Strategy Study

If you own a truck wash, and wish to increase your volume due to the challenges in the industry with fewer "BJ and the Bandit" Independent Truckers on the road these days, then perhaps you might consider attracting more RVs or Recreational Vehicles to your truck wash. Not long ago, a truck wash manager asked exactly how I might do that.

We discussed the potential of approaching RV Storage Facilities to refer customers, perhaps a discount program. Additionally, it was suggested that hitting up RV'ers while shopping for supplies at the local grocery store or parked over night at Wal-Mart might also be wise. Hiring two local gals from the community college track, soccer, basketball, or volley ball team to hand out these flyers made sense, while also doing the rounds at the Truck Stops handing flyers to truckers in the early evenings or late afternoons. Perhaps, two days per week, on the truck washes slowest days.

One consideration was what type of flyers to use. I suggested printing the flyers 4-up or four on the page in cardstock, in a bright color such as "solar yellow" and 80 lb. car stock. Maybe 1,000 flyers for RV's and 1,000 more for local fleets with box type delivery trucks or construction vehicles while they were at it. After the conversation I mentioned the need to consider RV Parks too, and perhaps even making a deal to post RV Storage flyers in the lobby of the truck wash, in trade for having the RV Storage places send out flyers in their monthly invoices to customers.

Other grass roots local marketing should include sending a "blitz team" to sell accounts with local trucking companies, tow companies, delivery fleets, BLM, city hall, school buses, day care center buses, construction companies, etc. Literally hitting every company with large vehicles in the entire city, asking them for their business, giving them a free-wash coupon, and listening to their needs, the objective being filling up the truck wash bays during off-hours.

For Recreational Vehicles Travelers - it was noted that the RV segment is weak right now, but there is still some business there. Including off-road weekend warriors, and perhaps, marketing tour buses, bands, and such. One suggestion was to put flyers in the Chamber of Commerce/Visitor's Center and Museums, and in trade, put the Visitor Center map on the wall of the truck wash lobby, along with local tourist destinations brochure stand. Cross-referring and recommending.

If you want further information or marketing ideas for your truck wash, I charge a $100 Starbucks Card and work through emails. Think on this strategy, and consider your future marketing plans.