The car wash industry has changed dramatically in the past five years. Between natural disasters, the pandemic, and increasing competition, operators have had to rethink how they connect with their customers. In a recent Welcomemat webinar, we sat down with Darla Meyer, owner of Don’s Car Wash, to talk about her family’s 50-year legacy, how digital marketing transformed their business, and what the future holds for car wash operators.
A Legacy Built on Community and Family
Don’s Car Wash has been a staple in its community for nearly 50 years. Founded by Darla’s father in the 1970s, the business has grown into a three-generation family operation. “I grew up in the car wash,” Darla recalls. “Some of my earliest memories are digging under the counters for spare change. I never planned to be in the business, but here we are — three generations later, still washing cars.” By 2019, Don’s expanded to three locations. But soon after, they faced challenges that tested their resilience.
Rebuilding After Hurricanes and COVID
In the span of just a few years, Don’s Car Wash experienced two major hurricanes and the COVID-19 pandemic, which forced them to operate with only one location for almost three years. “We realized we had taken our brand recognition for granted. After the hurricanes and COVID, our community changed. Many customers didn’t even know who we were anymore. That was our wake-up call — marketing was no longer optional.”
Welcomemat’s Role: Driving Traffic with Digital Ads
Don’s partnered with Welcomemat to launch Perfect Match Digital Ads (PMDA) for their new location. The results were immediate, 80% of Don’s text club members came directly from their first Welcomemat campaign. The campaign doubled their digital reach and established a strong social media presence. Consistent email and SMS marketing provided a reliable, automated way to stay top-of-mind with customers. “That campaign was amazing. It accomplished everything we hoped for, and it’s still paying dividends today.”
Getting Creative with Marketing Campaigns
As Don’s reintroduced itself to the community, Darla leaned into creativity:
- Themed events like a Barbie Tunnel Wash during the Barbie movie release, complete with pink soap and decorations.
- Customer surveys and polls that revealed many locals didn’t know about Don’s additional services like interiors and oil changes.
- Targeted promotions based on survey results, driving upsells and service awareness.
Traditional Media Meets Digital Tools
While digital campaigns were a game-changer, Don’s also saw surprising success with traditional radio. By using Welcomemat’s magic words integration, they tracked ad performance across channels. A local DJ promoted Don’s on-air, offering listeners a free wash via a text-in keyword. Radio outperformed print ads — delivering double the customer engagement. “Our radio campaigns using magic words have been incredibly effective. It’s proof that blending traditional media with digital tools can really move the needle.”
The Role of AI in Car Wash Marketing
Like many operators, Darla admits she was skeptical of AI at first. But tools like ChatGPT have become an unexpected asset in her marketing.
- Creative Partner: Brainstorming ad copy, billboard messaging, and campaign ideas.
- Localized Branding: Converting SMS campaigns into Cajun dialect with emojis to better connect with her Louisiana audience.
- Time-Saver: Generating first drafts for marketing materials, freeing her to focus on strategy.
Looking ahead, Darla sees AI-enabled point-of-sale innovations as the future — from personalized upsell offers to automated membership prompts.
Community Engagement Through Fundraising
Beyond marketing, Don’s leverages Welcomemat’s fundraising platform to support local schools and teams. “It’s professional, easy to use, and truly a win-win. Organizations raise money without selling candy or collecting checks, and we gain new customers.” For Darla, it’s about more than business growth — it’s about staying connected to the community her family has served for generations.
Key Lessons for Car Wash Operators
Here are the biggest takeaways for operators looking to grow:
- Never stop marketing — even established brands need to stay visible.
- Blend digital and traditional media for maximum reach.
- Listen to your customers — surveys and polls uncover valuable insights.
- Use AI as a creative partner, not a replacement.
- Invest in community partnerships that strengthen loyalty and brand reputation.
Resilience Meets Innovation
The story of Don’s Car Wash is a powerful reminder that resilience, creativity, and smart marketing are the keys to staying competitive in a changing market.
At Welcomemat, we’re proud to partner with operators like Darla who embrace innovation while staying true to their community roots.
Want to learn more? You can watch the full conversation here!
