- Message Boards
- Buyer's Guide
- Ask the Experts
These lazy, hazy days of the early summer are not your best friends.
Sadly, many retail business owners have learned this costly lesson the hard way.
The eight week period, beginning with the glorious Memorial Day weekend, and ending in mid-July, can become a dreadful abyss for unsuspecting owners who may be totally unprepared for a sudden drop in customer traffic and sales.
To keep your wash relevant, topical and evolving during these unusually lean weeks, aggressively promoting and marketing your business is mandatory.
Many savvy operators will use this uncommonly slow period to consult with their team, and then come up with a detailed and time-specific game plan to minimize the potential loss in wash counts and revenues.
Other operators, though, may not be as ready and able to take this necessary action so quickly.
The five marketing activities listed below are for you. They are easy to plan, implement and measure. Moreover, they will give you a splendid reason to network with other business owners in your area, and with your best carwash customers too.
Hopefully, with this intense effort, you will keep many customers connected with your wash throughout the slow summer months.
- Cross-promote your wash with eight other successful retailers in your market (pick a different business each week for best coverage);
- Implement special promos geared to local real estate agents and brokers;
- Implement special promos geared to local health care professionals;
- Begin a new mover program, to introduce your wash to new residents in your market (for more information on this targeted and cost-effective program, visit www.movingtargets.com)
- Finally, make it a personal priority to contact each week ten of your best customers, and thank them for their support of your business; also, share with them briefly the plans you have to continue to earn their loyal support.
Operators who want to “see the money,” and who want to achieve the best financial results for their businesses by the end of the summer, must be both active and intentional in marketing their washes during the slumbering dog days in June and July.