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These alarming results did not really surprise me.
In the Professional Carwashing and Detailing Economic Impact Study published three years ago, 32 percent of the carwash operators indicated that “it is most difficult for me to attract new customers.”
Another 16 percent said “it was most difficult for me to identify effective marketing and promotional strategies.”
Clearly, the biggest obstacle operators faced was a marketing one.
Who knew building a customer base would be so challenging?
In fact, very few owners have a true appreciation of how difficult, how frustrating and perhaps most concerning of all, how expensive it can be to market your car wash successfully.
In a stagnant economy, with cash-strapped consumers spending much less money in retail businesses, what is a growth-oriented car wash operator to do?
You have four available choices.
First, do nothing; hope and pray that customers will continue to find your wash.
Second, maximize your current customer base; implement a frequency program.
Third, “broaden your pond;” find opportunities to bring new guests into your wash.
Experienced operators, however, will quickly discover a fourth option.
They will most assuredly invite new guests into their washes, while at the same time, they will uncover new ways to increase the frequency of visits from their regular customers.
How do these strategies align with your current goals?