Workin' It at the Car Wash

In their new book, "Don't Think Pink," authors Lisa Johnson and Andrea Learned have coined a term for my favorite type of marketing to women - Transparent Marketing. As Lisa and Andrea put it, "Visible Campaigns" are unquestionably aimed directly at women, while Transparent Campaigns resonate with women. They say:

"A subtle, yet more sophisticated, approach involves tailoring your message to meet women’s needs without labeling the product or service exclusively “for women.” This is transparent marketing. Home Depot, Lowe’s and other home improvement centers are newly committed to this approach, and so have started widening aisles (women like more room to browse and examine products on the lower shelves) and changing offerings and displays to appeal to women’s interests, for example."

I was reminded of this earlier this week, while visiting a client... a chain of full-service car washes in a large Midwestern city:

Take an ordinary car wash...

Give customers the choice between Express or Full-Service (even the Express gets a towel dry)...

While you wait for your car, check out the ultra-clean store...

Relax in an overstuffed chair or at a bistro table, and watch TV, shop for a handbag, or surf the internet on their wi-fi network.

Need to walk around a little? Why not check out the "wash tunnel," where you can watch your car go through the wash, visit with Zazu, the house parrot...

...or even get your shoes shined.

This shows such a big commitment to the small things that make the day a little less ordinary. It creates an environment that you're likely to visit on a repeat basis. Just the kind of Transparent Marketing that goes a long way.

What kind of "surprises" are you giving your customers? Any tricks up your sleeve?

By the way... for more great reading on marketing to women, be sure to check out Andrea Learned's blog Learned on Women - my newest blogging friend and marketing champion.

Comments

[Andrea Learned]

What a great example of transparent marketing, Michele! And with photos!

I think that car wash fits into the "delight and amaze your customers" category of transparency. What lucky folks you are in Arizona - to have such an option! Car washes are not onto that customer experience thing in Vermont, yet...

Thanks so much for the book and blog plug, as always. The admiration and respect is mutual.

[Margaret Titus]

Hello Again from one of your 'First Hit Wonders'!
I'm still havin' fun with my Mayberry Marketing--selling smiles to wonderful women. I gave a talk to Charlie Martin's Leadership group in Dallas last week-end. Thanks to your input it was well informed regarding the hearts and minds of female cusomers. As the Jerry McGuire for dentists, I have made the basis of my talk "Show Me the Love!" elaborating on the important ways this is accomplished for cometic dental patients. I truly hope you and yours are thriving and happy. I'll be in touch (still haven't gotten "Squirrel Panties" up and running but she got started today:) I'll keep you posted. Blessings...Margaret

[David Wolfe]

Transparent marketing is also the essence of ageless marketing -- marketing that avoids stigmatizing a brand by an association with age, especially with respect to middle aged or older age groups.

Also, Michele, while Lisa Johnson and Andrea Learned say, "Don't Think Pink," I must observe that pink has become an IN color in men's fashions. Are men becoming more feminine or are we simply becoming more androgenous? Thoughts to ponder.

[josie]

The other night, i was browsing a lilian vernon catalogue and came upon a pink toolset, of course for women. I was immediately confused. I wasn't sure if it was a toy for little girls, if it was an accessory for the barbie dreamhouse (it was that exact pink), or what. I finally arrived at the irritating conclusion that it is a 'special' tool set for women. This has got to be the best example of pink thinking that i've seen. Not that there's anything wrong with the color, but for a tool set, something about that is just silly. It's not practical (pink hammer handles are going to get dirty and look gross). I already use the same tools that my husband uses when i need to, including chop saws and power drills, as i suspect many, maybe most, women do. I did once see a nifty tool set that i bought for my sister in law, but it was not pink, in fact it was in a cool aluminum case and had all the basics, one that i would buy for myself in case my husband had taken or misplaced the ones i usually go for.
A pink tool set- gag!
josie

[josie]

Gag me with pink pliers!
The other night, i was browsing a lilian vernon catalogue and came upon a pink toolset, of course for women. I was immediately confused. I wasn't sure if it was a toy for little girls, if it was an accessory for the barbie dreamhouse (it was that exact pink), or what. I finally arrived at the irritating conclusion that it is a 'special' tool set for women. This has got to be the best example of pink thinking that i've seen. Not that there's anything wrong with the color, but for a tool set, something about that is just silly. It's not practical (pink hammer handles are going to get dirty and look gross). I already use the same tools that my husband uses when i need to, including chop saws and power drills, as i suspect many, maybe most, women do. I did once see a nifty tool set (that was probably intended for women)that i bought for my sister in law, but it was not pink, in fact it was in a cool aluminum case and had all the basics, one that i would buy for myself in case my husband had taken or misplaced the ones i usually go for.
By the way, so far "Don't think Pink" is a great and informative read. I think i will scan a picture of the tool set and email it to the authors, I bet they'd get a good laugh.
josie

[josie]

oops, sorry for the double post! i thought i was on edit when i added something in preview and accidentally reposted it.
;')

[I love pink]

I have a bright pink tool belt with a matching tool set and hat (the works)! I don't see what all the fuss is about. So many women are upset with my construction courter. Relax ladies! It's my choice to wear what ever color tool belt I desire. Obviously it was in demand or else there wouldnt be a demand!

[Mr.Prashant Joshi]

I am making a case study,on how to promote or sell a car to women.I need your assistance by emailing various schemes you offer to attract women buyers for a car

[Alex]

Hi,
More or less, in the last past days, my husband told me, welcome to the carwash, you are going to help us to market our carwash!!!
Secretarial background, housewife with a lot of hobbies, painting, photos, sewing, cooking (my french back ground), music, computer litterate, but M A R K E T I N G, don't you go to school for that? I can make apple pies (thank you Martha Stewart) but promoting a car wash? It is located in the Denver area Colorado, which I do love, but now we have to relocate ourselves around the business and I have to go to work with new people in a new town, integrate myself (Early fifty, still shy with a strong french accent) it is scary. What could be the best advice where to start from.
Sincerely,
Alex

[Heidi]

Up until around 18 months ago I would have agreed with the entire "don't think pink" theory but my partner and I started a company that empowered women to take on home improvement projects and got a huge response from women who were looking for pink tool belts. That was the only reason why we started carrying them. Though we are still a firm believer that while a pink tool belt is fun and great to use, our members want tools made for a man but fit in their own hands.

Heidi Jane
www.BeJane.Spaces.MSN.com

[leigh keiruff]

I highly recommend it especially to those who are wanting to start a business. Really got me laughing my ass out due to the smart discussion on the book. I was so taken aback by the obvious. Great book all in all!

http://worldsoffthebeatenpath.wordpress.com/