Getting Noticed

By

Jason Unch

Hydrospray Wash Systems Inc.

To often car wash operators overlook the importance of good signage. When investing money into their wash, they usually think of upgrading equipment or product, but forget about the key elements of their business that draws customers in to use the wash. I can’t stress enough the importance of marketing.

Not every customer that leaves their house is on a mission to wash their car. They may just be running to the store. I just read an article that said 20% of all purchases at a grocery store are impulse. Meaning these are items that consumers didn’t plan to buy. Of course that figure varies greatly depending on if you drove a car or rode a bike to the store, whether you are “young, unmarried,” if you consider yourself “fast and efficient,” etc.        

But it did get me thinking!  A store like Wal-Mart uses item placement and signs to make you want to buy something that you didn’t anticipate to purchase. So why shouldn’t you use this marketing strategy in the car wash market.

A nice clean business sign or even Small yard signs or banners describing what you have to offer can grab the attention of that consumer that is running to the store for a loaf of bread or gallon of milk and make them think “ hmm. I should wash my car while I’m out ”. They might not have had intentions of cleaning their car today, but just like that Hershey candy bar that sticks out like a sore thumb in the checkout line IMPULSE strikes.

Don’t be afraid to go after your customers or the competitions customers for that matter. Just because you have a carwash, doesn’t mean people will use it or even know where it is. Granted your regular customers know where to find you, but what about residents that just moved in to town or the business man just in town for a sales call and wants to have a clean car for his appointment.

        Make your wash noticeable. Bright lights at night, and colorful signage help to make you stand out. Have you ever been riding down the road, seen a sign, remembered a need that can be met at this establishment, turned in to the business and made a purchase? Signs create impulse traffic into your carwash. Tell the public that your business can give them a clean car and you can do it now. Many operators will tell you that the impulse buyer will spend more money than a customer who comes in for a specific reason