THE SHOP

November '15

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82 The Shop November 2015 F or many of today's most famous and renowned hot rod and custom car builders, success began with a single project vehicle. These are the big-dollar builds that are supported by a deep-pocketed customer, sponsored by multiple manufacturers and shown across the country at a multitude of car shows. A project vehicle is the quintessential calling card of a hot rod, performance or restyling shop. Unfortunately, changes to our industry have made the effective use of project vehicles difficult for most young and new shops. From fewer magazines being published to a plethora of car-related television pro- grams, the smaller custom car and resto- ration shops are left fighting for ways to get noticed. There was a time when the most impor- tant marketing for a small shop was to get one of its vehicles on the cover of a hot rod or performance magazine. Both the shop and its customer could revel in the glory of securing the cover of a national publication. Most often, the cover led to an extensive article about the vehicle, and therefore, priceless advertising and branding for the shop. Unfortunately, the reality of today's marketplace is that there are fewer and fewer magazines available for these types of photo shoots and articles. And, with most magazine covers and articles being claimed by well -known builders and personalities, there are dwindling chances for smaller shops to get noticed. In addition to a shrinking maga- zine population, our industry has 82 The Shop November 2015 making sure your 'calling card' is all that it can be. By Eric Saltrick 12 Rules GReat foR a PRoject Vehicle A project vehicle is the quintessential calling card of a hot rod, performance or restyling shop.

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