While a car detailing service (especially a mobile one) could be a very seasonal business, an express exterior car wash should always be busy. Let’s look at some of the obstacles to car wash use and see how you can leverage seasonal weather changes as well as loyalty programs as a part of your marketing.
The Challenges to Year-Round Car Wash Success
What are the challenges to bringing drivers into your express exterior car wash during all four seasons? Some drivers feel that they only need to wash a car when it looks dirty. They may be quick to get a wash in the winter if there is salt from the roads on the car or in the spring when there is pollen but rarely wash it in the summer or fall.
Other drivers focus too much on the weather. If there is bad weather in the forecast today or even tomorrow, they may put off washing until after the storms. In the meantime, that means they could go weeks or even months between washes during the rainy season.
Using Weather to Your Marketing Advantage
In your marketing, be sure to explain why a car needs to be washed during each season. Here are a few examples:
Winter: Wash the salt off your vehicle before it corrodes the protective coating.
Spring: Wash the pollen off your vehicle to keep it looking its best.
Summer: Wash the dust off your vehicle after a windy day, and remember that you may not see the dust that has kicked up under the vehicle.
Fall: Wash off debris from falling leaves and protect your vehicle from the effects of polluted rain.
Use Monthly Membership Plans to Get Paid All Year Long
If you can get drivers to sign up for a monthly membership plan, you can collect the same fees from them every month regardless of how many times they use the wash. Use discounts to ensure people sign up, especially offering lower prices for the first few months as a “trial.” Most drivers will not cancel the subscription, even if they find they use the wash less at certain times of the year.
The Best Express Exterior Car Wash Designs
Car Wash Pro Designers offers turn-key express exterior car wash builds. We put our decades of experience into helping ensure investors have the best car wash location, the best design and equipment, and even a well-trained staff. Get in touch today to learn more!
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