Aaron Wirtz is best known as the “buying a car doesn’t have to suck” guy, but he now has a new video company to help others get attention for their businesses and nonprofits.
Wirtz is operating CurveBreak out of the Super Car Guys space at Douglas and West Street.
He’d been operating it “just kind of in my own time” to help nonprofits and smaller businesses without access to resources.
“I feel like it’s time now for the next level,” Wirtz says. The studio is “something we had room for.”
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The name of the business comes from the idea of “this constant race to stay ahead of the curve,” Wirtz says.
“The longer you race and rush and stress out about staying ahead of that curve … it’s something that kind of turns in on itself,” he says. “Instead of trying to stay ahead of the curve … break that curve and make one of your own.”
Wirtz says it’s not about reinventing the wheel.
“Marketing is about boldness. It’s about originality. It’s about not being afraid to take a stand and put yourself out there.”
He says that’s challenging with the Internet and social media.
For instance, thanks to Twitter and some negative tweets, Wirtz knows not everyone is a fan of his car commercials, but he says he hasn’t let the negativity stop him.
“Think of the thousands of sales we would have missed out on,” he says. “The numbers absolutely speak for themselves.”
Wirtz says nonprofits and businesses need to consider how video fits into their marketing strategies and then combine that with high-quality productions.
“You don’t always get the two of those things combined.”
Wirtz has been doing videos for some time.
“I made a video resume, actually, to get the job I have right now,” he says.
That was before videos were quite as ever-present as they are now, but Wirtz says the strategy worked.
“Conformity is actually frowned upon here.”