Name: Marketing Masterclass: Turning Local Neighbors into Loyal Members with Rinsed + Neighbrly
Uploaded: 2025-08-12T18:31:26.662Z
Duration: 58 min 44 s
Description: Marketing Masterclass: Turning Local Neighbors into Loyal Members with Rinsed + Neighbrly

Transcript for "Marketing Masterclass: Turning Local Neighbors into Loyal Members with Rinsed + Neighbrly": Hey, everyone. Welcome to our third marketing master class. I'm Braxton from Rinsed, and today we're tackling the question, how do you turn the neighbors driving past your watch into loyal members through local marketing? We're really glad to have you all here. And today, I'm joined by Cody, founder of Neighbrly. Cody, welcome. Tell us a little bit about yourself and what Neighbrly is in the car washes. Awesome. Thanks, Braxton. Yeah. I'm excited to be here. Yeah. My name is Cody Helgeson, founder and CEO of Neighbrly. Little personal about me. I live in Phoenix, with my wife and three kids. I have a 13 year old that just turned 13 last week. So we're in the thick of that. But when I'm not raising kids or or, you know, coaching baseball, I, run Neighbrly. And we, our marketing platform built particularly for multilocation brick and mortar businesses. My whole world career has been in and around marketing and technology. And, really, we built Neighbrly, about four years ago with the kind of sole premise of just fixing what's broken and a lot in the marketing space between agencies and tools and how to make things simpler and better and, you know, more systemized. So excited to be here. Cool. Yeah. That's exciting. Thanks for sharing. Yeah. So before we kick things off today, let's just walk through what the agenda is. First, we have, some real strategies to grow memberships. Netx has a few playbooks for, every marketing channel. And last, we have just a first look at what the Rinsed and Neighbrly partnership is gonna be. So, also, in the chat, guys, drop any questions for q and a. Cody now is gonna be monitoring these, live, and we'll get right back to you. Alright. Cody, so you work with a ton of car wash operators. What are they struggling with most right now in local market? Yeah. Honestly, Braxton, I think it's a a combination of a few things, but probably the biggest that I hear most often is just it it it's too complicated. There's too many overlapping tools. You know, I think competition in this space is getting stronger and stronger. There's a car wash on every corner, you know, and realistically, you know, neighbors that live in around those car washes are getting just inundated with, you know, buying decisions of all kinds. Right? Gyms and health clubs and everything else. But, you know, I think that technology has played a huge role, right, with AI and, you know, ad channels and networks. I I hear time and time again from operators that they're running ads, but they don't know whether they're converting. They're spending a lot of money here on this channel and that channel, and they just really don't know if any of it is actually being effective or driving new eyeballs. And most importantly, the eyeballs are the people that matter. Right? The neighbors and and people who live, work, and play in and around in a location. So, you know, I think that's probably the biggest one. And but, really, at the end of the day, it's it's the solution is always, I just want more people coming to my wash. Right? Like, I just wanna get people coming to the door and keep them coming back. Yeah. That's a a joke question for the last, I would say, two to three years in the industry. It's just I need cars. I need retail customers, new people off the street. So for sure, I know that feeling, and I'm I'm kinda guessing that you hear some of those pain points when you meet with customers just about every day. Yeah. For sure. I mean, these are a couple, you know, just in the past week. Some of the, you know, we'll address some of the questions even that some of the attendees today, y'all have have have posed. You know, These are some of the common ones. Right? We have ads, no follow-up. We try and everything. We don't know what's really working. You know? Even if, operators and and wash locations are sophisticated enough to have meet data, particularly with, you know, the powerful impact of the Rinsed CRM to be able to have some of that data. It's like, we don't have a marketing plan to to actually meet people and the members. Right? And and and a strategy to be able to make it all make sense. So. Yeah. For sure. And what's interesting is, you know, I've been around at Rinsed now for nearly a year. Been a customer of Rinsed for close to five years before that. I've always heard the same exact things, and that's usually why we have a lot of customers come to Rince. But what we end up finding out is sometimes, you know, besides Rinsed and, you know, CRM to POS, some of the other marketing tools in that greater marketing tech stack, they just don't talk to each other. So it's really interesting to hear what Neighbrly has to offer and how, this partnership will actually connect all the puzzle pieces to the full picture. Yeah. I love it. You know, I think it at the end of the day, it's it's really overwhelming. Right? I think and and you probably hear that a lot too, right, of just where where to start, you know, what to do. And I think that what makes what I get so excited about with Rinsed, especially, is it's it's just such a powerful tool to be able to build a machine around. And I think that's ultimately what we believe what I believe, you know, is is that, building a machine first at marketing in today's world, I believe, can really be a machine, that works for you, not against you. And, you know, I think instead of trying another tactic or, you know, another tool or another vendor, we I really believe this strongly that these four pillars are everything you need and nothing you don't, right, as a car wash operator. Attract, engage, convert. Be able to get eyeballs for the people that matter. Right? Get them through some kind of funnel to and engage them to be able to be at least aware or interested in coming to your wash and and going through the tunnel. Right? And then more importantly, how do you convert those into members and how do you keep them? And it sounds simple, you know, on the on the surface of, like, oh, yeah. These four pillars, great. But, like, what does that mean? But at the end of the day, I think there I hear it too often, right, where we get enamored in this this marketing world today of the shiny new tools and the shiny new I AI, you know, platform and all these things that are gonna be the solve all for for all of my problems. But you try to fold that tool or that vendor or that solution into a system that you don't have. And so I think starting here and building these pillars just like a foundation to a skyscraper is paramount. Yeah. So, Cody, you said that it's simple. Curious to hear a little bit of more about that. So what's the fix? Yeah. I think it when I say simple, right, I think I think of it from the sense of instead of