A small favor requested but denied
In the overall scheme of things, it seemed like a small favor to ask of
government. At a time when billions of taxpayers dollars are being shoveled to
huge corporations, this favor wouldn’t have cost a single dime while helping thousands of businesses and their
employees survive the recession. Yet the Korean-American Cleaners Association
of California’s request to delay the phase-out schedule for perc was flatly rejected.
The association’s appeal to the California Air Resources Board hinged on two key factors. First,
the sour economy makes it difficult for small businesses to invest thousands of
dollars for new equipment to replace existing and working perc machines.
Second, recently enacted provisions of the state fire code create an additional
obstacle for cleaners trying to convert to high-flash hydrocarbon solvents. The
fire code calls for installing sprinkler systems in these situations, an option
that is, at best, expensive and, for cleaners in leased spaces, may be
impossible if their landlords don’t approve.
CARB’s response to the first point was that the association had not provided evidence
that the economy was having an adverse effects on drycleaners. Apparently CARB
suspects that the economic downturn — evidence of which is readily visible in commercial centers and residential
neighborhoods and, for those who never go outdoors, in newspaper headlines and
TV newscasts — somehow has missed drycleaners. To the second point, CARB offered hope that the
fire code could be revised or, failing that, local fire inspectors could grant
permission for a hydrocarbon plant to operate with some other fire safety
system in place rather than that specified by the state code. In other words,
CARB was passing the bureaucratic buck.
The drycleaners’ request was reasonable. They only sought a delay in the state phase-out long
enough to give the economy a chance to recover and to resolve the issue of fire
code requirements. Instead of a flat “no,” CARB should have taken its cue from President Obama who told small-business
leaders in Washington last month, “You deserve a chance. America needs you to have a chance.”
To get a little, give a little
There is an old quote that people often recite to illustrate the raw power of
marketing and brand recognition: “There is no such thing as bad publicity.” Those who use the quote are often being ironic, though not intentionally. After
all, the quote, which comes form Irish author Brendan Behan, is actually cut
short from its original usage, which is: “There is no such thing as bad publicity except your own obituary.”
Obviously, the end of the quote is usually left off because it adds a bit of a
darker tone to the sentiment. Regardless, a misquote in itself is its own bout
of bad publicity, and yet, whether the quote is abbreviated or left intact, it
basically means the same thing: it is better to be remembered in a negative
fashion than to remain anonymous or be completely forgotten.
Of course, the best scenario for your business is for it to remain present in
the minds of your customers and to retain a positive reputation, as well. In
order to accomplish this, you must provide an unforgettable experience every
time your customers utilize your services, and you must also find a way to keep
your name on the tips of their tongues even when drycleaning in not at the
forefront of their “to do” list.
Fortunately, there are some creative ways to draw attention to your business
that are both cost-effective and helpful to both you and your local community.
Right now, people could use some cheering up. People want to read about a
drycleaner who collects and cleans prom dresses or winter garments for those
who cannot afford them. People want to learn how a business randomly gave money
back to its customers, who, in turn, paid it forward to somebody who really
needed it (as reported in the January 2009 issue of National Clothesline and referenced this month by Ray Colucci.
The truth is, most people in the world desperately need to watch the news and
hear words like “donate” and “hope” instead of being bombarded with “recession” and “fear.” Businesses continue to close their doors every day all across the country, but
those that are still around have a chance to give back to their local community
and get some positive much-needed publicity in return. Otherwise, it may be
your business that ends up writing its next obituary.
