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Increasing Carwash Revenue

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Mike Perry will now be a regular blogger for carwash.com. Perry has more than 30 years' experience in retail marketing and in business-to-business sales. He can be reached at 770-330-2490, or at mpccws5@aol.com.
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Blog: Now ... broaden the pond

December 5, 2012
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Owners in every business are constantly challenged to discover and fine-tune different ways to satisfy current customers, and to find and capture new ones, too.

Especially in a stagnant economy, nothing is more important than carwash operators increasing their wash counts and revenues.

Consumer shopping habits and patterns, however, have changed significantly.

Have you altered your marketing tactics, expenses and goals to keep your wash performing at an optimum level?

Last week, I encouraged operators to make a bigger pie, to find innovative ways to build repeat business from your current customers.

This week, focus on five separate market segments, or different types of customers, to expand your current customer base.

Identify, cultivate and motivate teachers, health care professionals, real estate agents, “new movers,” local business owners and other high quality clients to visit and enjoy your wash before the end of the year.    

And be sure to engage your attendants as well in this important exercise. 

I was excited to read, for instance, that a wildly successful Halloween promotion in Holland, MI, was the brilliant idea of a valuable employee.

Unique and original community outreaches like Julie Achterhof’s “Tunnel of Terror” always create compelling and immediate “word of mouth” advertising.

Kudos, too, to General Manager Mandi Brower for encouraging, and then deciding to implement this revenue-building idea. I wonder, will customer and quality care rep Nick Wolters greet every customer as a jolly Santa Claus the next few weeks?

In closing, “making a bigger pie” and “broadening the pond” are the two most important marketing activities today for every growth-oriented carwash operator. 

To reach and exceed your wash count and revenue goals for 2013, building a bigger customer base will require even greater attention now as the economy slowly recovers.