thinking about tools and channels and creative, think about it from the customer first. Mhmm. Right? And so, the way that I view marketing is customer centric first, not channel, not creative, not this ad set, not this tagline, but customer moments first. And that's why we really believe in this. Right? This 360 degree kind of marketing life cycle. And that's really how you start to make this attract, engage, convert, retain, you know, messaging or or mindset makes sense, you know. That's why I think it's so powerful with Rinsed is is that it's it's truly one of the first platforms in this space that I've ever seen that is built from the ground up with the customer in mind. Right? Customer data, customer interactions, intelligently tracking that stuff, and then being able to build, you know, the top of funnel kind of marketing metrics and measurements to be able to feed that that beast. Right? So that's why I think it's it, you know, when I say simple, it the framework is simple. But let's get into maybe some, like, tactical things. Right? That kind of these buckets. Yeah. Great great idea. So, you know, the next few slides, everyone, we're gonna break down, each stage that Cody's gonna hit on, at a high level, but then also go a little bit deeper and and try to root those back to, you know, we received over a 100 questions from you, you know, before registering for the master class. So we're gonna take those questions and try to tie those back to each of the four, pillars that Cody mentioned. So, Cody, old quote from you, I remember, a few months ago. You said the Facebook ad is on a strategy. If you don't care, walk us through how CarWatch is gonna attract new customers, the right way. I love it. Yeah. I think the the biggest thing to take away from this today, especially, you know, in these stages, but I think attracting new eyeballs and and making people aware that you exist and and wanna choose you. The biggest takeaway, right, is is that in today's day and age, there's, you know, back in the day, you know, fifteen years ago, right, when when I was in the heyday of of digital marketing, you know, the the mindset was we need to get people to experience this watch seven times, before they can make a decision. Right? That was kind of the the sort of goal and mindset, right, as we need seven touch points, of them being aware. That could be a billboard. That could be a flyer. That could be a social post. That could be an ad, whatever. But seven touch points before it became, you know, ingrained. That today is almost tripled, right, to, you know, 21, 24 triple. And so that's where it gets overwhelming. You know? But the truth is is that what to peel that back and why I say the Facebook ad is not a strategy. The the journey is the strategy. Right? It's what do you do after that Facebook ad? What are you pulling them into? What forms are they engaging in when they click on it? And more importantly, how do you squeeze the juice out of the lemon after the fact? Right? So as an example, I'll go I'm gonna run through these really quickly to give you, you know, an idea of what I mean by that. But what these are all things that we do at Neighbrly on a daily basis when we'd run strategies and campaigns and promotions. So full flight campaign. What we mean by that is is that, you know, there might be operators out there on this on this master class that are creating content. Right? They're posting on social. They're creating videos. They're post they're sending emails. They're posting blog articles, you know, all these things. But why it can get overwhelming is potentially those are all fragmented, you know, thing. And I'll show you some examples of this in a little bit. But when we talk about full flight campaigns, what we what we look at is an a cohesive campaign of content that is maybe it's around a free wash, maybe it's around a seasonal tip or trick. Right? But that one thing gets sliced and diced into social posts and videos and emails and a blog article. So you're not you're you're syndicating that content and putting it out in all these places, not recreating it every time. Right? And that's the thing is is that the more reach you can have. I see so many times where where operators and I'll get this into the next one as an example with ads. There's so many operators will focus on Facebook ads. Facebook ads. Facebook ads. Facebook ads. But in reality, your customers aren't just on Facebook. They're on Yelp. They're coming through Google. Right? They're now more than ever, they're going to chat GBT and asking what has car wash near me. Right? And so it's not about running an ad on Facebook. It's about showing up in that whole ecosystem. Right? And being able to to take that same ad and place it in all of these different spots. And I know that can sound overwhelming, but the takeaway is is that if you think about channel and placement separately from the strategy, right, that you're doing, it's not a bigger lift to go push these things out to all the other places. It's just a matter of focusing on the core creative first. You know what I mean? Does that make sense? Yeah. So, these are some examples and takeaways, you know, of of some of the biggest wins that we've seen in the past, you know, call it six to eight months. I would say you if a if a car wash operator took two of these, right, takeaways and started to map this out and and deploy them, you know, you're winning. You're doing a great job. And, you know, that that means, hey, print materials and mailers, local store marketing and fundraiser kits. Right? But think about as the strategy behind what you're doing and make it repeatable. So, like, for us, when we do local store marketing and fundraiser kits, it's specific to a location. Even if a brand has 50 to hundred, two hundred locations, every location has its own, you know, fundraiser kit. Right? And its own landing pages and its own, you know, components to that that we're driving traffic to, but it's repeatable. We can take that that same fundraiser kit and deploy it at this location and deploy it at that location. And so we're not reinventing the wheel every single time we wanna create a marketing campaign. Really, what I love about everything that you mentioned, no matter the channel, the medium, you know, if you're talking about mailers, you're talking about signage on-site, everything can be fed into a CRM. And I feel like that's that's where Neighbrly really shines of being that cloud above the CRM, that's also the cloud above your what is l, is that all the information or all the leads, I should say, that comes from any of these mediums, any of these channels, they're gonna land into your CRM and you're gonna have more intelligent data on them. Being able to take a customer that came in through a fundraiser and identify have they been a watch or a retail watch customer of yours in the past? Have they been a member in the past but left? Just that information and data flow is really intriguing and interesting. Another key point I'll touch real quick on is, fundraising and local store