I started working with the Honest-1 Auto Care franchise back in 2003. I was responsible for creating over 200 pieces of marketing material for each new store. I had never worked on a project as large as this. We produced internal/external signage, banners, large corporate collateral, advertisements, coupons, embroidered shirts, jackets, ballcaps, ties and other promotional products. We were responsible for providing fulfillment for each new store. It was a challenge but a great experience. Since then, this small Las Vegas start-up has grown to over 20 stores across the United States. The Portland/Metro area has four (grand opening of Gresham store next week) of these stores that are overseen by the H-1 Area Representative Barry Cade. Within the last five years these stores have been very successful because of three marketing events.

1. Change (update) their logo

I think that this new logo is more professional. Very clean and illuminates a more environmentally friendly company.

2. ECO-friendly Auto Care

They offer their customers the option of using ECO Power which is a recycled synthetic oil, recycle scrap metal and all automotive waste liquids. Their stores are also using environmentally friendly products like water based solvents and cleaners and energy efficient lighting and recycled oil heaters. They also fund the planting of 100,000 new trees in a partnership with the American Forests Foundation.

3. Support of Community and US Military

They have teamed up with Legacy Emanuel's Children Hospital, Future Leaders of America, Clackamas High School Football, and Operation Homefront with car washes and donations from service work performed at Honest-1 Auto Care. These community events bring an allegiance of customers.

One of the local owners, Steven Grimes has been very successful in running his franchises in the Portland Metro areas. "In addition to being an entrepreneur, Grimes has been active in the military for 23 years and serves as a Lieutenant Colonel and Executive Officer for the 41st Brigade of the Army National Guard. Grimes had managed stores for two nationwide chains for 16 years prior to his Guard Unit being activated and deployed to Afghanistan for 12 Months in 2006-2007. While in Afghanistan he thought about starting his own business and upon returning home opened the Portland store in October 2007 followed by the Clackamas store two months later. He has currently just opened his third store in Gresham." (from www.franchiseworks.com).

I can't think of a better way to support the men and women that have protected our country!

© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.

It is very helpful to identify what makes a good client for your company. It should be printed out and hung in your office or building for employees to see. Not only is it important to focus on these clients but it shows others what you are looking for. Referrals are a very important part of your business and you should provide those that are referring your company with information that can identify what is important to you.

The second reason this is important is that it can help you with starting your business plan and giving the financial institution some pertinent information about your company. I also use this for my client's marketing to narrow down their focus of who is their target market. This document should be updated yearly and get input for those who know you or work for you.

In the ten years of business, Inkspot Graphics, llc., I have worked for various businesses and have learned quite a lot. When I first started, I didn't have a lot of choices, I had to take as much work as I could to stay afloat. I worked for a print broker that was very demanding but provided me with enough work to keep my doors open during some lean times. Now that I am doing my own marketing/sales I do not need to lean on those that make my life more stressful than it needs to be. I also found out that offering signs, cards and other fairly inexpensive marketing material at low prices does not always get you more clients. Most of those people are small businesses and need something quick and cheap. They will not build a relationship with your design/marketing company.

So if you or your company needs "Your Perfect Client" document please feel free to call me for help setting up one for yourself.

© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.

I have an apprentice (Chris R.) that works for me on a part time basis that is attending Portland State University's graphic design program here in Portland, OR. Occasionally we would go out on field trips to see some of my vendors/strategic partners. When driving around town she would point out to me and say, "Have you ever noticed that there are alot of crappy signs out there?"

It made me thing that in the last five years I take it upon myself to really notice the environment that I am in and the branding/marketing of clients in those areas. When working as a prepress operator I never really took the time to notice what was going on around me.

She is currently taking a typography course and has a heighten awareness of branding and typography. I reminded her that our primary focus is to help our clients represent their brand in a professional manner. But I also pointed out that I have had clients that I couldn't convince otherwise (no matter how much I hit my head against the wall). If I can just convince them to tweak just one part of their brand then maybe I can continually work on them for change. It is always part of my responsibility to sell a better concept/idea. My client always will have their say in the end but my company's value is my experience and education. That is why I will take the time to research my client's business, who their competitors are and who is their target market. Alot of this information will aid me in designing a quality product that will help them grow.

