As pillars of the local community, car washes have the unique opportunity to establish meaningful connections beyond providing exceptional car cleaning services. By actively getting involved in the community, car wash businesses can make a positive impact, enhance their brand image, and foster strong relationships with customers. Today, we explore creative ways car washes can engage with the community and contribute to its growth and well-being.

1. Sponsor Local Events

One effective way for car washes to get involved in the community is by sponsoring local events. From charity runs and school fundraisers to community fairs and youth sports teams, there are numerous opportunities to support events that resonate with the community’s values. Sponsoring such events not only increases brand visibility but also shows a commitment to the community’s growth and prosperity. Just note that you need to show up consistently. One event won’t make a difference, but monthly events will.

2. Partner with Nonprofit Organizations

Collaborating with nonprofit organizations allows car washes to extend their reach and support causes that matter to the community. For example, hosting a charity car wash day where a percentage of the proceeds is donated to a local charity can generate enthusiasm and goodwill among customers. Partnerships with nonprofits not only benefit the community but also create meaningful connections with customers who appreciate socially responsible businesses. We find that partners usually don’t take it upon themselves to advertise, so know that you’ll need to throw money into this to make things happen. Consider sponsoring offsite for even more eyes.

3. Offer Fundraising Opportunities

Create win-win scenarios by offering fundraising opportunities to local schools, clubs, or organizations. Car washes can allocate specific days or hours during which a portion of the proceeds from each car wash will be donated to the participating group. This initiative fosters community engagement and encourages supporters to rally behind the cause while getting their cars cleaned. You’ll still need to advertise and have some brand advocates ready to make this work!

4. Volunteer in Community Clean-Up Projects

Car washes can actively participate in community clean-up projects, such as neighborhood litter clean-ups or beautification initiatives. By rolling up their sleeves and contributing to the betterment of the community, car wash businesses showcase their commitment to the environment and the well-being of local residents. Try wearing bright, branded shirts so people can easily see the team. And don’t forget safety vests as needed!

5. Host Educational Workshops

Car washes can also offer educational workshops or events related to car maintenance and environmental awareness. These workshops can cover topics such as water conservation, eco-friendly car care, and the importance of regular vehicle maintenance. By providing valuable knowledge to the community, car washes position themselves as trusted advisors and promote responsible car ownership. Also, consider having classroom or kid days. Just check that insurance to make sure you’re covered.

6. Recognize Local Heroes

Show appreciation for the community’s local heroes, such as teachers, first responders, and healthcare workers, by offering special discounts or promotions. Recognizing their contributions and sacrifices is a meaningful way for car washes to connect with the community personally and express gratitude for their dedication. Consider special boom spots if you have the space and notice an unpopular spot.

By actively participating in local events, supporting nonprofit organizations, and offering fundraising opportunities, car washes can foster strong relationships and build a positive brand image. Volunteering in community clean-up projects, hosting educational workshops, and recognizing local heroes further solidify their role as pillars of the community.

Embracing community involvement creates a mutually beneficial relationship where car wash businesses thrive while making a positive impact on the lives of those they serve. By giving back and actively engaging with the community, you’ll increase brand awareness and build customer loyalty – something chains have a hard time doing.

Here’s a secret about local marketing: the smaller your trade area and customer base, the more you likely need to change your ads often. That’s because you need something fresh to keep getting customer attention.

The good news is that annual season changes offer new ways to message your audience. Before we jump into a few ideas, please remember that you need 4-6 weeks to change pay station screens, and each ad channel has its own prep time. If you decide to go with postcards or billboards, the wait for distribution could be 2-4 weeks or even longer.

Winter

If your area gets snow, you’re about to live the road salt life. This is a leading customer driver in the winter, but you have other options if you want to shake things up or reside in warmer climates.

