National Clothesline

It has been talked about for years. And now somebody will try to do it. It’s a topic that comes up whenever the discussion turns to the state of the industry and what could be done to improve things. Inevitably in that conversation, someone will suggest that there should be a nationwide public relations campaign to lift the image of the drycleaning industry. Cleaners see the successful “Got Milk?” ads that promote the dairy industry and ask, “Why not us?”

One reason is that those advertising programs cost a lot of money. Any national media campaign is expensive. Did you notice the rates for a few seconds of promotion during the Super Bowl? Of course, a successful campaign doesn’t need Super Bowl exposure, necessarily, but without a substantial budget, an attempt to make an impression on millions of Americans will most likely end up only gratifying a handful of the faithful. the minds of the masses will not be persuaded. They probably won’t even notice.

Now comes the Fabricare Foundation with a plan to polish the image of the industry in the public mind. Rather than buying advertising time, the foundation’s idea is to hire a public relations firm that will work through the media to educate the general public on professional drycleaning. The budget for this program is $100,000 a year. The key is that this budget will be funded by contributions from cleaners. The foundation is asking cleaners to pledge to the campaign, not just a one-time donation, but a three-year commitment. So for all those who have ever said — or thought — that “there oughta be an industry-wide image-building campaign, here’s your opportunity. If cleaners let it this opportunity pass by, it may not come around again.

What makes the best the best? A visit to America’s Best Cleaners’ web site has some answers to that question. To even be considered among the industry’s elite, a plant has to meet certain criteria, such as achieving superlative customer service that exceeds customer expectations; total compliance of all state, federal and local regulations; a status of being environmentally sound; and the latest in processing equipment, among other factors. The list is quite lengthy, but perhaps the biggest single qualification is delivering a superior quality product.

Those who genuinely strive for that goal all have one thing in common: persistence. Reaching the peak is not an overnight journey, but instead, it is the culmination of a steadfast daily resolve. The best don’t make excuses for mistakes. Instead, they look for areas that need improvement, and then set forth to remedy the situation. It might feel satisfying to be called the best, but the best do not allow themselves to feel satisfied. They know they won’t stay on top long if they do.

An article in this issue depicts members from America’s Best Cleaners attending a seminar by spotting legend Dan Eisen. The best already know everything, right? The only problem is, there are countless types of stains and garments and numerous solvents and methods of cleaning. Even those who clean on a daily basis can’t keep up with it all. There are always new problem garments and more spotting tricks to learn. The peak continues to get higher and higher.

Of course, if the best are not happy enough with their quality and are still willing to go to school, then what does that say about the rest of the industry? When is the last time you or your cleaner/spotter/finisher/presser attended a seminar on the latest cleaning techniques? You may be quite knowledgeable and pleased with the quality you offer, but is it enough? Even if you are satisfied, then the answer is no. The learning process is never over.

In the past, many have argued that there simply aren’t any classes in their area and it’s hard to fine time. However, that excuse simply won’t cut it anymore. The number of educational offerings available to the industry is greater than ever. Annual conventions continue to be packed to the gills with fantastic learning opportunities, as well. In fact, in this issue alone, you will find news of educational programs all throughout the country on pages here, here, here, here, here, here, and here. And, of course, there is the grand stage for learning all there is to know about the industry at the Clean Show in Orlando this summer. You can learn about some of the offerings here.

As for finding time, well, the best cleaners (and perhaps, the busiest) in the country are already turning to those pages.