My marketing idea...Please critique

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nosed_b18b

New member
Ok. THis idea just popped into my head like 10 mins ago, and I wanted to know if you guys think it would work or not? Or maybe you guys have already tried it, and you could tell me how it worked out for you.



Some of these more popular nightclubs that I know use a velvet rope technique to get people to come there. One I know of that is pretty popular is Rain, in South Beach.



Don't ask me why I was thinking of that in the car, ok?? I just was.



For those of you, that don't know what the velvet rope technique is. It's a simple sectioned off area at the entrance way of a club using a rope. That's where the bouncers/frontmen stand with a list and ask if you're on it. You know, like how you see in the movies. THey just try to get a good girl-to-guy ratio. It's actually a very good tactic that they use. Even if there's nobody inside, there will always be a huge line outside.



ANyways, I was wondering if I could apply that to a detail service. Like in my flyers I could write little phrases here and there like: "Now taking appointments" or "by appointment only". I don't necessarily mean to use those exact phrases, but to just give an example of what I'm talking about. Making it sound like my services are so exclusive that only particular people can call to have to me work on their cars. Do you think that would work?? Do you think that many people would "fall" into it??



Thanks,

Gerald:cool:
 
I had been thinking along the same lines. Those who care enough about their car to avoid the $20 wash or quarter blaster are a certain breed. Exclusivity pays off, along with a price high enough to warrant interest but low enough to feel feasible to the consumer. The detailing consumer holds two types of toothpaste and assumes that product "A" is better because all things equal, it is 30 cents more.



Back to the appointment idea, if it seems like a schedule-able task like a dental visit, they may be more likely to regularly use your services. If there is a walk-in mentality, there is less urgency to fill said appointment and more ability to put it off until next week, until next week, until next week...
 
Personally I think it would be impossible to imply exclusivity on a flyer to start with. Unless they were engraved and gold leafed invitations, passed out in a 4 star restaurant. High class and paper flyers are hardly synonymous. Flyers usually indicate low rent desperation in marketing.

This is not meant as flame at all. Just think about it.
 
NozeBleedSpeed said:
Personally I think it would be impossible to imply exclusivity on a flyer to start with. Unless they were engraved and gold leafed invitations, passed out in a 4 star restaurant. High class and paper flyers are hardly synonymous. Flyers usually indicate low rent desperation in marketing.

This is not meant as flame at all. Just think about it.
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Haha. Good point. Maybe flyers were a bad example to use. But I was mainly trying to focus on the exclusiveness factor.



How about maybe a high-grade, extra glossy, business card slipped into their driver's side window???



I love the constructive criticism. It helps me a lot. Also, has anyone else tried this??



Now that I think about it, this is not really that ingenious of an idea as I thought it was 20 minutes ago. I'm sure a lot of businesses have used this tactic. Sorry guys. I'm a little slow.:(



It's just that I get caught up in the moment sometimes. I just lose all common sense because I get so excited about something. Haha.
 
nosed_b18b said:
How about maybe a high-grade, extra glossy, business card slipped into their driver's side window???
Click to expand...

Thats exactly what I do. One corner between the rubber seal and the glass, just above the door handle. Never use the wiper blades. It will make them mad that they have to get back out to get it off. Primarily I target cars in reserved parking like business owners, or in the back of the lot where people park to get away from other cars, that want to prevent dings and scratches.Thats as close as I will ever get to putting out a flyer.

Also, not high gloss. Linen with raised print on a very good quality paper. Just get a few cards from some very successful CEOs to get a good example of how to impress with a card.

Excuse my rambling.
 
nosed, i've been using that philosophy for years. i'm generally booked 7 days a week thruout the year from repeat customers, so new customers all hear the same story - " to get an appointment with me you usually have to wait 3 weeks to a month for an appointment". the ones who have seen my work or have been recommended thru a current client will wait or book an appointment on the spot. if anyone cancels an appointment in less than 3 hours prior to their scheduled time for any reason other than it's raining, i charge them a $10 cancellation fee. does this work? yes, i've been in business for 10 years now. full time for the last 3 and i work all the time - weather permitting of course.
 
