Every business can use more customers. Your market area includes a large number of vehicle owners that, for a variety of reasons, don't currently patronize your carwash.

Here are Professional Carwashing & Detailing's best tips for using advertising and promotions, many of them at no cost to you, to attract new or infrequent customers to your wash.

Effective ad campaigns

Don't limit yourself: You can use radio, television, newspapers, direct mail or other media to get your message out to consumers. Be sure to choose at least two forms of media to support your campaign. Learn the demographics targeted by each media source and choose accordingly.

Cost-effective options: Television advertising is often prohibitively expensive, but cable access channels are an effective, less expensive option. A radio ad campaign using a similar script/jingle will trigger customers to visualize your television ad.

The direct approach: Direct mail is often the most effective way to target customers because television/radio ads reach many people who are not in your market area. When selecting a direct mail list you can focus on specific ZIP codes. A mailing list distributor can help you target your desired market. A direct mail campaign should ideally last three months.

Design to attract: When designing your direct mail piece, use interesting artwork and short, powerful headlines to grab the readers' attention. Keep it simple. Recipients are more likely to read a postcard than a letter that needs to be opened.

Make them an offer: Your direct mail piece should include a coupon or other offer. Make the offer on the coupon clear and bold - preferably in a box or another color. Recipients decide in only a few seconds whether to save a coupon so ensure it is clear and attractive. A dollars-off discount is more effective than a percentage discount.

The early bird gets the customer: Mail a coupon for a free carwash to new home buyers in your area. You can get a list of recent home purchases from your town government. Make a deal with local auto dealers to give a free carwash coupon to all new car buyers.

Accept expired coupons: Your goal is to get new customers into your facility, so don't drive off a potential customer because their coupon is expired. This act of goodwill will be remembered by the customer. Consider also accepting competitor's coupons.

Give your carwash a promotion

Special promos: Create and advertise special promotions your wash is currently running. Some examples include free carwashes for customers during their birthday month, free carwashes for green cars on St. Patrick's Day, for red cars on Valentine's Day, etc., discounts for senior citizens, free carwashes for veterans on Memorial Day, discounts for good report cards for kids' parents, and any other promotions you can think of.

The seasonal approach: Run different promotions depending on the time of year. Sell wash books and gift certificates around the holidays and Father's Day. Run a "spring cleaning" detailing special. Remind winter drivers of the need to protect their vehicles from salt.

Make it an event: Special events are a great way to attract new customers. When you are offering a special promotion or having an event - such as "customer appreciation days" or a "haunted carwash" at Halloween - advertise it with large banners, cold-air inflatables, balloons, streamers, etc. Invite a local TV or radio station to stop by. Try anonymously calling in to a radio station and asking, "Hey, what's going on at Joe's carwash?"

Get noticed: Change something significant about the appearance of your wash. Plant flower beds or incorporate a new architectural element. Add a new banner or sign - the largest your zoning will allow.

Get the community involved: Create community goodwill by sponsoring a charity wash for a local kids sports team or other organization. Sponsor a local team - with your logo prominently displayed on their uniforms. Hold a "dirtiest car" contest at a local high school sporting event. Have students choose a dirtiest car from the parking lot and have it announced that car will receive a free wash at your carwash.

Don't forget your regulars: Reward your best customers. Start a frequent washer club with discounts for members. Empower your best customers to give special discounts to their families, friends and business associates.

Walking billboards: Print your logo on T-shirts or baseball caps and give them away for a limited time to customers that purchase your top package. Or sell them with all proceeds going to charity.

For more information, please go to www.carwash.com, click on the "Articles" icon and use the following keywords in an article search: Promotions, marketing.