stuff in general, I guess. At scale, especially in car washing, but not really unique to this industry, it's really hard to have that local feel. After you get above fifteen, twenty locations, many operators are just completely perplexed of how do I go back to when it was me and my dad running this car wash in, you know, 02/2005. And we had two locations and we were we knew everyone in the town. We knew all of our customers. So being able to to click and repeat and actually scale those processes is really, really super powerful. I love that you said that. And it it's such a good point, Braxton. I think when you talk about, you know, the the mechanism of Rinsed and CRM and pulling things back, And I think that's the the crux of this, right, of a lot of what we're talking about here in in going back to that kind of infinity loop, that three sixty degree cycle is is that no stage is siloed. Every time you you engage in a campaign, in a marketing campaign, you're trying to pull that audience to the next phase of of of the journey. Right? And that's the the the fundamental mindset that I think a lot of car washes and operators and multi location businesses in general, right, need to have is is how are we pulling these people from this thing that we're sending them to the next thing that we want them to do. Right? So a question that came in a lot through this master class, are mailers still worth it? They can be. If you're pulling them off of that print piece into a digital experience Yeah. And then talking to them. I'll give you a quick case in point on this. We've ran, I mean, hundreds, thousands of mailer campaigns over the years. Right? And, I've seen these in all different ways, shapes, and sizes in all different, you know, industries, not just car washes. But the the sheer difference between mailer campaigns that I've seen in the data behind it of people who just send a mailer and that's it, and there's no follow-up. Yeah. First, the conversions that you get after the fact, meaning, you send a mailer, it has a QR code, you're sending people to a landing page, you're asking them to get it to to enter into a database, you know, AKA Rinsed. Right? Then you're setting rip sequences up for that journey after the fact that they're getting texts and emails and follow-up sequences for six months. That one mailer now is generating revenue for you for six to eight months, not just for the two weeks it hit doors. Right? Okay. Sure. That's the key in all of this is is it is making that journey continuous. Right? Yeah. And and not to harp on mailers too much. I know but we actually get asked this a ton at Rinsed. You know, my previous role were like, mailers are a thing mostly around grand openings. So, like, the old case study and or the old myth, I guess, is there's never an ROI on a mailer on a mailer because you're probably using them just for a free car wash. You're putting the bar code directly on the mailer or the code, they're taking it to the car wash, they're scanning it and throwing it away. That's, you know, the percent that redeem it. Right? But you know nothing new after the fact. Like, you have no dollars to attribute to that investment. To your point, you know, well, with Rinsed, you can marry that voucher that's on either the voucher that is on the mailer or is available through digital means to a contact, you know, ultimately to a license plate to payment method, stuff like that to actually track recurring visits, and they really do work. It's a great campaign, but it's not something that you snap your finger and do. It's more of a methodical process. So, engage. So that's all about people getting to notice you and actually start paying attention to your watch. But once they're aware of you, the next challenge usually is how do you make sure that they choose you over the guy down the street? Yeah. Yeah. Definitely. And, you know, this is can be one of the most challenging. Right? Because this is where, you know, at the end of the day, we follow a a mindset that everybody needs to know you, like you, and trust you. Yeah. And and become a customer. Right? And so getting them to know you is one thing. Getting them to like you and trust you is a whole different ballgame. Right? And that's kinda what we're talking about here. And, you know, so again, this is where we're starting to take that pull, you know, mindset from, you know, attracting eyeballs, pulling them into to now continuing to to pull them down through into asking them to do something. Right? Which sometimes can be scary. Right? Whether it's, you know, hey. Come into the wash. Get a free, you know, get a free wash. Or, hey. Maybe we just wanna add some value to your day and talk about, you know, getting the Cheerios out of, you know, for out behind the seat, you know, in the best way manner for families that you wanna graduate into a family plan. You know what I mean? So it's it's really about what I think is the glue in all of this kind of world, and, you know, going through some of these tactics on landing pages and content, email series. The glue in all of it in my mind is you have to be able to not have a one size fits all conversation when you're having conversations with your database. Right? Or leads or or anybody that is is, you know, at this stage in general. And what I mean by that is, you know, there's a lot of there's a lot of different text tools and things like that out there, right, that exist that really have no it's a it's just a one size fits all opportunity to be able to send a message to everybody regardless of who they are, what stage they're at, and, you know, what what they're they're needing and wanting. What the opportunity I think in Rinsed and and, you know, as as a marketing partner is to be able to cultivate the gold out of that gold mine and say, no. These are people who are families. We're gonna talk to them and send content to them that is relevant to families. These are people who are going back to school this week. I'm one of those. Right? Yeah. Yeah. So, like, you and I are in a in the same ballgame of, like, the things that are going through our head right now, you know, about getting kids ready for school, coming back from summer vacations. You know, cars are a mess, but at the same time, my kids are gone today at school. And I have an opportunity for the next couple of hours to take some time and go get my car washed, you know. So it's like Right. These are the types of nuggets. Right? And and if if you send me a message, whether that be, you know, an ad that's retargeting to me or a article or an email or a text or whatever. And, you know, you send it to me as though I'm, you know, some new driver, you know, and not a not a family dad. Like, that that doesn't hit home the same way. Right? You're not speaking to me. You're speaking to everybody else, and I just happen to get caught in the, you know, caught in the draft of that. Right? So that's what I think is the is really the the thing the mindset that I think people need to have in in this world when you're trying to pull people and get them to