Project: EDGE Motorworks
Livery design for the EDGE National Championship-winning BMW E36 M3.
Project
We redesigned the EDGE Motorworks brand and integrated it into everything from business cards and race cars to the exterior of their building.
Industry: Automotive Repair, Auto Racing, and High Performance Automotive.
Website: https://edgemw.co
Services
Impact
Deliver a new EDGE brand image of a successful and effective auto-racing support and general automobile service company.
Delivered an automated management system to manage service customers and work orders to allow easier growth of their service business.
Challenges: They're Too Busy Working
A small shop with world-class expertise can’t take the time to plan or create marketing and operational efficiencies.
The solution couldn’t require too much of EDGE’s involvement, as their time is always at a premium. This meant that we had to be almost completely autonomous, which can only happen with trust.
Solution: A Slow Burn
EDGE Motorworks is a small business in a very favorable position. It has more work than it can handle, a loyal customer base, and aggressive marketing isn’t necessary.
The solution was a mix of heightened brand representation, new web design and content, social marketing, and customer relationship management. It all happens at a slow burn, because that is what’s possible with a small but mighty repair shop.
EDGE Motorworks has always been a ‘seat-of-the-pants’ business. While that approach has served us well, we knew a better, more structured way was possible. Perfect Thirds has integrated new branding, marketing, and technology to help us reach that next level. They have worked with a very measured approach, recognizing that we need to transition more slowly than other businesses. We especially appreciate how they produced the website, stay on top of the marketing efforts, and manage the associated vendors, all with very little interaction required from us.
— Anthony Zwain
Partner
EDGE Motorworks, Fremont
Branding
Does a Local Shop Need Brand Consulting? We think so.
Everything great about EDGE Motorworks was not immediately evident in their online presence. Consequently, their depth of expertise and positive reputation were not being seen or read by potential customers. We knew we had to change this.
Web Development
A Necessary Evil
This is how many small businesses feel about their websites. We wanted to take EDGE beyond that thinking and build something more than cool, something practical.
Even though it’s not a haven for content consumption, the website needed to articulate the EDGE brand to new customers. Every traveler from a Google or Maps search, and there are a lot, is a potential customer.
Shop Management
- Automated scheduling and estimates eliminate up-front time on the phone so EDGE can use the time for deeper engagement with customers and their cars.
- Pre and post-service email and text campaigns address everything from scheduled oil change reminders and follow-up service to sending the declined services that owners need to address.
- Modern shop software that reduces labor, saves time, and increases communication. It sounds like Nirvana, but it’s true. We eliminated the need for separate text, cloud storage, and shop software by integrating a state-of-the-art system.
- EDGE’s workflow is significantly streamlined. We defined a scalable operational policy that allows EDGE to more easily bring new technicians into a more efficient infrastructure.