National Clothesline

It’s 2008. Do you know where your marketing dollars are going?

I am amazed at how many ways people who are trying to build their routes and businesses continue to do the same things and get the same, lackluster results.

Granted, we focus much on

developing a game plan that is centered on discounts, catchy phrases, bag drops and even door-to-door that used to work in the 20th century. I hate to say this, but many of you are living in the past and it shows in monitoring your growth, or lack thereof.

OK, so you may be calling me an “insultant” right now, but sometimes honesty hurts.

Gary Kelly, the CEO of Southwest Airlines, recently wrote this: “As prisoners of habit, we resist change. Any business that wants to survive and prosper must avoid those ‘duh’ moments. What happens when a company relies on outdated methods? It fails. When was the last time a Pony Express rider galloped up to your door? Or when was the last time you traveled on a Wells Fargo Stagecoach? Wells Fargo knew that railroads would soon overcome the stagecoaches and adapted their businesses. Pony Express, on the other hand, never saw the telegraph coming.”

Great quote that hits home with many of you right now. You have invested in marketing and experienced limited results. Marketing is similar to gambling, and if you increase your odds, you can come out ahead. But how? Let’s examine what works and how to increase your odds.

First of all, when it comes to targeted areas, it pays to research buying habits, income levels and other demographic areas. Seriously, you don’t put a billboard in the middle of the forest, so why go about marketing efforts blindfolded.

The hardest part to determine is whether they are not only drycleaning customers, but potential route customers, as well. With all the various marketing techniques being used today, you must listen to the prospects when contacting them and find out. It also takes time to develop an area.

Too often we give up way too early. Stay focused and keep going back; you can change the mindsets of the consumers by continually marketing in specific areas.

Second, make sure your marketing piece reflects your image, message and the overall personality of your business. Colors, slogans and a personal touch will increase your odds. This is why I focus on convenience more on your route pieces versus other incentives to get your prospect’s attention.

Sanitone’s most successful marketing piece features a smiling driver with the clothes hanging up behind him on the door. Make convenience your number-one focus and you will see increased results.

Finally, I believe follow-up is ever so critical in your marketing effort. Most people send out marketing pieces and expect the phone to ring off the hook. Be in control of your marketing effort and develop a system in which you are on top of the decision-making process for the prospect. You don’t plant a garden and sit back and wait. Grow your business by being in control of your marketing.

So what tools do you utilize? All of them! Networking, direct mail, door-hangers, door-to-door, bags, etc. They all work together to assist in your marketing.

I have covered all these before, but what matters is separating yourself from your competition. Know what they do and dare to be different, but not necessarily with “out-discounting” them, especially in developing routes.

I focus on what impacts a prospect the most. Is it quality? Is it service? Is it price? Seriously, what is the major feature and benefit of delivery services? Well, it is none of the above. It is convenience.

Sure, you want to promote a quality product, but everyone does that. How about customer satisfaction? I dare you to look up the definition of “satisfaction” and stick with it in the branding of your business.

Anyway, everyone brags about their customer service, so you are actually no different than your competition there.

OK, let’s battle in the price department. Well, many of you have been losing this war for awhile. So what do you have left… convenience? People are getting lazier and busier and need something that money can’t buy — time!

I dare you to take off the discounts on your marketing pieces. Try it, you’ll like it. I look at Geico’s advertising. They change it up and keep you interested in their ads. From hired actors, to cavemen and, of course, the gecko.

We must do the same in our industry. Odds are your competitors have done something similar in their marketing efforts. Don’t get caught in this trap. Be different and capture more drycleaning customers.

Seriously, it’s so simple a caveman can do it.

It is the 21st century, times have changed and so have your customers’ buying habits and mindsets. You must adapt. Otherwise you might as well sell your vans and have the Pony Express deliver your clothes.