What I have done in the past was to have a invitation made embosed in gold telling them that they are cordially invited to a exclusive treatment for their vehicle. Works great. Very professional looking.
 
Don't play games. Position yourself as a high quality auto detailer and they will come.



To play on your club theme, I have been to clubs in Tokyo, Mexico, New York. Miami, Los Angeles and the clubs that weren’t trying to be hip were the best. Good music, cold beer and beautiful women, Leave the foo foo image at the door.



So to translate to our business, be reliable, do excellent work, please your clients then count the $$$$$$$$$$$
 
Superior Shine said:
Don't play games. Position yourself as a high quality auto detailer and they will come.



To play on your club theme, I have been to clubs in Tokyo, Mexico, New York. Miami, Los Angeles and the clubs that weren’t trying to be hip were the best. Good music, cold beer and beautiful women, Leave the foo foo image at the door.



So to translate to our business, be reliable, do excellent work, please your clients then count the $$$$$$$$$$$
Click to expand...

I'm not saying that I will sacrifice quality. I will honestly do the best to my human abilities. I am just trying to utilize marketing strategies from other areas of business. I just want to maximize the amount of clients that I can get, and maintain a professional image as well.
 
Market yourself in high end neighborhoods. You can go to schools in those areas and offer a wash/wax job as a PTA door prize. Hit up the local golf courses. The point is, go to where your potential clients are.
 
Yea, those are definately areas I need to visit. Especially some of the private/exclusive courses. Also, some of the driving ranges too.



Scottwax, have you actually offered a prize to those PTA organizations at local schools?? Does that work out pretty well??
 
Sorry to jump into this one late, but back to the original idea. The exclusivity is good but the velvet rope is passive marketing - you have to see it and then you want it.



Putting flyers or cards which imply you are so good that there is a waiting list is a bit of a contradiction - if you are so busy, why are you advertising?



I think it can still be done, but I think you need to be subtle - how do those clubs advertise on flyers etc? What I understand of your idea is that you want to imply exclusivity? I would suggest that your wording should suggest that they can try to make an appointment but they will need to qualify somehow. This is what the velvet rope really means - it targets people pride and ego - that they are something special, better than average, that they can access something that the average guy can't



Damn, rambling again! :p
 
Do any of you detail out of your homes with these marketing techniques? OR are you mobile? Static location? IF you do work from home, how do you over come hesitation from people about dropping off there cars?
 
NozeBleedSpeed said:
Thats exactly what I do. One corner between the rubber seal and the glass, just above the door handle. Never use the wiper blades. It will make them mad that they have to get back out to get it off. Primarily I target cars in reserved parking like business owners, or in the back of the lot where people park to get away from other cars, that want to prevent dings and scratches.Thats as close as I will ever get to putting out a flyer.

Also, not high gloss. Linen with raised print on a very good quality paper. Just get a few cards from some very successful CEOs to get a good example of how to impress with a card.

Excuse my rambling.
Click to expand...



Very good idea NBS. As much advertising and marketing I do, and all the ideas I come up with, I can't believe I never thought about doing something like that.
 
nosed_b18b said:
Making it sound like my services are so exclusive that only particular people can call to have to me work on their cars. Do you think that would work??

Click to expand...



You have a great idea there and you should do whatever you think is necessary to move forward with your plan.



You have identified the true meaning of becoming 'target market driven'.
 
How about actually using the 'velvet rope technique' every time you detail a car?



What I mean is to have a 'velvet rope' set-up around the car you are actually detailing. That would be a totally unique idea that would easily separate your business from the competition.
 
Do you mean literally using a velvet rope around any car you are working on??? To the eyes of the customer, and myself, that would seem kind of meaningless and awkward.



Or do you mean like setting up a tent?? Or something of that nature??
 
Yes, I mean literally using a velvet rope around any car you are working on. Think about it. Have you ever seen anything like that?



It would certainly attract attention and get across the message that your detailing services are so exclusive that only particular people can have you work on their cars.
 
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