Executive Summary
This paper demonstrates how we beat COVID by utilising creativity and brand distinctiveness in one of the most functional media channels - text messaging.
Armed only with a sparsely populated customer database and a text messaging platform, we sought to stem the losses from COVID in a category which is driven by limited brand distinctiveness, little customer loyalty, and often spontaneous, discretionary spending - car washes. By differentiating ourselves from our competition and demonstrating the handcrafted difference of Concierge Car Wash in the smallest touch, our texts, we re-engaged our light buyers and drove record revenue returns.
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