PRINT STUDY 3 - CONSUMER'S AUTO ALLIANCEwww.logichouse.net/caa
Consumer's Auto Alliance, LLC is a Nashville based automotive marketing and sales management company. Their first project included 3 elements Logic House Media provided services for: a printed DVD & postal mail combination package, an interactive private internet multimedia sales tool and DVD replication, printing and mailing to regional lists.
The concept was to use a celebrity entertainer as a spokesperson to promote an upcoming sales event at a local auto dealership. The celebrity would deliver a "mini-infomercial" DVD package to potential auto buyers explaining how they could save thousands of dollars by taking advantage of this unique one-time sales event. To entice the viewer to watch the DVD, an exclusive music video performance was included at the end of the presentation which added tremendous value to the free DVD the buyer found in his mailbox.
The DVD would be mailed to a large list of potential car buyers in the region of each car dealership. Mailing expenses would be enormous with a standard plastic DVD case, so Logic House Media designed a custom 5" X 7" folded cardboard package to accomplish the following: give an instant overview on the outside of the package to entice the recipient to open and watch the DVD, a back panel "mailing side" (with a printed postal code, return address, dynamic address fields and auto dealership name) and an "inside" to house the DVD, house inserts, provide legal information and further "sell" the event.
Their first celebrity was former Little Texas lead vocalist TIm Rushlow who benefited personally through the exposure in preparation for his upcoming solo album. The front of the package needed his face as "selling power" so we selected a photograph of him leaning next to a car. The cardboard mailer would be printed in standard 4-color process inks and since the information needed to be inviting and stand out, a rich color scheme was devised using blue, and red with yellow and white accents.
Each dealership's promotion would be slightly different so a "slit" was included on the inside of the package to allow for paper inserts, coupons, maps, etc.. Each DVD and print order would run at 100,000 units to minimize costs. In large scale manufacturing every penny effects the bottom line and profit margin. Each dealership that participated would order 5,000 or more packages, requiring dynamic overprinting of the recipients mailing address, dealer information and date of the sales event.
The potential car buyer would take the package to the dealership indicated on the date of the sales event to be included in the special savings promotion, receive "giveaways" and a chance to win $50,000.
Another element of the concept was to get auto dealerships to participate and "buy into" the promotion. Find out how Logic House Media provided a private online tool for the Consumer's Auto Alliance sales team in Example 2 of our multimedia design examples.
