wash along with a special, promotion, shopping areas and restaurants. Vacuum Islands
grand opening or any other market- • Have good ingress and egress.
ing message. They are then coded,
sorted, labeled and stamped for first These suggestions are all important
class delivery. The cards are then when evaluating a car wash site.
returned to you by your new cus- However, they are all not mandatory
tomer for a free cycle or other pro- to ensure a successful business, espe-
motional give-away. The Swipe-N- cially in smaller communities. Your
Clean’s™ technology then calculates marketing strategy depends on your
how many responded, who respond- services and equipment, your compe-
ed and what time and day they tition, your location, and your commu-
responded. nity. Once you have analyzed these, it Vending Islands
makes the marketing and promoting
This is invaluable marketing research. much easier.
With this information, you can
respond directly to those who took Sell More, Make More
advantage of your promotion and What must you offer to totally satisfy
send a separate message to those your customers’ demands? Today it
who did not respond. Other methods takes more than soap and water.
of promoting your car wash is to get They are there to clean their vehicle,
involved with your community. Once inside and out, and you are there to
this is established, you can create co- offer them the highest level of per-
op advertising programs and fundrais- formance available in a self-service Electronic Vending
ers. car wash. Call them accessories or
call them necessities....this is what the
PRICE: In the car wash industry, modern, high quality self-service car
prices are normally stable. However, wash is offering today. Features such
you may have some competition on as:
the price alone. If this is the case, visit
your “lower price” competitor and see Water Softener
what their customers are getting for Depending on water conditions in
their money. It could be deceiving. your area, some locations require a
Adjusting your time with the turn-on water softener. A water softening sys-
price can sometimes market your car tem will remove damaging
wash in the right direction. minerals from the water, enhancing
the cleaning ability of detergents and
PLACE: It cannot be said enough: the increasing the life of water heaters
three most important factors in a car and pumps.
wash site is location, location and
location. Though you may not have Water Heaters
to be located on “Main Street,” a main Depending on local climate condi-
street can be the key to success. You tions, water heaters may be required.
must be seen. They provide hot water which greatly
What is a good location? improves the performance of all deter-
• A location that can be seen by gents.
the motoring public.
• Close to neighborhoods since Countdown Display Timers
people usually wash their The timer shows the customer how
vehicles close to their home. much time he or she received at the
• Near apartments, townhomes point the equipment starts to operate.
and condominiums because of With one minute remaining, a horn
multiple families. sounds while the digital display flash-
• High traffic areas such as es, thus allowing the customer to
continued on page 11
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