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When you consider the marketing budget for your carwash, make sure that a substantial portion is directed at marketing the wash… at the carwash site itself. Afterall, you have probably located your wash in an area of good visibility and good traffic flow. Good carwash signage telegraphs important messages to the customers you are trying to attract – it could be a message about quality, about convenience, or perhaps about price. Whatever your message, some of the most effective marketing dollars you will ever spend will be on signage on your site.
Another reason the signs at your carwash may be your best marketing tool is that ‘getting the car washed’ is often an impulse decision. Much as we’d like to think that our customers carefully plan their day around a stop at the carwash, it’s more often the case that our customers get the car washed on the way to or from other errands.
There are two main categories of signage to consider; first, signs to attract traffic into your site, and second, signs that ‘talk’ to your customers while they are on site using your services. Think how very different these two types of signs are. The signs used to attract traffic to your site must be large and clear to allow drivers to make the decision to stop in for a wash. They need time to safely slow down the vehicle, perhaps in fast-moving traffic, and safely navigate your entrance. That means they must be able to see and absorb the message of your sign far enough in advance to allow them to respond.
Meanwhile, the signs on your site have the luxury of entertaining your customers while they wait in line for a wash or are moving about your site at a very slow speed. Here your challenge is to attract the eye and capture attention. The use of colour, pictures and humour can all effectively come into play here.
The two types of signage are very different but should share the same colours, company logos and so on for a consistent brand message.
So step back and take a critical look at your signs. What are they saying about your wash? Make sure they are saying something good for your business!
Blendco Systems Tip of the Month – February 2007