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Season 5 Makeover

November 16, 2020

Marketing Makeover Gives Detail Shop the Shine It Deserves

Like many entrepreneurs, Mike Plaza started his business on the side, working late evenings and weekends out of his garage. With demand growing, Mike took a big leap to open a professional shop on the main street in Fredonia, NY, offering interior and exterior auto detailing services.

While Mike’s attention to detail and strong work ethic kept the doors open, his shop wasn’t reaching the sales level needed to allow him to leave his other job at the steel plant. “I started my own business to try and put my family in a better financial position,” said Mike.

Knowing the key to increasing sales would be to bring in new clientele, the team from Deluxe focused on a brand and online marketing strategy to connect Mike’s shop with potential customers in the local community.

Elevating the brand with a versatile logo

For decades, auto shops have felt the scrutiny of consumers’ lack of trust. Much of that sentiment can be eased by providing a positive first impression. At Nyce & Clean, the quality of service and customer experience is top-notch, but the branding wasn’t reflecting the same level of professionalism and personality. The shop’s logo was not only hard to read, it also didn’t set Nyce & Clean apart from the rest of the industry.


Nyce & Clean’s Original Logo:

The logo design team from Deluxe recognized the opportunity to elevate and simplify the design to allow it to scale more easily across digital and print marketing solutions. With a more customized look and addition of a relevant descriptor, ‘auto detailing’, the new logo distinguishes Nyce & Clean as an established and trusted brand.

Nyce & Clean’s New Logo:


Revamped website sheds DIY image

With technology improving and becoming less complex, many small business owners attempt to build their own websites. And while Mike made significant headway on designing Nyce and Clean’s original site, he struggled with adding content and functionality to allow online visitors to navigate it easily. The website design team from Deluxe outlined a strategy to rebuild the site with the end customer in mind, building a hierarchy of information based on what visitors needed most, as well as optimizing the content for search engines.

Homepage establishes trust and showcases services

The main navigation allows visitors to quickly find the service they need, while the first image features owner Mike doing what he does best, showing the depth of care and professionalism at Nyce & Clean.


Subsequent content reinforces the level of service, with photos of happy clients and specifics about available services – great for online visitors and search engines.



More proof points appear further down the page, with before/after sliders and client testimonials and a fresh look at Nyce & Clean’s work with an integrated Instagram feed.



Window Tinting page captures online traffic

To generate more income and diversify his services, Mike added window tinting to his lineup. The Deluxe web team intentionally separated this page from other services offered at Nyce & Clean to capture the high online demand – nearly 300k searches/month nationally. Having a distinct page sends stronger signals to search engines such as Google and Bing.


Repairing online listings fuels more customers

In addition to building Mike’s custom website, the digital team at Deluxe found several areas where Nyce & Clean displayed incorrect and incomplete information after running an online scan.  With over 80% of consumers starting their search online, it’s vital for businesses to show up with accurate, consistent listings on popular spots like Google My Business and Yelp. 

Google My Business is the first pit stop

If your business serves customers in a local area, Google My Business is hands down the best search engine optimization lever you can pull. For Nyce & Clean, it was even more essential to claim this listing since his business was incorrectly listed as a body shop, and not a detailer.

Deluxe claimed and optimized the detail shop’s Google My Business listing, populating relevant categories, hours, images and correct contact and address information.


Within just a few weeks after making these updates, Nyce & Clean listing was appearing in nearly 1000 searches/month.

Branded merchandise adds more shine

With the new logo and website designs in place, the team from Deluxe expanded Nyce & Clean’s branding to other products with high customer visibility. From branded apparel, promotional products and print marketing materials, Mike’s existing and potential clients are reminded of his shop and quality service.

Apparel for employees and clients who are raving fans of Nyce & Clean


Promotional products serve as great giveaways and leave-behinds


Print marketing reinforces the brand at every customer touchpoint

New branding & marketing strategy revs up business

Nyce & Clean’s elevated image and online presence have made a positive impact. Within months of launching the new strategy, the shop’s online traffic has tripled. Hundreds of those searchers have visited the website, called the business or asked for directions to the shop. And traffic to Nyce & Clean’s Yelp listing has increased 5x after making updates.

These collective improvements have allowed Mike to leave his steel plant job and totally focus on his burgeoning detail business. “I feel very confident where the business is going,” says Mike. “There are cars in all three bays, all day long, every day. This experience has been life-changing!”

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