National Clothesline

I believe there is no such thing as bad advertising. But questions always come up… where, when, why and how? And “Can I afford it?”

Here’s the why and how. I

think we have each reached the point of maximum effectiveness with matchbook cover ads or posters. We are blessed with an industry that can truly have a captive audience — all with the least bit of cost using attractive, colored printed garment bags that can act as moving billboards or with eye-catching route trucks that can always be parked at busy shopping intersections.

One idea that I like is the distribution of a quarterly newsletter. This permits the local cleaner to be the town’s civic newsmaker. And anyone can easily put one together.

The newsletter sets the tone for the market you want to reach — the high schools, the churches and synagogues, etc. Here is an audience for our news, as well as customers and potential customers.

For example, you could use a picture of cheerleaders with your new truck and driver in the background, perhaps with an adjoining picture of the winning football team. The parents of these students are your customers, and they love to see pictures of the children that show them doing well. You can be sure they will see your bulletin and be told they read it in the town’s “New Spot News.”

In the same bulletin, you can announce your new spring storage plan with free mothproofing. Also, show a picture of your counter staff or your Employee of the Month receiving a prize of a dinner for two from the owner of the restaurant.

This has a two-fold purpose. It gives the employee the needed recognition from your firm for his or her work, plus the restaurant would certainly appreciate the recognition.

I also love the idea of a drawing. It’s simple and your customers will love it.

All you have to do is save the receipts with name and address as the paid order goes out or the route customer’s name and the order/ticket when it is delivered. Toss the receipts into a revolving basket which is displayed in your window or at the front counter.

Now comes the prize — $200 in drycleaning, carpet cleaning, fur storage or any new service you want to promote.

When it is time to announce the winner, plan the drawing for a busy Saturday afternoon. The person who draws the winning ticket should be someone the entire town recognizes — maybe the mayor or some other political dignitary, or a popular teacher, librarian or even the chief of police. This allows you the association with that person.

Now comes the important part. Publish the pictures, winners, students, awards and dignitaries in your next newsletter and in the local paper.

It becomes good news that all of your customers will be interested in and, more important, those potential customers that you would like to serve from areas that your are trying to attract, like those new condos or a route area. You can offer some incentive or maybe receive recognition for removing and rehanging drapes in the condo lobby at no charge or perhaps carpet cleaning, which can be announced at a condo meeting. Or you can offer a discount for new accounts.

All of this can go in your new fabric care newsletter. Your Spot Cleaning News will be vital to your success because it highlights current events in your area with you as a civic spokesman.

It’s easy enough to make on a single sheet, folded and into four sides for a quick read. It’s inexpensive to print, mail or otherwise distribute. Copies can be given out by the cheerleaders who would be pleased to place them at their favorite busy shopping spots, pizza parlors, etc., or handed out personally — after all, you clean their uniforms at no charge.

The newsletter can be attached to each outgoing order, noting the forthcoming special you are about to promote. Again, it is inexpensive, effective and personalized in content and can be seasonally adjusted for promotions.

Yes, it’s very wise to advertise.