FOR IMMEDIATE RELEASE
>photo/scan of comic book cover and one spread (overlapped)
Prime Shine Express Car Wash releases unique marketing tool that intrigues kids, parents
To
many children, going through the car wash is a big deal. It’s fun for
them to watch the car “take a bath” – and witness its transformation
from dirty to clean. Knowing this, Prime Shine Express Car Wash in
Modesto, Calif., just published it’s first interactive comic book, “The
Adventures of Prime Shine Man, Volume One, Attack of the Pesky
Critters.”
The unique community relations/marketing effort backs
up Prime Shine’s general philosophy of being “a marketing company that
washes cars, not just a car wash,” says Evan Porges, general manager and
son of founder Norm Porges.
The comic book depicts a family
taking an outing in their automobile, when it’s suddenly ambushed by
“pesky critters” Bugsy Malone, James Bomb, Superfly, Chuck Berries and
Miss Kito. The vehicle then experiences “every clean car’s worst
nightmare.” Does Prime Shine Man come to clean up and save the day? Only
those who read the book will find out.
Also included in The
Adventures of Prime Shine Man comic book are a word search, maze, word
scramble and coloring page, as well as information about fundraising and
car wash programs. The heavyweight, full-color volume is custom
illustrated by local artist Ethen Beavers.
Porges says not many
car washes in the country position themselves from a marketing and
branding standpoint. “Very few car wash operators view marketing to be
as important as cleaning cars,” he says. “Sure, our car wash is very
high quality, but without a strong effort of building brand and valuing
our image, we couldn’t achieve the name recognition we have today in the
Central Valley. This is a very different philosophy than most
establishments in our industry,” Porges says.
“Prime Shine
recognizes that youth marketing starts at very early ages,” he explains.
“We want to attract the attention of the youth: If they feel
comfortable with Prime Shine as children, well before they have their
drivers’ licenses, they’ll be comfortable with us as they become
consumers,” Porges says. The concept isn’t new, he notes; it’s a proven
technique utilized by such giants as McDonalds, Disney and others.
Prime
Shine not only makes the comic books available for a nominal fee at its
nine locations, it has also donated thousands of books to non-profit
agencies specializing in children’s causes. Among the recipients is the
Center for Human Services, a non-profit agency that assists Stanislaus
County youth and families.
Monica Ojcius, director of resource
development for the Center for Human Services, notes, “Families
appreciate that we can actually give them to the children to keep.
Unlike other books or magazines in our lobbies, these are true gifts.”
Porges
points out that the unique marketing tool takes Prime Shine’s
marketing, branding and name recognition efforts to an entirely new
level. “The comic book is a way to connect with kids (and their
families) who love to go through our car wash. Our hope is that the book
ends up at school or at home on the coffee table as a reminder that
Prime Shine is a fun place to go.”
To learn more about high-quality, value-priced Prime Shine Express Car Wash, visit www.primeshine.com.
© HHWS for Prime Shine Express Car Wash
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