Print advertising

[Shaun @ Tru6]

Originally Posted by Alan A

You need better pictures.
Not trying to be rude, but stage that stuff so it pops. A plastic tub isn’t showing anything at it’s best.

I know I need better pics. That pic set is just for the customer. Everyone gets their own Dropbox folder. I just dragged and dropped here. Typically we have decent pics but need better ones. I need to learn how to use a new Nikon more than anything. It's also very time-intensive.

Love doing '68 one year only frames

[Shaun @ Tru6]

Originally Posted by asphaltgambler

You should compose your ad 'draft' copy, then post here - we would be your focus group.

Good idea, thank you!

[RWebb]

"as much as you do"

I agree with Noah - not sure how to put that in pics, but I do think you should get out your macro lens...

also, Print reaches old geezers with high $$ cars who won't put up with der internut - I've sold parts to such guys... so be sure to include a phone #

[Shaun @ Tru6]

Originally Posted by Alan A

It’s targeted for sure, but why print?

Good question and I don't have a good answer right now. It's more gut. Which is odd since in a past life that's all I did, measure ROI with print and online media and then custom tailor a media buy based on a lead qualification. If I were a little more business savvy I'd have a 918 by now. We can track print with QR codes and maybe custom mini-URLs for any given call to action in print, whatever that may be. Online is easier, I would tag each piece of media with source, message, discipline (Cerakote, anodizing, etc.) and a few other things so that when someone clicked they'd go to a dynamically generated custom landing page against that piece of media. The landing page would ask them to do something and that I would track. So you could, over time, say anodizing on Pelican is outproducing Cerakote in Excellence. And so on. I know justifying print can be a challenge but I also wonder how many people actually click on a banner. Something to think about. When I was doing custom media, access to white papers made networking managers click on email newsletter links and banners. Not sure if what I do can even be seen in a banner but again, something to think about. I do think advertising in ESSES magazine is a no-brainer. Who I REALLY want to reach are Ferrari restoration shops.

[Shaun @ Tru6]

Originally Posted by RWebb

"as much as you do"

I agree with Noah - not sure how to put that in pics, but I do think you should get out your macro lens...

also, Print reaches old geezers with high $$ cars who won't put up with der internut - I've sold parts to such guys... so be sure to include a phone #

That's what I think too. We get a lot of calls out of the blue. Most have visited the web site. My friend did a great job 4 years ago but the content is pretty lame compared to what I can put up now so she's in the process of redoing it.

What I want is people to go to our web site, maybe the home page, maybe a dynamically generated landing page based on what they clicked on or scanned with a QR reader or typed in. Even with our so-so content, people like the site. That said, I of course have no idea how many people go and then DON'T call or email.

[Shaun @ Tru6]

Originally Posted by 911boost

Are there any print ads that you like? Anything that draws you in Shaun?

This is a great question. I have given my two techs Pano's, ESSES and Hagerty mags and asked them to find ads they like. They are young so that may not be as meaningful as I would like but I can judge best on their tabbed pages.

I have to start looking at ads more in Pano.

[Bigtoe32067]

What about putting together a portfolio of your Ferrari work before and after and what all services you provide and contacting the top 25 Ferrari restoration shops directly. If they’re interested then offer to do a sample for them to show an example of your work. Like for example have them send you on your dime two old calipers or whatever and restore one to the best of your ability and return them, one restored, and the other original so they can really see the difference.

Also go to some of the larger Antique Italian car shows where these restoration shops have booths and bring some portfolios so you can talk face to face. Makes it’s easier to remember you when they get back to the shop and have a need for your services.

Either way takes some work but it sounds like you're motivated and success comes to those who are willing to put in the time and effort.

Now you say you’re not really interested in 915 work and if that’s so then definitely don’t show those pics of the 915 you did because that thing is the cleanest sickest 915 I’ve ever seen and everyone wanting a show car with a 915 in it would come to you and you’d be stuck doing a lot of them.

Good luck. Your before and after pics are amazing

[Baz]

Originally Posted by Alan A

You need better pictures.
Not trying to be rude, but stage that stuff so it pops. A plastic tub isn’t showing anything at it’s best.

I like the tub. Demonstrates to me a level of care.