choose you is, you know, what is it that's going to get them to like you and trust you? Yeah. So, you know, one thing at least that's kinda timely for us, at least in 2025, has been, the loyalty piece. So the question that was asked, how do I build loyalty before they even join, a membership? You know, keeping in mind we're not at the convert stage yet. We're in the middle of that overall journey climbing the roads on the ladder. So one thing that we hear a lot at Rinsed is how our, loyalty program, which we recently launched, for retail customers can actually help out with a stage like this. So when customers feel rewarded for every purchase, even if it's just for retail items, you know, it doesn't necessarily have to be for members. It adds kind of another layer of connection before they sign up for the membership and helps to build that trust and community. So what would you say to that? What's some experiences or just some thoughts on that topic? Yeah. I love it. I mean, you know, again, I think the what you had brought it up earlier on the localization of stuff, you know, I think when you talk about loyalty and you talk about, you know, being a part of of a community, right, and and especially building memberships, you know, it's it's making sure that you're you're showing up to those people, again, who live, work, and play, and you're adding value to them and and hearing them of what they, you know, what they are are needing and wanting, you know, from that watch. And that could be different. Right? We work with operators who, you know, might have locations across seven different states. Right? And Texas is very different than Arizona, and Arizona is very different than California. And, you know, so again, it's just it's not about building a one size fits all. It's about being able to create content that is specific and localized to that, you know, that community. One thing that's on here is how can my team support marketing on-site? So my experience being, in marketing and and operator world at, you know, car watches is it's always difficult. The marketing team always has absolutely fantastic ideas. And it's always a a a push and shove instance with operations, for example, at the wash. What's some of your thoughts as far as how can the staff actually play a role in the, enablement of marketing as a whole? Yeah. Your staff is the best brand ambassadors you have. From a from a marketing standpoint, you know, I think it's arming them with your brand, your message, value propositions, making sure everybody's singing the same song consistently, you know, all the time. And they're armed with the right print materials and, you know, QR codes and experiences to and once again, pull people from physical to digital so that you can follow-up with them, you know, digitally thereafter. Yeah. On the, ambassador stance here, I'll say that working with other organizations in your community, whether it be, you know, fundraising, donations, stuff like that, they become your ambassador as well. It's kinda the unspoken it's harder to track that to be totally fair, but they become an ambassador of yours. If you were able to help them out, they'll help you. That's the way I always Yeah. Okay. Cool. So we'll go on over to the next one over to, convert. So now you've got people interested, but how do you actually get them to take the next step to convert? It's not as easy as it seems. You wanna go into that? Yeah. For sure. There's a few slides after this. Well, I'll show you some examples, right, of all these things and we'll kinda dive through that. So hang in there. We'll, you know, we'll show you some visuals and of of a lot of these things as an examples and takeaways. But, you know, convert, right, is is is kind of the pivot point. Right? It's like, how do we now we've done all this leg work to make people aware, knows, like us, trust us. Now, you know, what is it that we're actually trying to push them into most often, right, membership? And this is, I think, the the kinda crux of the issue. Here are some examples, you know, of of some ideas and tactics, right, on the screen that we deploy every single day. And this is the top, you know, six that that we see are most effective right now. But aside from the tactical things, again, I like to kinda talk in the 30,000 foot view to try to simplify things a little bit. The main mindset that I think, you know, wash operators and locations need to have through any of the conversion mechanisms is once again staying consistent and not relying on, you know, a one arrow shot at at converting somebody, you know, and and that's all you get. Right? If I drive a thousand people into a funnel of some kind, whether that's free wash opt ins or whether it's a fundraiser event or whether it's on-site retail stuff or whether it's signage, all the things we just talked about. Right? Attract and engage. We got a thousand people in our funnel, and we send them one message about becoming a member, you know. Maybe we're 8% of those people. Right? But if you send them and drip on them and add value and can stay consistent, and that's where, you know, what we see super effective right now in that world is retargeting ads, being able to pull that database of people and follow them and add value. And again, that message is not a one size fits all, you know. These are potentially people who've already came in and experienced the the wash with the with the free trial, with the free wash. So it's like our value and our messaging needs to be different on these ads, you know. And referral campaigns, all these different things that can be done. But that that drip sequence, we literally see as a and this is a real life example where, we do a lot of grand openings, for example. And, lot of grand openings where, you know, we're driving all this foot traffic and all this awareness as a big splash for the first, like, week of that a that a WASH location is open to try to build that database and build that contact list. As those those contacts starting getting dripped and and, you know, suggestions and and offers and things like that to go into member memberships, we may see those first couple messages, you know, convert 8% of those people. Right? But as we continue to drip on them, by month three, we've converted an additional 35% of those people to members. So that journey that happens post that first, like, you know, fourteen day period from fourteen days on the sixth is the most critical of conversion. And it's quite frankly what I see the most often neglected. Right? Most of the time people, you know, have this great experience or this great little setup, you know, of a campaign and and assets and and creative and things like that for that first week. Maybe two weeks, you know. And then it's like, okay. Whatever happens, we'll see. Now the gold is, you know, in that in that remaining sixty days, you know, post. Yeah. And speaking of your Hail Mary, marketing campaigns, you know, just where it's that one, let's reach out and get them and and be done with it. The classic example that comes into