Key dates to consider tying promotions to include Black Friday, Cyber Monday, Christmas/Hannukah/Kwanza, and New Year’s Eve and Day. This is a great time to sell gift cards and gift memberships. Annual plan sales can also give you a holiday bump. Just know that you’re competing with other car washes and companies, so you may not get traction if you post late.

You can also run promotions tied to the following days:

  1. President’s Day
  2. Groundhog Day
  3. Valentine’s Day
  4. Love Your Pet Day
  5. Random Acts of Kindness Day
  6. No-Brainer Day
  7. NFL Championships

If you notice winters are regularly too slow, also consider adding exterior lighting to help you stand out in darker evening hours.

Spring

If you live in Florida, welcome to love bug season. You’re going to be enjoying life all season long. For other climates, you’ll also see an end to winter hibernation. Here are some dates that may spark new ads and promotions:

  1. Employee Appreciation Day
  2. Potato Chip Day
  3. St. Patrick’s Day
  4. April Fool’s Day
  5. Easter
  6. Earth Day
  7. Kentucky Derby
  8. National Nurses Day
  9. Cinco de Mayo
  10. Armed Forces Day
  11. Memorial Day
  12. Star Wars Day
  13. Mother’s Day

The nice weather is also a chance to put out roadside signage or hold arrows to remind customers it is time to return to the wash.

Summer

Most washes see a slight summer slump, so make sure you’re ready for the Fourth of July and Father’s Day, two popular car wash weekends. If you’re in a tourist town, don’t stray away from visiting cars either. Compressed air guns are especially nice after a beach/lake day.

People have vacation and school prep on their minds, so give them something to do this summer by tying promotions to these holidays:

  1. National Donut Day
  2. National Best Friend Day
  3. Flag Day
  4. National Eat at a Food Truck Day
  5. National French Fries Day
  6. Father-In-Law Day
  7. Grandparent’s Day
  8. Back to School
  9. National Dog Appreciation Day
  10. Labor Day

Summer is also an excellent time to mix up your storefront visual by adding feather flags if your area allows them. Also, play up the kid angle because parents may want to get them out of the house for an hour or so, and kiddos love those tunnels!

Fall

Be-leaf it or not, fall is generally the slowest season, but leaves and sap are key message opportunities. Remind customers how quick it is to clean and why ceramic coating gives another layer of protection.

We included Black Friday and Cyber Monday as Winter holidays since the promotions often extend through December, but make sure those promos are prepped by the end of the summer to give you enough time to set up your collateral.

In the meantime, consider tying your promotions to these observed days:

  1. Do Something Nice Day
  2. National Pumpkin Day
  3. National Candy Corn Day
  4. Halloween (did someone say Haunted Tunnel?)
  5. Veterans Day
  6. World Kindness Day
  7. Thanksgiving
  8. National Day of Giving

Fall is a time of giving, so consider giving back to the community through park clean-ups or other service activities. Make sure you send a note of gratitude to existing customers and that you start advertising holiday hours.

By regularly changing your messaging, customers will stay engaged. You’re also more likely to draw more retail visitors too, so have fun and use this as a starting point to celebrate all year long.

Have you ever sat in the drive-through line waiting for the car in front of you to decide on its order? Too many options not only slows the line, it can frustrate customers. An old sales tactic to make customers spend more, it now feels outdated and annoys customers. That’s why car washes should reexamine their menus and how packages are structured.

Today, we will delve into the reasons why car washes need to streamline their menu offerings, the benefits it brings, and how it contributes to customer satisfaction and business success.

1. Clarity for Customers

A cluttered and complex menu can overwhelm customers, leaving them unsure about which car wash package to choose. By simplifying the menu offerings, car wash businesses can provide clear and concise options, making it easier for customers to understand the services available. A straightforward menu helps customers make quicker decisions, leading to improved customer satisfaction.

2. Faster Decision-Making

In today’s fast-paced world, customers appreciate efficiency and convenience. A simplified menu allows customers to quickly assess the available services, select the one that best suits their needs, and proceed with the car wash process promptly. This streamlined decision-making process enhances the overall customer experience and reduces the risk of customers leaving without making a purchase.

