Category Archives: marketing and promotion

parts, drag specialties don life vests

traditional event partners vote with their feet

One thing the troubled world of powersports trade events can’t survive and still maintain a credible industry presence is the abandonment of anchored floor space by major distributors.

The increasingly anemic dealer turnout that’s plagued Expo in recent years takes another hit as the persistent rumor of Parts Unlimited and Drag Specialties departing Indy in favor of building their own corporate footprint apparently has legs.

move will affect dealer attendance, manufacturer exhibits

LeMans is expected to announce a budget reallocation that shifts marketing funds from Dealer Expo to expand their own self-hosted Showcase dealer show to include bi-coastal (CA and PA) additions, each with up to 200 vendor slots, in a move that further suppresses aftermarket manufacturer participation in traditional venues.

new google search challenges content

to earn google rank, get busy with content

Google’s latest product is their highly engineered search algorithm Knowledge Graph. Exactly how it works is a mystery, but best guesses are a wide ranging capability to reference major data sites, including Wikipedia, using a predictive intelligence that intuits a user’s intent beyond the specific search query. I’m just assuming this thing’s got artificial intelligence down cold and am preparing new content accordingly while retrofitting the archives to conform.

Read If Google Can’t Find You, Your Market Never Will for tips on how to upgrade your content and create a strategy for search success.

performance racing industry pri expo

Performance Racing Industries Returns To Orlando

PRI has found a permanent home at the Orange County Convention Center. Though exhibitors and attendance was somewhat smaller than in years past, the net result was an event that was easier to navigate and absorb. The 2011 event featured live, knockout kart racing and a list of vendors that represented every sector of automotive related performance. Read the complete article here.

wiring your bike just got easier

free wiring diagram for electric start big twin

When I first started building bikes one of the first things to go was the worn out wiring harness. When it was time to reconstruct, the tech manuals really weren’t that helpful so one of my early experiments with desktop publishing was to create my own made to order schematics, then publish them as a PDF in 1999.

This little booklet, designed for an earlier era of builds without turn signals and digital electronics, can be used as is or adapted as needed. Download your free copy here.

Mailchimp Founder Credits Creative

to be successful don’t do what you love – love what you do

edit: Since this original post, MailChimp’s been acquired by Intuit, best known for the Quicken line of financial software.

MailChimp founder Ben Chestnut talks about his path to success as the creator of one of email marketing’s best known brands in this enjoyable, entertaining, and informative 40-minute Creative Mornings video. What works for Ben might not work for everyone, but he makes a great case for including creative as part of a business that succeeds using a non-conformist approach.

For more creative inspiration, start your daily routine with a visit to Tina Eisenberg’s swiss miss blog. It’s great with that first cup of coffee.

asics on my mind – running like ryan hall, only slower

run like ryan! if only!

Here’s the thing. I don’t run marathons. I don’t run distance. Some might question – with good basis – whether what I do three times a week is more jog-trot, less run. But I wear Asics, currently 2160s, and that’s that affinity thing kicking in. And I’m a sucker for clever advertising.

So when Creativity Online shared my brand’s latest work in support of the 2011 NYC Marathon, I thought hey, my 5K training routine measures miles in single digits, but they’re still miles, regardless. It wasn’t until Ryan Hall’s stride was revealed – are you kidding me! – the same stride that carried him to the fastest marathon ever run by an American (2:04:58), that I got the memo: you’ll never be that good. But I can wear the shoes, and for me, it gets me out the door and on the trail. So see you in the park, maybe. Running just like Ryan, only slower.

seth godin gets it seriously wrong

first define small – then spec

I’m normally a big fan of Seth Godin’s writings. Doesn’t mean he’s always correct. His advice post on “How to get a job with a small company” ends with the applicant, “…offer(ing) to contribute a website or a sales letter or some sales calls–with no money on the table.” Great advice – if you’re the hirer. Web site this week. Collateral next. Pretty soon it’s a work-for-free, just-for-fun marketing department that sites like No!Spec are working hard to counteract.

When you show up and offer to go prospecting on spec, offer to contribute a website or a sales letter or some sales calls–with no money on the table–many small business people will take you up on it, particularly if they are cash-strapped, profit-oriented and know you by reputation. (Please don’t overlook that last one).

