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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.”

March 3, 2011
Living Social

CHICAGO — Where would your business be without the Internet? Even if you never built a website, Google and Yelp! tell people where you are, what you do and how well you do it. With their smart phones and iPads, people no longer reach for the Yellow Pages. Time and technology have marched on.

Operators are embracing the social media to help communicate with customers and build brands.

CHICAGO — Where would your business be without the Internet? Even if you never built a website, Google and Yelp! tell people where you are, what you do and how well you do it. With their smart phones and iPads, people no longer reach for the Yellow Pages. Time and technology have marched on.

March 1, 2011
Connect with Customers in Every Medium

CHICAGO — This month’s issue goes to the core of what all drycleaning business owners should do. That is, to use advances in technology to reduce costs and to build customers and revenues.

You can use your current customer base to connect with, engage and find more customers. And the customer databases in your point-of-sale (POS) system are a great tool to use to increase sales, build loyalty and retain big spenders.

February 22, 2011
New Media, New Opportunities

CHICAGO — The year was 1977. I was 20 years old, creating advertising supplements for shopping malls, and I had the opportunity to use a new technology—the Exxon QWIP machine.

I would put a piece of paper into a small mimeograph-like machine and put a phone handset into a cradle; then, I would stand in amazement as the paper spun. Four minutes later, an ad produced in New Jersey was visible in Maryland. Wow—a technology that communicated printed matter through a phone!

February 10, 2011
Be Prepared to Shift Priorities

CHICAGO — A drycleaner’s priorities often seem to be in a constant state of flux. Not long ago, everyone was saying you had to have a website. Today, you’ll hear that you have to be on Facebook and Twitter. Wow, when are you supposed to do the drycleaning?

Times change, customers change, and their preferred methods of communication change. Our methods of marketing, advertising, promotion, and delivery also must change, but we still have to find the time to clean clothes.

July 30, 2010
To Tweet or Not to Tweet?

NEW YORK — Every drycleaner is looking for new ways to increase sales. A sluggish economy makes it particularly important to use marketing tools that can help tap new prospects at minimal cost.

That’s exactly what social networks such as Facebook, LinkedIn and MySpace do. Those services have gotten their fair share of attention in recent years, but the newest medium of all — Twitter — has perhaps the greatest potential for fattening your bottom line.

July 13, 2010
Survey: Drycleaners Embrace Social Media in Marketing

CHICAGO — Almost three-quarters (73.3%) of operators say they now use a website to market their businesses, this month’s Wire survey says, and almost two-thirds (63.3%) say they e-mail customers directly.

What’s more, drycleaners are rapidly coming up to speed with social-media tools — 46.7% report using Facebook, and 20.0% use Twitter. Just 13.3% of respondents do not use any new-media tools in marketing their businesses.

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.

May 28, 2010
Cleaners Showcase: Rustling Up Business

ARLINGTON, Texas — Although a bit smaller than usual, the 2010 Southwest Drycleaners Association (SDA) Cleaners Showcase, held in Arlington, Texas, in April, had everything an enquiring operator could want in a show: exhibits, meetings, networking, seminars and awards.

Preconvention events included a seminar with “Cowboy Cleaner” Kenny Slatten, “Production Motivation Criteria for Today’s Owners/Managers,” which covered ways to use downtime effectively while the economy recovers.

August 12, 2009
Networking in The Virtual World

One of the biggest buzzwords in business today is “social networking,” but many drycleaners are out of the loop. Social networks such as Facebook, LinkedIn and Twitter have their own vocabulary — but is it gibberish?

When websites were new, some drycleaners jumped right in; others thought they were unimportant. Some waited and built websites as they became expected, but still might wonder why. After all, you sell drycleaning, not computers.

July 21, 2009
Drycleaners Warm to Social Media, Survey Shows

CHICAGO — More than half (52.0%) of drycleaners are using social media tools in marketing their businesses, according to the most recent survey appearing in the Wire, American Drycleaner’s e-mail newsletter, while 48.0% are not.