Presentation on theme: "10 Secrets to Promoting Your Laundry…Now!"— Presentation transcript:
1 10 Secrets to Promoting Your Laundry…Now! Presented by Brian Wallace President and CEO of the Coin Laundry Association|
2 10 Secrets to Promoting Your Laundry marketing has changedThe First Place Consumers Go for Local Business Info:33% Search engines23% Yellow pages [print]22% Internet yellow pages13% Local search sites9% Mobile apps, social media outreach77% of all users will research online before they'll walk through your door
3 For a free download of this presentation, please visit coinlaundry.org/materials
5 Claim Your Listing on Google Places Google is the largest search engine in the world and the 2nd busiest website overall72% of all web searches happen through Google
6 Claim Your Listing on Google Places Want to come up on the maps that accompany search results?It’s FREE! “Claim” your business via Google: google.com/placesOptimize your listing and beat your competition.Create your business profile.The more information you list, the more likely you’ll be found.Save it.Copy/paste this profile information to Yelp, Merchant Circle and any other directory you can find.
8 Get a Website82% of laundry owners don’t have a website or don’t advertise their website.77% of all customers research online first!
9 Get a WebsiteDLI builds and hosts a free laundry website for each of its members:Full Domain Ownership/ Management RightsFull Function Web Control PanelBranded to match your LOGO or choose your own colorsUnlimited changes/photos & textGoogle MapFull Page with Name, Address, Phone Number & Business HoursSubmit Your own logo & 3 additional imagesIncludes your own free web accountListing of your services
10 Create a Facebook PAGEFacebook boasts more than 600 million active users; 50% of whom use the page on a daily basis.Why should I market my business on Facebook?Your customers are here.Competitors might be alreadyEasy to create your page.Easy to update your page.Share all types of info in almost any format.Helps with search engine placement.Influence of Facebook FriendsWhere do I Start?Create a Facebook page.Do NOT create a personal profile (one with address).Profiles = people.Pages = businesses.Check for existing Facebook Places page for your business. Claim that instead.
11 Create your page at facebook.com/pages/create.php
12 Create a Facebook PAGE Getting Fans to Like You Here’s an actual laundry’s Facebook page:Milt & Edie’s Dry Cleaners:Shaffer Dry Cleaning & Laundry:Getting Fans to Like YouCreate table tents or flyers and post them in your storeEncourage customers to check-in through FB Places.Run a contest to get more Likes and engagement.“Likes” get published to the user’s News Feed for all their friends to see.Give Them a REASON to Like You
13 Contests and a Customer Database Why should I run a contest?Increase awarenessNetwork with customers (more personal = more loyal)Create repeat customersBuild your customer database for use in direct or marketingEvery laundry must have a customer mailing list; preferably with addressesStay in touch with customers with offers and information in order to retain their businessPlot current customers on a map to help plan future advertising“Bribe” customers for information through raffles, giveaways, and surveys
14 Send an Email Newsletter Use addresses to update customers with a newsletterCheaper electronically than by printShare coupons, store news, special eventsPosition your store as a garment care expert by sharing laundry tipsUse blog as extension of that sharing of information
15 Send an Email Newsletter Tips for your e-newsletters:Keep it short and easy to scanDesign for the preview paneCreate a strong subject lineSelect a reputable marketing servicee.g. Constant Contact, MailChimp, AWeber
17 Advertise with Google AdWords Use “search advertising” to find customers when they are ready to buy!Keywords are matched with customer searchesMatch local parameters with keywords – down to zipcode and radius searchCost-Per-ClickCost effectivePay only when your advertising worksGoogle Adwords and how it worksYou create your adsYour ads appear on GoogleSet your budgetAvoid guessworkPay only for resultsLocal and regional targetingLocal ads
18 Advertise with Google AdWords A beginner’s guide to Google AdWords A great video tutorial on YouTube Search for laundries in your market and see what turns up!
19 Advertise with Google AdWords Create Your Campaign
20 Incentives: foursquare Foursquare allows users to “check in” via a smartphone app or SMS. Users share their location with the public while collecting points and virtual badges.How Your Customers Use FoursquareCustomers “check-in” where they’re atThis lets friends know where they are.How a Business Benefits from FoursquareBenefit from customers check-insAttract new customersReward loyal onesOffer SpecialsMobile couponsPrizes or discountsShown to users when checking in at or near you
21 Incentives: GrouponGroupon is a deal of the day website that features discounted gift certificates usable at local or national companies.Big Exposure, bigger word of mouthEfficient, measurable marketing91% of businesses report new customers from their promotion9/10 customers spend more than the face value of the coupon87% of business owners say they increased their brand awarenessSet minimum sales to launchSet maximum sales to “sell out”
22 Get Social on Twitter What Good Would it do Me? Answer the question, “what are you doing now?”Fastest growing social network with more than 200 million usersWhat Good Would it do Me?Twitter is used forCustomer serviceSharing immediate infoGather real-time market feedbackLead generationBuild relationships with customersMarketingShare coupons, discounts, special eventstwitter.com/CoinLaundryAssn
23 Get Social on TwitterTo find great tips for using Twitter to grow your business, visit: Here’s a quick video on how to set-up your page: Here are some dry cleaners who are using Twitter:twitter.com/CoinLaundryAssn
24 Direct Marketing Why is direct marketing successful? It’s Targeted Age, gender, income & demographic.It’s Personal Tailored to your recipients, providing relevant content and timely delivery. You can tell them about your website and social media too!
25 Direct Marketing with CLA Direct Mail ProductsPostcardsTable tentsDoor hangersPostersPersonalized brochuresTrifoldsBifolds
26 The Final Elements Yellow Pages Down, But Not Out! 23% of consumers still check the printed Yellow PagesSpend about $31/month for a bold text listing instead of spending big bucks on display ads.
27 The Final Elements GPS Services Increasingly, people are using the search functions of GPS to find local businesses; especially for those who are traveling. There are two main providers, Navteq and Teleatlas.To get set-up with TeleAtlas, follow this link:To register with Navteq, follow this link:
28 Marketing Your Laundry In the next five years, the quality of your marketing may prove to be the most important factor in your successEvery dollar you add to the bottom-line through marketing comes back to you!