my head, it's not something I've played in the mission, but just, putting a a sign out by the street that says $1 car wash or $1 membership. Like, you're gonna attract the worst customers possible with that that are not gonna stick, and you're also not gonna convert the way you think you will. So I see the more funnel based and journey based marketing sequences really creating better customers through time. Because the ones that do end up converting are gonna be people who, you know, you may have had to work for, but they're invested in being a customer of yours. So that's been a really interesting topic for me lately. Last thing on the screen here is the family plan discussion. I've always been team family plans, and I like to hear kinda what you think. I mean, here's the thing. In my mind, I look at membership businesses. Right? And we've done like I said, we've we've I've been in a lot of industries, done this a long time, and, you know, we work in a lot in gyms and health clubs, for example. Right? Similar kind of mindset of membership driven business models. The reality is very plain and it's, like, not just a a guess. It's so obvious in the data that when you can convert into these kinds of businesses, a family with multiple cars, a or in a gym family with multiple members, right, your ability to to reduce churn and make those people more sticky and stay longer goes dramatically up, right, than the single than the single member. You know, when you've got a 15 year old that now has it it turns into a 16 year old and they're driving and they have a car and they get added, it just you know, it's it's it's it's a treat of continues to bear fruit. Right? Yeah. For sure. Okay. Cool. So we'll head on over to, the next slide. So once you've got members, the next big challenge is keeping them happy and coming back. Question I hear a lot is how do I reduce churn, which it's really one-sided. A lot of people say, I need to know my churn rate. I need to know the rate at which members are leaving me. But I also don't understand or a lot of customers don't understand the amount of work that goes in to prevent that churn in the first place and what leads up to them making the churn decision. So how to be more predictive, in the earlier stage. Yeah. I think that's the nail on the head on this one, Braxton. Right? It's like, at the end of the day, churn and a churn problem is really a failure of being able to identify that problem sooner. Right? Mhmm. Press that problem in in a meaningful way. And more importantly, right, being able to to a failure to be able to to communicate effectively in some capacity or another. So, you know, marketing at the end of the day, right, is a a big part of it is about communication. How are we communicating when and and to the right people? And so a big part of this and this is gonna segue, I think, a little bit into, you know, some of our next stuff and and talking about through some examples. But I wanna focus a lot on this one on, on database segmentation. Right? And particularly through Rinsed and review generation. Because reviews and being able to not just you know, a lot of times I hear people when they're talking about churn, I ask one of the first questions I ask is, well, have you done an analysis and it's, like, what we call sentiment analysis on reviews? Right? Do you know what your customers are saying when they're saying it and when you have a problem? And, obviously, you know, it it's a that's again an overwhelming thing. Right? A lot of times, it's a lot to just for you know, it's a checkbox for a lot of locations to say, yeah. I've got review response or review generation kind of, you know, I've I've checked that box. Right? I've got a a tool or a a vendor or a system for that. But what it really what what I view and what Neighbrly views reviews and review generation, review response around is much more of a customer support lever than it is anything else. Right? And what I mean by that is is if you're if you're not taking those reviews and consistently, you know, using the monitoring, systems that you may or may not have at play to be able to understand what are people saying, what are they frustrated with, and more importantly, address problems before they become problems. Right? You know, then then that you're looking at that through the wrong lens because Yeah. That's huge, you know, that's a huge deal. Right? And then what take that one step further. That's, like, kinda sophistication number one. Right? So taking that one step further is how do I and I see this a lot with a lot of review generation platforms where, you know, it'll be a one size fits all. It's like every single person who you get a contact in, whether it's a member or a retail customer, and they they get pumped into this review generation drip and it's just this, like, review solicitation. Right? And I even see a lot of times what happens is it's like everybody gets the message. It's the same message and you send them to a landing page that what we call gates the review, which is if you're doing that, stop because that's a complete no no as far as Google is concerned. We can get more into that in a little bit. But, but what I think is a whole lot more meaningful kind of this proactive approach to all of this to retaining customers and learning from customers is being able to intelligently inside of Rinsed segment your your highest rated customers. Right? And that's not that complicated to do. I mean, it would be a simple thing to just even even just from a few top of top of the head things. Right? Of, like, if you can just build an audience segment around how long they've been, how many times they come and frequent the wash. Right? Like, if they've if they if they're a member for six months plus and they frequent the wash multiple times a month, chances are they're having a pretty good experience. Right? Like, send a review ask to those people. Not the people who signed up for a membership and are in their their most risky window. They signed up for a smaller membership a week ago, and you're asking them to go leave a review. Right? Like, you don't know what that their experience is yet. You need to learn. So, the huge part of all of this, I think, when when it comes to retaining is you have to have the lever to learn and segment and grab data of, like, what are people experiencing. And I think that's what the what what such a huge benefit of membership based businesses and car washes in general. And if we're not using it, it's like a it's it's a superpower, is that you have as a membership based business, you have the ability to have all of these people who are coming into your location consistently. Right? And you because of that, you can learn so much about how to get better. Right? How to make operations better. How to, you know, what are people not liking and what are, you know, how to how to keep them coming back. Like, learn, stay consistent, and then be intelligent in the way that you're actually leveraging those happy customers. Yeah. For sure. So I think that the whole