There are a number of methods that a lube operator can use to bring in more college students to their lube. Some of the more popular ones include:
• Prepaid cards
Students who drive home often for breaks need to get an oil change or car inspection prior to making the trip. You should create a prepaid oil change card and set up a table at the student check-in when new students and parents arrive. The card can be a punch card, a Peel-A-Deal® peel-off coupon card or a bar-coded card.
This highly visible marketing piece can be a big winner on college campuses. An operator can sponsor their own memo board or be on the board with other advertisers. The operator should make arrangements with the college residence life office or student life office to provide these mini-billboards in every dorm room on campus. The boards are less than a $1 to print, and an arrangement can be made with the university to distribute the memo boards on move-in day.
• Peel-A-Deal® Fundraising cards
An operator can partner with a local school to provide an oil change discount card that the school can sell to help it raise money. The school and your business can receive a portion of the sale of each card. This is a win-win situation for all involved.
The marketing tips above were originally submitted to Professional Carwashing & Detailing® magazine in September 2003 and included with the article on 8 ways to improve lube marketing.
Ron Beverly is president and chief idea generator of Vision Marketing, Inc., Lynchburg, VA, which provides marketing products and solutions for the carwash and oil change industry, and can be reached at email@example.com.