Episode 240: Data-driven carwash marketing with Sparkle Express and DRN
Update: 2025-05-09
Description
In this episode of Wash Talk, host Brian Ankney talks to Cameron Ray of Sparkle Express Car Wash and Noel Peña of Digital Recognition Network (DRN) about data-driven carwash marketing. The conversation explores how Sparkle Express uses DRN’s license plate recognition and vehicle data to target potential customers based on behavior, such as driving frequency and vehicle type, rather than just proximity. This approach allows for precise outreach, replacing broad tactics like direct mail and geofencing. A recent campaign reached 330,000 qualified prospects and saw an 8% redemption rate, with 2% converting to monthly memberships. The discussion highlights how behavior-based targeting drives higher ROI and long-term customer value in today’s carwash market.
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