3. Focus on Quality

When car wash menus are overly complex with numerous options, it can lead to divided attention and reduced focus on delivering high-quality services. By simplifying the menu offerings, car wash operators and staff can concentrate on perfecting the services offered. This focus on quality translates to better results, leaving customers satisfied with the cleanliness and appearance of their vehicles.

4. Upselling Opportunities

While simplifying the menu, car washes can strategically incorporate upselling opportunities. By offering a few well-curated packages, car wash businesses can highlight premium services or add-ons that customers may not have considered otherwise. This targeted approach to upselling enhances revenue generation while providing customers with valuable and relevant options.

5. Improved Efficiency and Throughput

A simplified menu can also lead to improved operational efficiency. With fewer menu options to manage, car wash staff can expedite the processing of each customer, reducing wait times and increasing throughput. This not only benefits the customers by saving their time but also helps the car wash business accommodate more vehicles, thus boosting revenue potential.

6. Consistent Brand Image

A straightforward and cohesive menu reinforces a consistent brand image. When customers can easily identify the car wash’s core services and value proposition, it fosters brand recognition and loyalty. A consistent menu also aligns with the car wash’s marketing efforts, creating a coherent message that resonates with customers and sets the business apart from the competition.

Simplifying menu offerings is a powerful strategy for car wash businesses seeking to elevate their customer experience and drive success. A clear and concise menu fosters clarity for customers, expedites decision-making, and allows car washes to focus on delivering high-quality services. It opens upselling opportunities, enhances operational efficiency, and reinforces a consistent brand image.

By simplifying your menus, you can establish yourself as customer-centric, efficient, and trustworthy establishment that caters to the needs of modern consumers. Embracing simplicity will undoubtedly increase customer satisfaction, stronger brand loyalty, and sustained growth in the highly competitive car wash industry.

In the fiercely competitive car wash industry, effective marketing can make the difference between a thriving and struggling business. To stay ahead of the competition and attract a steady stream of customers, car wash owners need to employ smart marketing strategies. This blog post will share 30 marketing tricks to rev up your car wash and accelerate its success.

1. Create a Captivating Website: Design a user-friendly and visually appealing website that showcases your car wash services and offers easy online booking.

2. Optimize for Local SEO: Enhance your online visibility by optimizing your website for local search engines and directories.

3. Run a Referral Program: Encourage satisfied customers to refer friends and family by offering incentives such as discounts or free services.

4. Offer a Loyalty Program: Reward loyal customers with exclusive discounts, free washes, or priority services.

5. Use High-Quality Signage: Invest in eye-catching signage that clearly communicates your services and attracts passing drivers.

6. Host Car Care Workshops: Organize car care workshops or seminars to educate customers about proper vehicle maintenance.

7. Partner with Local Businesses: Collaborate with nearby businesses to offer cross-promotions and expand your customer reach.

8. Engage on Social Media: Maintain an active presence on social media platforms and share engaging content, customer testimonials, and behind-the-scenes glimpses.

9. Utilize Customer Reviews: Showcase positive customer reviews on your website and social media to build trust and credibility.

10. Offer Time-Sensitive Promotions: Create a sense of urgency with limited-time promotions to encourage quick action from potential customers.

11. Provide Add-On Services: Offer additional services like interior detailing or waxing to upsell and increase revenue per customer.

12. Implement Mobile Marketing: Use SMS marketing or push notifications to keep customers informed about special deals or upcoming promotions.

13. Showcase Before-and-After Results: Share compelling before-and-after images of vehicles to demonstrate the effectiveness of your car wash services.

14. Run Seasonal Campaigns: Create seasonal promotions that align with changing weather and customer needs.

15. Sponsor Local Events: Sponsor or participate in community events to increase brand visibility and foster community connections.

