What stock to come up with for a car wash. Attracting customers to a car wash

  Expert Advice - Business Consultant

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  Car washes are a business that will for a long time belong to the category of promising and profitable, since their number does not keep pace with the growth in the number of cars. But those lines that you see in front of car washes do not mean that they will appear in front of yours by default. It is necessary to promote the sink and work on the constant attraction of new and retaining old customers. Just follow these simple step-by-step tips and you will be on the right track in your business.

Brief Step-by-Step Business Guide

So, consider the actions that need to be taken.

Step -1
  Think marketing policies based on your target audience and location. Place ads on major highways within a radius of 1 km around the sink and place pillars next to it. Print colorful booklets and deliver them to neighboring yards, promise discounts to presenters to attract first customers. Next, go to the next step of the recommendation.

Step -2
  Please note that the most effective advertising is reviews of satisfied customers. Each of them will tell at least three of his friends about your car wash, but an outraged customer service can scare away ten people. For most customers, the main thing is the quality of the sink, for which they are willing to pay. Even trifles play a great role - clean worn cup holders, door pockets. If you vacuum the interior, do not forget to raise the rear seats and remove trash under them. Next, go to the next step of the recommendation.

Step -3
  Pay attention to the platform before washing, it should be roomy enough so that customers do not have to stand in line. Having solved the problem with the queue, make sure that car owners can comfortably stay in the waiting room. Decorate it in soothing colors, furnish it with soft comfortable furniture, surf the Internet, wi-fi, and hang up a large TV. For ladies-car drivers, you can put a table where they can do manicures, waiting for their car to be washed. Next, go to the next step of the recommendation.

Step -4
Organize in the room where customers will expect, the opportunity to drink a cup of good coffee, a snack with fresh pastries. Everything related to food should be spotlessly clean. Some popular car washes have the option of eating a hot lunch. If the room allows it, then consider this additional opportunity to attract customers. Next, go to the next step of the recommendation.

Step -5
  Use cumulative discounts. For example, make an inscription on the check that presenting 9 such checks, the client will be able to wash the car for free. Thus, the customers themselves will keep records of the number of sinks. For large orders of 500-700 rubles, give out additional bonuses, for example, air fresheners. Make accumulative discount cards for regular customers, this will be an excellent reason to service your car at your car wash.
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Car wash began to bring less profit, and the competition continues to grow? Perplexed? We will help. The rules of the game have changed a lot: just providing quality services is not enough.

From the article you will learn how to promote a car wash and attract customers. Minimum task - active advertising of the business. The master plan is customer retention and the creation of a unique base that will provide high returns.

Agree on the shore

First, a couple of preliminary comments. They will be needed to develop proactive actions.

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To make a car wash profitable, you need to develop a powerful advertising campaign. In conditions of fierce competition in Moscow, the marketing development plan can be compared with full-scale hostilities.

Previously, drivers specifically went to a car wash. Now, as a rule, they call in on the way from point A to point B. Therefore, the advantageous location of the business is the main strategic advantage.

Car washes are best located in garage cooperatives, on the territory of gas stations and car services. Near car markets and busy roads, at the entrance to the city. It is important that the car wash is easy to call. It makes no sense to organize a business in places where traffic jams form.

Location determines the range of services and pricing. Simply put, when planning a place for a car wash, study the future target audience, its financial capabilities and needs.

If you plan to buy a car wash business in Moscow, the conditions remain the same. When choosing a business, be guided by its location, state of assets and reputation. These are the three whales on which the whole thing rests and its further progress is erased.

How to make a car wash advertisement: visible effect

So how to advertise a car wash? Banners and streamers are installed on the roads near the car wash. Or in places where traffic jams are traditionally formed. In traffic jams, you can organize the distribution of flyers and leaflets. If they contain a discount offer, efficiency will increase. Of course, it makes no sense to create ads in a long-playing traffic jam, which is located on the other side of the city. Drivers should quickly and easily get to the car wash. Ideally, you can easily turn off the road and fall into your caring hands.

