BREndA GRAcELY
IMPRovIng EConoMY Is unDERWaY,
WashTREnDs ThoughT ouR REaDERs
WouLD LIKE To CELEBRaTE WITh a
$50,000 sPEnDIng sPREE oF IDEas! so
for some inspiration, practical ideas and a
little fun, the following is a wish list stimulus
plan for future growth and financial
success. here's what happened when
WashTrends posed the $50,000 no strings
attached question to carwash owners in
different areas around the country. Their
responses ranged from building repairs/
new equipment to community relations/
educating the public to new marketing
plans/Web site design.
according to Mark Ellis, president of
southland auto Wash in grand Rapids,
Michigan, "our five tunnels, one self-serve,
and detail center have lots of ongoing
maintenance and improvement projects
that never seem to end, and there's never
quite enough money for all of them. so
the money could easily disappear for roof
number of other improvements.
"But bang for the buck, I would use the
$50,000 solely for educating the public
about the wonderful programs we already
have in place," Ellis responded. "our washes
are pushing a green envelope with water
management, electric management, and
high-speed and ultra-high-quality washing.
We offer professional quality detailing,
instant access via RFID to our modern
exterior washes, and chemistry and foam
that put a shine on the car like a polish job.
and, we are generous when it comes to
community fundraising ventures.
"Educating the public using electronic
billboards (they eclipse the old static ones)
and radio messages with fun, educational
content is the most effective way to reach
people driving," Ellis says. "They serve as a
solid reminder of who we are, where we are,
and how good our services make them feel.
so, marketing, using my two favorite forms
of media for carwash-specific marketing,
use $50,000 today."
"It's all about educating the consumer,"
says Chuck Lundberg, manager of White
Duck Car Wash in Milford, new hampshire.
"I would build an interactive Web site with
industry information, easy-to-understand
directions, and explanations on how our
wash process works. The Web site would
include educational areas explaining what
we use for chemicals and why. It would be
fun so schools could use our site to help
teach students how to navigate through
a Web site and how to gain valuable
information. The site would offer more
than just coupons; it would show real
value. We want to gain new customers
as well as make our present customers
feel even better about choosing our wash
over the one down the street. We would
have a contest page, a holiday page, a
Web page for fleet customers, and a page
targeting young drivers as well as our
senior citizens. We could also include a
og
HARRISO
TIO
B
n
LL
carwash business?