Wednesday, November 30, 2011

Hitting a Moving Target - Marketing Your Coin Laundry Business


Your coin laundry has been built and is in a good location. The machines are kept in working condition and the interior is clean and comfortable. The signage is proudly displayed and the doors are open! Is that enough? Perhaps that’s enough to keep the place running and the lights on but, to really keep the coin boxes (or the bank account) full, a marketing campaign is important to keep the customers coming in.

While there’s nothing better than a highly visible and well-known location, there is always room for improvement in market share and that’s where marketing can help. For those not familiar with this aspect of the business, this may seem like a daunting task and may feel like hitting a moving target. However, following a few simple guidelines can make your marketing effective and bring more people in the door.

1.         Keep it simple
You’ve heard this cliché a thousand times but in marketing, it’s really a golden rule. Advertising is based on a fleeting moment of attention. Most people have their guard up for marketing and are not interested in getting a full blown sales pitch for something that they are not interested in. A simple message, without too much detail, is the key to catching someone’s eye.

Keep your marketing copy short and concise. “Bullet points” of only a few words each are one way to ensure that message is short and sweet. Your phone number, address, hours of operation, and website are all good things to include as well.

2.         Know your audience
Who are the people who will benefit from and frequent your coin laundry? Where do they live? What forms are marketing are they already receiving? Ensure that you get the most “bang for your buck” by advertising in a location which would reach the most potential customers as possible.

Is there an ethnic group in your area which should be a focus of your marketing? Perhaps you can find a newspaper or even other location which this group of people would identify with. At the very least, adding a tagline in a different language or even other graphical elements can help you connect with this important audience.

3.         Focus on the unique
What makes your laundry better than the competition? Is it the cleanliness of your place? Is the number of large machines? Is it the convenient location? Do you offer WiFi? Do you accept credit cards? Anything that sets you apart and above the competition should be a prominent message within your advertising. Use your uniqueness to your advantage to convince people why they should frequent your location over the “other place”.

4.         Use iconic images
People’s brains make quick and easy associations and you should use this to your advantage in your advertising pieces. Don’t make them wonder what type of business you are advertising. Think of the marketing as a blip in which you have two seconds to make your point. Use iconic images, like a washing machine or laundry basket, so that people can identify what services you are providing. This, along with your business name, are important “must haves” in your design.

5.         Track effectiveness
Developing effective marketing is an ongoing process, full of trial and error. Not every marketing campaign will be a grand slam, filling your business with customers. Track every piece that you create and try to associate how effective each piece has been. Change your ad copy slightly each time. Try advertising in different locations. You don’t know what will work better if you never change your message delivery.

6.         Include an offer
There is a concept in marketing design called the “call to action”. This is the next step that the reader will take, hopefully to visit your store. One of the easiest ways to nudge the call to action along is to give the reader a clear cut reason to visit your coin laundry. A coupon or limited time offer is a great way to encourage people to get in your door.

Also, merely printing the traditional “dotted line” coupon in an advertisement will encourage people to clip the ad and keep it handy for a potential visit to your business. If you can keep your marketing in the customer’s hands, long after the newspaper has been put in the trash, you’ll have a better chance of success.

Also, if your coin laundry offers a Wash, Dry & Fold business, you may be able to offer a “Groupon” or similar coupon arrangement. Groupon.com (www.groupon.com) is an Internet phenomenon in which users sign up to receive an email announcing an offer each day. The offers are usually a 50% savings from normal pricing. For example, you can offer $40 of Wash, Dry & Fold for $20. Some laundry owners have had success with this program, some have not, but it’s certainly worth considering.

Once your marketing has gone out, keep an eye on your store’s traffic. I have found that it is very easy to spot the customer that is new to your store. You will see them walk in through the front doors and pause to look around the store to find out where to start. These new customers are the fruit of your marketing labor and should be nurtured to become valuable, continued customers. If you can, spend a few extra minutes to welcome them to your location, demonstrate how to use the equipment and answer any questions that they might have. They will appreciate this touch to help them navigate the vaguely unfamiliar laundry.

These days, an article on marketing would not be complete without mentioning the Internet. Print advertising, though still important, should be complimented by a strong web presence for a complete marketing approach. The use of technology today, with items like smart phones and GPS units, allows people to find services whenever and wherever they need them. A full discussion of Internet marketing is beyond the scope of this article but it cannot be ignored in creating a complete marketing program for your business.

Using the simple guidelines outlined here can help you to create marketing which will increase your customer base. As I mentioned above, this process of marketing is much like hitting a moving target and should be an ever-changing development to see what works. Keep your marketing fresh at all times by revisiting these concepts frequently and tracking what works for your business. The right message in a good location can certainly help to keep those machines busy!

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