secret marketing plan

Many people have asked me what the secret of our market dominance was. Hello, my name is Lance Winslow and I am the founder of The Car Wash Guys. So far I haven’t revealed my core market secrets; a strategic plan that we use city after city to market our franchised outlets in 23 states. I called the plan Bonzai and Blitz Marketing. Yes, Bonzai is misspelled. Bonsai is the correct spelling for plant and to this day I don’t know the actual spelling of the Japanese battle call, but I do know how to say it and what it means to our team. I’ve never been a champion speller and I liked the dynamism in Bonzai’s spelling with the “Z” much better. Below is a strategic outline that we use to establish our target markets and then narrow down the area and then attack that market to win customers for what we believe to be the best service in the world.

I would advise anyone who is serious about gaining market share and dominating their market area to check out this scheme. First; print this article and modify the outline to fit your business, our business is a mobile car wash and different from yours. Then, once you have the outline that most closely matches your exact business model, put in a paragraph or two for each element. Calculate how you will accomplish each of the letter and number elements quickly and efficiently as you position your team to win. Then take this as a draft of your new base marketing plan. Next; type it double-spaced and tight, then store it in a safe where no one can find it. War planners throughout history and political planners do this to win. If you really want to win in your business, whether you’re a small business or operating in multiple states with hundreds of outlets, you’ll still need to get dirty and fight the enemy with a team worthy of strength of character. and solve

BONZAI AND BLITZ MARKETING

I. PRE-SCOUT INFORMATION COLLECTION

A. Computer data and mapping

1. ESRI (Geographic Information System)

has. ARC/INFO and PC ARC/INFO

b. ARCH DATA

against SIGHT OF THE ARCH

d. CAD ARCH

me. ARCH CITY

F. ARCO USA

gram. business map

2. Mapping programs

has. Delorma (US phone lookup)

b. Rand McNally

vs AAA Street Finder

d. select a map

B. Company Lists (PRO CD and Power Finder)

1. Industries

has. Aircraft

b. trucking

against bus

d. Railway

me. Corporate

F. Governments

gram. Automotive

H. Construction

2. Programs used (CD-ROM)

has. Select a phone

b. 16 million business listings

against phone disk business

d. energy seeker

me. Yellow Pages Listings (CD-ROM)

C. Fax listings

1. Trade

2.Buy

3. Programs

has. fax book

b. PROFESSIONAL CD FAX

D. Email addresses

1. Email Yellow Pages

2. Email search by city

E. Windows 95 and NT Compatible Data Information Services

1. Maps etc., Inc.

2. Blackburn Service Company

3. Data Map, Inc.

4. ETAK Map, Inc.

5. National Bureau of Investigation

F. Data Information Download

1. Homepages of cities on the Internet

2. Chamber of Commerce

has. homepage

b. BBS bulletin board

3. Thompson Site Selection Research, Inc.

4. Urban decision systems

5. Equifax National Decision Systems

G. Data information services that support ESRI-GIS

1. Wessex Inc.

2. ETAK Map, Inc.

3. Business location research

4. Information Research, Inc. (Infoscan)

5. Maps, etc., Inc.

6. SMI-Auto Data

H. Feasibility studies

1.Blackburn Business Services

2. SMI-Auto Data

3. SMI-Afflence/Net Worth

4. Claritas “Influx”

5. Market Statistics, Inc.

I. Data graphs

1. Census data (Tiger files)

2. Census Tracts

3. Zip Plus Four Encryption Areas

4.Traffic studies

5. DMV Reporting/Demographics

II. DRIVE AROUND THE CITY, THREE TO FOUR HOURS

third PRE-SCOUT MEETING OF POTENTIAL FRANCHISEE

IV. BONZAI MARKETING

A. Send explorer

1. Survey area

has. Identify retail centers

yy Travel agencies

ab. hairdressers

CA Small Retail Stores

add. Insurance Offices
b.