Seth’s post wrapped up with a throwaway graph that focused on giving away substance in exchange for a tryout. He tries to qualify by limiting the category to small businesses – although that label can be interpreted across a wide spectrum, from local Mom and Pop to widely recognizeable. And the notion that a job-seeker at any level needs to contribute free servitude out of concern for the “cash-strapped” potential employer turns this into an arrangement that’s also recognizeable as indentured servitude.

wall street should love this

Cash-strapped is cash-strapped – is the mission of the applicant to save the company? I found that particular paragraph especially distasteful for a number of obvious reasons, not least of which is the misguided notion that a web site done for free for someone who has obviously missed the value aspect up to that moment stands little to no chance of ever being compensated or respected. Add to that the liklihood that such work will fail on a variety of levels – creative, function, vision, content – and the best outcome will be a site that draws no traffic, returns no stats, and earns the owner a rep for cheap. Is that what small business really needs in these difficult times?

the end of end-to-end online print?

Khol Vinh is a designer. Not that unusual, but his previous job as design director for nytimes.com makes him unique and his skillful accomplishments considerable.

He publishes his highly refined blog ‘Subtraction’ on the Expression Engine platform, which alone qualifies him for a spot at the podium. Khol takes what might be the long tail view of publishing content for consumption when he predicts that he, “…just can’t see the end-to-end magazine format surviving.”

In a short, insightful interview on digiday, he challeges the cultural tradition that starts on C1 and proceeds to C4, digital pages turning at regular intervals like scheduled stops on a train trip.

Read more of Mr. Vinh’s insight into digital magazine publishing here. Originally sourced in a posting at Poynter.

barnes and nobles says opt out is ok

like official government mail, only different

Important Information Regarding Your Borders Account

I’m not going to the mat on this one, but if you want to send me an email after you’ve bought up the physical and intellectual assets of your former competitor, please try to keep from insulting my assumed by you parochial view of online reality at the same time.

Non-breaking news: Borders Book Stores are no more. Bulletin: Chain declares bankruptcy. Bulletin: Assets bought by competitor.

My good friend William Lynch, CEO of Barnes & Noble, wrote me the other day on behalf of the entire B&N team to make sure I was aware of important information regarding my (former) and seldom used Borders account.

Skip down to fourth paragraph: “It’s important for you to understand however you have the absolute right to opt-out of having your customer data transferred to Barnes & Noble.” (Bold theirs.)

Then follow a couple more graphs of boilerplate and schmooze, but basically the message seems to be driven by B&N’s attempt to spin this in their favor by offering me the option of bailing by a date certain, after which they’ll just go ahead and act on the info as if no opinion equals okey-dokey.

In fact, they could have, and would have, curried a lot more favor by allowing me to opt in to their marketing plan. This would have had the added benefit to solicit more personal choices, including genres, platforms, frequency, etc. All presumeably valuable, driven by the coupon with sign-up bribe good for something or other, coffee maybe, MP3 download possibly, after a short survey.

On the other hand, they’ve got a probably outdated windfall list of – well, a bunch of – email addresses just ready to be acted on if they don’t hear back! Opportunity knocked. No one answered.

My guess is they’ll never know what they didn’t know.

designing for variables – involve, evolve

2011/09 Chris Bangle of Chris Bangle Associates from Creative Mornings/London on Vimeo.

Our speaker at the August 2011 CreativeMornings/London was Chris Bangle, formerly design director at BMW Group and now running Chris Bangle Associates. (chrisbangleassociates.com/) The event was generously hosted by Buro Happold (burohappold.com) and Sense Worldwide (senseworldwide.com). Breakfast was provided by the amazing folks at L’Eto Caffe (155 Wardour Street, Soho) and Vantra (11-13 Soho Street, Soho). Finally, a big shout out to ‘Femi T for providing her photography services on the day.

CreativeMornings is a monthly breakfast lecture series for creative types. Each event is free of charge, and includes a 20 minute talk, plus coffee! You can currently join us in New York, Zurich, Los Angeles, and San Francisco. (creativemornings.com)

A big thank you to Nick Culley (nicecreation.co.uk/) for filming and editing the talk.

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chris bangle presentation promotes design accessibility

This provocative August, 2011 Creative Morning/London presentation argued the benefits of extending the design decision loop beyond the purely economic realm of client-designer, and the potential effects a new style of style and design involvement could have on driving societal change.

CreativeMornings is a publicly available series of short hosted seminars and presentations that take place monthly in cities around the globe. Founded and administered by Tina Roth Eisenberg, best known for her SwissMiss design studio and blog, CreativeMornings brings fresh and original insight on design’s role in our daily lives. If you’re lucky enough to live in one of the cities served, you’re already aware of the very high content quality. If not, the second-to-none production quality on the videos is the next best thing to sitting in the audience.