Besides....that photo wasn't intended to be featured in the print ad I'm sure. Have you seen Shaun's "Picture thread what's for dinner?" thread photos? He clearly understands presentation, staging, and photography.

[911boost]

Do you have a copy of 000 to look though at the ads?

If not shoot me a pm with your address.

[Shaun @ Tru6]

Originally Posted by 911boost

Do you have a copy of 000 to look though at the ads?

If not shoot me a pm with your address.

I do and was even interviewed for a story on grille restoration. Sadly, the author found me when the article was pretty much done. Also, be careful what you say in an interview.

A lot of the advertising I like speaks to elegance. I could see filling 1/3 page with this (our work photographed by a professional) and then some text and thumbnails of other work. It's going to be a challenge to create a proper ad, that's for sure.

[Shaun @ Tru6]

Originally Posted by Bigtoe32067

What about putting together a portfolio of your Ferrari work before and after and what all services you provide and contacting the top 25 Ferrari restoration shops directly. If they’re interested then offer to do a sample for them to show an example of your work. Like for example have them send you on your dime two old calipers or whatever and restore one to the best of your ability and return them, one restored, and the other original so they can really see the difference.

Also go to some of the larger Antique Italian car shows where these restoration shops have booths and bring some portfolios so you can talk face to face. Makes it’s easier to remember you when they get back to the shop and have a need for your services.

Either way takes some work but it sounds like you're motivated and success comes to those who are willing to put in the time and effort.

Now you say you’re not really interested in 915 work and if that’s so then definitely don’t show those pics of the 915 you did because that thing is the cleanest sickest 915 I’ve ever seen and everyone wanting a show car with a 915 in it would come to you and you’d be stuck doing a lot of them.

Good luck. Your before and after pics are amazing

Some very good ideas here, thank you! Going to put them in my planning doc.

I'd be happy doing a ton of them. Rebuilding a transmission is one of those things that you want to keep doing so that it becomes second nature and you always have what you need on hand. There's good money in 915 rebuilds done right.

[Zeke]

Originally Posted by 911 Rod

Repetition and simple.
People will blow by your ad the first couple of times.

This ^^^^. Full page is not the answer. Leave that to the car flor matt guy. Simple example of finished work, what you do and who you do it for is all that is necessary.

And a hook. Call now or visit our site and enter code xxx-xx for your special discount. Use the same discount structure for any and all discounts so you can keep your margins where they need to be. (Essentially everyone gets a discount, just under a different category. Dealer, shop, trade, PCA, etc. all receive a discount when they apply with the appropriate info from which you use for your database.

Businesses that advertise a special on, say, brake calipers for a month eliminate all but those who happened to have brake calipers in mind at that time. IOW, you narrow your hook to a fraction of what you offer for a fraction of potential customers.

The best advertising is free ink so be sure to send out press releases all the time. If a publication won't run an article on your business when you sign an advertising contract — pass on them. If you do a newsworthy car for a famous person or museum, send out the PR's!

Advertising is a double edged sword and you'll soon find out.

[javadog]

Look though a few issues and ask yourself what ads appeal to you? Then do something similar.

[Zeke]

Also print ads are nothing more than something to get a prospect to do something. In many cases web sites would be overlooked w/o other media advertising. I mean look at the travel sites that use TV to to you over to the site. All the info needed should be on your site. A promise for 24 hour email turnaround is vital. Phones need to be answered by a person. If you treat every customer like your baby, every time they show off their car, you will get the mention you want. Word of mouth is free advertising and brings the overall cost per unit of volume down. Most retail operations spend around 5- 10% of their gross sales for the advertising budget. If you're a niche business, that money needs to be very well targeted, not shotgunned.

If there are any old geezers left that don't use the Net, I'd be surprised they had enough succe$$ to be able to afford your services. That's a big generalization, I know. But I did know someone who made custom acrylic display cases on very nice hardwood bases. Any size within reason. He found that he reached the model plane, ship, car customer using print magazines that catered to models and model collecting and building. He had so much business and grew so fast that he had a heart attack and had to quit. His work was beautiful. And he had a LOT of competition but most of it was for stock sizes and knock-down kits you had to assemble/glue yourself. He sent out a ready to set up and display product. His stuff was the most expensive on the market and it showed.

