There is little doubt that if you are an astute carwash operator, you are very familiar with the demographic makeup and buying habits of your local community. You know the traffic counts that roll past your locations and where those motorists are probably headed. You know approximately how many families live in the neighborhoods near your businesses, their median age, education level and earning power, as well as where they like to spend their money. But if you were to knock on a door in one of the communities you service, how well would the person who answers know your business? The importance lies far beyond local residents’ understanding that you are a carwash. That is a rudimentary base that may be good for the occasional impulse buy but doesn’t necessarily equate to brand loyalty. In a difficult economy, when consumers scrutinize their discretionary spending more closely than normal, your ability to connect with customers on more than just a service-based level can make a big difference to your bottom line. Many of those included in this year’s Top 50 carwashes list make concerted efforts to be visible within their communities and then turn positive customer perceptions into reality once customers drive onto their lots. Visibility ranges from being active in your local chamber of commerce and sponsoring local organizations and events to sending volunteers on public works projects and making a concerted effort to ramp up your charity wash programs. Not only does your company’s presence at certain functions and involvement with certain programs provide a boost to your public image, many strategies also come with fringe benefits, such as gaining valuable networking contacts and positive media publicity. Those, in turn, can propel your public image even further. You may consider becoming involved with local causes and organizations that your employees are passionate about. This can help with morale and employee commitment, particularly with so-called Millennials. Employees who are motivated at work tend to have better customer-facing energy and will likely provide a boost to your overall customer service. Don’t forget to promote what you’re doing, particularly with local media. Media coverage is free advertising, and when it comes to rounding out your image in front of prospective customers, the third-party endorsement that an article or news spot can provide keeps your name in front of residents and can convert them into customers. Think about who you like to do business with. What companies do you respect? Which businesses do you feel good about spending money with, even if they may be a tad more expensive than competitors? It’s the small differences in perception that can make a big difference in consumer decision making. Right now, consumers want to spend money with those businesses they feel good about and can trust to provide consistent, quality goods and services. Find ways to show off your quality services but also connect with customers as a local business owner with similar interests and concerns. Put another way, think of investing in your community as a way to add value to your services. One strategy is donating a portion of every carwash (or every carwash above a certain dollar amount) to a specific charity and promoting the program in literature and advertising, and even on loyalty cards. Finding the right mix can be a real positive with customers and help humanize your business. View the Top 50 List Related Articles:
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