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Most people that open a car wash are surprised to see how hard it is to get clients.
This happens because the entire industry is highly competitive. In many cases it is difficult to get brand new clients and this happens through marketing. If you are to market a car wash like mobilewash.com you should seriously consider the following strategies.
Remove Old-Fashioned Marketing Tactics
The mass mailers do not work and are ineffective. This is basically the same as using faceless crowd marketing, which practically means that a business is screaming in the hopes that someone is going to answer. Returns are very low and you can expect to be faced with losses on the long run. In this industry you need to adapt to what works with modern crowds.
Identify VIP Clients
The very best marketing programs out there are those that are highly targeted. One of the important questions you need to ask yourself is who you are marketing to. There are customers that are going to have a much higher worth than others. Statistics show that the top 25 percent of car wash customers are going to bring in around 65 percent of the revenue. Customers like these are invested in your business and are highly receptive when it comes to brand communication. Do your best to identify the VIP customer and to communicate in a regular way so that he remains loyal.
Invest In Mobile Communication With Clients
Consumers often receive advertising messages so the brand that you promote has to stand out while communicating in a way that would resonate with the audience. Statistics show that push notifications have an open rate close to 75%. This means that mobile marketing is a wonderful channel that the car wash can use to share information with current and potential customers.
What is particularly interesting is that a good mobile engagement strategy is going to help you to change the customer behavior in a meaningful way. As an example, sending discounts that are available only for one day has been shown to work very well. Always personalize messages and expect to really be heard by the customer.
Always Use Highly Personalized Offers
Do not treat customers as a license plate number. Treating all people exactly the same is a very bad idea. You want to be sure that customers receive personalized, targeted offers to their phones so that spend and frequency can be increased. Customers are going to be rewarded and a personal relationship is going to be established between brands and customers.
Look To Re-Engage The Lost Customers
Winning back the lost customers is seen as impossible in the car wash industry by most owners but this is incorrect. A smart car wash marketer is going to try to build offers that would incentivize an increased spending. The idea is to basically learn all that you can about why past customers left so that you can get them back through offering exactly what they are interested in receiving.