Carwash operators often make the mistake of improperly planning their marketing and promotional budget. An important part of solving this problem is to evaluate the responses you are getting from your marketing activities. Closely examine the strengths and weaknesses of each.

Here are 10 brief "self-test" questions to help you determine if your promotional efforts are as effective as they can be.

Rather than use the "fly by-the-seat" mentality, have a specific figure allocated to marketing with an annual budget. The Wharton School of Business recommends that carwash franchisees and independents allocate anywhere from 5 percent to 9 percent of their annual gross income toward advertising, marketing, and public relations efforts.

You have a budget for insurance, the mortgage and payroll. Do the same for advertising.

With the ever-changing challenges of the carwash business, it is critical to believe the service you and your staff are providing is the very best available. The simplest rule is: Always try to think like your customer. Remembering this and teaching it to your staff is valuable to help you keep your attitude where you want it.

Holding regular marketing meetings with your staff, counter crew, or ad agency will maximize results because it holds people accountable and insures continuity. Whether you are using radio, direct mail, outdoor advertising, or corporate door-to-door "cold calling," do it with regularity.

A monthly or biweekly marketing meeting really pays off. This is especially important for a business that is very seasonal in some areas.

Personal choice is the right answer here. If you truly have an appreciation for creative selling, have the patience for understanding radio, television and print ratings; have an eye for graphics and the time to deal with numerous printers, media salespeople and news reporters, there is no reason you can't be your own "in-house" advertising/PR agency.

Otherwise, using a recognized advertising agency is your best bet. What will take an ad agency 15 minutes to accomplish may take you hours.

To find an agency, interview three or four locally recommended shops, taking advice from fellow business owners you trust. Interviewing an ad agency on cost-effectiveness, creativity, experience and shared objectives is the best way to go about making this important business decision.

Just how well do you know your carwashing audience? Do you have a good idea what percentage of your volume is from the community? How many are just passing through? How many of your customers are referrals?

How many have come in during the past 30 days from your radio advertising, and how many are regular customers? All of this information is readily available, and you will be doing your operation a great service if you take the time to learn this through an informal survey or evaluation plan incorporated while the customer waits for their car, or at the end of each wash.

Do you give your customers and prospects a reason to come into your carwash? What will make them want to patronize you? And why will they stay loyal to you?

How you market your carwash is one way to differentiate yourself from everyone else. With this idea, there are even ways to turn what originally seemed negative into a positive.

For example, if your location is somewhat removed, you can market your business as "worth the trip." If your carwash is used largely by professionals and corporate workers, highlight the "we mean business" theme to your audience.

There are two great things about public relations:

 It won't cost you a dime.

 It gives you great credibility.

Planning is the key to creating visibility for your carwash in the local newspaper and on television and radio. You have to create something original, realistic and positive to project your carwash operation.

In addition to media coverage, good PR can include special events highlighting your business: the sponsorship of a float in a local parade, an essay contest in area schools or the underwriting of a sports program where you will have your name plastered on banners, flyers and press releases.

Having your carwash in headlines is the greatest publicity. Unless you have good media contacts on your own, hire a public relations professional. You won't be sorry. A PR professional knows how to make a story happen with the media, while projecting your image in the proper light.

The greatest promotions fall flat when a customer calls to find out details, only to be greeted by a counter person who has no knowledge of the promotion. This happens more often than it should.

Once a promotion or a special offer is in place and being promoted, make certain the counter crew knows the facts. Give your staff details in writing, keeping it simple, so they can sell successfully at the counter.

Think of McDonald's. Every time the McDonald's image is promoted, you see the same golden arches, regardless of where it is reprinted. Follow suit with your carwash.

Are your bill stuffers color-coordinated with your counter displays? Are your brochures designed to coordinate with the image of your business cards? Take an objective look at everything carrying your corporate name and do what is necessary to make things match. Otherwise, your image is being diluted.

Evaluating promotions and PR is key to a successful marketing program. First, it is important for a constant evaluation process to be built into any promotion. Some will be easier than others.

For example, a coupon promotion will let you count the numbers returned over a certain time period.

Radio advertising can be measured by how many new wash customers come in from a certain sale promoted on-air. A feature story in your newspaper, while not "paid advertising," can be measured by the comments you and your staff receive after publication.