presented by brian wallace president and ceo of the coin laundry association |

Presented by Brian WallacePresident and CEO of the Coin Laundry Association

www.coinlaundry.org | www.planetlaundry.com

The First Place Consumers Go for Local Business Info:

33% Search engines

23% Yellow pages [print]

22% Internet yellow pages

13% Local search sites

9% Mobile apps, social media outreach

77% of all users will research online before they'll walk through your door

MARKETING HAS CHANGED

coinlaundry.org/materials

* Google is the largest search engine in the world and the 2nd busiest website overall

* 72% of all web searches happen through Google

Want to come up on the maps that accompany search results?

It’s FREE! “Claim” your business via Google: google.com/places

Optimize your listing and beat your competition.

*Create your business profile.

*The more information you list, the more likely you’ll be found.

*Save it.

*Copy/paste this profile information to Yelp, Merchant Circle and any other directory you can find.

82% of laundry owners don’t have a website or don’t advertise their website.

77% of all customers research online first!

*Full Domain Ownership/

Management Rights

*Full Function Web Control Panel

*Branded to match your LOGO

or choose your own colors

*Unlimited changes/photos & text

*Google Map

DLI builds and hosts a free laundry website for each of its members:

*Full Page with Name, Address, Phone Number & Business Hours

*Submit Your own logo & 3 additional images

*Includes your own free web email account

*Listing of your services

Facebook boasts more than 600 million active users; 50% of whom use the page on a daily basis.

Why should I market my business on Facebook?

• Your customers are here.

• Competitors might be already

• Easy to create your page.

• Easy to update your page.

• Share all types of info in almost any format.

• Helps with search engine placement.

• Influence of Facebook Friends

Where do I Start?

• Create a Facebook page.

• Do NOT create a personal profile (one with email address).

• Profiles = people.

• Pages = businesses.

• Check for existing Facebook Places page for your business. Claim that instead.

CREATE YOUR PAGE AT

facebook.com/pages/create.php

Here’s an actual laundry’s Facebook page:

•Milt & Edie’s Dry Cleaners: https://www.facebook.com/miltandedies

•Shaffer Dry Cleaning & Laundry: https://www.facebook.com/shafferdrycleaninglaundry

Getting Fans to Like You

• Create table tents or flyers and post them in your store

• Encourage customers to check-in through FB Places.

• Run a contest to get more Likes and engagement.

• “Likes” get published to the user’s News Feed for all their friends to see.

Give Them a REASON to Like You

* Every laundry must have a customer mailing list; preferably with email addresses

* Stay in touch with customers with offers and information in order to retain their business

* Plot current customers on a map to help plan future advertising

* “Bribe” customers for information through raffles, giveaways, and surveys

Why should I run a contest?

1. Increase awareness

2. Network with customers (more personal = more loyal)

3. Create repeat customers

4. Build your customer database for use in direct or email marketing

* Use email addresses to update customers with a newsletter

* Cheaper electronically than by print

* Share coupons, store news, special events

* Position your store as a garment care expert by sharing laundry tips

* Use blog as extension of that sharing of information

Tips for your e-newsletters:

* Keep it short and easy to scan

* Design for the preview pane

* Create a strong subject line

* Select a reputable email marketing service

e.g. Constant Contact, MailChimp, AWeber

Use “search advertising” to find customers when they are ready to buy!

*Keywords are matched with customer searches

*Match local parameters with keywords – down to zipcode and radius search

Cost-Per-Click

* Cost effective

* Pay only when your advertising works

Google Adwords and how it works

1. You create your ads

2. Your ads appear on Google

3. Set your budget

4. Avoid guesswork

5. Pay only for results

6. Local and regional targeting

7. Local ads

A beginner’s guide to Google AdWordshttp://bit.ly/n6WGXl

A great video tutorial on YouTubehttp://bit.ly/oqitdK

Search for laundries in your market and see what turns up!

*Create Your Campaign

How Your Customers Use Foursquare

• Customers “check-in” where they’re at

• This lets friends know where they are.

How a Business Benefits from Foursquare

• Benefit from customers check-ins

• Attract new customers

• Reward loyal ones

• Offer Specials

• Mobile coupons

• Prizes or discounts

Shown to users when checking in at or near you

Foursquare allows users to “check in” via a smartphone app or SMS. Users share their location with the public while collecting points and virtual badges.

Big Exposure, bigger word of mouth

Efficient, measurable marketing

• 91% of businesses report new customers from their promotion

• 9/10 customers spend more than the face value of the coupon

• 87% of business owners say they increased their brand awareness

• Set minimum sales to launch

• Set maximum sales to “sell out”

Groupon is a deal of the day website that features discounted gift certificates usable at local or national companies.

Answer the question, “what are you doing now?”Fastest growing social network with more than 200 million users

What Good Would it do Me?Twitter is used for

• Customer service• Sharing immediate info• Gather real-time market feedback• Lead generation• Build relationships with customers• Marketing• Share coupons, discounts, special events

twitter.com/CoinLaundryAssn

To find great tips for using Twitter to grow your business, visit:http://business.twitter.com/twitter101

Here’s a quick video on how to set-up your page:http://howc.st/q0dEQ5

Here are some dry cleaners who are using Twitter:http://twitter.com/shafferdryclean http://twitter.com/deluxecleaners

twitter.com/CoinLaundryAssn

Why is direct marketing successful?

* It’s TargetedAge, gender, income & demographic.

* It’s PersonalTailored to your recipients, providing relevant content and timely delivery. You can tell them about your website and social media too!

Direct Mail Products

* Postcards

* Table tents

* Door hangers

* Posters

* Personalized brochures

* Trifolds

* Bifolds

Down, But Not Out!

23% of consumers still check the printed Yellow Pages

YELLOW PAGES

Spend about $31/month for a bold text listing instead of spending big bucks on display ads.

Increasingly, people are using the search functions of GPS to find local businesses; especially for those who are traveling.

There are two main providers, Navteq and Teleatlas.

GPS SERVICES

To get set-up with TeleAtlas, follow this link:http://bit.ly/mpUbyT

To register with Navteq, follow this link:http://MapReporter.navteq.com/

* In the next five years, the quality of your marketing may prove to be the most important factor in your success

* Every dollar you add to the bottom-line through marketing comes back to you!

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