Business cards and flyers on the terms of offsetting can be distributed at gas stations and car services. How else can partnerships come in handy? We look below.

How to unwind a car wash with the help of the Allied forces

In modern market conditions, the network business feels the best. This rule can also be transferred to a car wash. That is, to establish cooperation with brothers in the auto business. What does it look like? You place a service advertisement on a car wash. STO, in turn, undertakes to advise your visitors. An effective move is crossfire with discounts: if you change tires in this best tire service, then in our beautiful car wash you will receive a 10% discount or blackening of rubber as a gift.

How to make more money in a car wash: hidden potential

Test of attentiveness. What was suspicious written a few lines above? Right. What kind of tire blacking? These are hidden potential, secret weapons and additional services. The organization of this kind of inexpensive and low-cost services will come in handy in the work and promotion of a car wash.

Additional services can be a gift for motorists. For example, when washing a passenger compartment, blackening tires is a gift.

Offering a set of procedures to restore order will raise profits. This saves the driver time, since there is no need to go somewhere else, for example, to change the oil. The driver will remember the place where he can get a whole range of services. If you give him a business card and a discount, he will remember and return. If he likes it both times, he will return by himself and bring his friends. Therefore...

Car wash promotion: your man

It follows that the best advertisement is the authority of a neighbor. The notorious word of mouth remains one of the most effective advertising moves. As a natural element, it is very difficult to control. To be advised you must provide a high level of service and work. The same principle works on the Internet. Word of mouth will give effect on thematic forums and sites.

How to attract new customers to the car wash: the best conditions

Nothing could be more attractive than a little intrigue. What an intrigue, we have a car wash promotion! Intrigue is a flyer or discount card that promises every fifth appeal with a 50% discount and a clean mats as a gift. That is, all promotions and offers, which are usually called the loyalty program.

Promotions help attract new customers to the car wash and remind yourself of the old. Launch the blessed word of mouth. Fantasy has no boundaries when it is necessary to ensure profit for your business. Accumulative cards are too attractive to be washed in another place after receiving them. An SMS newsletter about launching promotions is no less insidious: it is almost impossible to ignore it.

The first weapon is pli!

From word to deed. Now that the war plan has been drawn up, it’s time to decide in practice how to promote a car wash. If you have questions why there are no ideas with girls in swimsuits or the development of a fashion site, we will note sparingly - it does not work.

The advertising campaign attracts the attention of motorists. In order to keep them and earn a good reputation, it is necessary to maintain work at a consistently high level. We are confident in your success and know that in a year or two you will already create your network of car washes.

So, you have recently opened a car wash or have owned it for a long time, but there are few customers. It is necessary to increase the number of visitors and, accordingly, revenue. But how to attract customers to a car wash? Let's look at a few creative ideas.

Direct mail

This is a great way to quickly enter the market. You need to think about when the newsletter will be at the door of potential customers. On weekdays, most people are busy, so it’s advisable to deliver your ad closer to the weekend.

Watch the weather, it greatly affects the pollution of the car. Do the newsletter on the most successful days for you.

The text of the mailing should be composed correctly, contain a clear call to action. You can offer discounts, for example, servicing two cars, for the price of one. Your current customers will bring acquaintances to receive discounts - this will well increase future traffic.

The method is similar to a newsletter. But it’s better that your employees implement it, like a contest among them. In the suspension, there may be a direct offer from an employee to visit a car wash, a discount offer, etc. And the employee who attracted the most visitors is rewarded.

It is advisable to place pendants in nearby houses.

Self-adhesive coupons

In practice, the same as the suspension. Stickers in the form of dollars containing an offer to visit the sink. Let employees stick them on dirty cars (in parking lots, in yards, in parking lots, etc.). The most successful designed prize.

