Dry cleaning and laundry service business revenue is expected to reach $9 billion this year. Though the number of facilities across the country fragment the industry and consumer spending is down, predictions call for ongoing growth.
That’s good news for an industry that has seen thousands of dry cleaning and laundry businesses close due to a poor economy, environmental issues and lessening consumer demand. In fact, recent studies show consumer spending on dry cleaning and laundry is growing as the industry begins to embrace new environmental products and technology.
Has your dry cleaning and laundry business made changes to keep current customers and capture new ones? If so, how are you getting the word out? Is it working?
Marketing Tips for Dry Cleaning & Laundromat Businesses
Know Your Customers
Before you can market your business, you need to know who you’re marketing to. Is your town a college town? Are you situated near government offices or military bases? What is the average age of residents in your community?
Understanding the demographics that make up your audience will help you create a marketing message and strategy that speaks directly to it. For instance, you might offer a student discount if you’re located in a college town. Or free delivery to government workers with identification. Or adjust your business hours to accommodate your customers’ needs.
Convenience is Everything
Clean clothes are a necessity, but few enjoy spending precious downtime washing, drying and folding them. Offering convenience services like pickup and delivery, garment pressing, text message reminders and other services is key to attracting and keeping more customers, even if you charge for these services. Most consumers will pay a little extra to save time and effort, so let them know what convenience services you offer.
Present a Clean Image
You’re in the business of crisp and clean and you should always present an image that reflects the same attitude. Make sure your storefront is sanitary and inviting. If you provide pickup and delivery, your employees should maintain a professional appearance while they run their routes. Your pickup and delivery vehicles should be clean and in good working order. These things work hand in hand with the overall impression you make on your community and reinforce confidence in your service.
Outshine Your Competitors
Since you don’t get that much face-to-face time with your customers or neighbors, try to maximize any time you do get with them. Offer free coffee in your store. Greet customers with friendly, personable service. Extend that personal touch by mailing or emailing a periodic newsletter of useful laundry tips for your customers and community. Find what is unique about your business and set yourself apart from your competitors.
Communicate Your Merits
The dry cleaning and laundry industry has undergone a lot of change over the past couple of decades. Demands for human- and earth-friendly cleaning products along with energy conservation have created the need for better processes. Technology has impacted the industry and if dry cleaners want to remain competitive, they must migrate over to newer machines and methods.
Don’t hesitate to boast about how your dry cleaning and laundry business has kept up with the times. Share info about quicker, new machines that accept debit cards and key cards and educate your customers about new environmentally safe products. It makes a difference.
Marketing Strategy for Laundry Services
You know you’ve made changes to provide top-notch dry cleaning and laundry services, but how do you let your community know? Fortunately, there are many effective and affordable marketing options available to you. Keep in mind a multichannel marketing strategy that uses traditional and digital marketing to produce the best results.
Direct Mail
When you absolutely, positively want to create buzz in your community, direct mail offers are the way to go. Send the households and businesses in your community a coupon offer through direct mail and you are bound to increase orders. Direct mail is still effective as a marketing method and it assures a healthy return on your investment along with response rates that will make you smile.
Digital Marketing
First of all, be “findable” online by listing your local business in online business directories such as Google My Business and Yext. This way, when your community searches for “dry cleaners near me,” your business will be more likely to appear.
Your website must be search engine optimized, which will also help your business appear earlier in search results and increase the likelihood that your website link will be clicked to help you gain new customers.
People also rely heavily on online reviews today. Manage your profile on social media and review sites like Yelp. Respond professionally to all reviews, regardless of whether they are negative or positive.
Google Ads (SEM) and display ads are other digital advertising and marketing options. Now potential customers can also see reviews next to your business information, so monitor these sites for any negative reviews or angry customers.
As more consumers convert to customers, collect information that will help you market to them more specifically and in diverse ways in the future.
Mobile Media
Take advantage of your consumers on the go by sending text messages to encourage business during slow times and to remind customers to drop off or pick up their laundry and dry cleaning items.
Loyalty Program
Create a loyalty or repeat business program that encourages ongoing business. For example, try rewards like “Get one pair of pants dry cleaned Free after four visits” or “Tenth Dry Cleaning order delivered Free”
Valpak can help you clean up with your dry cleaning and laundry business. Check out what Dave Sabo, owner of Jay Dee Cleaners, has to say about working with Valpak:
https://www.valpak.com/advertise/success-story/jay-dee-cleaners
Reach out to your local Valpak representative to find out how we can keep your business growing.
