THE SHOP

November '15

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November 2015 The Shop 87 Overall, there is a great deal of compe- tition among thou- sands of hot rod and custom shops to get their vehicles noticed by the media. How- ever, based on the responses of these editors, the rules for getting noticed are rather easy to follow: keep it simple! T h e e a s i e r t h a t you can make it for a writer to publish your project vehicle's story and photos, the better chance you have of getting rec- ognition in magazines and websites. In addition, these survey respondents made it very clear that this industry oper- ates like a very small town. If one editor knows about your project, then chances are very good that most others know about it also. Sending out blanket sponsorship and media proposals to dozens of contacts can backfire on you. Therefore, pick the media and suppliers you are most comfortable with, and stay loyal to them. At the end of the day, too many shops are looking for the next Ridler Award- winning car or AMBR winner, instead of simply building great cars for their cus- tomers. If you stick to your core skills and simply build the cars that your cus- tomers want, even- tually you will have a project vehicle in your shop worthy of recognition. More importantly, yo u will have a project vehicle that won't eat into your profits, while pro- viding free branding a n d m a r k e t i n g opportunities. Eric Saltrick is the gen- eral manager of Street Vizions hot rod and custom shop in Mooresville, North Carolina. He has more than 15 years of experience in marketing and sales in the automotive after- market and frequently speaks and writes about the business side of the industry. If you stick to your core skills and simply build the cars that your customers want, even- tually you will have a project vehicle in your shop worthy of recognition. Grow your business by adding 3M ™ Wrap Film Series 1080. Choose from a variety of 83 ready-to-use films finishes, textures and colors. Out of the box use, no printing. Great handling and easy installation give you best-in-class wrap. Anything but ordinary. Colors and Samples at 3Mgraphics.com/1080

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