Buy one - get one

Organize a promotion for new visitors. If they pay for one visit to the car wash, then the following is given to them for free. When the client arrives to wash the car for free, your employees will have to offer him additional services, or buy a prepaid card, if you have such an opportunity.

Any business depends on the number of customers who purchase company goods or use its services. A priori, any business cannot do without advertising itself and increasing the number of buyers of its goods and services.

How to advertise a car wash

This statement fully applies to this type of business as a car wash. This business, in view of the high competition in the Russian capital, requires a much greater effort on the part of car wash owners than in other regions of our great country. Of course, the fact that the car fleet in the capital is constantly expanding plays into the hands of car wash owners, but the question of how to promote a car wash in the conditions of high competition in the capital is one of the most urgent in the realities of the modern car business.

The editors of the project website tried to conduct a marketing study of this issue and find out which car wash advertisement will be most effective in modern conditions.

To begin with, any new car wash (as well as some other types of modern business) should become known to as many potential customers as possible. That is, even before its opening, it is necessary to use some means of outdoor advertising (the banner "We are opening soon" on the task of a car wash will be very, very helpful). It is necessary to organize the distribution of leaflets with a short list of future services and the exact location of the future car wash. The owner of the car wash can be sure that the information will reach potential customers and they will definitely use the services of the new car wash when it opens. It is necessary to start creating a small Internet project for a car wash (a mini business card site), but not to release it on the big Internet yet.

After the exciting moment of the opening has passed, it is necessary to begin large-scale advertising of the car wash. Repeat the same set of outdoor advertising tools (replace the banner with "We are opening soon" with the banner "We have opened. Welcome"), pay for advertising in various print media, order advertising on the Internet (Yandex.Direct is quite suitable - that's what I needed my site ) Naturally, distribution of leaflets to motorists on the road and some other events. It is necessary to carry out various actions at your car wash (flight of the imagination of business owners).

In fact, the question of how to quickly spin up a car wash is important, but even more important is another question - how to make the car wash remain popular for a long period of time. To do this, it would be nice to get a commercial on the example of what is given at the end of the article.

A selection of videos advertising car wash

How to return the queue to a car wash? Recently, many owners of sinks are faced with what is called a harsh reality: the usual bursts of 5-10 cars in front of the boxes are no longer observed. It is especially difficult for new car washes - often, up to half of the working time, they stand idle waiting for a “flying” client. And the estimated profit that was laid in the preparation of the business plan, in fact, remains an unattainable dream. It must be admitted that the crisis negatively affected the car wash services market. And in order to maintain business, today we need to actively seek new ways to attract customers who have learned to count every ruble. This is an article by a business consultant. Dmitry Dubrovsky  (St. Petersburg).

All the way! And all by!
The main mistake of the majority of car wash owners is “blind faith” that the daily flow of cars passing by is more than enough to load all the posts with work and reach an acceptable level of profitability.

Believe me, there is nothing more dangerous for business than hoping for "gravity"! This is a business with many unknowns. Firstly, it is not known how many car owners really decide to slow down and “wrap” you in the post. Secondly, it is not known how much money each of them will ultimately leave at the box office. Thirdly, it is not known whether they will ever come back to you.How can one forecast profit in such conditions? No way. Exit: seriously engage in active customer acquisition.

Unfortunately, most car wash owners do not have a clear marketing strategy to promote their business, but act "at random" or (more often) following the example of fellow competitors. Often, the few money that is reserved for advertising, are simply thrown to the wind. This is the notorious principle of “we, too”: 99% of car wash companies use the same methods to attract customers, which, alas, are actually not effective enough.

