10 Secrets to Promoting Your Laundry…Now!

1. 10 Secrets to Promoting Your Laundry…Now! Presented by Brian WallacePresident and CEO of the Coin Laundry Association www.coinlaundry.org | www.planetlaundry.com

2. 10 Secrets to Promoting Your Laundry marketing has changed 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

3. For a free download of this presentation, please visit coinlaundry.org/materials

4. 10 Secrets to Promoting Your Laundry….Now!

5. Claim Your Listing on Google Places • Google is the largest search engine in the world and the 2nd busiest website overall • 72% of all web searches happen through Google

6. Claim Your Listing on Google Places 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 Circleand any other directory you can find.

8. Get a Website 82% of laundry owners don’t have a website or don’t advertise their website. 77% of all customers research online first!

9. Get a Website DLI builds and hosts a free laundry website for each of its members: • 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 • 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

10. Create a Facebook PAGE 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.

11. Create your page at facebook.com/pages/create.php

12. Create a Facebook PAGE 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

13. Contests and a Customer Database • 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? • Increase awareness • Network with customers (more personal = more loyal) • Create repeat customers • Build your customer database for use in direct or email marketing

14. Send an Email Newsletter • 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

15. Send an Email Newsletter 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

16. Send an Email Newsletter

17. Advertise with Google AdWords Google Adwords and how it works • You create your ads • Your ads appear on Google • Set your budget • Avoid guesswork • Pay only for results • Local and regional targeting • Local ads 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

18. Advertise with Google AdWords 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!

19. Advertise with Google AdWords • Create Your Campaign

20. Incentives: foursquare 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. 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

21. Incentives: Groupon Grouponis a deal of the day website that features discounted gift certificates usable at local or national companies. 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”

22. Get Social on Twitter 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

23. Get Social on Twitter 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/shafferdrycleanhttp://twitter.com/deluxecleaners twitter.com/CoinLaundryAssn

24. Direct Marketing 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!

25. Direct Marketing with CLA Direct Mail Products • Postcards • Table tents • Door hangers • Posters • Personalized brochures • Trifolds • Bifolds

26. The Final Elements Yellow Pages Down, But Not Out! 23% of consumers still check the printed Yellow Pages Spend about $31/month for a bold text listinginstead of spending big bucks on display ads.

27. The Final Elements GPS Services 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. To get set-up with TeleAtlas, follow this link:http://bit.ly/mpUbyT To register with Navteq, follow this link:http://MapReporter.navteq.com/

28. Marketing Your Laundry • 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!

29. Stay Connected Coin Laundry Association PlanetLaundry facebook.com/CoinLaundryAssn facebook.com/PlanetLaundry twitter.com/CoinLaundryAssn twitter.com/Brian_Wallace twitter.com/M_Sokolowski twitter.com/PlanetLaundry YouTube.com/CoinLaundryAssn YouTube.com/user/PlanetLaundry Coin Laundry Association PlanetLaundry Podcasts

30. For a free download of this presentation, please visit coinlaundry.org/materials