Climate change is having all sorts of unanticipated consequences on many different industries. One prominent problem is near-drought conditions in many different states, including California. This has affected businesses that use water in their operations. Several West Coast mobile car detailing businesses have adopted eco-friendly procedures to avoid wasting water. Green-minded customers generally prefer to deal with merchants that are ecologically sensitive, proving that water conservation is not only good for the planet, it’s also good business.
One way auto detailers can conserve water is to use a low-pressure washing system. There is a lot less waste and runoff. Runoff flows into storm drains carrying detergents and other pollutants into the groundwater, lakes, rivers and the oceans. The Environmental Protection Agency enforces the Clean Water Act (1972) that cautions against the discharge of waste water into storm drains. An auto detailer that fails to follow this rule can be fined and suspended.
Since water conservation is a necessity, it is best to make it a marketing tool as well. Advertisements should incorporate an earth-friendly theme into the narrative. Merchants can affiliate with environmental organizations and then plaster stickers all over their equipment. Print ads and websites should emphasize the connection to the green movement. An auto detailer can “green up” its website in several ways:
- Put up a page that discusses the eco-friendly steps that you have taken to green up your business.
- Put in links to environmental websites and post free banner ads for environmental organizations.
- Write a weekly green blog that discusses some aspect of your green operations or local news on the ecology front.
- Create a Q&A page where you answer a number of questions regarding your eco-friendly operations.
- Start a user forum where customers and others can provide suggestions for increasing the eco-friendliness of your business.
- Place ads on environmental sites stating your support for the cause.
- Leave comments containing backlinks on environmental sites. A backlink is a link back to your website.
- Create a monthly newsletter devoted to your eco-friendly efforts and make it available for download at your website.
- Offer special discounts to customer who say some secret word, like “ecology”, and publicize the promotion on your website.
- Create a Facebook page devoted to your eco-friendly efforts. Publish your blogs on Facebook and publicize them on Twitter.
- Create a video describing all the steps you take to conserve water and publish it on both your website and on YouTube.