Image? Not that!
  You can, of course, seek the help of professionals from an advertising agency. There, an inexperienced neophyte will be “put into circulation” with joy: not sparing the bright epithets and “killer” quotes, they will begin to talk about the importance of “working on a positive image of a car wash”, “increasing brand awareness,” etc. And taking a breath, they’ll summarize: you can’t do without a solid advertising budget ... Don’t hesitate, your money will be successfully spent. They will go to the development of a multi-page brand book (why do you need it?), A neon sign, billboards, the “exclusive” design of booklets and business cards. When it becomes clear that “professional marketing” has not worked, and the funds have already been spent, expensive (in every sense) advertising experts hardly recognize their own fiasco. On the contrary, they will double the “processing” of the advertiser. They will say that this was to be expected: one-time promotions are ineffective and that "before customers remember your advertisement, they should see it 6-8 times, preferably on different media."

Common situation? Sure, yes. So, this type of marketing, which operates with the concepts of "brand" or "image" and which is actively used by giant corporations like Coca-Cola or, say, VimpelCom (Beeline trademark), does not work at all in the small business format, which includes a car wash. Why? The main reason is the limited advertising budget. For multinational companies, it traditionally amounts to millions of dollars (even now, despite the crisis), so the “whales” can afford any experiments and the most sophisticated types of advertising (such as sponsorship of large charity projects or sports events). What car wash complex (even the largest) is ready for such expenses? No.

Direct response advertising
  That is why I want to offer a completely different approach to the marketing of car wash services. An approach that is really capable of becoming a source of a constant influx of customers. So, to attract customers to the car wash, I advise you to use exclusively direct response advertising (so-called direct response marketing). Its main difference from traditional advertising is that the advertiser can calculate the effectiveness of advertising investments accurate to the ruble. No need to "increase recognition" of a car wash brand. The specifics of advertising car wash services - in an instant effect. If at the beginning of the week you make a mailing list of letters with a seasonal offer for all motorists living in a radius of 3-7 km from the car wash, then after a few days the first customers will begin to arrive with a discount coupon prudently enclosed in the letter. Such an instant response allows you to immediately determine how successfully the mailing list worked. As a rule, funds invested in advertising are beaten off the first time and even bring a small profit. Moreover, they “fight back” already on new clients, who will then come again (and already without any paid advertising) in order to again leave money at the cash desk of your car wash.

2. It is necessary to carefully monitor the results and derive an efficiency ratio: costs, feedback, total revenue, etc.

3. It is necessary to use as many advertising channels as possible (direct mail, partnership with other organizations, contextual advertising on the Internet, outdoor advertising, distribution of flyers, etc.)

4. If the advertisement has given effect, after some time it needs to be repeated. Unfortunately, in one small article it is impossible to talk about all the marketing techniques used to attract customers to the car wash. For additional information, please contact my author’s website www.car-wash-profits.ru, where you can apply for an electronic subscription to a free mini-course for car wash owners “7 of the most common mistakes guaranteed to kill your profits!”.

Personal experience
Denis Privarnikov, manager of the car wash "Dolinka" (Chelyabinsk):
- For four years we have tried different methods of promoting our services. Radio and television are expensive, newspaper advertising is ineffective. At one time we had such a funny growth suit-doll of a washer - a promoter dressed in it was on duty at the intersection, approached cars standing at a red traffic light, handed out leaflets and business cards ... We also advertised on a billboard, though without reference to a fixed place: thanks this shield cost us half the price. Of course, we regularly distribute business cards in nearby parking lots, car parks and gas stations. For the third year, we have successfully implemented a loyalty program: loyal customers are awarded a cumulative discount card. Last summer, we launched an anti-crisis campaign, according to which an express car wash will cost the owner of a car of the first price category (this includes small cars and all domestic brands) only 99 rubles instead of 120 according to the price list. Practice shows that the most effective advertising is the classic word of mouth. Therefore, I myself communicate closely with clients, try to find out how satisfied they are with our service, and how to improve it. It is fundamentally important for me that the client leaves the post in a good mood. Then there is a chance that he will come back to us more than once. Regular customers are the key to success of any business. This fully applies to the field of car wash services.