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Marketing and Advertising

Marketing that matters

A targeted approach should lead to meaningful sales.


Rich DiPaolo is the Associate Publisher – Editorial of Professional Carwashing & Detailing magazine.

One of the reasons that marketing a carwash remains a critical issue for professional carwash owners and operators is because there are a lot of marketing and advertising options to consider, and many find it challenging to know which options are effective and which ones are not.

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Initially, in order to gain a better understanding of which marketing strategies best suit your business and its customers, you should seek helpful information from such sources as the competition, other retailers in the area, your location and the local demographics.

After noting the trends that emerge from that research, you should be able to decide what type of media most impacts your carwash’s target audience. From push notifications, text messaging and social media to traditional radio and newspaper, there is a platform for every age group and interest.


Once you have determined the best channels to use to reach your customers, the next important factor to consider is messaging. First, it is important to determine your company’s mission statement prior to finalizing your marketing messages. Every business is unique and, therefore, every company’s story and strategy to deliver value — which is vastly important in professional carwashing today — is different.

Is your carwash offering a high-end service or an economical wash? Can your business leverage environmental benefits that would appeal to current customers and help to pull prospects off the road? Is the goal of your marketing and advertising to bring in more new customers, deliver value or simply brand your business?


These are just some of the important questions to ponder, because advertising and marketing is not a one-size-fits-all approach.

As your customer base grows younger moving forward, consider getting ahead of the curve by embracing new technologies and apps. With over seven billion internet-enabled mobile devices currently in use around the globe, more of your patrons and prospective customers are determining their service choices based on what they find on the web.

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