the SEMA Show. Their booth featured a red 2011 Camaro and a red 2011 Mustang each decked out with shiney DefenderWorx accessories. Nikki was there all four days signing posters we designed for their fans. It was nice to see the packaging, banners, and catalogs we have designed for them this year.

An overwhelming and sensory overload from the event leaves us at the studio with a lengthy to-do list and many follow-up items. Watch for more from the show at our enthusiast website: www.BlacktopMagazine.com.

Package Designs

October 5, 2011 | Author: Tony

We have just added several package designs to our portfolio. Take a look at the Chop Cut Rebuild season 4 DVD package or the clamshell packages for DefenderWorx’s custom billet accessories.

Our package designs offer the consumer clear instructions and information necessary to make an informed purchase decision. The stunning designs also allow the retailer to proudly display the products in key areas of the store. From detailed ingredient and preparation instructions in food packaging to compelling supportive information on clear clamshell type packages, we look forward to contributing to your success with captivating designs. Visit the entire portfolio HERE.

The Great $750.00 Logo Design Event is on!

September 12, 2011 | Author: Tony

That’s right you can have a professionally designed UNIQUE logo for your business, event, product or merchandise for only $750.00!

You will get three different design concepts, two rounds of revision and one final design in .ai, .eps, .gif and .pdf formats to use however you please as much as you please.

Additional designs, versions or revisions may require additional fees. All preliminary designs remain the property of Blacktop Branding. Client receives full usage rights for the final design. Please note the standard terms of agreement as set-forth by the Graphic Arts Guild at the TERMS link above. Offer valid through 10/31/11. The above offer is usually priced around $2,250.00!

Click HERE to view logos from our vast portfolio.

To get started call 949-584-5669 or Campaigns@BlacktopBranding.com

BOXKARS Custom Cruiser Bicycles

August 17, 2011 | Author: Tony

We are pleased to announce that Blacktop Branding has developed a comprehensive marketing program for custom bicycle builder BOXKARS. We met client Jeff Meredith at the Good-guys Del Mar Nationals at his booth displaying these awesome custom bicycles. Our marketing program consists of new website home page design, press releases and PR, development of a social media program, event and experiential marketing and e-mail newsletters.

If you are looking to launch a new product, we would be interested to share our ideas with you. Call the direct line at 949-584-5669 or e-mail us: campaigns@blacktopbranding.com.

The Blacktop Builder Program

How Clear is Your Brand Image?

What Makes A Great… Catalog Design

What Makes A Great… Logo Design

The SEMA Show 2011

Package Designs

The Great $750.00 Logo Design Event is on!

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