Dry Cleaning
What Makes Marketing Work For Dry Cleaners?


Many small businesses have a natural aversion to marketing.  That’s understandable because marketing can be intimidating if you don’t know what makes marketing work, especially if you’re a dry cleaner.

In my marketing blueprint there are eight steps to successfully generating productive, response driven marketing results.

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.”   Or incorporate this problem solving mentality into your advertising messages.

Don’t use jargon or technical terms.  Just speak in terms of solving your target market’s problems.  Stress benefits, not features and show your customers you value results, not hype.

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.

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Allan J. Katz, The Loyalty Coach, helps dry cleaners attract new customers and keep them loyal.  He is the author of the Ultimate Marketing System for Dry Cleaners, a complete marketing system for attracting and keeping customers.  A free report, How To Get New Customers & Keep Them Without Constant Discounting is available on his website at Cleaner Marketing Results