Professional Carwash & Detailing

If today’s detail business owner is going to make a good living in the detail business — and many are — they are going to have to set up their business as a business. “

4. How do you reach them? This tells you what form of advertising you will need to use to reach your target customer. This is a critical step because you might have the right target market, but use the wrong media. A misstep like this could mean you don’t reach the

intended market and end up wasting advertising dollars – something detail business owners can’t afford to loose. For example, if your shop is located in an area where these target customers live, you might want to do a direct mailing to all of the residences within a two-mile

— Bud Abraham

radius of your shop. On the other hand, if your shop is located in the downtown business district it will be hard to send a direct mail to your market demographic. Instead, you might want to advertise in a business magazine or a newspaper distrib- uted to a downtown circulation.

5. What do you say? This step is as critical as which media you choose and it means you need to be sure that you have the right message for this target market. If this market is geared to protection of investment and your advertisement stresses ego gratification you have delivered the wrong message to the right market. Or if you are targeting people who are selling their cars you would not want to run an advertisement that focused on protection of investment. You have got to have the right message for the right market to get results. PC&D

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