16. Offer Online Booking: Allow customers to book car wash appointments conveniently through your website or mobile app.

17. Provide Fast and Efficient Service: Emphasize the speed and efficiency of your car wash to cater to busy customers.

18. Use QR Codes: Place QR codes on marketing materials to direct customers to online offers and promotions.

19. Invest in Vehicle Wraps: Adorn your service vehicles with eye-catching wraps to promote your business wherever you go.

20. Run Social Media Contests: Organize fun contests on social media with attractive prizes to encourage engagement and virality.

21. Utilize Email Marketing: Send out regular newsletters with exclusive offers and updates to your customer base.

22. Partner with Local Charities: Support local charities and causes to boost your brand’s reputation and demonstrate corporate social responsibility.

23. Host Customer Appreciation Days: Offer special discounts or freebies to show gratitude to your loyal customers.

24. Showcase Customer Testimonials: Create video testimonials featuring satisfied customers sharing their positive experiences.

25. Monitor Online Reputation: Keep track of online reviews and promptly respond to both positive and negative feedback.

26. Advertise on Local Radio: Run radio ads to reach a broad local audience and increase brand awareness.

27. Create Branded Merchandise: Offer branded merchandise like air fresheners or microfiber towels to customers.

28. Use Geotargeted Ads: Employ geotargeted advertising to reach potential customers within a specific radius of your car wash.

29. Host Free Car Wash Days: Attract new customers with occasional free car wash events to entice them to return.

30. Stay Updated with Technology: Embrace innovative car wash technologies to enhance efficiency and customer experience.

By implementing these 30 marketing tricks, you can propel your car wash business into the fast lane of success. Tailor your marketing efforts to suit your target audience and consistently provide exceptional service to win loyal customers. With the right marketing strategies in place, your car wash will become the go-to choice for vehicle owners seeking a pristine and satisfying car wash experience.

In today’s digital landscape, social media has become an indispensable tool for businesses to connect with their audience and drive brand awareness. For car wash owners and operators, harnessing the power of social media can lead to increased footfall, customer loyalty, and brand visibility. In this blog post, we will explore effective strategies on how to promote your car wash on social media and drive engagement with your target audience.

1. Create Engaging Content

The key to successful social media promotion is creating engaging and visually appealing content. Share high-quality images and videos of your car wash facility, showcasing its modern equipment and exceptional service. Consider using before-and-after photos of cars after a thorough wash to highlight the value of your services. Infuse personality into your posts, engage in conversations with followers, and use humor and creativity to capture their attention.

2. Highlight Customer Testimonials

Leverage the power of social proof by sharing customer testimonials and positive reviews on your social media platforms. Encourage satisfied customers to leave feedback and tag your car wash in their posts. Repost these testimonials to demonstrate the real experiences of happy customers and build credibility among potential clients.

3. Run Exciting Contests and Giveaways

Engage your social media audience by hosting fun contests and giveaways. Organize competitions where customers can win free car washes, upgrades, or other exciting prizes. Encourage users to share your posts or tag their friends, expanding the reach of your promotions organically.

4. Offer Exclusive Social Media Deals

Reward your social media followers with exclusive deals and discounts. Create limited-time offers specifically for your social media audience. This not only encourages engagement but also makes followers feel valued and appreciated.

5. Utilize Video Content

Video is an incredibly powerful tool for engaging audiences on social media. Consider creating short, captivating videos that showcase your car wash process, the dedication of your team, and the satisfaction of your customers. Video content can effectively convey your brand’s story and create a lasting impression on viewers.

6. Partner with Influencers

Collaborate with local influencers or micro-influencers in your area to expand your social media reach. Influencers with a relevant audience can introduce your car wash to a broader demographic, driving more potential customers to your business.

7. Stay Active and Responsive

Consistent and timely posting is essential for maintaining a strong presence on social media. Respond promptly to comments, messages, and customer inquiries. Engaging with your audience shows that you care about their feedback and satisfaction, fostering a positive reputation for your car wash.

