October 09, 2024

 When CEO Jeff Fields set out to open Cheetah Clean's 11th car wash locations in Owensboro, KY, he and his team had ambitious goals. With 10 sites under their belt and a reputation for delivering and unparalleled customer experience, the team sought a strategy to ramp up revenue and membership at this new site faster than ever. 

 "We were excited to bring Owensboro a state-of-the-art location and we knew parterning with SUDS was our best chance on having a successful go-to-market in an area where we already had a presence," said Tim Earnhart, Marketing Director for Cheetah Clean. 

Crafting the Go-To-Market Strategy

To achieve this vision, they set two goals: collecting at least 5,000 customer contacts and obtaining 1,000 members withing 90 days of opening. Cheetah Clean engaged SUDS to develop a promotion to capture attention, boost brand visibility and build customer loyalty. 

SUDS crafted a Go-To-Market strategy that included:

• 10 days of free car washes
• Print and digital ads offering a free wash that customers could receive by providing and email address and phone number
• An aggressive membership promotion: Two months for $20 

Surpassing Expectations

Fields and his team were blown away with the early results of their campaign. Just one week into thee marketing activity, they had already surpassed their 90-day membership goal, with over 1,200 total members. Cheetah Clean ended the campaign with over 2,700 members, exceeding their goal by 175%.

Clearly, the two months for $20 promotion was wildly successful at getting customers to sign up quickly, but would those members stay on after the discounted months? The answer was yes: Cheetah Clean ended the 90-day promotion with 3.94% average churn at the new site. 

Additionally, Cheetah Clean collected 7,603 marketing contacts, far exceeding their goals of 5,000. 

Ongoing Success

Overall, the targeted strategies and compelling promotions helped Cheetah Clean achieve their ambitous goals, setting a solid foundation for continued growth at their new location. 

"The metrics and the numbers speak for themselves as to the sucess of this go-to-market," Earnhart said. "With our partnership with SUDS, we were able to bring strong brand awareness to the Owensboro market and successfullly drive traffic to the new location on Frederica Street. This newest location continuess to be one of our strongest based on daily wash counts across all of our 11 locations, and we attribute a lot of this success to the well-executed plan from SUDS."

Cheetah Clean's ongoing relationshp with SUDS parent company DRB^® as the wash's POS provider helped make the engagement with SUDS go even smoother, Fields said.

"Being that SUDS has backend access to DRB makes the entire go-to-market more seamless for the Cheetah Clean team!" he said. "Highly recommend partnering with SUDS."