2/7/12 Meeting; The Brave New World of Email Marketing

A True “How To” Use Social Media Marketing

NECA’S Winter Membership Meeting, Dinner & Program, held on Tuesday, February 7th, 2012 at the Hilton in Dedham, MA, provided even the most resistant with excellent instructions on how to “Enter the Brave New World of E-Mail Marketing”.

The presentation definitely lived up to its billing as “One car wash guy talking to a room full of car wash people”. Michael Gardner Jr. (Super Shine Auto Wash Centers), a second generation car washer, shared what he has learned from his experience … what worked and what did not, over the years. He prepared a presentation that provided excellent pointers on how to ensure the recipients of your e-mail are receptive to your message and don’t automatically click delete. He gave examples of effective marketing techniques and advice on the compiling of the all important distribution list.

In real time, Michael demonstrated, step by step, how to set up a Constant Contact account and develop a broadcast. He created an actual “e-mail”, one block at a time; demonstrated how to attach the target list of recipients; and how to send the e-mail. He reviewed how to look at the statistics of the e-mail sent and what the statistics mean, using a past e-mail he sent out as an example of meaningful results. As added value, each attendee was sent the actual campaign by e-mail. They had the results from the meeting in their in-box the next morning.

All was documented in a step-by-step handout that allows someone who has never done an e-mail campaign to follow the steps to success. Members of NECA who were unable to attend will find a copy of this hand-out posted on the “Members Only” section of the NECA web site.

The networking reception preceding the dinner, business meeting and presentation was generously sponsored by Mang Insurance. During the business meeting, outgoing members of the Board (Donato DePinto of New England Car Wash Equipment, Yvonne Blackman of Blue Wave Car Wash, Steve Crowell of Autowash Maintenance Corporation and Bill Stapleton of Choice Car Wash) were recognized and funds were raised to support the 2012 NECA Scholarship Program. All employees of NECA member companies are eligible so be sure to encourage your employees to apply for the $1,000 scholarship. Applications are available on the “Members Only” section of the NECA web site.