Marketing materials

DanEpps · Post by **DanEpps** » Sat, Jan 20 2007, 5:23PM

As many members are aware I have created a 20 page “Idea Book” exclusively for the eCabinet Systems community that points out the advantages of custom cabinetry over the ready-made variety.

This Idea Book can help you level the playing field so you can better compete with ready-made cabinet vendors. It is filled with photography of kitchens, bathrooms, libraries and closets from upscale homes so you can show potential customers the type of work you can produce.

Currently I am using stock photos that I have purchased but would much prefer to show actual work from the membership.

Anyone that has photos of their work that they would like to be considered for inclusion in the Idea Book can email the photos to me at depps@ecabworld.com. The photos need to be at least 300dpi resolution to be usable.

Make sure the photos depict your work in a manner that you would like the world to see (don't leave tools, materials, etc lying around when shooting your photos). Even better is to photograph your work after the customer has decorated the room.

Each photo will be credited with the builder's name and a page of contact information for builders will be included in the Idea Book. Include the name as you would like it credited along with your photos (e.g. Joe's Fine Custom Cabinetry, Los Angeles CA) and information for the contact list.

This is the opportunity to show the world what you can create so send your best!

I need to have a minimum of 10 members to commit to purchasing the Idea Book package to make it economical for everyone. Printing for less than 10 members would result in the price being 5 times as much due to the printer's setup charges!

Anyone who is interested can email me for pricing and more information.

This is a professionally printed publication, not something from Kinko's, Office Depot or a laser or ink jet printer. The Idea Book uses 80 pound cover stock for the covers and 80 pound text stock for the content pages and utilizes four color offset printing with a matte finish.

The quality is far superior to books given out by the ready-made companies who typically use 65 pound stock for content and 80 pound text stock for covers.

Unfortunately the Idea Book cannot be customized for each member without having a printer's setup charge for each. I am negotiating with the printer in an attempt to be able to print the member's business name and address on their individual order however.

Oh, and don't forget to give your customer's a copy with photos of their home!

Mike Bowers · Post by **Mike Bowers** » Sat, Jan 20 2007, 8:41PM

Bravo Dan! I'm sure this can help a lot of shops with a professional presents vs the brand names in gaining work. If I wore a hat, it would be off to you my friend. Keep doing a great job!
Mike

Roger Erismann · Post by **Roger Erismann** » Sun, Jan 21 2007, 12:56PM

DAn that sounds good...

Will you include any of the furniture network products in there?

I will go through my library and see what I can come up with, what is the price range you are talking about(per book)....

Let's say I want 10...

Thanks

DanEpps · Post by **DanEpps** » Sun, Jan 21 2007, 1:49PM

Roger

Think of the \"Idea Books\" that you can pick up at the local home improvement center...that is what these are like.

They are not \"pick from these options\" type books. What I have done is to explain to your potential customers why your cabinetry is a better investment than the ready-made variety.

The photos are meant to show how the potential customer's home COULD look with custom cabinetry and give them inspiration when it comes to designs. Think of home decorating magazines for this concept.

You can provide the books to interior designers, builders or directly to home owners. They can be used as part of direct mail marketing or given to \"walk-ins.\"

Everyone has experienced the potential customer that calls and wants a price then buys ready made cabinetry. The intent of the Idea Book is to educate these home owners either directly or through interior designers and builders and turn them from \"tire kickers\" into buyers.

The final price is driven by the total number of members that order.

Just for example: Due to the printer's setup charges, a printing order for less than 250 copies (total) would cost around $15 per book. Change that to 2500 copies however, and the price drops to $3 per book.

The price break is at 2500 total copies and this is why I need a minimum of to commit to purchasing at least 250 copies each. Anything less and the printer's setup charges cost more than the actual printing order does.

An order of 250 would cost $750 (plus shipping of course). I can tell you that you cannot come close to the price if you have a marketing agency design something like this for you. You would pay far more just for the designer's time. The prices I am giving just cover the cost of printing with no charge for my design time.

I am just trying to provide members the ability to get quality marketing materials at a fraction of the cost of creating them individually. By using the power of bulk purchasing we can afford marketing materials that would be too expensive for individual shops.

Roger Erismann · Post by **Roger Erismann** » Sun, Jan 21 2007, 4:09PM

Not doubting anybodies integrity here Dan....

I have had simple brochures made for my company I am well aware of the cost...

What is the timeline like right now? 1-2 months?

