Advertising and deals - I need some help/guidance.

[Car_Wash_Guy]

I've owned my wash for about 6 months. Prior to that, it was closed down for about a year. I've gotten most of the major kinks worked out ( Thanks WashCard! ) and am looking to build the business.

I'm looking to accomplish 2 things, and they are:

1. Advertise on some form of media. I wanted to see what others have had success with. YES, I've read some of the older threads here, but like everything in our lives, technology has jumped by leaps and bounds and some methods emerge while others fall by the way side.

A. I've done some slight work with FaceBook. Spent roughly $9/day to promote posts and what not.

B. I've considered either direct mailing or advertising on a billboard approx. 1 mile from my wash on a road that flows ~18K c/p/d. That would be about a $1200/mo commitment for a year.

C. Direct Mail - Cost me roughly $6K+ to target the immediate 1-1.5mi radius.

D. Invest in a LED 40" x 91" sign facing 3 of the 4 roadways/intersection approving car wash. This would cost me $10K-$20K depending on the display used. I'm on a corner, and the traffic flows about ~18K both avenues.

What would you guys choose?

I'm also trying of devise some offers to put forward to A. Draw people to the wash, and B. Get them to use the loyalty cards thus becoming from frequent customers.

What kid of deals are you guys offering? I was thinking something like:

1. Buy X # auto washes and get the Xth free. Or spend X and and receive X+Y.
2. Something for the dog wash. We're doing ok, but I feel the potential is pretty good out here to increase it even more.

So, how would you spend your advertising dollars, and what kid of deals do or would you offer to draw people into your wash.

Thanks

 

[tdlconceptsllc]

Here is my advise from my past whatever it's worth to you. First tell us some more information on your site do you have IBA Self serve tunnel ect... For promotional I give away free Carwashes all day like a grand opening make sure everything at your site is in mint condition everything working perfect from remodeling. From 8am-8pm you need to be there introduce yourself give them a card with your name and number and tell people all about your site word will spread overnight and everyone will know about your site. Cars will be lined up in the street and everyone in your town will know. Do it like on a Friday and Saturday the two busiest days of the week some people do it for a entire week which works very good. By far the best advertising you will ever do. Put a big sign up several days before you do it. I do buy 5 get one free and I bet I only have sold 25-30 cards like that. To be honest people just want a clean reliable Carwash that's going to clean dry and shine there car and very reliable very clean site and there coming back. Good service from the operators. So simple to say. But there few and far between in this business. Good Luck.

 

[soapy]

The best thing that has worked for me is to advertise on the Radio on Saturdays. In my town of 60,000 the radio stations offer much cheaper rates on Saturday compared to week days. I end up getting them for about $5 each. I hit country, oldies and soft current stations. I have noticed a big increase in business on the Saturdays I advertise compared to Saturdays when I don't. I know that Saturdays are already the busiest days for most car washes but most are not filled to capacity. i specify between 9 am and 5 pm.

 

[rph9168]

I like both ideas. Free washes are a no brainer to bring people in and if the radio rates aren't bad I would advertise a free wash weekend. Sometimes you can even get them to do a remote on one of those days which always attracts attention. It would also be a good time to offer a 5 for 4 deal. I would probably also do a banner if it is allowed in your area with the 5 for 4 deal. I think print ads are usually not as good as radio or even banners. I would also emphasize that you be there and make sure the place is spotless and everything is in good working order. Good luck!

 

[Randy]

In 32 years we’ve tried just about everything to get customers to come in, Radio ads, direct mailings, sponsored youth sports teams, nothing really seems to work. But the best thing we found was to offer a $3 discount on Tuesday’s – Thursday and on the Friday – Monday we give a $2 discount code on the receipt for their next visit. On the Bill changers we give out 23 token for a $20 bill and we get a pretty good number of $20 bills.

I don’t think you’ll get much bang for your buck with running an bill board ad.

We aren’t allowed by the city to have any banners or “A” board type signs

If you decide on a digital sign, check with the city before you pull the trigger on it. There was a guy here who spend big bucks on a digital sign and then found out after it was installed it wasn’t legal and was forced to take it down.

 

[rph9168]

I think Randy's idea is good for adding on business but I think you need to jump start an old business with something like a grand reopening. I would look into some of the previous ideas to see if they make sense for you then try Randy's suggestions.

 

[Car_Wash_Guy]

Thanks guys for the advice!

We did a grand re-opening about 2 months ago. Advertised it for about a week, and had the radio station onsite live giving away free stuff along with free washes on my 2 autos. Was a pretty good turnout - think we washed almost 500 cars that day, but when something is free, it brings out everyone

Here is my advise from my past whatever it's worth to you. First tell us some more information on your site do you have IBA Self serve tunnel ect...

I have a 4/2 with a dog wash. 5 Fragramatic vacs, mat washer, tire shine, and vending area..

Regarding the radio - I paid $1600 for the grand opening. A weeks worth of advertising ( don't remember how much air time I got during that week) and the 4 hour live on site broadcast on my grand opening. They want $900-$1500 per month, for a year, for ongoing advertising. Not sure if they only have a single day option. I'll look into that.

Digital sign is good to go where I am. I was standing right there when the sign guy called the city. They use a formula based off the lot size:total signage. There (as of now ) is no exclusions for digital signs.

 

[soonermajic]

I'm gonna try the "Free Wash" day in next month, on a Saturday. That is, if weather will cooperate. Weather has been awful here for 3 straight weeks, & no shift soon. A LOT of mud, & I freaking hate mud. To save $100's on pit cleaning, sons & myself do it. SUCKS!

 

[Car_Wash_Guy]

Still undecided as of this point, but I'm leaning heavily towards purchasing a large LED digital display.

It'll be facing an intersection which flows approx. 32,000 cpd in all directions.

I feel given the nature of our business being pretty much an impulse purchase, I feel that interacting and signaling with potential customers when they are literally within reach of my business is pretty optimal.

Plus, I get a sign. Even a static printed sign would cost me $3000.

I'll own it for what I'd pay to advertise for a year on a billboard or advertise on the radio. Looking like it's going to cost me $10K for a 90"x40" or $15K for a 144"x48". My sign guy will pay me $225/mo for 1 year to advertise on it. It is only lasts the 3 years it's warrantied, it would cost me ~$250-$300/mo.

My other idea was to pass out loyalty cards with a free top wash to all the local businesses.

 

[Earl Weiss]

My local Chamber of commerce has a labelized mailing list of 600 local businesses. I printed Free wash tickets and a letter asking them to share with their customers and employees. I think for minimum postage I could put 6 tickets in an envelope with the letter. Paid my daughter to stuff the envelopes. Got a pretty good return.