A fellow college student and I recently launched a small Car Detailing
services business, operating out of the Potomac, Maryland area.  (We
work "on location" for the customer and offer uncompromised quality
and value.)

Over the past 12 months the company generated about $1000 in revenue;
this year we plan to expand the business and, hopefully, double or
even triple the revenue levels.
 
The company certainly has the physical capacity necessary to
accommodate such rapid growth.  ----->>>>> But the company lacks one
important component: the additional customer base. <<<<<-----

That's where we seek your research expertise...

To date we have utilized the following tactics as our primary means of
attracting customers (albeit with limited success):
1.  Advertised Door-to-Door 
2.  Distributed photocopied flyers 

As the company enters "Phase II" we seek additional
* Marketing methods 
* Publicity stunts 
* Clever promotions 
which will help us rapidly expand the customer base. 

For the sake of framing a proper answer, perhaps some 10-15 different
methods as described above would be enough to answer this question.

(Please remember that this is a Car Detailing business operated by a
pair of college students and operating on a relatively tight
budget...that rules out a national ad campaign.  Although we have
limited capital, we have plenty of "friends" who are willing to
volunteer time, creativity, and enthusiastic support.)

Thanks!

---

Request for Question Clarification by ragingacademic-ga on 08 Dec 2002 23:54 PST

3gwireless - 

Are you simply seeking a list of ideas that would be relevant to your business?

Thanks,
ragingacademic

---

Clarification of Question by 3gwireless-ga on 09 Dec 2002 09:39 PST

Yes, pretty much.

Ideal answers should be similar in format to the results posted for: 
https://answers.google.com/answers/main?cmd=threadview&id=61431

Thanks

Dear 3gwireless,

You requested information about promotional ideas for a student-run
car detailing business.  Here are a bunch of low-cost high-impact
tactics you could easily deploy –

1.	Word-of-mouth – you already have a customer base; leverage it to
gain additional customers.  Referral programs typically work best when
you motivate both your current customers and the potential prospects
they’ll pull in, but you can try this without the current-customer
bonus first – print out a bunch of x% off coupons (whatever you’re
comfortable with, 25%, 50%, free…) and ask your current customers to
pass the coupons on to their friends who may be interested in such a
service.
2.	Advertise in the local paper, even if it’s just in the classifieds
– advertising in the local classifieds is really cheap ($20-30), and
typically just one job will make it worthwhile.  You should also call
the local paper and see if you can pick up remnant space on the cheap.
3.	Make sure you’re listed in the yellow pages; a lot of people still
use them.
4.	Get yourself listed in local business directories, both on- and
off-line.  A lot of these directories list businesses for free and
charge for advertising.  Don’t advertise in these directories, the
return is typically poor.
5.	You probably can’t afford outdoor ads, but you can afford to run
off small posters, maybe 11”x17” versions of your flyer ($0.14 a piece
at Kinko’s), and plaster them all over town (make sure to find out
what local ordinances you need to comply with).  Also, see if you can
pin up some posters at local billboards, e.g. supermarket, post
office, various clubs etc.
6.	Get some cheap pre-cut business card forms from Office Depot or
Staples, print out a bunch of business cards and make sure to hand
them out – and leave them – everywhere you go.
7.	Once-in-a-while drop off or mail something of interest to existing
and past customers.  Could be a sort-of newsletter with tips for
taking care of your car, for example.  Don’t overdo it, once a quarter
is sufficient.  Make sure to include a coupon and all of your
pertinent contact information.
8.	Print out some more flyers and walk around large local parking lots
(e.g. supermarket or mall), leaving flyers under every car’s
driver-side wiper.  Make sure that the side facing away from the car
has a single, succinct and important message in very large letters
(brainstorm with your partner to figure out what this could be).
9.	Check with local radio stations if they have free call-in
promotional sessions - many do, typically on Friday afternoons.  Write
up a 30-60 second pitch and practice it a gazillion times before you
call up the radio station.
10.	Start a “frequent buyer” program – from the same stock you used to
print off the business cards, prepare little cards with your name and
contact information in the center and numbers around the sides, e.g.
every 5th or 8th or 10th job free.  Buy a couple of unique hole
punchers from Office Depot (look in the crafts section, there are lots
of different shapes to choose from), and punch one hole off every time
you do a job for a customer.  Most customers will lose the cards and
will never get the free job anyway, but it’ll keep them coming back
for a while – and if they keep the card and go all the way that’s
quite a bit of business for you.
11.	Make a uniform – not as expensive as it sounds, could be blue
jeans or khaki Dockers (that you likely have anyway) and a couple of
T-shirts printed up with your logo and a promotional message.  Make
sure that you all wear the uniforms whenever you’re on business.
12.	If you can afford to, have magnetic decals printed up for the
sides of your car.  Make sure that they are clear and visible.  Don’t
try to cram too much on them – name of business, catchy message, phone
number, and maybe email address.  Drive around a lot!  And always go
to work with the decals on.
13.	You can’t afford to hand out premiums, but you should spring for
magnets, which, again, you could self-manufacture from materials
purchased at Office Depot.  You’re a lot more likely to get called
back if the client has your name and phone number on the fridge – and
if they were satisfied with your services and aren’t too anal, that’s
where the magnet will go!
14.	Volunteer at charity events – you’ll make a good impression and
charity supporters will be more likely to call on you for services.
15.	If you have some extra time and local calls are free, pick up a
phone book and call people in your service area up, announcing your
service.  Make sure to write up a phone pitch and practice it twenty
times before placing that first call.  And, be extra polite, and –
please – don’t call when you’re totally going to piss people off e.g.
at dinnertime!!

