Winter car wash business marketing tips and advice.
During the cooler months most car wash businesses notice a drop in the number of customers visiting their facility. Customers are reluctant to use self service facilities such as self serve bays and jet washes during the cooler months. Additionally, shorter daylight hours mean less trade after dark.
But, it’s not all cloudy skies and gloom, there are some things you can do to increase patronage and ensure your facility is attracting the customers that are in the marketplace.
Nurture your professional customers
Professional customers such as taxi and Uber drivers, couriers and salespeople need their cars washed and looking fantastic all year round. These customers are very familiar with the car wash world as they are frequent visitors to car washes and will be loyal to a facility that is value for money, provides an exceptional wash every time and makes their business life easier. They are likely to not only use car wash but also accessories such as vacuum and mat cleaners or tyre pumps. To increase loyalty we recommend offering discounts and cross-promotions between different car care services, particularly during the slower months. Think what you can to do attract, help and retain professional customers as they keep revenue coming in all year round.
More information about keeping your professional customers happy »
Machine repairs and service
Surprisingly, wash bays require more regular cleaning during the cooler months than in Spring and Summer. This is because the bays often don’t dry out and, when not being used as frequently, they attract leaves, dirt and rubbish. It may seem obvious but nobody will want to wash their vehicles at your car wash facility if it’s not clean and in perfect condition. Regular maintenance and cleaning of car wash equipment and wash bays shouldn’t be overlooked at any time of the year. Cleaning should be part of your daily routine, even during Winter, as it does contribute to building trust with your customers and will establish repeat business. Taking good care of your car wash equipment is good for business!
Read our car wash cleaning checklist »
Automatic car washes vs self serve jet washes
Who wouldn’t agree that it’s nicer sitting in a cosy, heated vehicle while it’s washed by an automatic machine than operating a self serve jet wash blasting cold water? If your facility doesn’t offer an automatic car wash option then you’re likely losing a lot of customers to a nearby competitor. The cooler months can be an opportune time to upgrade your facility to incorporate an automatic car wash and stop losing customers in the cooler months and, potentially, forever. Plan ahead now for a profitable winter next year.
Contact us on 02 9757 4700 to speak with our car wash architect who can assess what machine(s) are suitable for your site, budget and requirements.
Can potential customers find you?
Market, market, market. If people don’t know your business exists, they won’t bring cars to your car wash. Send out flyers to local residents. Make sure your signage is visible, fresh and contemporary instead of worn and tired. Cross-market with local vendors by dropping coupons that can be picked up at a checkout counter or tucked inside a restaurant bill. Many new and out of area customers will find you via a Google search. Now is the time to make sure your online presence is up to date and active. An attractive website optimised for a top Google ranking will also ensure customers find you when searching. Use social media to promote deals and special offers.
Can potential customers see you?
What do potential customers see as they drive past your car wash facility? Are they noticing you at all? The paint used on the outside, vinyls and banners are just some of the simple elements you can use to make your car wash business more eye-catching and attract customer. All weather, wax repellent signs can be used to convey powerful advertising messages and slogans and to promote special offers and deals. Additionally, a-frame signboards and flags are cost effective and easy to erect. Make sure you’re getting noticed.
More tips for promoting your car wash facility »
Deals and discounts
Pre-paid loyalty and gift cards are a great way to promote your car wash and keep customers coming back. Not only will it will boost your revenue up front but will establish loyal, long-term customers.
We are Australia’s leading car wash equipment distributors.
Good Sight has been Australia’s leading supplier of car wash machines and equipment since 1968. We are the national supplier of Ryko, Istobal and MacNeill car wash systems. Our full range of services includes car wash installation, upgrades and maintenance for clients such as car wash businesses, petroleum retailers, automotive dealerships, fleet and rental car businesses. For more information about rollovers, auto touchless, self serve, conveyors, drive through and car wash enclosures, contact our team direct for advice and assistance. We can also assist with a range of car wash accessories including coin operated vacuums and vending machines.