There’s never a dull moment in a day for Lanese Barnett. As Director of Marketing for The Car Wash Companies (Dallas-based brands TradeMark Car Wash and Tommy Terrific’s Car Wash), she oversees all marketing communications, including brand management and public relations. She also acts as executive assistant to the owner, Tom Miller.
With two growing brands, four locations and 200 employees, each day presents new challenges, occasional frustrations and hopefully, according to Barnett, a few victories. “On any given day, I may be the last stop in a potential new hire’s interview process, designing store signage, coordinating with our insurance or researching a new site for expansion consideration.” With the opening of their newest location, TradeMark Car Wash in Plano, Texas, her focus is largely community outreach and growing a local customer base.
Before getting into the car wash business, Barnett was an account executive for a marketing communications agency in Dallas with a roster of a dozen clients across a variety of industries. She was introduced to Tom Miller through a mutual friend and never looked back. “Transitioning to an internal position with The Car Wash Companies was a welcome change,” she said. “I know our brands inside and out and love that intimate connection as their corporate representative.”
Barnett is committed to embracing the learning process and continuing to stretch and sharpen her skills. Working for Miller, a serial entrepreneur, energizes her and keeps her engaged. “His energy is infectious. He is always full of new ideas and certainly keeps me on my toes,” Barnett said, noting that it’s really fun to try new things in an environment where failure is okay if you learn from it and it leads you to even greater success. “Plus traveling to fun places like Europe for work is usually pretty motivating,” she said with a smile. “In all seriousness, checking out what others in our industry, and outside of it, are doing design- and marketing-wise really spurs me on for what we can implement at our locations.”
When asked how she maintains balance, Barnett admits it can be tough. “The to-do list is never-ending and sometimes seems impossible.” However, her role is outside of day-to-day operations, so she can shut the door and focus on a pressing task, unlike a manager who can’t do that unless it’s raining. She also credits a great support system within the staff and a husband who is always eager to brainstorm with her.
What does Barnett like most about having a career in the industry? “Well, first, I effortlessly maintain a clean car free of charge!” she said jokingly, but then continues on a serious note, “What I enjoy most about my career are the people I work for and with. There is a family-like culture that is touching and makes coming to work a joy.” She is proud to work for a company that truly values its employees and believes it’s evident in their product.
Barnett’s role includes understanding the complex nature of customers. “What one person may rave about may be a disappointment to another,” she said. “Managing expectations through effective communication is integral to customer satisfaction. Continued staff training and customer feedback helps hone in on how to best do that.”
So what is the most important thing customers should know about the car wash industry, according to Barnett? (Besides, “We didn’t scratch your car.”) “I’d like for customers to know that a car wash can be an overall experience, not just a commodity or an errand. It can be fun and something you look forward to. Hopefully through our philosophy and business model, we create that positive experience at our stores,” Barnett said.
For anyone seeking a career in the industry, Barnett shares what she has learned. “Visit successful car wash operations for inspiration, but don’t be afraid to think outside the box. Take ownership in everything you do… you may be surprised at the opportunities the industry offers.”