Promoting your car wash on social media is an exciting and rewarding endeavor that can significantly impact your business’s success. By creating engaging content, highlighting customer testimonials, and running contests and giveaways, you can drive engagement and attract new customers.

Leveraging video content, offering exclusive deals, and partnering with influencers further amplify your reach and brand visibility. Stay active and responsive on social media to cultivate a loyal and engaged community around your car wash.

With a well-executed social media strategy, your car wash can thrive in the digital age, solidifying its position as a reputable and sought-after service provider in the local market. Remember, the road to success on social media begins with creativity, authenticity, and a commitment to customer engagement.

In today’s hyperconnected world, social media platforms play a significant role in businesses’ marketing strategies. Nextdoor, a neighborhood-based social networking service, presents a unique opportunity for car washes to connect with their local communities and drive more customers to their wash. In this blog post, we will explore how car washes can leverage Nextdoor to generate a steady stream of customers and enhance their presence in the local market.

1. Establish a Local Business Page

The first step to harnessing the power of Nextdoor is to create a local business page for your car wash. Setting up a business page allows you to showcase your services, location, operating hours, and contact information. Verify your page to gain credibility and trust among Nextdoor users.

2. Engage with the Community

Nextdoor is all about community engagement. Engage with your local audience by participating in conversations, responding to comments, and offering valuable insights related to car care and vehicle maintenance. Building genuine connections with Nextdoor members will establish your car wash as a trusted and active part of the neighborhood.

3. Offer Exclusive Deals and Promotions

Encourage Nextdoor members to visit your car wash by offering exclusive deals and promotions specifically for the local community. Consider providing discounted wash packages, loyalty rewards, or referral incentives to attract new customers and foster loyalty among existing ones.

4. Showcase Before-and-After Photos

Visual content is highly engaging on social media platforms. Share before-and-after photos of vehicles that have undergone your car wash services. The transformative results will capture the attention of Nextdoor users and pique their interest in visiting your wash.

5. Host Community Events

Engage with the local community by hosting community events at your car wash. Organize car wash fundraisers, charity events, or vehicle care workshops that benefit a local cause. These events not only create positive publicity but also strengthen your ties with the neighborhood.

6. Request and Showcase Customer Reviews

Positive reviews from satisfied customers can significantly impact your car wash’s reputation on Nextdoor. Encourage customers to leave reviews about their experience at your wash. Respond to reviews graciously, whether positive or negative, to demonstrate your dedication to exceptional customer service.

7. Collaborate with Local Businesses

Form partnerships with nearby businesses and collaborate on joint promotions or cross-promote each other’s services. For example, you can team up with a nearby gas station or auto repair shop to offer exclusive deals to each other’s customers.

Nextdoor presents a valuable opportunity for car washes to engage with their local communities and attract more customers. By creating a local business page, engaging with the community, offering exclusive deals, showcasing compelling visuals, hosting community events, and showcasing customer reviews, your car wash can establish a strong presence on Nextdoor.

Remember to be authentic and genuinely invested in your local community. Building meaningful connections with Nextdoor members will not only drive more customers to your car wash but also foster long-term loyalty. Embrace the power of Nextdoor, and watch your car wash thrive as a trusted and preferred choice among the local residents. With these strategies in place, your car wash will unlock the full potential of Nextdoor to drive growth locally.

In the bustling world of car wash businesses, standing out and attracting customers is vital to ensure success. Local listings have become a powerful tool for businesses to connect with their target audience, and car washes are no exception. In this blog post, we will explore how car washes can leverage local listings to drive more customers to their wash and increase their visibility in the local market.

1. Claim Your Business Listings

The first step to harnessing the power of local listings is to claim and optimize your car wash’s presence on popular platforms like Google My Business, Bing Places for Business, Yelp, and other local directories. By claiming your listings, you gain control over your business information, ensuring it is accurate, up-to-date, and consistent across all platforms.

