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Important, game-changing ideas and events need time to develop.
It took Churchill, Roosevelt and Stalin almost four years to defeat Hitler.
Tom Crean needed the same amount of time to rebuild the IU basketball program.
So I am not too terribly surprised that equipment suppliers needed four years to respond at last to the concerns expressed so clearly by operators in the summer of 2009.
In an exclusive Economic Impact Study published by Professional Carwashing and Detailing, 32 percent of carwash operators surveyed in 2009 stated “it was 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.”
Their message was an obvious one: we need a marketing support program.
Now, in the spring of 2013, in a market which is still clearly in flux, one CEO has gone publicly on the record to respond to the vital marketing needs of carwash operators.
Steven L’Heureux, Ryko Solutions CEO, boldly predicted, “the breakthroughs will be in terms of support the OEM can offer, whether it is technical service, marketing programs or bundled chemical solutions.” (This candid interview can be read in full in the April issue of Professional Carwashing and Detailing, and on this website.)
L’Heureux finished on an extremely positive and encouraging note.
“We believe strongly in partnering with our customers and working together to build a more profitable carwash. I believe for Ryko to grow our customers must thrive.”
The emerging game-changing idea is this: operators can buy their next wash from an equipment supplier, or they can chose to work with a full-service, performance-oriented partner, one which has planned and developed a marketing support program.
Before the end of this year, I fully expect that a handful of prominent carwash manufacturers will position themselves around this critical selling proposition:
“We make great carwashes and we help operators make more money.”
Carwash operators will benefit immensely from this important breakthrough.