Summer 2010 - Venus & Mars

Venus Says

I have to admit that I have never been on Facebook and Twitter. When I was first asked this question I thought are you kidding me?

I have been out with many friends telling me if I want to see the pictures they are taking it will be on their “Facebook page” in the morning. My reply, “If you don’t email me directly, I won’t see them.” I have to admit that I thought Facebook and Twitter was just for kids. My son (age 27) keeps in touch with his cousins that live out of state and his college friends on Facebook. I asked my brother if he is on Facebook and his reply was, “I don’t get it. Why don’t they use emails?” I have to be honest, I don’t get it either.”

I know almost daily that I get an email from somebody to be their “friend” on their Facebook page. I hit “delete.” Time is precious for me and I sit in front of my computer for 10 hours for work each day. I can’t wait to shut if off at the end of the day.

So, of course, I continue my research for this article and what did I find? In observing some local business marketing I see on many reader boards, “Download our coupon from our Facebook page.” How much did that advertisement cost?” Nothing, actually, if you already had the reader board sign.

One carwash operator told me “Facebook is awesome.” I am not on it but my wife is on and she put the carwash on it. It is great free advertising. My wash has about 150 fans, this source said. We run weekly contests giving out free washes, air fresheners, etc. The big hit is a Sunday carwash trivia game where he gives out free washes (codes). Anybody who fans the carwash gets a free carwash code. Customers like it a lot. Last week he had a customer who liked his car detail and put a picture of his clean, shiny car on Facebook and praised the wash. WOW!!!”

People like the sense of community that Facebook gives. A local Basking Robbins ran a fund-raiser for a local volunteer fire company with a 31 cents a scoop ice cream night. Invitations were sent out to Facebook friends of the fireman. The place was mobbed at 8 pm with adults and kids. Most of their publicity was via Facebook.

Does Facebook reach all, no, but it reaches some and can draw them closer and make them part of your wash community. Facebook advertising is free so it doesn’t hurt. It will never reach all of us because some of us have no time for “Facebook,” but we all know we have to advertise in all types of media. My only concern about social network pages is what happens if you have an unhappy customer and they spread in on facebook? I have been told, however, that that post can be deleted. I suggest that you work on quality service to keep everybody happy and your carwash volume will grow.
 

Mars Says

Although I do see some businesses with pages on these sites they seem to be more along the lines of bars, restaurants, nursery schools, etc… For instance, somebody may befriend a restaurant that they frequent regularly to find out about specials and upcoming events. A restaurant or bar is a place where someone may have built some type of a social network. A carwash, though, is something that is more of an impulse sale and most customers do not have a social tie to their local carwash.

I have had a lot of success with email marketing. Gathering your clients’ email addresses as they come in and sending them specials and announcements has worked very well for me. I think clients would be more willing to join this type of club than letting you in on their social network. Once you let somebody in on the social network site, you gain access to a lot of their personal information and I don’t think many people would be apt to do that with their local carwash.

For now, I will be sticking with the avenues that have worked best for me in the past such as Direct Mail marketing. And as for the Internet, I will continue to use my website and send out regular email blasts.