Advice abounds when it comes to the best marketing techniques, and the methods you can use are almost as numerous. Today there are more ways to market your new carwash business than ever before. That is both the good news and the bad news. Finding which marketing methods will make the most impact in your community is a challenge. Learn how to face this challenge and turn it into an opportunity to create a thriving wash.
According to Ryko Solutions in a webcast feature on our website, Carwash.com, titled “Maximizing your Carwash Investment,” effective marketing is one factor that can determine the success of your business. Your community likely has more than one carwash available, giving potential customers other choices when it comes to their car care needs. Owners cannot simply unlock the doors on opening day and expect visitors to stream in and use your new, state-of-the-art facility. They need to be attracted to your new business.
Create an online presence
Communicate with your customers no matter where they are with an online presence. This allows customers on the go to stay connected with your business. There are many different pieces to this, but throughout all of them, you should remember to keep your messaging consistent to establish a strong brand.
Connect with customers through an email marketing campaign. Carwashes can build contact lists by offering (sparingly) coupons and other specials when customers provide their contact information. Many businesses maintain these lists in connection to their loyalty programs through Radio Frequency Identification (RFID).
Effective email campaigns will reach customers even when they are out and about. Smartphones allow patrons to be connected 24/7. Simple, eye-catching graphics and clever messages comprise the most effective messages. If the carwash doesn’t possess this expertise within its staff, it can hire a company that specializes in these efforts. The cost may be high, but it will be worth it to ensure your emails are read and stay out of spam folders.
Social media platforms have transformed traditional word-of-mouth leads. They allow businesses to interact with consumers like never before. Facebook, Twitter, LinkedIn, Pinterest, Google+ and others make it possible for people to share posts and increase your reach. Plenty of guidelines and rules are available that demonstrate how to ensure updates are seen by other users on the site. Various search engines can help owners with this, or washes can hire firms that have expertise on the subject. Some carwashes even have their own marketing personnel to help out.
An effective website is associated with email and social media marketing efforts. If your wash’s website is not easy to navigate, looks outdated and takes 30 seconds to load, users will go somewhere else. Again, a wash may want to consider hiring someone with proficiency in this area to take on this task.
Generate buzz with an event
Special events can encompass many different parts to help build a customer base. Carwashes can invite local celebrities or groups on the lot to meet and greet your clientele. Live radio and television broadcasts can also be held on the site to encourage locals to stop by your wash.
A grand opening event allows you to introduce yourself to the community. Offering discounted wash packages, giving away prizes like unlimited monthly memberships, and having free food and drinks available are some common ways carwashes meet their future loyal patrons.
Many carwashes support local charities, and these efforts can be part of your marketing program as well. While driveway washing is becoming less common in many areas due to environmental concerns, several carwashes have developed initiatives to allow nonprofit groups to have fundraisers on the carwash property.
Washes can provide coupons for the nonprofit to sell, or they can donate a portion of a day’s proceeds to the group. The charity often helps promote the event itself by passing out flyers and using social media. The carwash can also hang signs and use email marketing, Facebook, Twitter and other social media outlets to spread the word about the fundraiser.
Media can also be invited to the facility during these events. Customers will appreciate your benevolence, and you will earn the reputation as a supporter of the local community that will contribute to your success.
Protect your brand
The strategies listed above are just a few of the many techniques businesses can employ to strengthen their marketing efforts. Agencies exist in numerous areas that share their expertise on these efforts, and many can help you localize your campaign. One of the main things to remember when it comes to any marketing effort, no matter how many different parts it may have, is to stay on message. Your brand is your identity, and it should never be compromised.