Kalamazoo, MI, is a long way from the nearest ocean, but there have recently been a lot of seahorses sighted in this Midwestern city.

At last count, over 18,000 "K-Zoo" residents were carrying the likeness of a fun-loving seahorse named Sammy around in their wallets. These seahorse-toting folks aren't members of an aquatic organization, they belong to the Super Saver Plus! Club, a prepaid plan offered by Bob & Kay's carwash.

Bob and Kay Willmarth, owners of the successful three-store chain, created Sammy, used on Super Saver Plus! prepaid cards and signs, to serve as a "spokesman" for the club

"He creates a memorable impression on consumers," says Bob.

Since the club's start less than a year ago, 38 percent of Bob & Kay's carwash traffic is made up of Super Saver Plus! members, and the Willmarths expect this share to increase.

To join, customers pay from $20.25 to $29.25, depending on the type of wash they choose. This entitles them to five prepaid carwashes at 10 percent off and a discount on gasoline for one year from the date the card is purchased.

Fuel discounts vary based on the grade: "Regular" is sold at a 2-cents-a-gallon discount to club members; "plus" grade at 3 cents a gallon less; and "premium" at a 4-cent discount.

Giving customers a strong incentive to return is the main objective of the plan, says Willmarth. By convincing a large number of customers to pay for carwashes in advance, Bob & Kay's has in effect "locked in" a guaranteed level of repeat business. Offering these repeat carwash customers the chance to save money every time they pump fuel (even after they use their five pre-paid washes), gives them an added reason to return.

"There are studies that indicate that the average customer in a business like this spends $875 a year," says Willmarth. "A prepaid club plan helps us retain a larger share of this customer's business."

Retail fuel volume at Bob & Kay's has increased by roughly 21 percent since the program was introduced. During the same period, carwash volume has risen by almost 9 percent. Willmarth attributes much of this growth to the success of the Super Saver Plus! club concept.

Willmarth believes that pre-paid customers tend to get their vehicles cleaned more often than someone who pays for each wash individually.

A program like Super Saver Plus! can create a "very positive marketing cycle," says Willmarth. By providing a carwash with an influx of money upfront, the program lets the operator offer the best customers more attractive discounts. This pulls even more customers into the club, driving the level of repeat business even higher.

Most of the club's marketing has been in the form of signs and other merchandising material at Bob & Kay's three sites, with no paid advertising in newspapers or other media. The Willmarths have promoted the plan with colorful pump toppers, in-store posters and flyers.

In one of its only mailings, Bob & Kay's sent Super Saver Plus! cards and a letter to local real estate agents. The letter invited the Realtors to bring the card in and have it activated for one free wash, plus the retail fuel discount. Realtors were selected because they use their vehicles so often for work.

The response was overwhelming. More than 80 percent of the Realtors who received the mailing returned the cards. Some simply took advantage of the free wash offer and never returned, but others have become either regular gasoline customers or full-fledged club members.

"If we mailed the real estate people coupons, they could have come in once, turned in their coupons, and that would be that," says Willmarth. "But by giving them cards that they could use over again for fuel discounts, we provided them with a great incentive to return."

If they come back often enough for gasoline, he adds, "We have a better chance to sell them a carwash."

Renewals are going well, according to Willmarth. "A lot of people who have gone through the first five washes, have given us their cards and told us to add five more."

Willmarth expects the level of participation to increase as more new customers are exposed to Sammy.

"It doesn't matter who you are, every year you're going to have a 15 to 20 percent turnover in your customer base," he says. "There are going to be customers leaving your market, and there are going to be new people trying your wash because it's convenient for them."