I hope this response adequately addresses your request.  Please let me
know if you are in need of additional information concerning this
query.
Thanks,
ragingacademic


References:

The Guerilla Marketing Handbook
Jay Levinson and Seth Godin
Houghton Mifflin Press
http://www.amazon.com/exec/obidos/tg/detail/-/0395700132/ref=pd_sim_books_1/103-3460283-7543024?v=glance&s=books

---

Request for Answer Clarification by 3gwireless-ga on 09 Dec 2002 21:39 PST

Thank you for offering some suggestions.  

For clarification, I posted the question specifically to get creative
and fresh ideas (like, perhaps, dropping off a sea-shell at people's
doors with the company name and contact info when trying to attract
customers at the shore)

Thank you again for your assistance...but I wasn't really looking for
standard methods such as Word-of-mouth, local paper advertisements,
the yellow pages, OfficeDepot business card, cold calling, etc.

You definately are off to a great start!  Please, if you're able,
locate some ideas that are "outside the box" - really creative, and
really draw attention and get the word out about the Detailing
business.  (also...there is some marketing budget...perhaps around
$100 / action)

Thanks

---

Clarification of Answer by ragingacademic-ga on 09 Dec 2002 22:03 PST

3gwireless -

My apologies.  I believe that my reply adequately addresses your
original request.

As a reminder, your request was for -
* Marketing methods  
* Publicity stunts  
* Clever promotions  

And your examples were -
1.  Advertised Door-to-Door  
2.  Distributed photocopied flyers

Sea shells are a nice idea, but they're in no way related to your
business, and in any case picking up several hundred nice sea shells
is not an inexpensive proposition.  Of course, delivering them could
also be logistically difficult...

How many of the fifteen ideas I wrote up have you utilized thus far?
In business, it's more effective to be relevant than it is to be cute.
 These are all time-tested ideas that can move your business forward. 
With some good copy (i.e. verbiage) and good execution you'll be able
to generate quite a lot of business.  Remember, the dot.coms were
"cute" - and now they're gone...

In any case, if you're not satisfied with my reply I can request a
refund on your behalf. I would, however, appreciate if you would
consider the time I have already put into this project.

Thanks,
ragingacademic

Hi 3gwireless,

Congratulations on having successfully survived your first year in the
detailing business.  My son has owned and operated an independent car
detailing business successfully since 1994, so I know a little about
what goes into this type of business, as well as having a pretty
authoritative source "in the family."

I was going to answer this question, and actually did make a start at
it,  but I had company last night and by the time I got back to your
question this morning, it had already been answered.  Ragingacademic
has given you some good suggestions – try not to discount them simply
because they’re on the conventional side.  There’s a reason why things
are “tried and true,” you know.  And just because something’s wild and
far out doesn’t necessarily mean it’s going to work any better.

Actually the ideas I was going to share with you aren’t all that far
out either, but there are a few Ragingacademic didn’t have, so I
decided to post them anyway as a comment just so as not to waste all
my brilliant effort!  ;-)

1. First of all, don’t neglect the methods you’ve already been using. 
They’re good ones and if they’ve worked for you, keep it up.  Door to
door flyers are great – just be sure to pick your neighborhoods
carefully.  Of course, as you and I both know, detailing is a good
idea for everyone, as it will help to preserve and protect not only a
car’s good looks, but its value.  Nevertheless, it IS a luxury that
many can’t/won’t afford, so you’ll probably have better success in
more affluent neighborhoods.

Same thing with putting flyers out in parking lots.  If it’s to be at
your local mall or supermarket, concentrate on the higher dollar
vehicles, not the dirtiest ones.  Another place you might try is local
companies where many of the employees earn higher than average
incomes.  Try places that employ a lot of engineers, for instance, or
programmers or doctors.  Of course you know to get permission first,
right?   :-)

2. Along the same lines as business cards, consider making up a
brochure.  As I’m sure you know, there are a lot of people who don’t
know the difference between a car wash and a detail.  They have no
clue why they should pay you to detail their car when, to their mind,
they can simply wash it themselves in their own driveway next Sunday,
or pay the kid next door to do it for them.  Make up a simple brochure
explaing why.  List your services, your prices and all the practical
reasons why someone should use hire you.  Include details that make
you stand out, such as your mobility, low prices, brands of chemicals
you use, any special touches you offer, whatever you think sets you
apart.   MS Word and other word processing programs have templates for
doing simple tri-fold brochures, along with clip art of cars, and
other graphics that you can easily insert for a little more visual
punch.  Add your name and contact info and you’ll have a great sales
and marketing tool.

