The Edge Marketing

Many people have asked me what was the secret to our market domination? Hello, my name is Lance Winslow and I am the founder of The Car Wash Guys. Before now I have not disclosed my secrets of grass roots market; a strategic plan we used city after city to market our franchised outlets in 23 states. I named the plan Bonzai and Blitz Marketing. Yes, Bonzai is spelled incorrectly. Bonsai is the correct spelling for the plant and to this day I do not know the actual spelling for the Japanese Battle Call, but I do know how to say it and what it means to our team. I have never been a champion speller and I liked the pizzazz in the Bonzai spelling with the “Z” much better. Below is a strategic outline we used in setting up our target markets and then grid’ing the area out and then attacking that market to win customers to what we believe is the best service in the world.

I would advise anyone who is serious about winning market share and dominating their market area to review this outline. First; print out this article and modify the outline to fit your business, our business is a mobile car wash and different than yours. Then once you have the outline most resembling your exact business model then put a paragraph or two to each item. Calculate how you will achieve each of the lettered and numbered items, quickly and efficiently as you position your team to win. Then take this a rough draft of your new grass roots marketing plan. Next; type it up double spaced and tightening it up then put 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 are in small business or run a multi-state operations with hundreds of outlets you will still need to get down and dirty and take the fight to the enemy with a team worthy of strength of character and resolve.

BONZAI AND BLITZ MARKETING

I. PRE-SCOUT INFORMATION GATHERING

A. Computer Data And Mapping

1. ESRI (Geographic Information System)

a. ARC/INFO And PC ARC/INFO

b. ARC DATA

c. ARC VIEW

d. ARC CAD

e. ARC CITY

f. ARC USA

g. Business Map

2. Mapping Programs

a. Delorma (Phone Search USA)

b. Rand McNally

c. AAA Street Finder

d. Select-A-Map

B. Business Lists (PRO CD And Power Finder)

1. Industries

a. Aircraft

b. Trucking

c. Bus

d. Railroad

e. Corporate

f. Governments

g. Automotive

h. Construction

2. Programs Used (CD ROMs)

a. Select-A-Phone

b. 16 Million Business Listings

c. Phone Disk Business

d. Power Finder

e. Yellow Page Listings (CD ROM)

C. Fax Listings

1. Trading

2. Buying

3. Programs

a. Fax Book

b. PRO CD FAX

D. E-Mail Addresses

1. E-Mail Yellow Pages

2. E-Mail Search By City

E. Data Information Services Which Support Windows 95 & NT

1. Maps Etc., Inc.

2. Blackburn Services Company

3. Data Map, Inc.

4. ETAK Map, Inc.

5. National Research Bureau

F. Data Information Downloading

1. City Home Pages On The Internet

2. Chamber Of Commerce

a. Home Page

b. BBS Bulletin Board

3. Thompson Site Selection Research, Inc.

4. Urban Decision Systems

5. Equifax National Decision Systems

G. Data Information Services Which 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 Facts

H. Feasibility Studies

1. Blackburn Business Services

2. SMI-Auto Facts

3. SMI-Afflence/Net Worth

4. Claritas “Clout”

5. Market Statistics, Inc.

I. Data Charting

1. Census Data (Tiger Files)

2. Census Tracts

3. Zip Plus Four Coding Areas

4. Traffic Studies

5. DMV Reports/Demographics

II. DRIVE THROUGH CITY, THREE TO FOUR HOURS

III. PRE-SCOUT PROSPECTIVE FRANCHISEE MEETING

IV. BONZAI MARKETING

A. Send Scout

1. Survey Area

a. Identify Retail Centers

aa. Travel Agencies

ab. Hair Salons

ac. Small Retail Shops

ad. Insurance Offices b.

