Marketing is a critical component to helping you make money in your car wash – without it, getting customers in the door of your car wash can be a challenge. When done well your marketing efforts can have a huge impact on your bottom line.
The first step to an effective marketing strategy is to create a unique brand identity that will set you apart from the competition. According to The Balance, branding is about “getting your prospects to see you as the sole provider of a solution to their problem or need.” The easiest way to accomplish this is to think about your car wash from your target customer’s perspective. What do they want or need and what is the experience you want them to have? When creating or updating your brand, you’ll also want to keep a few things in mind.
- Make sure that your brand delivers your chosen messaging
- Engage the emotions of your target customers
- Ask yourself what value your product delivers. If your value and the desires of your audience do not align, it’s time to rethink your branding strategy.
Once you have determined your unique brand identity, every touchpoint within your wash and your marketing efforts should support your brand promise. They key is consistency and a singular focus on creating the experience you want at your car wash.
Now, it is time to let the world know that your wash is open for business. There are multiple ways to let customers know that your car wash is open for business including:
Digital communities can significantly influence your business potential. Social media sites such as Facebook, Twitter and Instagram can create a lot of awareness for a car wash, and it also helps with customer loyalty. Because the social media influence is community based, it’s best to cultivate a social media presence around your local community. For example, create content that celebrates your local sports team victories and graduations, and share local news. You can also use social media to disperse time-bound coupons and encourage customer loyalty.
Direct mail is usually more costly than other marketing initiatives, but it has some specific usages that make it worthwhile. If you have just opened your wash, or there is a specific geographical area of your market that is currently under-visiting your wash, using direct mail is a good way to spread the word. If you can, include an incentive to purchase the top wash package in your mailing – not only will it help drive people to your wash, but it will also prove useful in tracking the ROI of your direct mail efforts.
Having a web presence is one of the most effective ways to market your wash. Most people turn to Google for their local car washes, so you want to be sure that your wash is listed in the search results. There are multiple ways to build a website. If you have multiple locations, working with an agency to build a branded site that incorporates all your locations is a good option. If you are smaller, try hiring a freelance WordPress designer, or even building your own site on a platform like Squarespace.
One of the best ways to grow your wash is to take care of your customer’s onsite. Everything at your wash is part of your brand. In addition to highly attractive menus and signage, be sure to keep your site’s overall appearance is looking good. If your lawns are overgrown or unkempt, that can negatively affect the customer’s perception of your brand. Likewise, things like a clean lobby and fresh on-site signage will have a more positive effect on your brand. Studies show that consumers prefer to purchase brands that they know, and on-site merchandising signage is a great way to showcase well-known brands you’re using such as Armor All® Professional, Rain-X®, in your packages. The power of these brands will help reinforce the brand identity of your wash!
For more great information on marketing your car wash, check out Boost Your Revenue Today: The Essential Guide for Making More Money at Your Wash: