Case Study: RipTide Car Wash Event Promotion

Objective 

Create a Facebook ad strategy to attract new and returning customers to Riptide Car Wash’s Customer Appreciation Event.

Challenges 

Despite their quality car care and state-of-the-art facility, Riptide Car Wash was seeing a decline in sales due to increased competition from a nearby, large chain car wash that had opened approximately one-year ago. The owners sensed that it was time to get more aggressive with their advertising and marketing strategy. The first plan of attack was to re-energize the community about their advantages over the competition with a Customer Appreciation Event with aggressive offers and prizes.

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They reached out to The Rooks Agency for help on Wednesday, January 20th to strategize ideas for promoting their Customer Appreciation Event. The timing was tight as they wanted to schedule the event for the following weekend, Saturday, January 30th and Sunday, January 31st.

Solution

Rooks quickly responded to Riptides’ need. To ensure the best possible results, they recommended taking a three-part approach. This included honing aggressive offers to make the event more attractive, crafting eye-catching video messages, and promoting with a Facebook Event and organic posts rather than traditional organic posts alone or Facebook Ads.

Event Offers

Knowing that astonishing offers are best to attract attention, the following offers were offered to local residents within a radius of the Riptide Car Wash. These offers were developed to ensure that everyone wins something with the allure of bigger prizes.

  • Free Express Wash
  • Upgraded washes for $7
  • Free lunch from Mission BBQ on Saturday (added 1/28)
  • Free snow cones for the kids
  • 50% off all club memberships

Riptide also offered a variety of cash and prizes, including opportunities to win:

  • A one-year RainX membership
  • A one-year Gold membership
  • A one-year Platinum membership

Promotion

Riptide leaned on The Rooks Agency for an ad budget recommendation. After conducting research, Rooks determined that $500 was a responsible budget and the Facebook budget for the event was set at $500.

Result

The attention grabbing, visually appealing ads combined with strong offers and a well-planned and executed event created stellar results. In the days leading up to their Customer Appreciation Weekend, 366 Facebook users indicated an interest in the event.

Over the course of their two-day event:

  • Riptide washed 2,000 cars
  • 107 customers purchased memberships
  • 95% of customers upgraded their wash and/or purchased an a la carte service

In addition, Riptide received several five-star reviews for their car wash service.

Testimonial

“The Rooks Agency continues to exceed our expectations! When we were struggling with a local, aggressive competitor resulting in a trend of declining sales, Rooks Advertising Agency jumped in with a fresh perspective and a new strategy, and we couldn’t be happier with the results.

“Not only did we have an incredible event, but we also secured many new long-term clients. This was definitely a great investment that added to our bottom line.”