DanEpps · Post by **DanEpps** » Sun, Jan 21 2007, 4:47PM

Roger Erismann wrote:Not doubting anybodies integrity here Dan....

I have had simple brochures made for my company I am well aware of the cost...

What is the timeline like right now? 1-2 months?

I didn't think you were doubting anything

, I was just trying to explain better.

As soon as I get at least 10 commitments everything is ready to go with stock photos. I have had two responses to photos but I'm sure I will get more. As I said earlier I would much prefer to use member's work instead of gadzillion-dollar mansions from Palm Springs (no offense Peter Walsh

)

Printing and delivery will take about 2 weeks and changing to new photos can be done in half a day.

greg youngken · Post by **greg youngken** » Sun, Jan 21 2007, 7:54PM

Hi, my name is greg and I'm an... oh wronge forum, new to the sight and just wanted to say what a great idea this is, i'll pull out my files and see what i can send.

DanEpps · Post by **DanEpps** » Mon, Jan 22 2007, 5:13PM

Here are some tips for making photographs of your work.

1. Make sure the work site is clean with no clutter in the photo.

2. Don't use a flash if you can help it. It is best to set up static lights at angles that do not reflect. If you must use a flash, shoot the photo from an angle so the flash doesn't reflect in the photo.

3. If shooting in an unoccupied home, decorate the subject so the home looks \"lived in.\" We appreciate and love to see just the quality of each other's work but prospective customers want to see a decorated room.

4. Make sure the cabinetry is visible and not over-decorated. Remove items that don't enhance the photo.

5. Look at each photo after shooting it and check for reflections, clutter, etc. If it isn't perfect, delete it, change your angle or lighting and shoot again.

6. Make several photos of each subject from different angles. The room may look great from where you are shooting but the actual photo might miss important details or have shadows that you didn't notice.

7. Be sure to tell the homeowner that you might use the photos for marketing purposes. If you do use the photos for marketing, give the homeowner a framed copy of the advertisement or publication showing their home...and don't forget a \"Thank You\" card.

Jeff Blewitt · Post by **Jeff Blewitt** » Tue, Jan 23 2007, 1:28PM

Wow, what an incredibly great idea. Count me in!

Michael S Murray · Post by **Michael S Murray** » Tue, Jan 23 2007, 1:42PM

Dan, I am good for 250 copies, I will try to send you some pics also. What would the deadline on pics be, as I need to get caught up in that department also..

DanEpps · Post by **DanEpps** » Tue, Jan 23 2007, 3:30PM

The sooner the better on the pictures but realistically, it will probably be a couple of weeks until we get enough members to commit.

DanEpps · Post by **DanEpps** » Fri, Jan 26 2007, 10:32AM

I have posted a PDF sample of the Idea Book in the Downloads area of the eCabWorld member's Lounge.

The sample does not have any photos but you can see what the books will look like.

Brian Bauer · Post by **Brian Bauer** » Fri, Jan 26 2007, 12:24PM

Dan,
Great looking book, next large job we get, should be right around the corner, count me in for 100 copies.

Brian Bauer

DanEpps · Post by **DanEpps** » Fri, Jan 26 2007, 2:31PM

Brian Bauer wrote:Dan,
Great looking book, next large job we get, should be right around the corner, count me in for 100 copies.

Brian Bauer

Thanks Brian, but see my post above (excerpted here):

The price break is at 2500 total copies and this is why I need a minimum of to commit to purchasing at least 250 copies each. Anything less and the printer's setup charges cost more than the actual printing order does.

In order to be able to make the quantity 100, I would need a minimum of 25 members to purchase them.

DanEpps · Post by **DanEpps** » Fri, Jan 26 2007, 4:16PM

Here is what I have been able to get from the printer.

Again, the printer requires a MINIMUM of 250 copies PER MEMBER with 250 copy increments over 250. For example, you can order 250, 500, 750, 1000, etc but NOT 100, 300, 350, etc. Press runs are +- 5% of the ordered quantity but are billed at the quantity ordered.

The content is the same for all members and everyone must choose the same option.

Options:

1. Using a single color imprint with YOUR name on the cover--$3.98 per book ($995 for 250 books).

2. Using YOUR FULL COLOR LOGO on the cover--$5.18 per book ($1295 for 250 books).

3. Using the same cover for everyone with NO IMPRINT OR LOGO--$3.00 per book ($750 for 250 books).

Prices do NOT include shipping.

We must commit to the order by February 9, 2007 to get these prices.

Thermwood / eCabinet Systems

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