Office Complexes

yy Multi-tenant buildings

ab. Single Independent Company

against Industrial Areas

yy Manufacturing

ab. small truck fleets

CA Distribution Companies

add. Train tracks

Oh Warehouses

aff. material yards

d. Visit to the Chamber of Commerce

yy Directory

ab. Community lists (Rotary, Kiwanis, Elk, Lions, etc.)

CA Directors, Directors, etc.

add. Maps (10)

ah offer support

me. Airport?

F. Military base?

gram. large government buildings

2. Visit the Town Hall

has. planning Department

b. Department of business licenses

against Department of Administration.

yy Collect demographic information

ab. city ​​resources

CA City Secretary on City Policy

d. Purchasing department.

yy Who cleans the graffiti?

ab. how they wash vehicles

CA Sidewalk Cleaning

3. Large companies/government agencies with fleets

has. garbage company

b. Federal Express Office

against USPS

d. UPS Terminal

me. cement trucks

F. Train Depot

gram. trucking companies

H. Office of the Highway Patrol

i. railway depot

d. TransCal.

k. utility companies

I. bus company terminal

Mr. park districts

not. taxi companies

Y. car rental companies

p. Police department.

4. Locate a Domino’s Pizza Store

5. Locate Kinko’s Copy Center

6. Potential cooperative advertisers

has. tanning salons

b. karate studios

against health clubs

d. restaurants for dinner

me. printers

7. Find the cheapest hotel room

8. Get an industry guide for the area

9. Phone Book (Acquire)

10. Categorize residential areas

has. apartment complexes

b. Condominiums

vs. Single Family Resorts

d. gated communities

me. Upper middle class areas

11. Nearest college or university

has. labor group

b. future franchisees

against Dealer brochure

B. Scout collects information

1. Make a storyboard with a map of the area

has. Scheme of commercial and residential areas

b. Define target areas/hot spots

vs Label the highest benefit areas to be hit

2. Make database of:

has. VIP’s, Mayor, Chamber Members, Directors, Community Members, Club Presidents, etc.

b. All Businesses, Industry Guides, Yellow Pages, etc.

against Chamber Business

d. Potential Accounts: Trucking Companies, Government, Rent-A-Car

me. Fax database shell

3. Data labor group base

C. Associates arrives with a new franchisee

V. BLITZ TIME

A. Round up resources

1. Students (4) Walking Shopping Districts

has. Gather business cards with fax numbers

b. (4) Car Wash Truck Wash in Top Profit Area #1

vs Group Reunion

2. Second Day – Acceleration

has. Students go to coffee and donut shops

b. Moms dropping kids off at school at 8am

against Office Complexes, More Fax Numbers

d. Four main restaurants for business lunches

me. Lance goes on a mission

yy City business license

ab. Meeting with Chamber of Commerce

*BBS board system

*Crime Watch

* Fax database

* Join the Chamber

* Grand Opening Data

* Car Wash Coupons

* Volunteer

AC Phone calls

* President of all clubs

* Politicians

* Competitors

* Attempted Sales Calls to Government Agencies

add. Board of Realtors

* Coupons

* Join – Add on computer

3. Day three: the saga continues

has. Students hit the phone booths

b. bulletin board

against Real Estate Offices (Boxes)

d. grocery stores

me. Restaurants

F. park and rides

4. Day Four – Grand Parade

has. Students in cars with signs

b. Cash laundering trucks

against Driving through shopping malls

d. Drive through shopping complexes

me. drive through colleges

F. Grocery Stores

gram. Students leave 6pm

5. Full fax list

6. Lance and the franchisee sit down and offer fleet accounts by fax and by mail

7. Day five – Start the corporate employee program

Expert and franchisee

8. Launch person and computer setup system

9. Media Blitz – Corporate Laundering, Fundraising, Follow-up Press Releases

10. Inserts in newspapers. – We’re done

b. throw a party

C. Browse any competitor and route days

(make database of this)