GOALS OVER THE COURSE OF THE CAMPAIGN
- Create a name that resonated with customers
- Develop a brand that fit the name
- Produce great social content (posts & video)
- Increase traffic
- Optimize POS
- Design a website that converts
- Train sales staff
- Grow a consistent customer base through Unlimited Wash Packages
- Drive revenue
INITIAL MARKET POSITION
STRIVING FOR CONSISTENCY
In 2011, Flood Marketing began our journey with Let’Er Buck Car Wash. At the time, it was just an idea between a couple business partners. They set out to open an express exterior tunnel wash with free vacuums. There wasn’t currently a wash of this caliber in the region, which meant there was opportunity—but it also meant their customers would need to be educated.
Let’Er Buck had a mission to become the best car wash in Northern Wyoming. They broke ground in September 2011, and the wash opened in March of 2012. 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, or the world for that matter… The reason for this success is consistency—consistency in wash quality, consistency in customer service, consistency in improvement, and consistency in branding and marketing.
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 a name like Let’Er Buck speaks to that culture. “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 IN LOCAL BUSINESS
When the wash first opened, enthusiasm was through the roof. However, Wyoming folk can be rather slow adopters, and the wash location was slightly off the beaten path.
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 a guerrilla marketing flier campaign. Eventually, this also led to the creation of a website, video creation, optimization of their POS (Washify), sales training, and a pay-by-performance contract.
TELLING A STORY
Let’Er Buck’s campaign has been all about telling the story of their wash. The content is focused on the employees, what sets the car wash apart from the competition, their location, all the services they offer, and giving as much value as possible to current and potential customers.
We are constantly giving value through Let’Er Buck’s content, whether that’s in the form of car care tips, free wash giveaways, or simply reminding people to come use their free vacuums and mat cleaner. More so, this content is directed specifically to their target market, car owners within a 17-mile radius with the desire—and means—to wash their vehicle.
FINDING THE TARGET
To start, 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 show 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.
Often times, the Let’Er Buck is asked if they are part of a franchise.
Obviously, there are many factors that cause people to assume that you’re a franchise, but one of these factors is consistent branding and marketing efforts. People expect new businesses marketing to be fragmented, 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.
THE EXECUTION CONTINUED…
With Let’Er Buck’s branding refined and social media growing, we knew it was time for more.
We worked alongside the owners and staff to create a new revenue model. This model included the introduction of a monthly subscription to an Unlimited Wash
Package and a fast lane. The fast lane is equipped to use RFID tags that allow vehicles to skip the transaction process, simplifying the buying experience, and allowing subscribers to wash their cars whenever they wish during normal business hours.
This new pricing structure included raising the price per individual car wash and pricing the Unlimited Wash Package so that it is slightly less expensive than purchasing two washes per month. The Unlimited Package allows Let’Er Buck to weather the storm of unpredictable weather and makes revenue more consistent while improving customer experience.
When the new pricing structure had been implemented, our next phase of the campaign was ready to be executed.
We built a website geared toward selling Unlimited Wash Packages and began a campaign to educate customers and future customers about the benefits of subscribing to an Unlimited Wash Package. This consisted of video production, organic and paid social content, retargeting traffic to the website, and sales training for employees.
Within 6 months, we were able to nearly double their current Unlimited Wash Package subscribers.
END RESULTS & CURRENT POSITION
A REGULAR HANGOUT
Over the last 7 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.
Let’Er Buck has been steadily increasing their growth year over year, but none have been as successful as our most recent campaign push. However, this could not have been accomplished without laying a good foundation with proper branding and consistent service.
Let’Er Buck’s growth is looking so promising that the owners are currently considering expanding into other neighboring markets, including Rapid City, South Dakota, and Casper, Wyoming. We look forward to seeing them move to more locations, and will certainly be working alongside Let’Er Buck to see that growth continue throughout the region.