The personal involvement of you and your carwash can take two forms - internal and external. The "external" effort is your participation in civic activities that will give your carwash operation exposure in the community.

Active participation in community groups and trade associations is a good example, as well as the sponsorship of little league teams, religious fundraisers and Chamber of Commerce events.

"Internal" efforts, on the other hand, are conducted within the four walls of your carwash site. These often include low-cost or no-cost efforts that usually demand more creativity than dollars.

One successful operator uses a counter sign with changeable letters in order to visually greet customers who come in that day. Another valuable internal image-builder is the distribution of publicity materials announcing upcoming events and promotions - much like a community calendar.

Some operators take an active role in events like the annual March of Dimes "Walk America," Chamber of Commerce "Jail & Bails" and hot air balloon festivals.

Functions such as this establish credibility, generate new customers, and provide name recognition for your carwash tied in with a good cause.

Take part in these activities with sincerity. It would be crass to participate in these functions and not work hard for them. If you sponsor an event, it is inappropriate not to attend.

There are many opportunities to market through the vehicle of community goodwill. Here are just a few examples:

 Offer a special carwash day to local charities as part of their fund-raising efforts, and donate half the proceeds for that day. Ask nothing in return. It will come back to you in ways that will surprise you.

 Offer special discount cards to employees of any large businesses in your market. Community health organizations, hospitals, colleges, state governments and manufacturers are ideal for this. Many carwash operators give out a "frequent user" card, providing one free carwash when the card is stamped for six paid full-service carwashes.

 Give special offers to local civic groups - sporting groups, golf tournaments and kids' events that attract parents are all car-washing prospects. Make certain your logo and company identification are prominently displayed in literature and on overhead banners at events and in all handouts.

Want people to advertise free for you? Give them T-shirts.

Print your logo on shirts, hats or jackets. People will wear them and create visibility in ways you never realized. While it is not original, it is inexpensive and effective.

Hold a promotion offering a free T-shirt for every customer during certain months - or sell them, with proceeds going to your favorite charity.

Be creative. Developing proactive community goodwill and image- building with civic groups can be very worthwhile for the short and long term for you and your carwash operation.