Sell More Printing: The Car Wash Subscription Strategy

Dave Hultin / April 2nd, 2024

Welcome back to another edition of Sell More Printing, where we explore real-world sales and marketing strategies that you, as a printer, can adapt to boost your business. This month, let’s dive into the world of car washes and discover how their clever subscription model can be a game-changer for your print shop. 

Sparkling Success – The Car Wash Subscription Strategy 

Recently, a new car wash opened in my neighborhood, with signage enticing all drivers with free car washes for a week. Count me in! As I lined up for a complimentary wash, they presented me with an irresistible offer – $5 for 30 days of unlimited, premium car washes. Thirty days later, I was no longer a one-time customer; I had become a regular subscriber. This clever marketing strategy is not just about cleaning cars – it’s about building a loyal customer base. 

How This Helps You Sell More Printing 

What makes this car wash strategy so effective for your printing business? It’s simple: the transition from a one-time free service to a low-cost, high-value subscription. By offering an incredible initial deal, you draw customers in. As they experience your service’s quality and convenience, transitioning to a regular subscription becomes a natural next step. 

Imagine applying this strategy to your print shop. Start by offering a free or heavily discounted printing service for a limited time. Then, as your print buyers experience your exceptional quality and service, introduce a subscription model that provides ongoing value at a reasonable cost. 

Embracing a New Approach: The Subscription Model 

Introducing a subscription model in your print business might be a new concept, but it’s a strategic move that can lead to sustained growth and customer loyalty. Let’s break down how you can confidently adopt this approach: 

• Identify a High-Demand Print Product: Choose a product that your print buyers need regularly, such as loyalty cards, flyers, or promotional materials. 
• Create an Irresistible Introductory Offer: Offer a set quantity of this product for free or at a significantly reduced price for a limited time to attract new customers. 
• Develop a Subscription Model for the Selected Product: After the introductory period, offer a subscription plan that provides ongoing value for the selected product. This could include regularly scheduled consultations for product redesign, priority production scheduling, and free rush delivery for the product subscription. 

Looking for additional subscription ideas? Check out “Is it Time to Consider Providing Subscription Services at Your Print Business” on our blog. 

Guidelines for Implementing a Subscription Model in Your Print Shop 

To make the transition to a subscription model smooth and effective, consider the following steps: 

• Assess Your Print Buyers’ Needs: Determine what your customers frequently order and how a subscription could meet these needs over time. 
• Set Clear Terms and Pricing: If you confuse, you lose. Clearly define what each subscription tier includes and its pricing, offering options that cater to different customer needs and budgets. 
• Simplify Sign-Up and Payment Processes: Make the subscription process easy and user-friendly with hassle-free automated billing for recurring payments. 
• Offer Exclusive Benefits: Enhance your subscriptions with perks like priority services or complimentary design consultations, adding value beyond just the print products. 
• Communicate the Convenience: Emphasize how a subscription model can save time and streamline the ordering process for your customers. 
• Pilot and Get Feedback: Start with a pilot program for a select group of customers, gather their feedback, and refine your model based on their insights.

Adopting these guidelines will help you confidently step into the world of subscription services, providing a steady stream of business and building lasting customer relationships. 

Join the Conversation: From Sparkle to Subscriber 

Have you considered a subscription model for your print shop?

Jump into the conversation on our LinkedIn post. Share your thoughts on how subscription services can transform your business and learn from fellow printers’ experiences.

Thank you for joining us in exploring the possibilities of subscription services. Until next time, keep innovating and selling more printing! 

 

This article originally appeared in the February 2024 issue of NPSOA magazine. For more information on how you can become an NPSOA member and enjoy the many benefits offered there, contact Member Services at membership@npsoa.org or head to their website at NPSOA.org.