The rise of professional marketing/HR in the car wash industry.

It wasn’t unusual a couple decades ago to drive up to a car wash and, if you asked to speak to the owner, there was a good chance he/she was the one also spraying your tires. Or, the manager was also in charge of marketing, HR, purchasing and operations. 

And, this might still be the case for single-site operators — where one person might wear a multitude of hats.

But, for car wash operators with multiple sites and those that are going through consolidation, growth and expansion, it’s a different story — and a vastly different landscape, now. For those operators, it might be fun to remember those days of one person wearing multiple hats, but things have changed when it comes to best practices when setting up your growing car wash for success.  

Growing, Adapting and Learning

“If you want to grow, you need to have back office support because you can’t do it all by yourself,” said Jennifer Lock, M.Ed., director of learning and development at Metro Express Car Wash. “When you get beyond that 11th employee onwards is when you need to really seriously be thinking about your back office. When you hit 11 employees, there are more laws in place and these aren’t laws you want to find out about after you get the fine.” 

She said it is also “super important” to have Society for Human Resource Management-certified HR professionals overseeing your safety and compliance standards and making sure they are being maintained. “There are so many laws to keep up with on the individual, city, county, state and federal levels. There’s a lot to unravel. And if you’re a multi-state operator, definitely you want to have somebody who understands the HR side of the business because your people are important. You don’t want to have to explain something to the U.S. Department of Labor if something goes awry. You might not even be aware of something and you do it with good intent, but it might conflict with a regulation.”

Robin Dye, vice president of talent and culture at Whistle Express Car Wash, said that having a professional HR position at your company can help with adaptation, as well, which is vital. “As we experienced with COVID, being able to quickly adapt to changes in regulations and even best practices can make or break your business,” she said. “With the recent change to Fair Labor Standards Act (FLSA) guidelines around exempt employees, HR partners should not only make the business aware of the updates, but should also be evaluating how those changes should drive business decisions moving forward.” She said that the growth of professional HR teams in the car wash industry is crucial as it ensures training and compliance with labor laws and proper management of employee relations.

At Mister Car Wash, employee relations are a top priority and figure heavily into their support of a strong HR team. “A robust HR strategy helps any car wash business attract and retain talented employees,” said Mary Porter, chief people officer. “Our strong workplace culture is our secret to success. We believe in supporting our employees and treating them as the lifeblood of our business,” she said. Building an HR team that is integrated into the business is the first step, she said, as well as having employee-focused reward and development programs.

The professional marketing role at car washes is in a similar place, with its inclusion becoming a necessity instead of a luxury. “The growth of professional marketing in the car wash industry is crucial because it helps drive both customer acquisition and retention, especially as we navigate the competitive landscape,” said Kellie Martin, director of marketing at Metro Express Car Wash. “Professional marketing ensures that we communicate our value propositions effectively, educate the public on the benefits of our services, and build a loyal customer base through strategic campaigns and innovative technologies. Additionally, as the industry becomes more competitive, having sophisticated marketing strategies helps us stand out and attract customers in a crowded marketplace.”

Metro also leans on its marketing team to keep up with current trends. “It is both a personal obligation and a professional responsibility to stay informed about the latest trends, technologies and best practices,” Martin said. “Staying updated allows us to implement innovative strategies, effectively reach and engage customers, and maintain a competitive edge. Technology, in particular, plays a significant role in how we connect with our customers, drive them to our locations, and encourage specific actions such as clicking a link, signing up for a membership, or driving to one of our locations.”

Marketing can tell a powerful story, be educational and be the differentiator, if the message is targeted and delivered clearly. “Some consumers believe that all car washes are the same – soap, water and dryers. We are so much more than that and by focusing our message on the science and our people, we can differentiate the brand and change the way people think about us,” Porter said. But, it can be a challenging message to portray, as the emotional aspect is a powerful priority too. “Marketing car washes is unique due to the central role of the actual experience,” said Matt Marakovitz, vice president of marketing at Mister Car Wash. “Experiences create memories, and memories foster emotional connections. As a marketer, emotional connections are the foundation for building long-term relationships.”

The Power of Networking

With the car wash industry being a bit different from a marketing and HR perspective — on the personnel front, the customer side and the messaging aspect — professionals in these fields have learned to branch out and come together in order to elevate their expertise. 