Office Complexes

aa. Multi-Tenant Buildings

ab. Single Company Stand Alones

c. Industrial Areas

aa. Manufacturing

ab. Small Truck Fleets

ac. Distribution Companies

ad. Railroad Tracks

ae. Warehouses

af. Material Yards

d. Chamber Of Commerce Visit

aa. Directory

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

ac. Board Members, Directors, etc.

ad. Maps (10)

ae. Offer Assistance

e. Airport?

f. Military Base?

g. Large Government Buildings

2. Visit City Hall

a. Planning Dept.

b. Business License Dept.

c. Administration Dept.

aa. Gather Demographic Information

ab. City Resources

ac. City Clerk About Politics Of Town

d. Purchasing Dept.

aa. Who Cleans Graffiti

ab. How They Wash Vehicles

ac. Sidewalk Cleaning

3. Large Companies/Government Agencies With Fleets

a. Trash Company

b. Federal Express Office

c. U.S.P.S.

d. U.P.S. Terminal

e. Cement trucks

f. Train Depot

g. Trucking Companies

h. Highway Patrol Office

i. Railway Depot

j. Cal Trans

k. Utility Companies

l. Bus Company Terminal

m. Park Districts

n. Cab Companies

o. Rent-A-Car Companies

p. Police Dept.

4. Locate A Domino's Pizza Store

5. Locate Kinko's Copy Center

6. Possible Co-Op Advertisers

a. Tanning Salons

b. Karate Studios

c. Health Clubs

d. Dinner Restaurants

e. Printing Shops

7. Find Cheapest Hotel Room

8. Get An Industry Guide For Area

9. Phone Book (Acquire)

10. Categorize Residential Areas

a. Apartment Complexes

b. Condos

c. Single Family Complexes

d. Gated Communities

e. Upper Middle Class Areas

11. Nearest College Or University

a. Labor Pool

b. Future Franchisees

c. Flyer Distributors

B. Scout Compiles Information

1. Make Story Board With Map Of Area

a. Outline Commercial And Residential Areas

b. Define Target Areas/Hot Spots

c. Label Highest Profit Areas To Be Hit

2. Make Data Base Of:

a. VIP's, Mayor, Chamber Members, Directors, Community Members, Club Presidents, etc.

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

c. Chamber Businesses

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

e. Fax Data Base Shell

3. Data Labor Pool Base

C. Associates Arrive With New Franchisee

V. BLITZ TIME

A. Round Up Resources

1. Students (4) Walk Business Districts

a. Gather Business Cards With Fax Numbers

b. (4) Car Wash Truck Wash In #1 Highest Profit Area

c. Team Meeting

2. Second Day - Acceleration

a. Students Hit Coffee And Donut Shops

b. Moms Dropping Kids At School At 8am

c. Office Complexes, More Fax Numbers

d. Four Major Restaurants For Business Lunches

e. Lance Goes On A Mission

aa. City Business License

ab. Meeting With Chamber Of Commerce

* BBS Board System

* Crime Watch

* Fax Data Base

* Join Chamber

* Grand Opening Data

* Car Wash Coupons

* Volunteer

ac. Phone Calls

* President Of All Clubs

* Politicians

* Competitors

* Tentative Sales Calls To Government Agencies

ad. Board Of Realtors

* Coupons

* Join - Add On Computer

3. Day Three - Saga Continues

a. Students Hit Phone Booths

b. Bulletin Boards

c. Realty Offices (Boxes)

d. Grocery Stores

e. Restaurants

f. Park And Rides

4. Day Four - Big Parade

a. Students In Cars With Signs

b. Cash Wash Trucks

c. Driving Through Shopping Centers

d. Driving Through Business Complexes

e. Driving Through Colleges

f. Grocery Stores Everybody

g. Students Leave 6pm

5. Fax List Complete

6. Lance And Franchisee Sit Down And Bid Fleet Accounts By Fax And By Mail

7. Day Five - Start Corporate Employee Program

Expert and Franchisee

8. Lance And Computer Person Set Up System

9. Media Blitz - Corporate Washing, Fundraisers, Follow-Up Press Releases

10. Inserts In Newspaper. - We're Done

B. Throw A Party

C. Scout Any Competitors And Route Days

(Make Data Base Of This)

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