INITIAL MARKET POSITION
STRIVING FOR CONSISTENCY
Five years ago we started working with a company vying to open a car wash. The car wash was to be an express exterior tunnel wash with vacuums that are free. There wasn’t a wash like this in the region, which meant there was opportunity—but there was also an audience that required education.
This wash had the mission to be the best car wash in Northern Wyoming. We’re happy to say that their mission has been accomplished and more. Some say it’s the best car wash in the entire state of Wyoming. The reason for this success is consistency—consistency in wash quality, consistency in customer service, consistency in improvement, and consistency in branding and marketing.
The ground broke in September 2011, and the wash opened in March of 2012.
The name of the wash is Let’Er Buck Car Wash.
WHAT WAS OUR ROLE?
We worked with the owners of Let’Er Buck Car Wash to help identify an appropriate name that would resonate with their future customers. We consulted on colors and placement of the hat in the logo. Wyoming is known to be one of the best branded states in the whole country and with a name like Let’Er Buck, the branding shouldn’t stray too far from the consistency the state strives for. Let’Er Buck is one of the many anthems shouted at football games and other sporting events in the state of Wyoming. It’s a rally-cry, essentially meaning ‘let’s ride’, ‘let go’, and ‘enjoy’. This name may not be appropriate for every wash, but for Wyoming it’s fitting.
DEFINING THE ISSUES
BRINGING LOCAL BUSINESS IN
When the wash first opened, enthusiasm was through the roof. How ever Wyoming folk can be rather slow adopters, and the wash location was slightly off the beaten path.
LET ‘ER BUCK CAR WASH Therefore, we had to work hard to get new customers, retain those customers, and get those customers to tell our story to their friends. We launched a full marketing campaign that included social media, text message marketing, the creation of a jingle, and guerrilla marketing flier campaign.
TELLING A STORY
The campaign was all about telling the story of the wash. The content focused on who works there, what the car wash does, where they are located, what they offer, and giving as much value as possible t o current and potential customers.
We gave value through an incredibly successful monthly basket giveaway that consistently reached 15,000 people, which is over half of their target market. The target market being car owners within a 15 mile radius with the desire—and means—to wash their vehicle.
AIMING FOR THE TARGET
Approximately four times a month, we instituted an incentive to visit the wash via text message marketing.
The campaign was positioned this way: The first five people to sh ow the text message received half off the top wash, priced at $15, and everyone else received $2 off the top wash.
This campaign pushed people into the high-priced wash package, and it drove in additional visitors during that time period. We know that when vehicles are turning into the car wash, they’re ‘visually marketing’ the wash to passersby and more people make an instant decision to join in.
We have tested this because the car wash consistently had only (2) cars per hour the last two hours of operation. When we did a text campaign similar to the one stated above during this same time period, we would drive in (5) people right away—generating $37.50—and we consistently received (6) additional customers per hour—driving in $156.00. We performed this campaign four times per month.
In this campaign alone we drove more than $9,000 per year— all from just 48 well-placed text messages. Not to mention, we know from tracking transactions that when people visit the wash, they come back more frequently, therefore increasing the revenue more than we were able to directly track.
THE EXECUTION, CONTINUED
Often times, the car wash is asked if they are part of a franchise.
Obviously there are many factors that make people perceive that you’re a franchise, but one of these factors is consistent branding and marketing efforts. People expect first time business marketing to be fragme nted, or frankly ‘mom and pop’ in planning and execution. Let’Er Buck Car Wash is anything but fragmented; the brand is consistent from social media to onsite signage, text campaigns and the like. Consistency in all facets of Let’Er Buck’s business is what has allowed them to grow.
Over the course of our relationship, we have also made some small—but impactful—modifications to their brand. Their first brand (developed through another agency) was unbalanced and displayed elements that didn’t necessarily match the culture of the intended audience area.
We quickly made some necessary changes to the brand, including removing the gradient elements and creating a more constant, flat “European” style.
With more time to further refine the brand, we felt that even more attention was needed to bring the brand to a place where it would feel better developed—ergo, more attractive—to its intended audience.
END RESULTS & CURRENT POSITION
A REGULAR HANGOUT
Over the last five years, Let’Er Buck has seen consistent growth year to year. As more and more people started visiting the wash, they became regular patrons and now they refuse to wash their vehicle anywhere else.
This percentage of growth will clearly keep growing, but changes are coming at Let’Er Buck. Over the last 6 months, we’ve been working alongsi de the owners and staff to create a new revenue model. This model includes the introduction of a fast lane. This fast lane will be equipped with RFID tags that will allow the vehicles to move through the transaction process, therefore simplifying their buying experience. We have gone over numbers and consulted on a new price structure, this structure being one that includes raising the price per individual car wash.
Alongside the increase in wash price, we are creating a new subscription-based package that will be slightly less expensive than purchasing two washes per month. This will allow Let’Er Buck to weather the storm that is unpredictable weather, and it will make revenue more consistent and improve their customer experience. We expect to see tremendous growth through the end of 2016, into 2017. This growth is looking so promising that the owners of Le t’Er Buck are currently considering expanding into other neighboring markets, including Rapid City, South Dakota and Casper, Wyoming. We look forward to seeing the move to more locations, and will certainly be working alongside Let’Er Buck to see that growth continue throughout the region.