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.
SIGNAGE—IN AND OUT
Utilizing interior and exterior signage is the most cost-effective method for advertising your laundry, services and brand. Exterior signage must be large, clear and readable from a distance, as well as include your logo and name. Such signage allows owners to immediately gain visibility and develop brand recognition among potential customers.
Similarly, interior signage should clearly advertise services (wash/dry/fold, drop-off drycleaning or commercial laundry services) using languages and graphics understood by your customer base. If there are Hmong or Hispanic populations surrounding your laundry, for example, signage should reflect those languages.
Consider creating signs for pricing specials or giveaways. These can be inexpensive, do-it-yourself signs plastered inside and outside your store.
Company vehicles should also tout your laundry! Harness these moving advertisements to draw more customers.
WEBSITE
Invest in the development of a simple, searchable website. If you don’t have one, you are missing out on one of the most impactful marketing tools available.
This is the primary way that consumers discover and research businesses today. A website brings credibility to your laundry; it shows you embrace today’s technology and value the customer’s experience. Creating a good website, from which you can market your laundry’s equipment, services, amenities and specials, is worth the investment. Partner with an experienced Web developer/marketing firm.
- An optimized site will turn up in more searches and draw more visitors. Search Engine Optimization (SEO) involves good “back-end” Web development; use of meta and title tags; concise and clear content using keywords; dynamically changing content; and links to resources, information, social media icons and site maps. Be sure to harness a URL that relates to your laundry’s name or services. It also helps to include images and videos!
- Clear navigation is important to a site’s ease of use and visibility. At the very least, include “Home,” “About Us,” “Services,” “Equipment” and “Contact Us” pages.
- Display your logo and tagline prominently.
- Include social media icon links, such as Facebook, Twitter, Google+ and Yelp. That way, visitors can also “follow” and “friend” your laundry!
- Post specials, brochures, images, news releases and new content on your website regularly.
- Ensure directions to your store are included on your site.
- Invest in a responsive Web design to provide users with an optimal viewing experience no matter what device they use – smartphone, tablet or computer.
SOCIAL MEDIA
Social media outlets like Facebook, Twitter, Yelp and Google+ fit laundry marketing perfectly. They are free and allow laundry owners to “advertise” and communicate with “friends” and “followers” about news, contests, photos, facts, specials and more.
Strive to post at least once per week on all of your social media accounts; it’s simple to schedule posts ahead of time using HootSuite. And be sure to link to all of your social media accounts from your website!
- Via Facebook, laundries engage “friends” by posting photos, specials, advertisements, contests, press releases and customer appreciation rewards.
- Twitter allows owners to “tweet” short messages to followers. Twitter works great when laundry owners run specials or contests or offer giveaways!
- Google+ allows you to develop a simple company profile page that connects your laundry with customers looking for you on Search, Maps, Google+ or mobile devices. They can quickly access and click on your phone number to call your laundry from their mobile phones, or get directions using Google Maps. Customers can rate, endorse and review your laundry and share your posts.
- Yelp helps people find local businesses—a perfect marketing application for vended laundries. It allows you to create a business profile, post updates and receive reviews.
Check back Wednesday for the conclusion!
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].