Interestingly enough, he contracted with a UPS store to pack and ship. They took full responsibility for delivering an undamaged product. It wasn't that much more by the time he figured in packing materials and labor, usually a whole separate dept at many businesses with employee costs and all that jazz. Plus he would have still had the hassle for broken shipments. This way once he dropped off product, he was free of that hassle as UPS payed for the stated value of any damaged shipment. You can bet UPS knows which packages to not throw 10 feet.

I thought that was one hell of a smart move since most of that shipping cost was borne by the customer.

You don't need that level of protection but stuff does get lost, so make sure you're covered. (Another subject)

[DWBOX2000]

Something simple like this. As someone mentioned, not too much to digest.

Yours:
Crappy Stuff Picture

Ours:
Refinished stuff Picture

Your call.

Tru6 Restoration
### - ### - ####
blah balh@blah
website

[Noah930]

Originally Posted by Shaun @ Tru6

I

Originally Posted by Shaun @ Tru6

I think these are the types of pics that would do well. Something close-up to show the artistry of your work. Yes, you have a breadth of refinishing skills. But what you're trying to sell is your attention to detail. So show an example of that "relentless pursuit of perfection" in the pic to grab a customer's eye. If this is what you do with plating, it's the same level of excellence for painting, cerakoting, anodizing, component reassembly, etc.

Your idea about the tag line of "we care more about your car than you" isn't necessarily arrogant if it comes off as cheeky. It can be meant in a semi-serious manner, to show how you do stuff to an uncompromising standard. Think of that old Hebrew National commercial where an actor playing Uncle Sam is holding a hot dog and the announcer states something to the effect of: We answer to a higher standard.

[Alan A]

Originally Posted by Baz

I like the tub. Demonstrates to me a level of care.

Besides....that photo wasn't intended to be featured in the print ad I'm sure. Have you seen Shaun's "Picture thread what's for dinner?" thread photos? He clearly understands presentation, staging, and photography.

I looked at his site.
Too many row x columns of pictures, nothing that drew my eye.

I’m a less is more person. One really stunning picture with a click for more - equally stunning pictures in a scrollable one at a time gallery would float my boat.

Ymmv, this is the internet after all...

[Pazuzu]

First, website needs to have a scroll of your instagram, front and center.
Especially since you're selling a visual thing, it all needs to be based around the 'gram (at least for another year).
Is @shaun_tru6 the only one you have?

As for the ad, the one stupid 911 view that everyone does, and it always catches my attention, is the front fender well view. Before/after. There are, what, 6, 7 types of work that go into a full restoration of the fenderwell/strut/hub/brake/rotor, those views are very simple, very straightforward, and always seem to show an amazing amount of work. Yes, you're not "restoring a front suspension", but you're supplying 20 or 30 pieces with various refinishing techniques all of which can now be seen in one coherent picture, playing off each other and playing against a nice candy paint job. You need someone to do a before/after of their car, using all of the things that you worked on.

[Shaun @ Tru6]

Originally Posted by Pazuzu

First, website needs to have a scroll of your instagram, front and center.
Especially since you're selling a visual thing, it all needs to be based around the 'gram (at least for another year).
Is @shaun_tru6 the only one you have?

As for the ad, the one stupid 911 view that everyone does, and it always catches my attention, is the front fender well view. Before/after. There are, what, 6, 7 types of work that go into a full restoration of the fenderwell/strut/hub/brake/rotor, those views are very simple, very straightforward, and always seem to show an amazing amount of work. Yes, you're not "restoring a front suspension", but you're supplying 20 or 30 pieces with various refinishing techniques all of which can now be seen in one coherent picture, playing off each other and playing against a nice candy paint job. You need someone to do a before/after of their car, using all of the things that you worked on.

Thanks Mike, I sent your instagram idea to my web designer to have her get that in place. I'll post the site for review in a month or so when she's done with it and I can get proper pics up. Yes, shaun_tru6 is my only active one which I have to start using another to post food pics. I don't I should mix food with cars on the Tru6 instagram.

I like your idea and will see how I can make that happen. Since I have to have an ad ready by 10/25, I will have to start with something else. I could do my M491 now that I think about it.

I am starting to look at ads in Pano, etc. and am tear sheeting what I like.

Thanks for the good thoughts!

[Zeke]

Elephant Racing always had good clear ads during their formative years.