review, aspect of being able to manage those is been something that we've we've been asked a lot at risk, frankly. So I think that us partnering up with solutions partners such as Neighbrly is gonna be super powerful, in the sense of we each kinda complete each other's sentences in some of these processes. On the on the next slide here, if we wanna go on over. So, Cody, if you wanna just walk us through this neighborly and rinsed, way of making just a really seamless marketing system. I thought this was a cool visual here. Yeah. Cool. Yeah. I mean, I think, you know, I I think you kinda hit the nail on the head the way that we've kinda talked about it is is, you know and and we've obviously been working together through operators, you know, and recommending people to use Rinsed because it's just such a breath of fresh air for so long, right, of being able to to your point, you know, if we're the fuel, you're the engine and being able to to make that, you know, that car go fast. Right? And, you know, what I think is our solutions and what we've tried to solve for is all the overwhelming things that we just talked about, tracked, engaged, convert, all these tactics about ads and reviews and, you know, content and things like that. What we've really built Neighbrly around is providing solutions for each of those pillars as as what we call hubs. So, you know, this idea, neighbor hub, add hub, brand hub, print hub is really trying to build that foundation for brick multi location, brick and mortar businesses to where it's everything you need and nothing you don't, you know, to fill your funnel. And using the tools from first touch point to long term loyalty, like, the glue to to talk to those people in an easy meaningful way using technology, using human capital and creative. But then having the power of data and and automation ability and tracking and Rinsed so you actually get visibility into being intelligent in the way you're peaking speaking to people and tracking return on investment when you're actually spending marketing dollars. What I think a lot of people on the call today is gonna want to see is just some examples just to put into perspective what's possible. So, Cody, if you wanna walk us through just a couple, quick examples, maybe a minute or two each, just kinda diving through what those look like? For sure. Yeah. So, like so for example, you know, kinda go into the ad side. Right? Again, every one of these, you know, kinda this is more of the solutions, right, that we look at to try to consolidate all of those tactical things into one framework and system. And so I'll walk you through some case studies here and some, you know, how this kinda fills that, you know, those that life cycle. But, it what we we we built a platform called the ad hub. So in the ad hub, what we do is we create, ad campaigns that are sending creative through every channel that exists all at one time. So instead of managing ads through Facebook and through Google, our team manages it for customers and we send that those ads out to all of those platforms at once. We pull data in. We have an AI engine that learns all of that data, recreates new creative and test new creative on the fly, and then pushes that out, again and continuously learns on it over and over and over again. So what that typically looks like in this example, kind of its case study, that could be a lot of different funnels and a lot of different ads. It could be free washes. It could be, you know, membership offers. It could be seasonal offers, community events, whatever that looks like. But the mechanism is the same life cycle marketing that we've been talking about. We're sending ads to attract people. We're pulling them in with meaningful content landing pages that are through Rinsed to engage and convert them, and then setting up drip sequences inside of Rinsed on those audiences intelligently with content and retargeting ads to push them into, you know, actually converting into a member or whatever the the ask is. You know, so, like, as an example of of some of the, you know, kind of case studies, the recent case studies, you know, some of these campaigns. This is a pretty often, we run a a full funnel kinda grand opening campaign for new wash locations around ads and, free wash funnel to an actual redemption, which is the beauty of rinse is we can track that. Right? Yep. For one well, which has been a breath of fresh air for us, you know, over the years, comparatively to, you know, prior to Rinsed. And, you know, now we can track. We spent this much on ads. We earned this many clicks. We got this many contacts in our database. We got this many people to actually go to the location and redeem it. And we converted this many into memberships. Just by these funnels, you know, we're getting nine less than 90¢ a redemption. That's not a contact. That's a redemption. That's people in the location. These are within three miles, you know, again, radius targeting around a location, and a 30% bump in membership just by those retargeting funnels through in. So Yeah. So my experience has always been certain channels always outperform the other. You know, that's normal. But just seeing the results on a campaign like this as being a blended average, achieving what it achieved is that's what you're after. You're after the solution here and not just certain aspects of the journey. So I thought that that was really powerful. And I love the way that everything goes back into red. So anything that you wanna do with these contacts, even outside of this campaign is easily possible. And all this is done at a low labor process. Like, it's setting a lot of it up. Obviously, it's some work upfront. But ongoing, it's really just maintenance and tweaks based on performance. It's not, hey. I have to turn this on and off every week. It's, hey. Let me see how it's performing, change and tweak some things and be done. So, yeah, the next one that we have is, seasonal content promotion. So it's one of the the more overlooked strategies, I would say, personally. It's just seasonality, you know. Car washes are not the same amount of busy every single month of the year. And beyond that, there's a lot of other things that impact a promotional calendar. So if you want to, Cody, go ahead and dive into this. Yeah. So this kinda, you know, this piggybacks off of Adhub, right, for us. And, you you know, to kinda to touch on really quickly, you just said, you know, we're built Neighbrly is built, and and anybody is more interested in more information, we can kinda dive more into this in a deeper call or conversation. But at this at the core of everything that we've built inside of Neighbrly is what we call Scoutly. It's an AI model that is built for every brand that we onboard. And what that means is is when we onboard a brand, that Scoutly model learns everything about that brand. It it we feed it and feed it and feed it knowledge and data around every location, around competition, around, the messaging and the brand standards and all the things so that it we're we're not like an agency in