Signs

[soapy]

I got a call yesterday about my vac tokens and free vacs. He left the following message " I am down here at your wash and I just got a automatic wash wash and I can't see how I am supposed to get a free vacuum. Maybe you need to put up some signs that let people know how to get a free vacuum. My name is ...... call me back at ...... This is what the auto cashier and entrance look like.

 

[sparkey]

Probably someone that drove in off the street and just wanted a free vacuum and didn't actually buy a wash.

 

[lighthousecarwash]

Well, you better spend a few thousand more on signs! Complete proof that no matter how hard you try, people just don't read the signs.

 

[PaulLovesJamie]

Complete proof that no matter how hard you try, people just don't read the signs.

I totally disagree. This customer knew
a) free
b) vacuum
c) with auto wash
So I'd say the signage was very effective.

Soapy, I think you just got some excellent customer feedback! If 1 customer called, there are at least 10 (many more in my experience) who dont.

It sounds to me like he
d) bought a wash
e) wanted the free vac
f) cared enough about it to make a phone call
g) did in fact look at your signs and couldnt figure out how to get the free vac

So I put on my "customer in a hurry" hat and looked at your signs as though I had just pulled up to your auto cashier. It took me 6-7 seconds to figure out where to get the token. Admittedly I'm just starting my first cup of coffee, but balance that out with the fact that I own a car wash and should be able to recognize it quickly.
Remember: With informational signage, you get 3 seconds to communicate a thought.

btw, I like your signs, nice job.
The one improvement that would have shortened my search for the free token would be to improve your black & pink sign with the arrows on it. I would want the arrows to be a LOT bigger, and figure out how to get the head of the arrow as close as possible to the token cup. Possibly change the wording to "get your free token here (with paid auto wash)" or something.

Rather than say people dont read signs, I say that your signs need to assume that your customer only has 3 seconds to find what he cares about at that moment, and is dumb as a brick. (smart people understand dummy signs, but not vice versa). Communication is 2 way. If my customers dont get it, I didnt hold up my end of the communication.

Sorry for the rant. I've been fed up with car wash signage for a long time, I'm in the middle of completely redesigning and replacing ALL of my signage. It's actually a big pain in the butt job, but I think it will make a big difference.

 

[soapy]

I have been doing this promo for over 2 years now and it is only about the third call I have had about the vac tokens. I do advertise on the radio about the free vacs and from a follow up conversation with him that is where he heard about the free vac token. Like Paul says if you only have 3 seconds to capture his attention and send your message I think more signs might just confuse him more. The fact that he said he did not see any signs probably says that no matter what I do he would not see the signs.

 

[robert roman]

There are inconsistencies in your message.

Building says FREE VAC TOKEN on selected washes

POS and banner say FREE vacuum token with Auto Wash

How would I get $1.00 off next wash?

As automatic customer, I don’t see value of $1.00 credit to wandy wash. Am I missing something?

Something else to consider,

“I just got an automatic wash and I can't see how I am supposed to get a free vacuum.”

Perhaps this customer thought someone would actually do the free vacuum for him.

 

[madscientist]

Perhaps he was looking for a different kind of sign altogether, like a burning bush that walked him through the process.

 

[soapy]

I do not pretend to think I can create a perfect sign that can be understood by all. I leave that to the RRs of the world.

 

[Greg Pack]

As automatic customer, I don’t see value of $1.00 credit to wandy wash. Am I missing something?

If there are areas that the automatic didn't do a sufficient job(wheel wells, heavy bugs, etc ), the customer can use the token to get a discount on the SS bay. They can either use it to touch up these areas, or use it to pre wash during the next visit. Not every one wants a fee vac on every visit, and they end up accumulating a few tokens they keep in their car. In my mind it makes the token more valuable to the customer, they can do pretty much anything on the lot with them (fragrance, shampoo, etc) except purchase vending supplies

 

[mparker1975]

I am sure this has been brought up in other threads but I am feeling lazy tonight. Do free vacuum tokens increase you IBA revenue?

 

[soonermajic]

Coach Don Meyer always said " Don't give orders that can be understood, give orders that CAN'T be misunderstood. !