National Clothesline

I am totally convinced that advertising can move mountains. There is nothing I know of that will fail, provided you have money to advertise and promote. I almost believe there is no such thing as even “bad advertising.”

The question is, how much money can you spend and how impatient will you become while you wait for new business?

That is the nice part of public relations — you can be creative and lavish with your approach and even appear charitable and philanthropic. But first you must set your goals and your budget.

How does this true story sound? Standing on the corner of one of the busiest southern cities at high noon during lunch hour, there was a distinguished looking gentlemen selling apples at five cents each. The sign at his side read: “Thanks to the good people of this city who, 40 years ago, bought apples from me for five cents each and made it possible for me to pay my medical bills and provided for my family. Please have an apple for five cents. They cost many times that amount now but this is my way of saying thanks. Had you nice people not responded then, it would not have been possible for me to achieve the success I now enjoy as a prosperous businessman today. Thanks. XYC Cleaners, Main Street, USA.“

Each apple was wrapped in an attractive flyer, repeating the same story along with a sign for his new drycleaning location. It did not make the front page, but the story and pictures were told in a full page spread in the human interest section of the news. The cost? $200-plus in apples and literature. And he received perhaps $20,000 worth of advertising value and goodwill.

How about a photo of a drycleaner receiving a kiss on the cheek for the return of a valuable heirloom ring or holding up a restored 75-year-old wedding gown with a grateful customer expressing her thanks?

Would it all look pre-arranged? Not necessarily. In fact, it happens every day of the week in the drycleaning business, but few if any capitalize on the return of valuables or some unusual job done to perfection, sometimes even at no charge. Local newspapers thrive on such human interest stories and so does their readership. We could all use some good news.

I know many drycleaners who offer to clean any American flag at no charge. But how many, at no charge and as a charitable gesture, have offered to clean religious garments, tapestries or prayer shawls from the local church or temple?

Payment? A mention at Sunday services or a line or two in the weekly bulletin could more then compensate the expense of drycleaning. Again, drycleaners everywhere have been offering “services” such as these, but for some reason, they chose to label it “The Secret Service.”

Take the time to look at the local social calendars. You’ll find numerous events and organizations eager and willing and most grateful to accept an offer of drycleaning in exchange for endorsements to sponsor an event or groups such as scouting (blankets cleaned free!), bowling teams, Little League, Elks Clubs, Knights of Columbus, etc.

Also, consider giving special discounts to condominiums or co-op tenants associations, and office complexes for free drapery cleaning for the lobby for the privilege of soliciting the office staff on your new route service. More important, no matter what the event, advertise it in the form of a “News Release.”

Publicity? Promotions? The possibilities are endless.