2. Provide Detailed and Compelling Information

When creating or updating your local listings, ensure that you provide comprehensive and compelling information about your car wash. Include your business name, address, phone number, website URL, and operating hours. Utilize keywords relevant to car washes, such as “car detailing,” “hand wash,” or “drive-through car wash,” to enhance your searchability.

3. Showcase Reviews and Testimonials

Positive reviews and testimonials carry immense weight in the decision-making process of potential customers. Encourage satisfied clients to leave reviews on your local listings. Respond promptly and professionally to all reviews, whether positive or negative, to show that you value feedback and customer satisfaction.

4. Utilize Photos and Videos

Visual content is powerful in capturing the attention of potential customers. Upload high-quality photos and videos showcasing your car wash facilities, services, and satisfied customers. Before-and-after images of clean cars or behind-the-scenes videos of your car wash process can be particularly engaging.

5. Implement Localized Keywords

Optimize your local listings with localized keywords, such as your city or neighborhood name, to improve your visibility in local searches. Potential customers looking for car washes in your area will have a higher chance of finding your business through these localized searches.

6. Offer Special Promotions and Deals

Entice customers to choose your car wash over competitors by offering exclusive promotions and deals on your local listings. Consider providing discounts, loyalty rewards, or bundled services to attract new customers and encourage repeat visits.

7. Monitor and Respond to Customer Inquiries

Keep a close eye on your local listings for customer inquiries or messages. Respond promptly and professionally to any questions, comments, or concerns to showcase your commitment to customer service.

Local listings are a game-changer for car wash businesses looking to drive more customers to their wash. By claiming and optimizing your business listings, providing detailed information, showcasing positive reviews and engaging visuals, and implementing localized keywords and special promotions, your car wash can increase its visibility and attract a steady stream of customers from the local market.

Stay attentive to customer feedback and continuously update your listings to ensure accuracy and relevance. Embrace the power of local listings, and watch your car wash thrive as it becomes a top choice for drivers seeking a sparkling clean vehicle. With these strategies in place, your car wash will be well-equipped to navigate the local market and drive success.

Owning a car wash business can be a rewarding venture, but attracting customers and standing out in a competitive market requires effective promotion. In this blog post, we will explore the four strategies to promote your car wash and accelerate its success.

1. Embrace Digital Marketing

In the digital age, an online presence is essential for any business, including car washes. Create a professional website that showcases your car wash services, pricing, and location. Ensure that your website is mobile-friendly, as many customers search for car washes on their smartphones. Implement search engine optimization (SEO) techniques to increase your website’s visibility on search engines like Google.

Leverage the power of social media platforms such as Facebook, Instagram, and Twitter. Engage with your audience by sharing stunning before-and-after images of clean cars, behind-the-scenes videos of your car wash process, and customer testimonials. Run promotions and exclusive offers through social media to encourage customer engagement and loyalty.

Insider Tip: One of Rinsed’s pain points is clients without websites. Customers feel the same way.

2. Loyalty Programs and Referral Incentives

Encourage repeat business and customer referrals through loyalty programs and unlimited wash packages (bays, time to implement memberships). Additionally, create a referral program that rewards existing customers for bringing in new cars. Word-of-mouth marketing is a powerful tool that can significantly expand your customer base. Check out the two car wash marketing software giants to set up your own referral program: Optspot and Rinsed.

3. Eye-Catching Signage and Branding

Catch the attention of passing drivers with eye-catching signage and branding. Invest in well-designed signage that stands out and clearly communicates your car wash’s benefits. Use bold colors, clear fonts, and high-quality visuals that resonate with your target audience. Your branding should be consistent across all marketing materials, from signage to business cards, to build brand recognition and trust.

Also, “free vacuums” is not as appealing as it used to be. Customers expect free vacuums now. Consider highlighting other value-adds.

