Custom Cap & Tire (CCT) started as a full-service tire shop in Blaine, Minn., in 2014 selling new tires and offering capping (tire retreading) services. Their capping business lessens environmental impact, maintains high performance and keeps customer costs low.
Within five years, CCT came to an enviable decision – build a bigger shop or move to a larger existing facility. When the perfect shop along 35W in Roseville, Minn., presented itself, the lease was signed and the wheels started turning on CCT’s move. There was just one challenge. How would they effectively communicate the move to their audience, primarily commercial truckers?
To answer that, we start back in 2015 when Voom CreativeTM created the entire CCT brand, including logo, color and typeface palettes, website and more. Voom incorporated elements of tire tread into the wordmark and used the angles of the letters to convey motion.
“We love how the CCT brand elements readily state ‘this is what we do,’” said Erin Rheault, Office Manager, CCT. “Voom’s brand work resulted in new sales and we’ve put a portion of our profits toward a livable wage for all employees, resulting in happy employees with 0% turnover.”
Results matter and it was an easy decision to work with Voom again to communicate CCT’s move. Voom created a two-wave direct mail campaign before and after the move. “We had never used direct mail before, which is not uncommon in an industry where 90% of our competitors don’t engage in marketing. Voom has always been great in bringing forth new-to-us marketing ideas.”
The timing of the move was April 1, 2020, amidst a statewide shutdown due to the pandemic. “Our new location actually mitigated the COVID-19 impact on our business because 30-40% of all truck traffic in the Twin Cities was now within 7-8 miles of us. Our commercial truck customers love our new shop because it’s easier to get trucks in and out of the shop. And our employees love the shorter commute.”
Today, CCT is focused on continued growth of its business and informing customers and prospective customers that CCT is a lifetime dealer, there for the whole transaction. “We’re excited to see what the future holds for CCT, but one thing is for sure, we know Voom will continue to be an excellent strategic partner for our marketing needs.”