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Implementing a good program of community service at your carwash can serve
several purposes. A program that gives something back to the community will
build customer loyalty, attract new customers and enhance carwashing industry's
image. It's also a way of combating stiff competition. Best of all, it creates
a sense of self-satisfaction in you and in your employees.
I believe most carwashers are small-town people providing a service to
customers. Even those in our industry who have multiple operations probably
started small.
Remember Your Roots
Many operators have worked on the line, providing the kind of service
they would like to receive if they were to visit a carwash. They know how hard
it is to deliver to our customers the quality wash we want to be known for.
Playing an active role in the community is part of being a quality wash. At
our locations, we put a lot of effort in developing our approach to community
involvement.
We believe in being a part of our community and always have. On February 2, we
celebrated our 30th anniversary in business. I never tried to "work the angle,"
so to speak. I simply feel that being an active part of the community is just
the way to do business.
We operate four retail businesses: a full-service carwash, a six-bay
self-serve carwash and two gasoline/convenience stores, one with a rollover
wash. All are located in the community in which we live, Sterling, VA.
Looking back over the years, I wonder if I ever said "no" to anyone looking
for a door prize or an ad in the magazine of their club or organization. We've
done it all. Again, I guess I thought it was the way to do business. But last
year I revisited the way we showed people that we're a part of this community
and that we care about it.
A New Twist of Special Events
We have always done special event promotions just because that's the
way we are. Last year I came up with another idea. We decided to plan our
events for the whole year and tell everybody about them. It turned out to be
one of my better ideas. Now, people are calling up and asking how to get on our
event calendar. Boy, what a change.
For our programs, a penny for each gallon of gas sold during the special event
weekend at our Shell and Mobil stations and $1 for each car washed at our
carwashes is donated to a local non-profit organization.
During 1994 we had four planned events. The first event benefited the Boy
Scouts. They came to our location for the weekend and set up tents and other
scout projects. The second weekend the Sterling Volunteer Rescue Squad brought
its trucks and equipment. The third weekend of the year we donated the proceeds
to MDA's "Jerry's Kids" of the Muscular Dystrophy Association. The final
benefit weekend was for the local volunteer fire department, which brought its
fire trucks and equipment.
We promoted our event by running a few ads telling folks about our "Commitment
To Our Community In 1994" and listing the individual organizations and the
weekends when a portion of the wash and gas proceeds would go to them.
The week before the event, we ran ads about the coming event; the week after,
we ran a picture of a business representative presenting a check to the
organization and giving the amount of the check.
This program of sponsoring community organizations has worked for us. I've
found this is the neighborly way of doing business, and it helps the image of
our wash.
Arlyn K. Black owns Arlyn K. Black Enterprises, Inc., Sterling, VA, which
includes Sweetwater Splash Car Wash Co. and Sterling Wash & Go Self-Serve
Car Wash. |