Have you noticed any "crappy" signs lately? Take a photo and send me the best ones.

© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.

I arrived home last week to see a UPS package sitting on the porch. "Hmm from Amazon, but the addressee information said, 'Mike The Animal Johnson'".

I was pounding my head trying to think who this would come from. I had a lot of nicknames in my past but this one had me pondering. I opened the package to see this. . .

I was tickled to see this book (by Justin Halpern) because I had run across it but would of never bought it. Also inside the package I found out that an old friend of mine (Dan Rooney) from Tacoma, WA had sent me this. Dan like myself was raised Catholic and we bonded pretty well because of our similar upbringings (except he is 5 years younger). He used to laugh when I told him stories about my father "Keithy". It was definitely an unexpected gift that tells me there is something about myself that stuck with Dan to have him think about me. I think that people remember me because of the crazy personality that I have. To make people laugh is a great gift.

I saw that they are making a sitcom out of the book next fall (and originally from blog by Justin Halpern). The father, Sam Halpern, is going to be played by William Shatner (which is a perfect fit). My only critism is that because it is on syndicated television swearing is at a minimum and it will lose some of its effect.

I spent most of last weekend reading it. It was hilarious and I could see myself sounding like this in my old age. I just hope & pray that my cute little daughter doesn't get the great idea to move back in with us. Oh Gawd!

© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.

Recently, local Portland native (and Major League Baseball umpire) Jim Joyce made a questionable call at first base which resulted in disqualifying pitcher, Armando Galarraga's perfect game in Detroit vs. Cleveland.

He went to the dressing room and asked to see the replay. After reviewing, Jim the play he decided that he had made the wrong call. He went the the press conference after the game and apologized in tears, saying, "I just cost that kid a perfect game, I blew that call."

MLB offered him the opportunity to take the next day off (because they knew that the Detroit fans could create all kinds of havoc with him). Jim told them that he was going to work that game and confront everyone head on with his head held high.

Jim went out to the pregame meeting the next day and the Detroit Tigers had "the almost perfect game pitcher" Armando Galarraga come out to represent the Tigers.  The two men shook hands and Jim told Armando how sorry he was. Jim was in tears again and to the surprise of all the media, the crowd was supportive to both umpire and pitcher. Jim not only got the respect of the Detroit fans, but also of Galarraga and the majority of baseball supporters because he immediately came out to tell everyone that he was sorry.  He didn't wait to come up with some excuse, nor did he need anyone to cover-up for him.

Moral of the story: Make the apology immediately after you have discovered your error. You will be respected and given another opportunity to prove yourself.

Besides this story having the marketing connection I have some interest because I used to umpire softball for twenty five years and know some of the feelings that was going through Umpire Joyce. I found out that I got more respect when I came forward and said "Sorry, I missed that one" rather than sticking my chest out and denying any wrong doing.

© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.

Well it sounds like it is just getting worst down in the Gulf of Mexico.

Rumors are spreading far and wide. I don't think that anyone could paint a worst picture for the executives at BP (British Petroleum). Someone has even created a new logo (see below).

I am just finishing up on a great marketing/sales book (it is on my book list) called "I love you more than my dog" by Jeanne Bliss. The book is a lot of stories about successful businesses that go over and beyond the expectations of customer service with their clients.

Her final chapter is "Decide to Say Sorry" about apologizing and repairing the emotional connection with your clients. If I was the head of BP marketing I think that I would make the approach that Starbucks did by building a meaning experience with their clients (mystarbucksidea.force.com).

How can you begin the healing? As in Jeanne's book, to make your apology sincere you should react immediately.

How could BP show me that they are sincere (instead of pointing fingers)? I do have to give them some credit for providing some contact information on their website.

1. Move one of your operations down to the area where they are hurt the most.

2. Have company officials move to the area.

3. Build pet/animal hospitals (in each state) for aquatic life.

4. Provide community food share donors for local businesses that are out of work.

5. Get a network search for inventions to assist in cleanup.

How many other great ideas are there for BP to say that they are sorry? Give me your best idea!

© 2010 Michael Johnson - Inkspot Graphics. All rights reserved.