Car wash marketing that turns a first wash into a monthly membership

The documented campaigns. New-mover ZIP-code welcome programs, coupon and value mailers, gift certificates and thank-you cards are documented car-wash direct-mail campaigns.

One team. MBI has kept data, print and delivery in house since 1989, so one team plans, produces and delivers a campaign from a single production floor in DeLand, Florida.

direct mail marketing services →postcard mailing services →

The three campaigns. Car-wash campaigns are documented as a new-mover welcome direct-mail offer, a membership or VIP-club acquisition promotion, and a time-limited text promotion such as a weekday percentage-off wash.

direct mail and digital marketing →digital advertising services →

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, including Address Change Service and NCOALink.

USPS Domestic Mail Manual 602.5

targeted direct mail →direct mail mailing lists →

Reinforcing the drop. Car-wash operators use Facebook and Instagram ads to reinforce targeted mail-list campaigns and to promote local car-wash offers.

digital advertising services →direct mail and digital marketing →

The keyword opt-in. Opted-in SMS/MMS promotions can promote wash specials or a monthly VIP club, and print and signage can collect an SMS keyword opt-in.

CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted in to receive them, and list texting an advertising keyword and signing up at a point of sale or other on-site location among the mechanisms by which a consumer may demonstrate opt-in consent; senders should also document opt-in consent by retaining the timestamp of consent acquisition and the medium by which it was acquired.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA's Messaging Principles and Best Practices state that message senders should not use opt-in lists that have been rented, sold or shared to send messages and should create and vet their own opt-in lists, that consumers should be able to opt out at any time through multiple mechanisms, and that a sender should acknowledge and honor every opt-out with one final confirmation message per campaign.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.3–5.1.4

digital advertising services →

The formats. Car-wash print formats are documented as new-mover certificates, postcards and mailers, gift certificates, thank-you cards and coupons.

USPS Domestic Mail Manual 201.1.2.1 sets physical standards for card-price cards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with a postcard not more than 6 inches high, 9 inches long or 0.016 inch thick, and 201.3.7 requires an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive.

USPS Domestic Mail Manual 201

printing services →postcard mailing services →direct mail cost →