the sense that, you know, you pay for all this overhead and fluff of a graphic designer and a develop and a writer and all these people, then you have to communicate through, you know, an account manager and wait for two weeks. An ad campaign, for example, for grand opening, we can have live within forty eight hours. And from soup to nuts, all of it. And a lot of that is driven by that AI model that knows the brand. Right? And it learns and gets better and grows every time. So it's a lot cheaper and cost effective to run and operate these two for us. It's it's very, very cost effective. And the piggyback on that is is like an example of Brand Hubs. This is where staying consistent and not just relying on that first bump makes a lot of sense. So, like, for example, with Brand Hub, what we do is is it's great to, like, send an email, right, through Vince. That's great. Like, that's a great first step. But for us, what we think about is of that full kind of funnel campaign. So this is an example of what that looks like when I said those flights earlier. So what we start with is maybe, for example, a blog article that's about a seasonal, you know, winterizing your car or back to school or whatever. Right? Relevant content and social posts that go out, videos that go out, and email that goes out. So we're touching the, you know, the these people. And what the what the awesome thing is is is that these are then getting put out to the leads and contacts that we've pulled in from ads or other mechanisms into that database. So we're squeezing all the juice out of the lemon that we can from there by following up with those people with relevant content. And, you know, some examples of this, I mean, there's one, car wash location, brand that has about 40 locations in across the Southwest. And we send these localized content campaigns every month, you know, weekly. And, it we're always segmenting it to people who have been pulled into the funnel, who aren't members, haven't converted members in different segments through Rinsed. And just that alone in the past few months has generated over $200,000 in new member revenue just from these campaigns because we're squeezing the juice out of all those elements. You know? So it's like it's like mining for gold with content. Mhmm. Yeah. And what I think is really fascinating here is, you know, those car wash organizations that may not have that creative arm of your marketing department or you don't have the marketing department at all, we see it every day. Everything that Cody and the Neighbrly team delivers is, you know, he has Ritz in mind whenever he creates it. He knows that you're a Ritz customer. Everything he provides fits straight into the templates that we have. So if you're familiar with going through an email, sending out a campaign message or a schedule message, an email, a text message, you're just using those boxes and some templates that show up. Everything Cody gives transforms that space and takes the whole design guesswork out of it, but also hits the right audience. You don't have to guess in the audience builder as much of, you know, knowing who you're going after. So I guess that's a really powerful part of, of the partnership that we have that was kind of not really a missing link, but it's really just another path for proline groups. Okay. So the next one we have is, local profiles and, review generation. Cody, if you just wanna take this out? Yeah. So so again, kind of that other world, right, as we're starting to kinda go down that that life cycle. So this is kinda that that third pillar, right, or or hub that we focus on. And again, just kinda to touch on what you just said there too, Braxton, is that, you know, none of this you know, my hope in all of this is that it it gives you a mindset and a mentality and a framework to work within. We built specific solutions around that. But at the end of the day, my hope and takeaway is is that this gives you some some ammo, right, to be able to to to do some things on your own too. But if you don't have the time or team or, you know, resources internally to kinda make all of this work together, you know, certainly, that's what to your point, we've built this around as being able to be a hands off. We do it all, you know, from soup to the nuts. But on the directory listing side, yeah, like, this is a huge one just because, again, it it can take a lot of lift and it can take a lot of time. And, it's such a key kinda pivotal point of people choosing you over competitions. Right? And I there's two things I wanna talk about here in the in the neighborhood and kinda directory side. So in our platform, we tie into over a 140 different directory sites. You know, obviously, Google, Yelp, the, you know, all map platforms and things like that and make sure all the data is consistent. And if there's a promotion that we're running on the ad side, it's getting pumped out to that location profile as well. You know, all that stuff stays in sync. Right? We talked about the review generation mechanisms being able to use audience segments inside of Rinsed, and, you know, intelligently ask for reviews. Right? And not just, you know, send it to everybody, which is just such a huge piece. I can't stress that enough that if you're gating, you know, reviews like that, it's it's just it's you gotta stop. Yeah. But the the one piece that I wanna touch on too on this is we had just about three months ago, we pushed a new feature live and we're now sending all of the location data and profile data around every location that we sync up into our neighborhood into AI search models now. So this to me is the way of the future. If there's a takeaway on local profiles, local SEO, local map visibility, it's that the domination of Google Maps and, you know, Apple Maps and, you know, being able to search for things on your phone is is changing rapidly as we probably all know. But, you know, Apple just, you know, launching their Apple intelligence, right, where you can point a phone at something and be able to pull up information. If you're not showing up in those those search knowledge bases for a an AI search knowledge bases, you need to start thinking about that because it's a huge deal. And it's a it's a massive I think it's a massive opportunity because, you know, that's something better doing it. You know? So yeah. Yeah. It's more in you know, as a car wash marketer, there's nothing worse than just, you know, once a week, maybe it's Saturday morning, maybe Sunday evening. It's checking through reviews, just to make sure that you're getting up to date on all your reviews on especially Yelp, I think, gets the most frustration, the car wash operators in this industry. No one likes it. No everyone wishes it wasn't there. They think there's no benefit. But I think that using things in the correct sense can make it to an a partnership and and a solution like Neighbrly, I think, is is really cool, to think about. As far as what it takes to get what outcome, this is pretty pretty easy. So, next one that we have is multi location management. So, you