Clean Show attendees will have plenty of fun activities to keep them busy late into the night, but plant owners and managers would be wise to place early morning wake-up calls on Thursday and Friday so they do not miss IFI’s morning seminars.

Those willing to grab a cup of coffee instead of a couple extra hours of sleep will hear firsthand from some of the industry’s sharpest experts on how to make their businesses more prosperous.

Beginning at 8 a.m. on Thursday, June 23, IFI CEO Bill Fisher will discuss the industry’s future plans. His seminar, entitled “Raising the Bar: What IFI is Doing For You,” will demonstrate how the trade association is working to keep its members one step ahead of the competition.

Also during the morning session, Fisher will present this year’s Meritorious Service Awards, which are given every two years to some of the industry’s most unselfish contributors. The seven categories of winners include: Industry Positive Recognition Award; Industry Positive Recognition Award — International; Legislative-Regulatory Award; Technology Trailblazer Award; the Green Fields Award; the Allied Trades Award; and the Commitment to Professionalism Award.

IFI will also announce its highest distinction — the Diamond Achievement Award — which is not open for nominations but is chosen at the discretion of the Awards Selection Committee.

Another seminar hosted by Fisher will take place afterward from 8:45 to 10 a.m. He will unveil the new “Award of Excellence” program that is designed to help cleaners show the rest of the world how professional they really are while, at the same time, increasing their portion of the market share.

Early risers will be back at the seminars on Friday when lively presenter Chris Allsbrooks starts things rolling at 8 a.m. with “Fashion-Forward Thinking: Rising to the Challenges of Clothing Trends.”

Allsbrooks, a textile analyst at IFI, holds a bachelor’s degree in fashion merchandising and textile marketing from the University of Maryland.

She will talk about fashion trends — including how everything old is new again and back in style. Many such garments will pose potential problems for drycleaners; however, Allsbrooks will offer solutions on how to resolve such problems, giving diplomatic tips on how to explain some of the common mishaps to customers so they don’t leave the plant angry.

Of course, before customers can walk out of the plant, they have to come into it. For that, a good marketing plan is the key. At 9:10 a.m., Howard Kaschyk will offer the first of two morning sessions outlining proven marketing concepts that can benefit plants of all sizes.

Kaschyk is a member of The Marketing Shop — a firm specializing in building cleaners’ profits and revenues by focusing on the demographics and desires of their customers.

Smaller plants and the issues they face will be the emphasis of Kaschyk’s segment. He will show attendees specific actionable areas that they must address to keep ahead of the competition. When applied correctly, such tips can be used to grow a business, strengthen its market position and keep nearby competitors at bay.

Hosts Darcy Moen and Todd Feigenbaum will work together for the second installment which will look at marketing strategies for larger plants.

Moen, who sold his plant in 2000, is an industry consultant. His company, Customer Loyalty Network, uses data in drycleaners’ databases to create customer loyalty marketing programs.

He will talk about the five “P’s” that consumers base their purchasing decisions on and he will also explain how you can strategize tactical advertising campaigns to fit your customers’ perceptions.

Feigenbaum, president of Feigenbaum Cleaners — which was founded in 1917 and has five stores in upstate New York — will share techniques on how to transform a business into an “upscale” operation, which could improve profitability in a flat or declining market.

Feigenbaum’s company is proof that such methods work. He has continued to grow his cleaners over the past two decades by focusing on carefully targeted marketing while emphasizing customer service and maintaining high quality standards.

Though the association has no plans for any educational seminars on Saturday, June 25, IFI will offer certification testing at its official headquarters hotel, the Renaissance Orlando Resort at SeaWorld.

Cleaners seeking to earn or update their CPD (Certified Professional Dry Cleaner), CED (Certified Environmental Dry Cleaner) and CPW (Certified Professional Wet Cleaner) designations should sign up for one of the exams as soon as possible.

For more information, call the IFI office at (800) 638-2627.