subject: Mobile Fleet Washing - Advertising and Marketing Considerations [print this page] Not long ago, I was contacted by a mobile car wash operator who is working to expand their business into cleaning more fleets of vehicles rather than just personal cars at office building parking lots or at new car lots. Indeed, while the same type of equipment is used to do mobile car washing as fleet truck washing, the business models are very much different in many ways.
You see, when you are cleaning cars at office buildings, you generally collect the money after the services are provided, and you do the services on the spot. You walk in, take the orders, grab the keys, go out in the parking lot clean cars, and then come back and ask for money. Fairly simple and straightforward - in fact it is one of the simplest little automotive service businesses you could ever ask for.
Now then, when it comes to mobile fleet washing things are much different - not only with how the services are provided - but also the way in which you advertise and market your fleet washing services. Not long ago, I was reminded of all this when this mobile car wash operator asked the following question;
"As far as marketing and advertising (without spending so much), what methods worked best for you?"
As far as advertising and marketing; personal sales work best. Brochures and flyers are the most appropriate, along with good signage on the service vehicle. If you are interested in doing some type of advertising - I'd recommend local radio, which offers listen while you work programming, or talk shows, which are specific to your area. But you don't really need it unless you want to get really big quick.
Cable TV advertising works fairly well, but it is quite expensive, of course, if you are breaking into a new market and you want to saturate it fast, you could run cable advertising for a couple of months. Eventually you will fill up your schedule, and you won't be able to take their business anyway.
Marketing by networking also works pretty good, for instance joining the Mayor's Business Roundtable, or perhaps a local service club. I always recommend joining the Chamber of Commerce.
It makes the most sense to drive through the industrial areas in whatever city you live in, or the areas which you wish to work in, and scout out which type of companies are available, and how large their fleets are. Then customizing sales letters and walking in and asking to speak with someone; or calling up and making an appointment. Even if the secretary tells you they are not interested, you may be surprised and they might actually be interested anyway.
Sometimes, you can find one of the drivers, driving one of their vehicles, and hand him a flyer to take to his boss, or a sales letter, or brochure; that works really well too. In fact, if you do some of all of these things, you will probably have more business than you can handle. The very best marketing is a personal sales call, and only to those companies you want to do busines