know, a big one for the more growth minded folks that are kinda scaling their wash operation, whether you're at three locations or 30, a 100, you you know that just copying and pasting your marketing doesn't just work. A lot of that could be simple things as far as the brand is different, from market to market. You know, it's a different market. That's pretty easy. You may have different, different service models. You may be a flex or a full serve compared to an express. So, Cody, if you wanna hit on this one. Yeah. For sure. I you know, our biggest thing with so we've worked with a lot of, you know, operators, even some that, you know, over six years. Right? Five years that have grown, you know, from 12 locations to 45 locations. Right? And what that looks like to continuously build processes and marketing strategies in this machine that we're talking about. And so two things that we believe in and that we built around is, first and foremost, we we do, and we could talk about this at a different time. And if there's questions about it, you know, people can reach out for sure. But, we we have built, an entire website platform of building websites for multi locations specifically for the car wash space that is prebaked and ready to go from day one with every single Rinsed integration that's needed for member portals to check out forms and unique to locations. So I think that's like the home base of everything, right, is making sure that a website can sustain that kind of scalability and growth, you know, and is set up, you know, on being able to to scale. But the biggest mindset that we think about with scalability is, again, being able to effectively and efficiently learn from this location and apply it to that location, but it's a different strategy, different creative, you know, different mindset. Right? Whether that be directory listings or ads or content, you know, print materials, you name it. So everything that we kinda think about is that multi location mindset in mind. And that Scoutly AI model helps us a lot to be able to effectively do that. So, you know, for example, when we know and and and about a brand, it's a whole lot easier for that AI model to help us create content and ads and things like that for that new location when we're starting to go live with it, and centralized control. The the last thing I would say just as a takeaway for us when we think about scaling locations and might, you know, maybe suggestion to anybody out there who is has a growth strategy and is growing rapidly or or, you know, isn't. Right? And has 40 to 50 locations and is looking to come across that threshold. The biggest thing that I think is the accelerator, the gas pedal on growth, and this is how we think about it, is being able to reduce cost over time, right, as as location grows and scales. Because the the that's the whole mindset that should be had from a marketing machine is is this machine is getting better and and more scalable and replicable over time that it takes less and less time and resources the more we go as opposed to more time and resources the more we go. And so, you know, kinda some case studies right on around that is probably our best, you know, scenario that we've seen, was a a scenario where we had a a wash operator that was, running all kinds of different, you know, ads and campaigns and different things like that. And they had, they had just grown to about 47 locations and, were rolling up and buying other locations and kinda taking the baggage of that with them. You know what I mean? As they were scaling and growing. And within about six months, we were able to reduce that overall marketing spend by about 40%, while increasing, you know, overall effectiveness and ROI. So that's the mindset I think that that a lot of people don't have, and I think that's a that's a key one, you know, as you scale and grow. It's it's it's it's possible to reduce, you know, weight. Reduce cost. Yeah. For sure. Cody, so the last example that we have is a great opening launch. So regardless of who you are or what you do, this is the one event that every single car watch has. You know, you have to open sometime. Everyone has a grand opening. But it's also, in my opinion and my fact, that it can either set you up for success or completely derail every plan that you've had for the first five years. So I'd love to hear what you have to say about grand openings. So for us with grand opening launches, we've actually developed over the years a pretty killer, you know, kind of SOP, around, you know, saturating each and using each one of these hubs. That's why I kinda wanted to show this one last little bit of, like, at the at at the core, you have a level of content, print, directory listings, and reviews that need to get set up and established for that location, ad campaigns. Right? On-site, you know, signage and free wash, mailers, you know, all these kind of components that mash up. And we, you know, we've continuously evolved, you know, our kind of grand opening protocols and, obviously, we customize them, pro location, things like that, but have gotten into a pretty good groove using Rinsed of, like, and again, the big takeaway there is is you don't make the first splash, you know, the only splash in those first two first one to two weeks. Your goal in that first one to two weeks when you have a maximum visibility is to have all these hit things hitting at once, and you're and you're talking to those people within that radius of the wash location intelligently, but you're pulling them into a lead list and then continuously marketing and retargeting and sending emails and content and offers and things like that for, you know, six to eight months thereafter. And so you can squeeze more juice out of the lemon continuously. So this last grand opening that we just that we just launched, a week ago, two weeks ago, we actually were close to $4.25 a member acquisition, which was crazy. And again, what's crazy and so refreshing about that is that we can track it all through Rinsed. Right? Like, we know exactly You actually know. Yeah. Actually Yeah. It's not yes. It's back. Yeah. We can actually see that, you know, ROI. Alright. Cody, that's a wrap. Thank you so much for joining today. Those of you that are that are watching, thank you as well for for tuning in. If you wanna learn more about how Rinsed and Neighborly can really help you grow your wash with, smarter local marketing, head over to the link that's on the screen. Additionally, I think Tony and I can drop our emails in the chat. Appreciate everyone joining. Again, if you're a current Rinse customer, just email, reach out to your CSM and we'll get you more information about what Rinsed to Neighborly, can actually mean for you and what that situation looks like. We're more than happy to to help out in any way we can. Cody and I know that we're both open to answering any questions you may have. One off or strategic, we're happy to get our hands dirty a little bit. So, take care. Thank you everyone for for joining, and we'll see you next time.