3. Can I afford to hire experts in opera- tions, training, marketing and finance? 4. Am I willing to follow a company's approved programs and procedures? 5. How comfortable am I going it alone? While an independent operation will allow you the greatest level of freedom, it also requires that you know everything about the business and it is perhaps the
riskiest. Shepanek stated the branded option is similar to an independent route. “In most cases, you'll receive sig- nage and some program support, but, for the most part, you're on your own,” he said. Franchises provide the greatest level of professional, expert support, although operators should be cautioned to choose wisely and conduct a healthy amount of research. “A good franchise provides a strong brand and proven systems that have been refined over time and offers support and resources in key areas of the business,” Shepanek explained. Keep in mind that as a franchisee, you’re effective- ly renting the use of that company’s brand operating systems. You will be expected to follow business practices developed by the franchisor, Shepanek said, and if you're not willing to follow approved proce- dures, becoming a franchisee may not be a good idea. PC&D
Cross-marketing for dummies
David Kunkel, manager of marketing & direct sales for CITGO Petroleum Corporation,
explained three of the key objectives in any type of cross marketing:
1.) Raise the overall ticket average. Offer a free base carwash with a basic oil change.
If the consumer wants a higher value carwash service, they pay an add-on fee.
2.) Increase the frequency of consumer visits. Target multi-vehicle households. The
more vehicles involved; the more frequently you’ll see the participating vehicles
and the faster the rewards build up.
3.) Bring in new customers to. Award coupons for free oil changes to your frequent
carwash customers and vice versa. Market your clear advantage as a provider of
multiple services.
Independent, branded or fran-
