Tampilkan postingan dengan label Lee Ekstrom. Tampilkan semua postingan
Tampilkan postingan dengan label Lee Ekstrom. Tampilkan semua postingan

Rabu, 12 Juni 2013

The King of Jeep Grand Wagoneers

 I wrote an article and took photos of Leon Miller aka "The Wagonmaster" back in 2000 for the Jeep News Magazine. He warmly greeted me at his Kerrville Texas home and wove a wonderful story of how his love of the classic "Woody" drew him out of retirement. The last Grand Wagoneer rolled off the assembly line in 1991 and there was no replacement on the horizon that had the same qualities as this full-size Jeep 4x4. Leon was encouraged by Brooks Stevens, the chief designer of the Jeep Wagoneer, to renew low mileage models and sell these rolling works of art to discriminating buyers. Low mileage Wagoneers have been harder and harder to find but Leon's business has been going strong for the past 13 years. A testimony to his strong research skills and loyal customers - especially in the New England area. He still tries to keep his vehicles to 70,000 miles or less which is pretty amazing considering many date back to the 1970s.
A pristine 1988 Grand Wagoneer that is currently for sale on Leon's site. It has under 54K and is selling for $41,000. 

Here is the reprint of the original article:

"It started out purely as a hobby," says former Texas cattleman, Leon Miller. "It was accidental; I had no desire or even dreamed about doing what I am doing today." What he's doing is buying high-quality pre-owned Jeep Grand Wagoneers, restoring them to near-mint condition, and selling them at the rate of 125-plus units a year. Miller has sold over 680 "Woodys" in a little over eight years from his business in Kerrville, Texas. In these parts, he is the Wagon Master. Even though Grand Wagoneers are getting harder and harder to find, Miller insists on only starting out with the best vehicles. All the vehicles on his lot have less than 70,000 miles, with no damage and absolutely no rust. After a thorough history check and vehicle inspection, Miller's four-man detail crew will spend 2-3 weeks "renewing" these classic 4x4s - at an average cost of $4,000 per vehicle - to get them up to his high standards. 

"Early on it was a Realtor wagon ... they loved the 360-degree vision all the way around," Miller said when asked for insights on Grand Wagoneer buyers. He also offered insights on the wood-looking vinyl siding that the Grand Wagoneer is known for. "It was really out of necessity for some major ranchers in south Texas," Miller said. "Supposedly, they wanted a close four-door (vehicle), done up nicely, with a tough vinyl siding to keep from destroying or damaging the paint." The Jeep brand responded to these requests and added the wood looking vinyl siding and trim which helped protect the side paneling from the sagebrush and prickly pear that dot the Texas landscape. 

Today, many of Miller's Grand Wagoneers are sold to architects and interior decorators who want a classic look that stands apart from the rest of the SUVs on the road. Much of that business begins at www.wagonmaster.com - Miller's Web site. About 80 percent of this vehicles are sold sight unseen, including many Grand Wagoneers that are shipped overseas to people who saw the vehicle in the movies or on television. Miller has also come to depend on his Web site for people looking to sell their precious older vehicles. Roughly 80 to 90 percent of his inventory comes from people who have visited his site on the Internet. 

Thanks in part to Jeep innovation, Miller isn't dabbling in a hobby any more. "They were so far ahead of the industry when they designed this vehicle," Miller said. "The Grand Wagoneer is without a doubt the most copied SUV in the industry, and rightly so. That is why I can do what I am doing, because this vehicle was so well done."














Jumat, 31 Agustus 2012

Jeep USAB Basketball Copywriter

Wrote this copy for the jeep.com / USAB page. The Jeep brand and USA Basketball in 2012. They both share many of the same core values - including their quest excellence and ability to tap into their inner strength, courage and passion for a noble cause. Click here for a full-size layout. Worked closely with Steve Koch in our Toronto office to create the messaging/copy for this page:

BELIEVING IN THE POWER WITHIN YOU

Digging deep. Surmounting obstacles. And enjoying every moment. It's all about drive and excellence as the Jeep brand supports another American icon: USA Basketball. Come along. It's always going to be an exciting journey.

A LEGENDARY VEHICLE PROUDLY SUPPORTING A LEGENDARY TEAM
Jeep(r) Brand and USA Basketball have always shared: a drive for excellence. Always honing their capabilities and working to overcome every obstacle, both define unmatched performance and unparalleled ability across the globe. Today, the Jeep brand is proud to applaud our team for using their inner strength, courage and passion to pave the road to victory. Now, we'd like to invite you to celebrate that experience and believe in the drive that we know also lies within you.

Optimizing Google Search Results: Findings in Jeep Wrangler / Call of Duty Campaign

Our Jeep Creative team at SapientNitro was tasked with creating a buzz model page for the 2012 Jeep Wrangler Call of Duty. The Jeep brand created a special Call of Duty: MW3 Edition to support the $10 million ad campaign. I wrote the copy for this Buzz Model Page to support the campaign. 
I met previously with Michael Allen, our Search expert in the SapientNitro Toronto office, about optimizing key words for the features and specs section of jeep.com. He mentioned that headlines are a an important ingredient in the processing that is often overlooked. So a lightbulb goes off in my head.  In order to get higher Google search ratings, I researched key terminology used in past Call of Duty campaigns. This "test" of sorts was would help me on future projects of a similar nature.
Now writing clever headlines for a page is one thing - especially when you're trying to be true to your core values and branding. Trying to weave in key phrases from a co-branding partner is a whole new challenge. First the search for phrases. Then trying to incorporate them without being to forced. Getting our great clients to buy into the idea. It required extra work, but it ended up working on many different levels. In all I incorporated over 20 achievement/trophy phrases into the headlines and body copy (started out with 28, but client review took that down a bit). Titles such as "Back in the Saddle", "The French Connection", "The Dragon Within", "Locked and Loaded", and "Ground Control" were all trophy phrases that gamers would tag with "Call of Duty" to find cheats, or ways to get through difficult levels, in game play. 
Google search results were dramatically increased by associating this Jeep Call of Duty page with key phrases. (Note: I'm basing this in comparison to other projects that didn't incorporate similar techniques). Type in "Call of Duty" in a Google search and the Jeep Call of Duty page comes up 8th on the list - first page - that's without using Jeep in the search cue. Type in "Locked and Loaded" and "Call of Duty" in a Google search (without any reference to Jeep) and the page comes up first in the search.
Type in "The Dragon Within" and "Call of Duty" in a Google search (without any reference to Jeep) and we are come up second in the ranking.
Another example is "Call of Duty" and "Prevent Collateral Damage" - ranks number one in the search again. 
The key phrases goes on and on with first to third rankings on a Google search. But does it work for words that are buried in copy? Seems to help there too. Consider "Raining Pain" and "Call of Duty" - comes up as the third result in a Google search.
Best search results are also had with "The French Connection", "Back in the Saddle", "Elevate Your Senses", and "End Justify the Means". We didn't use any of the key phrases in the Meta Data/Key Words - only traditional Jeep and Call of Duty tags: 



So where does that leave us? My low-tech test seems to show that using unique terminology, catch phrases, slogans, and key words from co-marketing / co-branding partners in headlines can be very effective in cross-linking the two brands and elevating rankings in Google searches.