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Letting The Cat Out Of The Bag

How The Auto Industry "Redesigned" The Dealer Invoice Price When The Internet Arrived

Contest Holder spike1 ?

Last Logged in : 4382days1hr ago

 		Concepts Submitted

26

 Guaranteed Prize
200
 Winner(s)

1

Other veildAll design entries are veiled from other designers till the end of the contest.
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Project Finalized

Project: Letting The Cat Out Of The Bag
Industry: Information Logo
Contest Launched: Apr 25, 2012
Selected: 1 winning design from 26 concepts
Winning Design by: gdangodog
Close Date: May 03, 2012

Letting The Cat Out Of The Bag - Information

Concept #26

Awarded as a winner
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Creative Brief

Letting The Cat Out Of The Bag

How The Auto Industry "Redesigned" The Dealer Invoice Price When The Internet Arrived

I'm an automotive consumer advocate. (See www.fightingchance.com). I have uncovered a secret no one has ever revealed consumers: how dealers get hidden cash from automakers that no one can find out about, where that money comes from, and how it reduces the dealer's true cost well below "the dealer invoice price" that we can find all over the Internet. 30,000 people buy or lease a new car every day of the year, on average. Most of them dislike the process and wish there was better information available. Every one of those 30,000 people is a prospect for this eye opening, game-changing book. No other auto info source, on or off the Internet, knows what I have taken 15 years to discover.

Information

Educated, relatively upscale consumers who seek out as much advice as they can find about how to get the best deal on a new car.

In terms of "image," no cute stuff. (No cat out of a bag.) This is an information revelation that every Internet auto site and even Consumer Reports is clueless about. The first time they learn it will be this book. The book must look like it came from a knowledgeable, professional source. I've been doing this for 20 years, 60,000 hours. I know more about the subject than anyone who doesn't own a dealership. The book is not about cars, it's about communicating to consumers the whole truth about "dealer cost' that they're not getting anywhere else. (You have Publish Green's specs on book covers.) minimum of 600 x 800 pixels

Discussion

Comments

  • May 01, 2012 8:31 PM
    spike1 spike1
      Project Holder
    I forgot to mention. No spine on the book, just a front cover. Some of places it will be sold don't want a spine. Spike 1

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  • May 01, 2012 7:43 PM
    spike1 spike1
      Project Holder
    Designers, I apologize for not being much help on this yet. I'm a bit of a fish out of water in your area. But here's what I'm thinking. I'm looking for something that's quite simple, straightforward and tasteful — "quietly classy." I feel like the words are more important to the target audience that any image could be, and there may not be an image that would reinforce the words more than it might detract from them. On average, 30,000 people a day buy or lease a new car. They are typically educated, upscale folks who understand that "letting the cat out of the bag" is an expression that means, "There's a secret that's been kept (maybe for some time) that's finally being revealed." And for decades they've been led to believe that "the invoice price" is what dealers really pay for new cars. That's the conventional wisdom we've all bought into. They know that automakers redesign their cars from the ground up about every 5 years. The revelation that they "redesigned" the dealer invoice from the ground up when the Internet arrived in the mid-1990s will open car-shoppers eyes to the truth for the first time and expose the "conventional wisdom" they're still being told by Consumer Reports and all those auto info websites as the ancient hogwash it is. I think the design needs to be simple. That the words need to be the focus and easy to read. That pictures are likely to get in the way of the communication. That "Automotive Consumer Advocate James Bragg" will add legitimacy to the title. I'm no designer, but as an example, if those words were backed by a typical quilt design (my wife is a quilter), the focus would be on the quilt, not the message. Alternatively, if they were backed by a smooth, one-color, glossy piece of silk, the focus would be on the words. Crazy thought: An exclamation point at the end of the title might inject a feeling of something important being revealed. Which is the truth. You might be able to have a little design fun with that. Spike 1

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  • May 01, 2012 2:01 PM
    SiteAdmin SiteAdmin
     
    Please use images only provided by the project holder. If in-case source of images has not been provided then use images from “www.thinkstockphotos.com”. Images picked from any other website or source will not be accepted. If you use images from “www.thinkstockphotos.com”, please make sure you keep a record of image ID as winner will have to provide images ID's as well.

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  • April 27, 2012 10:02 AM
    spike1 spike1
      Project Holder
    Designers: Please change the book's sub-head to: How The Auto Industry "Redesigned" The Dealer Invoice Price When The Internet Arrived It's a much more powerful statement. spikeb

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