Successful Dry Cleaner's Marketing
June 9, 2011
When visiting some clients this past week i had the opportunity to talk with a local owner of a DryClean Usa Franchise. He was wondering how effective marketing would improve his business. He has a great plant, and is particularly a very hard worker. For what i saw, they are really good at what they do. That is the reason why he was shocked when i told him that being the best sometimes is not the key for success. I have seen really good cooks open restaurants and offer the best food you can imagine, and then close their doors because their lack of sales.
Believe it or not, the biggest issue you have to address is defining what kind of business are you in. At some point my client explained to me how he was on the Getting-dirty-clothes-clean business, and how he knows how to handle every kind of fabric, or remove any kind of stain. I was impressed. The only problem is that unless people know what you do, differentiated you from your competition, trust you, and then give you their business, you wont make money. He needs to be in the marketing business instead. He needs to be in the Drycleaning Services Marketing Business, and be very successful doing that.
The truth is that there is not much difference between all the dry cleaning stores around. Most of them use the same chemicals, they have the same systems, they return the clothes clean, hanged and bagged on the same plastic bags. So what is the difference that make some of them successful?
Please consider the next five suggestions for your local marketing.
1. MINDSET
Marketing is a mindset. A mindset based on your own integrity and belief in your service. When someone asks you what you do for a living, instead of telling them you’re a dry cleaner, begin to think in terms of being a “problem solver.” Say something like, “I help people who enjoy quality clothing keep their clothes looking and lasting longer.” Remember that your mindset will transform you and make you a 24/7 marketer for your business. Every contact you have is a chance to introduce your business. Always carry Business Cards, Brochures and drop off bags with you and keep focused...
2. POSITIONING YOURSELF IN THE MARKETPLACE
You must finally decide, are you a full service dry cleaner or a discount dry cleaner. Either way your dry cleaning plant, inside and out must reflect this decision. Your personnel, advertising and quality must reflect this positioning statement.
Here’s a 5 point checklist to help you decide if you’re reaching the right market. Ask yourself.
Do they have the money to pay for quality dry cleaning services?
Will they’ll pay a premium for better service and quality if necessary?
Where is the competition weak in my trading area?
Which influential people or companies in my community can I service that will give me credibility and great references?
How can I make sure my prospects know they need what we offer?
3. BUILDING PERCEPTIONS
If you asked your best, most trusted customer, and I encourage you to do this.
“What is it that makes dry cleaning so good?”
“What do you value about the way your dry cleaner gets the job done?”
“What do you value about the way your dry cleaner treats you?”
What makes marketing work is perception. There is very little difference in dry cleaning plants or laundries that use the same cleaning solutions, offer the same services and deliver on their promises. To do marketing right you have to consistently build a perception in the mind of the consumer about what makes you different.
Is it that you’re more trustworthy than your competition? More knowledgeable about difficult cleaning situations? Does your laundry have more modern resources or respond quicker to customer’s requests?
What innovative marketing ideas have you implemented recently? Do you have the capacity to service large corporate clients or hotels? What about wedding gown preservation or fire restoration. Do you offer a shirt laundry or offer a dry cleaning drop box?
4. WRITING A WINNING MARKETING MESSAGE
When you sit down to craft a persuasive results oriented marketing message, keep your problem solving mindset and target market in mind and think about what is the reason people need you, specifically to solve their dry cleaning problems. How do you know you’ve written the right message? When your prospect reads your message and says, “That’s Me!”
For example, to position yourself as the “tough stain remover” a headline like this would command immediate attention, don’t you think? “ Are you constantly switching dry cleaners because of hard to remove stains?” See the difference?
Use the benefit of your service from your client’s point of view. Ask yourself, what is the problem most of my customers face? How can my unique talents, resources, people and services best meet and solve these challenges?
This is why non-intrusive marketing vehicles like newsletters, e-zines and community based sponsorships are so persuasive and powerful. You can deliver this message in the form of articles, samples, case studies and educational materials in a way that your customers and prospects will appreciate.
As you craft your marketing message make sure to incorporate the winning AIDA formula. Get the attention with a problem solving headline that makes them say “That’s’ Me! Grab their interest next by telling them why you’re different and what your service can do that others cannot or will not. Sweeten the deal by attracting desire. Whet their appetitive with an offer so enticing they cannot possibly refuse. Then top it off with a sincere call to action. What should they do now to begin to build a loyal relationship with you? Subscribe to your ezine or newsletter, visit your store for a special in store offer, sign up for your surprise reward scratch and win card.
Stand Out Local Marketing
Allan J. Katz content used on this post
Posted by Jaime Moyano. Posted In : Dry Cleaners
Real Estate Investor and motivational Speaker. After dificult times now is bringing all his marketing experience to the local companies.