Marketing — Half a Dozen Plans
By Stacey Patulski

The Manistee Auto Spa, LLC, is located in the small Northern Michigan town of Manistee. This community of approximately 15,000 people has six car wash facilities — one standalone soft-cloth rollover, one soft-cloth rollover at a full-service gas station, two self-serve facilities, and two touchless in-bay automatic facilities. The facility has two in-bay automatics and one oversized self-serve bay.

The facility was built in 2001 and closed in early 2005 following a bank foreclosure. When this facility was purchased in October of 2005, it was in need of serious repair from months of neglect and needed improvements due to poor construction and planning. This facility also carried with it a very poor reputation within the community.

RENOVATION

Once the purchase was complete, the Manistee Auto Spa opened in just 12 days. In those 12 days, the facility was completely scrubbed and painted a new color. The reverse osmosis system was repaired, the in-bay automatic machines were repaired and upgraded, a new chemical supplier was brought onboard, the heating system was repaired, and the in-bay self-serve equipment was upgraded.

During the following four months, 70 percent of the plumbing was replaced, the water softeners and reverse osmosis system were rebuilt, new lighting and new signs were installed, automated Wynd Star doors were installed, the triple-foam system was upgraded, and new menus were introduced. All of this was accomplished while our combined previous car wash experience and knowledge of mechanical equipment was exactly zero!

MARKETING

While working to revive a near-dead, utterly rundown and completely closed car wash, several marketing plans were implemented during the course of 2006. The details below relate to six of the most successful marketing plans. The overall objective was — and remains — reviving the community’s confidence by creating a fun and professional car wash environment through creative marketing, community involvement, and superior client service.

PLAN #1 — On-Site Radio Broadcast
This is Manistee’s only Talking Car Wash. Clients tune into 107.7 FM during their visits for updated car wash information, exclusive listener discounts, upcoming event details, and generally advertised promotional specials along with community information.

This has been by far their most fun and cost-effective marketing tool, which came about out of need. They had so much to say and so little money to say it with. In addition, local zoning ordinances are very restrictive, and do not allow lighted message boards or scrolling signs. While kicking around signage ideas, the concept of a radio broadcast was suggested by the manager. Since clients were already on-site for at least six minutes and for as long as 20 minutes, it was realized that this was a captive audience —and a main target. This tool allows advertising 24 hours a day, seven days a week, 365 days a year for the cost of a couple of newspaper ads.

On-Site Radio Broadcasting is now the main source of information for clients. It is also utilized to give away free washes with “live” broadcasts by the manager(s), promote prize drawings for a wide range of events, inform clients about upgrades and new services, promote upcoming fundraisers, and produce revenue through advertising sponsors.

PLAN #2 — Win a FREE $9 Wash
The Manistee Auto Spa began inserting free Ultimate Wash Tokens (our top wash priced at $9) randomly in our Vending Machines. We also insert discount coupons along with other Auto Spa prizes. Our clients then have a chance to win a free Ultimate Touchless Wash or other Auto Spa prizes each time they purchase any vending product at our facility.

This resulted in a 52-percent increase in vending sales and a 25-percent increase in profits in the three-month period following the program’s introduction. The reason we implemented this promotional marketing idea was to draw new clients and complement the fun environment we’re working to establish. The increased profits were an added bonus.

PLAN #3 — Bug Buckets
This is our version of a gift basket. The Bug Bucket is a white pail with our logo and it is stuffed with wash tokens, vending products and Auto Spa clothing.

When a group or organization requests a donation for their fundraising event or silent auction, we donate a Bug Bucket. Why donate a bug bucket? Instead of a boring gift certificate sitting on a table attracting little attention, we have this unique gift that gets plenty of attention. Our donation gets noticed!

Bug Buckets are also sold as gift baskets that can be filled with a large variety of wash tokens, vending products, Auto Spa clothing, and car care products.

This marketing plan has provided us the most exposure within our community events and fundraisers. This has become a very popular silent auction item and gains us exposure at many high-end events.

PLAN #4 — Menu Change
The Manistee Auto Spa made the decision to offer a new product, “LustraShield,” to our top wash, but did want it to appear as though we just raised prices. Our menu was priced $5, $6, $7, and $8 and — to make a long story short — we eliminated our least popular wash, the $7 wash and introduced an all-new wash, the $9 “LustraShield” wash. We then promoted to our clients that all their favorite washes remained the same price and value. The only difference was they now had a new wash option. This result — no backlash due to price increases, and our average per-car sales increased by $1.12 within two weeks (car count also remained the same) and has maintained that level throughout the summer. This market strategy has been our most successful for increasing our revenue and return on investment.

PLAN #5 — Community Involvement
Currently, we’re the top car wash in our market when it comes to community involvement and service. Great examples include our American Red Cross involvement (free Ultimate Wash with blood donation), WashUSA participation, American Liver Foundation Liver Walk involvement, and our “Ultimate Car Wash Fundraiser” program, which we developed to help our local schools and organizations with car wash fundraisers.

Upcoming events and involvement include:

• Local Toys-4-Tots program — trading wash tokens for toy donations
• High School Hockey Program — car wash fundraiser
• Gift of Life — Organ Donation — free wash package with donor registration.

We also advertise and encourage local groups/organizations looking for fundraising assistance to contact us. The Manistee Auto Spa was featured on our local 6 p.m. and 11 p.m. news broadcasts for our participation in the WashUSA program.

PLAN #6 — Ms. Bug - Marquee
Our very first marketing plan was to have a logo/marquee that we could bring to life and use for all promotional ideas while developing strong brand recognition. That’s why we have a modern VW Bug as our logo. It’s bright green, simple, and has personality. Ms. Bug came to life at the 2006 4th of July parade.

Stacey Patulski is owner/operator of the Manistee Auto Spa, LLC, Manistee, MI.