Question

Topic: Advertising/PR

Creating Awareness For A Car Wash

Posted by Anonymous on 10/27/2005 at 6:49 PM ET 300 Points
Hello all:

I received a call from a prospective client who owns a car wash in a small town that already has eight other car washes of all kinds (do-it-yourself car washes, car wash at gas stations, and full service car washes).

The car wash in question is new and they need help creating awareness and bringing in more business. They have already tried direct mail with $3 discount coupons.

They only offer soft cloth exterior washes - no brushes - in three different packages, and a do-it-yourself vacuum system. What is different about this wash is that the car sits on a conveyor belt that moves the car through opposed to driving into the car wash and parking.

Some ideas I have is to use the media (a radio station) to broadcast on location, or partner with a charity and have newspapers editors/reports on hand.

Any other ideas?

Thanks in advance for your help.
Ann-
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by michael on 10/27/2005 at 7:27 PM Accepted
    Ann,
    If the town is that small, it's likely most people know they exist. The question is how to bring in more business. I've seen rain guarantees, subway coupons, frequent washer programs, allowing the cheerleaders to collect money upfront and keep a percentage afterward.

    Haven't see:
    1) A post-wash roulette wheel with a range of prizes on it
    2) A polaroid picture...like they do for roller coasters
    3) Free washes for any AV license plates
    4) Hosting the low-riders night

    Frankly, for me, a conveyor belt doesn't do it for me in terms of convincing me to use them. There's got to be more.

    Think about why people choose one over the other. Location and short lines come to mind for me. So maybe you start out with a $1 coupon and add a 50cent discount for each mile..creating a "ring of service"...they have to drive to come there. And/or a 5 minute guarantee.

    I'm sure there's more. Just think harder about what separates them from the others. If it's only the conveyor belt, they're not in trouble. They just have to add something.

    Michael
  • Posted on 10/28/2005 at 5:38 AM Accepted
    Ann,
    Since it is a small town, as said by you,
    1) the word-of-mouth advertising of the satisfied customers will bring in more customers.
    2) Apart from the word-of-mouth advertising, you can also make use of the serviced cars to promote the car wash by sticking small stickers to the washed cars saying "I'm with X(name of the car wash)".
    3) Promotion can also be done by conducting an event to select the neatest car in the town thus conveying to car owners that you care for the neatness of their cars.

    To retain the customers and make them walk-in again,
    1) Create a club for the regular customers to the car wash and give them some discount for every re-entry.
    2) For every 5th car wash, announce a special discount.

    Chaitanya
  • Posted by timo kruskopf on 10/28/2005 at 7:33 AM Member
    Why don't you do a Hooters-line some days and Chippendales on other. No advertising needed: word of mouth will do everything for you.

    Happy days to you
  • Posted on 10/29/2005 at 12:21 PM Author
    These are all good suggestions. They've helped spark some great ideas.

    Thanks for your help!
    Ann-
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)