At Mister Car Wash, Marakovitz said, branching out is part of their strategy. “From a marketing and HR perspective, we can learn from other industries that prioritize customer experience, including retail, quick service restaurants, hospitality and health care.” Martin at Metro Express concurred, though mentioned the membership aspect as well: “Similar industries that we could learn from include other subscription-based services and retail sectors that emphasize customer experience and loyalty programs. These industries often face similar challenges in customer retention and engagement and can provide valuable insights into effective marketing strategies.” 

But there are some aspects that are unique to the car wash industry when it comes to marketing and HR, said Dye, such as high employee turnover, seasonal workforce fluctuations and safety concerns. At Whistle Express, the HR team engages in professional development to ensure everyone is an expert in both HR and the car wash business. “There are impressive educational resources within the HR sector, SHRM being the most popular. However, it’s also critical for HR partners to truly know the car wash business in order to best support our partners,” Dye said. Not surprisingly, they’ve found some of that car wash-specific guidance from suppliers they use who have been in the business for decades. “Utilizing technology and vendor partners to enhance offerings and streamline processes can make a huge difference in the overall employee experience.”

Which is one of the reasons networking and industry-related events usually top the list when it comes to ideal learning platforms for professionals in the car wash marketing and HR fields. 

“To be successful in marketing within the car wash industry, it’s important to embrace technology and continually seek out new ways to engage and motivate customers. Networking plays a significant role in this success,” Martin said. “Building strong relationships within the industry provides access to valuable resources, advice and professional development opportunities. Being proactive in seeking out and participating in industry events, vendor sessions and professional groups helps you stay informed and connected. These connections can provide support, inspiration and practical solutions to the challenges you face in your marketing efforts.”

She said that marketing in the car wash industry is unique because of the strong culture of mentorship and support that permeates the industry. “This collaborative spirit allows marketers to readily reach out to other car wash professionals and learn from each other, fostering a sense of community and shared growth,” Martin said.

“I love to listen to a person’s personal story and their connection to the industry,” Marakovitz said. “When networking, it’s helpful for me to understand what brought an individual to the industry and, if they are an industry veteran, what keeps them here. The better I understand the people of the industry, the better I can highlight marketing messages about what makes working in this industry special.”

“Even if you’re not in a HR, marketing or training role, it is good to know what they do, and why and how they do it — even if it’s not your hat,” Lock said. “Being involved in those conversations and those overall decisions can be an important part of your overall business strategy.”

Networking can help when you’re “stuck in the weeds” too, Lock said. “It encourages me to step out of the weeds sometimes — and step back and do some bigger picture thinking and seeing. Or you find out about something that is working well for someone else that might work for you too.” Lock said that it can be helpful just to know those tools are there, even if she isn’t able to use them today. “Maybe we’ll use them later. Staying on top of that is super important to me personally.”

In the car wash industry, building connections with HR and marketing leaders across diverse sectors is crucial, Porter said. “Networking allows us to discover innovative people strategies and programs that haven’t been tried in our industry. It’s an opportunity to gather new ideas that can transform and modernize our practices.”

How important is it to keep up with current marketing/HR trends? 

According to Matt Marakovitz, chief marketing officer at Mister Car Wash, it is extremely important. He shared three essential reasons: 

• Adaptability: The landscape is constantly evolving with new technologies, consumer behaviors, and regulatory changes. Staying informed ensures that our strategies are adaptable and aligned with current best practices, helping us navigate and thrive in a dynamic market.

• Customer Insights: Understanding current trends helps us better understand our audience’s needs, preferences, and behaviors. This insight is critical for creating targeted and effective marketing campaigns that resonate with our customers and build stronger connections.

• Employee Engagement and Talent Management: Keeping up with HR trends is vital for attracting, developing, and retaining top talent. Trends in remote work, employee wellness, and DEI initiatives, for example, are crucial for creating a positive and productive work environment that drives both organizational and individual success.

ROADMAP

Looking to learn from experts both in and out of the car wash industry — and network with fellow car wash marketing and HR professionals? ROADMAP "Destination 1: PEOPLE" is dedicated to you. Being held Dec. 11 in Austin, Texas, this is the first marketing and HR event made for car wash pros. 

Gain insights for attracting customers and retaining your crew — and then break those insights down into action plans you can implement right away. The content-focused workshops will feature sessions designed for car wash owner/operators, marketing pros and HR experts, as well as an interactive space to engage with companies offering state-of-the-art marketing and HR solutions.