How Handcrafted Text Messages Turned a Business Around

IPA Effectiveness Awards Case Study 2024

This paper demonstrates how you can turn round a business with minimal budget by utilising data analysis, creativity, and brand distinctiveness in one of the most functional media channels – text messaging. To rebuild after Covid, the Australian and New Zealand brand, Concierge Car Wash, wanted to increase returning customers and win back 'lost' users without cutting its prices. With only a thinly-populated database and a messaging platform as resources and no other marketing activity, communications sent quirky texts and added value offers tailored to audience segments. Revenue generated by this strategy was more than five times its goal.

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Client Statement

Jake Mathews, Managing Director, Concierge Car Wash

COVID was one of the toughest times in memory to be in the car wash industry, with things looking pretty bleak. However, our Handcrafted text message strategy showed how important focusing on our existing customers with clever segmentation and well-crafted messaging was for revenue and growth.

We’ve continued to focus on our existing customers since then, and launched improvements like loyalty programs, industry-leading online bookings, and improved digital experiences for staff to make sure we deliver the best customer experience to people. This makes sure we keep our customers coming back more often and spending more.