3. This time of year  -- well, it IS getting a little close, but
there’s still time.  Make up a simple gift certificate on your
computer, say “Good for one complete detail, including wash, two-step
wax and buff, steam clean carpets and full interior cleaning,” or
whatever you want to include.   Add “Seasons Greetings” or something
similiar, with a bit of holly or some snowflakes or other seasonal
art.  Print it out on colored paper.  Take out a small classified ad
in your local paper or the “Thrifty Nickel” or whatever your local
bargain paper is, offering these as holiday gifts for a fixed amount.

5. My son's biggest two customers are, respectively, a local
wholesaler and a high-end used car dealer.  Moral?  Don't neglect the
dealerships.  Yes I know, it's probably easier for someone with a
fixed location to work with them, rather than a mobile service such as
yours, but there IS overflow work.  Find someone at the dealership to
leave your card with.  Better yet, find their inhouse or contract
detailer.  Make friends with that person and leave your card.  If they
like you, you might get a call next time there's an overload.

6. Seek out local mechanics.  Some people ask their mechanics for
advice about anything to do with their cars.  Detail your own or a
friend's car as a demo and show it to the mechanics.  Leave your
business card with them.  If you can make friends with them, and
they’re impressed with your work, they are likely to send people your
way if anyone inquires about a detailer.

7. Contact local high schools about participative fund raising, or
groups at your college.  Many groups already do car washes.  You offer
to raise the bar by helping them provide a professional detail in
return for a small percentage of the money raised, say just enough to
cover the chemicals used.  You get publicity and a chance to hand out
your brochures, business cards, etc.  The school group gets money for
its program, and as a nice adjunct, you’ll probably get some students
– or their parents – as followup customers.

8.Find out about car shows in your local area and set up a table. 
Showcase your chemicals.  Have a demo car that you’ve detailed, with
before pictures, if possible.  Don’t forget to have plenty of
brochures and business cards to hand out, and also ask those who stop
to fill out a guest book with their email address.  Follow up after
the show by emailing a promotional offer to all those who signed the
book.  If you can’t afford a table, ask the vendors who do have a
table if they’d let you put a few business cards out.  You can pick up
inexpensive little plastic card holders to put them in – inconspicuous
but there.

9.In the same vein, see if you can sponsor a car-washing contest or
demo at a car show, or even some other local event, like a boat show
(you DO detail boats too, right?), or a fishing show or home show. 
You’re a college student, so go find a few pretty college girls to
help you out – in their pretty bikinis, of course.  You’ll definitely
get a lot of attention, and if those girls were also to hand out some
business cards, you can bet they won’t be turned down too often.

10.Ask your suppliers if you can put a few cards and/or brochures out
on their counters.  Remind them that more business for you is more
business for them.

11. Set up a website showcasing your business.  Again, this doesn’t
have to be difficult or expensive.  Here are some links to places
where you can get free web hosting.  Some will even tell you how to
get a free domain name:

http://www.freeservers.com/
http://www.netfirms.com/
http://free.prohosting.com/

Follow up by optimizing your site and submitting it to search engines.
 Again, you can do this for free.  A useful guide to creating and
submitting your site can be found here:

http://www.selfpromotion.com/  

Here are some examples of auto detailing sites:
http://www.automotivedetailing.com/
http://www.customcarcare.com/

Don’t forget to put your url and email on your business cards and
brochures.

12. Finally,  here are links to a couple of websites with further
information about how to market yourself and your detailing business:

http://www.moderncarcare.com/Articles/2a1deta1.html

http://216.239.39.100/search?q=cache:KFoiW6ouWn0C:www.detailguys.com/detailoutline.pdf+small+auto+detailer+marketing+ideas&hl=en&ie=UTF-8

Best of luck to you in the future.  It IS possible to make money at
detailing – but in the end, all cleverness aside, you’re going to
stand or fall based on the quality of your work.  Concentrate on being
the best, and you’ll have all the work you can handle.

--Byrd

Search terms used:
auto detail marketing ideas
free web hosting

Byrd -
Thank you for your assistance!  I really appreciate your efforts, and
I thank you for posting what you found, even though the answer had
already been taken.

Anyone else with any advice/suggestions...PLEASE feel free to post
some comments!

Best regards

*** Contact local car dealers who may use your service for their USED
but High
Priced cars. Dealers may or may not have employees that do this. They
may even contract it out.

Beat the competitor, if one, and close the deal. This may be a good
way to drum up a steady flow of business for you. One contract could
keep you busy on a regular basis.

I'd want my Previously Owned Ford Explorer to be detailed before I
bought it. Your service is good business for the dealer! ***

Amscrayd -
Excellent idea!  Please keep 'em coming...

then leave your biz card or a card in the glove box or somewhere else clever,
that says: "this car detailed by ABC Detail Co."
and your contact info on it.

Amscrayd -
I'm impressed. Very impressed.  If you think of any other great
ideas...please post 'em :)

Thank you!