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September 12, 2012
10 Secrets to Promoting Your Cleaner...Now! (Part 2 of 2)

LONG BEACH, Calif. — Make sure your message is where the people are

LONG BEACH, Calif. — Brian Wallace, president/CEO of the Coin Laundry Association, was given a daunting task: to capture the audience’s attention during the final hour of a regional dry cleaning and laundry trade show in sunny Southern California.

But his task was no more challenging than one faced by every dry cleaner: to successfully market his or her store(s) in an environment where potential customers have access to information almost instantaneously and from a variety of sources.

On top of all the other “hats” that a dry cleaner “wears”—customer service, maintenance, production, human resources, accounting—he or she can add one more hat to that mix: director of marketing, Wallace told attendees of Fabricare 2012.

“You work incredibly hard for your business, but the fact of the matter is things have changed. … We’re all trying to reinvent ourselves on the fly, trying to deal with the new marketplace. I think that trying to come to grips with some of the new marketing techniques is really an important part of that overall process.”

August 28, 2012
Profiling Customers to Increase Your Dry Cleaning Sales and Profit

SAN FRANCISCO — More you know about customers, more you can engage them with services

SAN FRANCISCO — The more you know about your customers, the more you can engage them with your services. The more you know about your best and most profitable customers, the more you can attract prospects that will become best customers.

So how do you go about it? You may have worked on compiling demographic information such as age, location and income levels. But is that enough?

DEMOGRAPHIC AND PSYCHOGRAPHIC PROFILING

Let’s use a hypothetical example: you have determined that you want to target consumers who earn more than $150,000, live in a specific ZIP code, are 35-45 years old, own a home worth more than the median price in your market, and have a college degree.

I’m going to describe two prospects:

June 25, 2010
Small Businesses Using More E-Mail, Social Media in Marketing

HUNTINGDON VALLEY, Pa. — E-mail marketing is bringing significant value to small business, according to a survey from AWeber Communications, a provider of web-based e-mail marketing software for small businesses, with more than 82% of respondents planning to increase e-mail marketing in the next year.

"As the survey results indicate, e-mail marketing continues to be a measurable, effective tool that brings significant value to small businesses, regardless of the nature of their business," says Tom Kulzer, CEO and founder of AWeber.

February 9, 2010
Survey: Half of Drycleaners Say Marketing Pays

CHICAGO — More than half (50.9%) of drycleaners say that the marketing activities they use pay off in real dollars, according to this month’s Wire survey. Only 10.9% say that their marketing efforts haven’t paid off, while 38.2% aren’t sure. And that’s good news, since, on average, respondents report spending 3.5% of their firms’ annual gross sales on marketing initiatives.