It's easy to spend hundreds of advertising dollars and have little or nothing to show for it. In order to maximize advertising dollars, operators need to focus on couponing strategy. When, Where, Why and How. While most people normally associate these questions with Journalism 101, they are also relevant questions for carwash marketing. While operators would rather have customers pay full price, it doesn't always work that way.
Some customers require enticements to visit and try products and services.
Others need an extra push to try higher-dollar services or just want a sign of appreciation. Operators should avoid the temptation of using one coupon to achieve all of these goals. The key is to stay focused on one main objective at a time. Different goals require different approaches. Trying for too many goals on one coupon will just water down the rate of return.