4. Collaborate with Local Businesses and Events

Forge partnerships with nearby businesses to cross-promote each other’s services. Partner with gas stations, auto repair shops, or car dealerships and offer special deals to their customers. Distribute promotional materials like flyers and coupons in their establishments.

Participate in local events, such as community fairs or charity fundraisers. Host charity car wash events, where a portion of the proceeds goes to a local cause. These events not only create positive publicity but also attract new customers who appreciate supporting a good cause while getting their cars cleaned.

Promoting your car wash effectively is crucial for attracting customers and driving business growth. Embrace digital marketing to reach a broader audience and engage with customers on social media. Implement loyalty programs and referral incentives to encourage repeat business and word-of-mouth referrals. Invest in eye-catching signage and consistent branding to make a lasting impression on potential customers. Lastly, collaborate with local businesses and participate in community events to build goodwill and attract new customers.

By following these four promotion strategies, your car wash business will gain traction and accelerate toward success in a competitive market. Remember, marketing is an ongoing process, so continue to monitor the effectiveness of your efforts and make adjustments as needed to keep your car wash running smoothly.

Our team at Bay and Tunnel comes from the car wash world, so it isn’t surprising that companies reach out to us for hiring recommendations. We’re always happy to help.

As more people reach out, we’re noticing a trend: the car wash industry needs more marketing directors.

There is a typical marketing personnel cycle for washes. Single washes usually have operators/owners run marketing. As washes grow, they may bring on a junior marketer (think someone straight out of college) to run OptSpot, events, and other agencies. But companies start looking for the director role when they hit 10-12 washes.

That means the industry needs around 100 directors based on size.

It doesn’t sound like many when you consider it spans the nation, but as car washes grow, so does the need.

Do I need a car wash director of marketing?

So do you really need to hire a marketing director? Consider this:

Have you seen the competition in your service area increase? If not, and you have a pretty good, feel for marketing, you may be okay.

But a quality marketing director can help you differentiate your value from the competitors. They can position the message and use the appropriate mediums to do so. They can also provide valuable, constructive feedback when standards start to slip or they can be your canary when your reviews start the tank. They can help the word-of-mouth monster work for you, not against you. Would someone like that on your team be worth it? As you grow, yes.

The next question to ask yourself is, how valuable is your time?

Yes, you pay the minimum for an entry-level marketing manager right out of college who will learn on your dime.

Yes, you can wind them up and set them in the direction you want them to go and hope for the best.

And with this, you will likely still dedicate a healthy chunk of your overseeing, training, guiding, and helping them. Is your time more valuable to wash operations or marketing?

Due to the intricacies of running a wash, running marketing is likely better outsourced so you can focus on the operation. Having someone more senior will not only produce better agency/vendor work, but you’re also likely to make more revenue. After all, your job shouldn’t be training marketers. It should be building the wash.

Of course, if you ever need help training, brainstorming, or creating an effective strategy, check out our consulting packages to get you through.

Finding the right people

The challenge is finding someone with car wash experience. VP levels are usually taken by professionals from other fields, possibly hand-picked by equity firms themselves. This means there is little room for career growth in car wash marketing. If you want to grab someone, you must offer a better culture and pay. Relocation is also likely part of the deal.

And sourcing them may not be easy. Unlike operators, most marketers aren’t well-connected. The industry lacks conferences or conventions for marketers – and it is rare to find a posting on the TalkCarWash network (although many marketers don’t seem to be there either). The trend of operator-run marketing departments also shifts the balance for lower-level marketers trying to make their way up the ranks.

Marketing is a competitive field, and most marketers don’t have a growth mindset, meaning they keep trade secrets. But some of the nation’s top marketing talent can be found right here in our industry.

If you’re looking for a director, consider sourcing from multi-unit business models like restaurants or the automotive industry. Feel free also to drop us a line, and we’re happy to hit up our networks any time!