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Making the Most of Your Marketing Buck (Conclusion)

Cost-effective tips for promoting your laundry

OSHKOSH, Wis. — What are the most cost-effective methods for promoting your vended laundry? The best techniques, which work in sync to draw and keep new customers, are often the simplest and least expensive. Consider including these components in your marketing plan for a solid return on your investment.

PRESS RELEASES

It’s always a great idea to harness “free press.” A press release announces news about your laundry.

Did your store just open? Did you add new equipment or broaden services? Are you offering a grand opening celebration for the community?

Is your laundry eco-friendly? Does it save utilities or water in a drought-laden geographic area? Did your laundry raise money for charity?

Anytime your laundry has real news to share, you should write a press release and submit it to all area newspapers and radio stations for publication/broadcasting. Always include a photograph with your press release, as that’s what captures attention. (If you’re not sure how to write a release, contact a public relations or marketing firm.) Be sure to feature your release on your website and social media pages. A published press release goes a long way toward building business credibility.

DIRECT MAIL

While it costs a bit more, direct mail is an effective tool for drawing and retaining customers. This is because direct mail can be targeted to specific demographic or regional recipients.

You can affordably create your piece and mail it to a selected list of people via www.salesgenie.com, or hire an advertising or marketing company to handle some or all of the elements for you.

Follow these tips and you’ll be well on your way to gaining new customers:

  • Pick the right mailing list. You can target your list based on hobbies, income, demographic groups, geographic area, and more.
  • Include your laundry’s logo, name, address, “call to action,” or “offer” on your mailer.
  • Send mailers at least quarterly to regularly reinforce your brand, message and “call to action.” This will help move your laundry to “top-of-mind.” That way, when a recipient needs to wash a bunch of comforters, it’s your laundry they’ll think of.

DOOR HANGERS

Door hangers are an effective and affordable way to advertise a laundry’s services and specials. Like direct mail, include your “call to action” or “offer,” along with your laundry’s name, logo and location. Make and distribute them yourself, or again, contact an advertising or marketing agency to handle the details.

REAP THE REWARDS

By working these elements into a marketing plan, you’ll engage potential and existing customers, drawing them to access laundry services. Additionally, your consistent Web presence and target-market communication will boost store credibility and Web accessibility, helping make your laundry “top-of-mind.”

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(Photo: ©iStockphoto/danishkhan)

mailer web

Target-market communication, such as a direct mail piece like this one, will boost store credibility and bring a vended laundry to “top-of-mind” among its customers, according to Martin. (Photo: Continental Creative Services)

Have a question or comment? E-mail our editor Bruce Beggs at [email protected].