Holiday marketing tips from Andi McJunkin, marketing and brand manager for Autobell® Car Wash.
Our holiday specials encompass two phases. In mid-October, we begin Phase One with our Autobell Coupon/ Cartoon Calendar sale. This popular item was introduced in 2004 and has grown each year. The first 12 months of our 13-month calendar feature two different coupon offers for the customer that total over $80 in savings for the year, including a free exterior wash — all for the calendar sale price of $6.99, including tax. Our goal is to sell out our calendar inventory quickly and transition into the next marketing phase during the week of Thanksgiving. For Phase Two, we offer gift cards from $10-$100 in $5 increments with a holiday gift card holder; and a book of three full service washes, normally $14.99 per wash, for $40. This year we will offer an additional option of two of our top-tier washes, normally $22.99 each, for just $36.75.
As soon as one season is done, we begin analyzing the results and brainstorming and researching tweaks and new options. The calendar is essentially a year-round project, with ongoing tracking of coupon redemption alongside the next one’s conceptualization, custom cartoons, messaging, and design. The in-store promotional signage begins in August with design, quotes, and planning. With 65 locations, it is quite an orchestration with marketing materials and seasonal decoration packs for each store.
Much like our volume, the sales begin steadily with our calendar and increase over the length of the holiday season. In December of last year, for instance, we saw a $2.50 increase per car with the additional sales from holiday items.
We support onsite sales with large-scale signage as well as low-tack signage at the register. For out-ofstore advertising, we utilize TV and radio ads. We also rely a great deal on our email and text database to advertise to our loyal customer base. This year we will also be including digital ads for the holidays. We support holiday and all other promotional activity via our social media outlets as well. These are all marketing vehicles we use year-round; however, our messages change specific to our offerings for each holiday season.
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