THE SHOP

November '15

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84 The Shop November 2015 This article will provide the 12 Rules that can be discerned from this survey. While they will not guarantee your project vehicle will get published, they will ensure that you brand yourself and your shop properly within the industry. 1 Keep Your proposal Brief Every project vehicle proposal received by a publication or sup- plier should have some of the same content. Each proposal must include a professional rendering of the final vehicle, an explana- tion of the vision of the vehicle, a list of suppliers/vendors that are involved in the project, and a list of shows/events that the vehicle will be shown at. For manufacturers, it is also best to include a bullet-point list of the benefits they will receive from sponsoring your vehicle. However, according to our survey, the biggest problem for most project vehicle proposals is length! Keep your proposal spe- cific and brief. Use lists and bullet points to highlight key information. Make it easy for readers to understand your project. 2 one puBlication at a time We work in a huge industry that acts like a small town. Editors, writers and suppliers know one another very well, and they talk on a regular basis. Do not send your proposal out to dozens of magazines and websites at one time. Select the most appropriate magazine for your project vehicle, and begin your pitch with them. For example, if you are building a classic Dodge muscle car, then a Mopar-related 12 Rules GReat foR a PRoject Vehicle sion, but also websites and social media. Over 70 percent of all consumers get some portion of their news and information on a daily basis from the Internet. Therefore, website and social media content must be a part of your project vehicle strategy. Recently, we surveyed 18 editors and writers from some of the nation's largest magazines and websites. We asked them to tell us how they select vehicles to be profiled on the pages of their publications, as well as the best ways for small shops to get noticed. Regardless of the source, the answers were consistent across all types of media. been in the midst of massive growth in television and online video programs dedi- cated to the classic car and hot rod hobby. With each new television program, a new group of celebrity personalities is created. And, these TV folks tend to be the ones that get the most opportunity to build project vehicles for magazines and other television programs. Once again, the small and growing shop is left to find a place to get noticed. Today, the line between different types of media is blurred. When thinking about marketing a project vehicle, the shop needs to consider not just magazines and televi- For many of today's most famous and renowned hot rod and custom car builders, success began with a single project vehicle. There is a great deal of competition among thousands of hot rod and custom shops to get their vehicles noticed by the media.

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