Marketing Your Green Car Wash - Professional Carwashing & Detailing

Marketing Your Green Car Wash

In this third and final part of developing a green car wash, we'll talk about marketing all of your green initiatives.

LustraBear_TipOfMonth_Banner.jpg

In this third and final part of developing a green car wash, we’ll talk about marketing all of your green initiatives. The importance of marketing all aspects of your wash cannot be understated. Marketing can inform your customers of the advantages of doing business with you over the competition.

According to Daniel Esty and Andrew Winston’s book Green to Gold, “the most successful green marketing starts with the traditional selling points — price, quality and performance — and only then mentions environmental attributes.”

Today, sealants are on the front line of that competitive environment. Operators are using their product offerings as a way to show consumers the advantage they offer. In the same way, letting customers know the green aspects of your wash can be just the differentiator for your location. It is important to inform customers of the steps you have taken to preserve the environment. Make sure you have a program that is meaningful before you launch the concept. When you are ready, your chemical supplier might provide you with helpful tools to get the message out.

Come up with a theme or tag line that will inform customers of your initiative. Possibly develop a character that becomes your spokes-figure for green (for example: a frog character or other iconic character that suggests green).

Review your point of sale signage. Replacing it with images that at first glance your customers know green is important at this location.

If your chemical supplier does not have a program for marketing of green products, you can find a supplier that does or develop a program of your own. Again, a word of caution; you must be able to back your claims. You might also need some help with the design of your point of sale elements. You want to send a positive message to your customers about the benefits of your wash. If you have a reclaim system, a sign stating so at the wash entrance can be effective.

You might provide a sign listing features in your wash that are eco-friendly to inform your customers of your commitment to the environment. Use receipts to communicate the message. Display ads in community newspapers are an inexpensive way to reach local customers. Plan events around Earth Day and offer specials.

Plan a launch of the improvements you made to your wash and get the community involved. Send messages to area schools offering your location for more eco-friendly fundraisers. Contact the media to let them know what your wash has done to preserve our natural resources. Establish a Wild Wednesday for instance, where a portion of the profit from that day’s washes will be donated to a local wildlife conservation group. Get local radio and TV coverage. They are hungry for local interest stories.

Update your website with information about your green initiatives. Leverage social media to gain “fans” for your site and offer specials. There are more than 500 million Facebook users. People are using it in droves. Twenty-eight percent of car wash users are under 40 years old. Nearly 80% of Facebook users are 40 years old or younger. This is a target that you shouldn’t ignore. Young people care about the future of our environment.

These are only a few of many ideas that can get your message out and drive increased revenue through your green initiative.

Mark Brock
Vice President of Marketing, Lustra™ Car Care Products

For more information go to Lustrabear.com.

You May Also Like

10 points to understand about your Unlimited Wash Club

Learn the 10 keys to creating a better experience and increasing unlimited wash club membership.

10 points to understand about your Unlimited Wash Club

How to create a better customer experience and enhance operator benefits.

By Steve Gaudreau and Patrick Gesuele

The unlimited wash club (UWC) concept and its gradual implementation throughout the industry over the last several years has changed the entire face of the carwash industry. The benefits to operators are obvious, including higher car counts, more revenue and less dependence on the weather. There are 10 keys that affect creating a better experience and increasing the unlimited wash club membership in the market.

Expanding membership opportunities by driving more local ‘at-bats’

Champion consumers, if you can find them, will help you reduce churn and unlock the kind of membership growth that all carwash brands desire.

Double-down on marketing

Costs are up, but how about your carwash business’ advertising budget?

It’s time to move beyond memberships

Here’s why carwashers should focus on retail customers more.

The tale of retail

Non-members account for a large majority of unique vehicles visiting a carwash each year.

Other Posts
Navigating opportunities and challenges

The dynamic express carwash industry offers promising opportunities for entrepreneurs and investors amid growing consumer demand for convenient, eco-friendly automotive solutions.

Navigating opportunities and challenges
Car detailing in the heat: essential tips

Learn how to mitigate the challenges posed by intense heat, from timing your sessions to choosing the right products.

detailing, towel, wipe, dry, car, new
Unlimited Auto Wash has become Environmentally Certified Sustainable at all 7 locations

PALM BEACH GARDENS, Fla. — The program, which allows companies to progressively improve at a pace that works for their needs, helps the organization define how it interacts internally, externally and with the environment.

Detailing survey results and feedback

Detailers share their thoughts and predictions for the industry and their businesses.

PC&D detailing survey