Do Dry Cleaning Post Cards Work?

Tue, Jul 13, 2010

Advertising, Dry Cleaning Marketing

First, let’s define what a working postcard campaign is and what is not.  If your mailing costs you $100 and you net one really good route customer, one that generates $100/month in revenue for you, is that $100 to acquire that customer worth it?

I’d say yes–wouldn’t you?

Now, if you printed the dry cleaning postcards yourself on your computer, printed out the labels, put the stamps on them and mailed them at the post office, it would seem like lots of work just to get one customer–wouldn’t it?

That is a lot of work. That’s why I NEVER do the work myself. I always hire it out. This way I can look at the results and only the results and not the emotional part of doing it and only netting one route customer from all that tedious work.  If I look at just the results, it’s a very successful campaign.

If in this same scenario, I mailed out 1,000 postcards every week and netted 10 –  $100/month route customers, I’m doing just great. Over the course of the year, I’d end up with 500 route customers generating $50,000/month in revenue or $600,000 in revenue/year and it cost me about $50,000.

Let’s cut the route customers revenue in half. So now, $300,000 in revenue cost me $50,000. Is that still worth it?  I’d say yes again!

And let’s go one step further; cut the customers in half to only 5 per week with same 1,000 postcards mailed.  That would only generate $150,000 in revenue and it would still cost me $50,000. Is that still worth it?  Yes, I think it is.  Now you know what your numbers are and what to expect to continue your postcard mailings.

Now that we’ve determined what we’d be willing to pay for a route customer, it makes it easier to start figuring the dry cleaning postcard thing out.

How should you design your postcard?

Here is what most dry cleaners do: they get their logo on the postcard as big as possible and hope that their logo alone will bring the customers in.

That’s not going to happen.

Or they listen to their postcard advertising rep and he say’s to do the BIG postcard because you can get lots of information on it. That was a great idea when no one was doing the big postcards, but not now because everyone is using the big ones.  And your postcard rep is leading you in that direction because he makes more commission because it uses more paper and more ink.

If everyone is doing the big color postcards, you should do the small “black ink” ones. Why? So you’ll stand out.

Now that we’ve determined that we should mail out the small black ink ones, what should you put on it?  I can tell you what will probably work, but you’ll have to test to really fine tune it.

1. Always have a big, bold headline at the very top of your postcard—NOT your logo. I know your logo is beautiful and you love it, but it will NOT generate any business. Your logo should be put on the address side small where the return address is.

Your headline should go something like this:

$10 Of FREE Dry Cleaning Just To Try My Dry Cleaning Delivery Service Out!

Each word should be started with a capital letter and the headline should be bold so it stands out.

2. Make them an offer. You just did with the headline I just gave you—“$10 In FREE…” The headline is 90% of the success of the postcard. If the headline gets their attention, they will read on. If there is no headline or the headline is boring, they will stop and read no further. You’re stuck in the mud if this happens. If you have a compelling headline, they will read the next paragraph. And if the next paragraph is good, they will read the next one and so on. Do you get the jest of this?

3. Always have a deadline. Nothing happens without a deadline. Department stores do it all the time—“One Day Sale ONLY!” or “2 Day’s ONLY” or “Until Midnight Tonight.” They all use deadlines to get us into their stores. If they didn’t use deadlines, it wouldn’t be a sale. You’ve got to do the same thing.

Under the headline you could say something like this: Deadline is Friday, August 20th.  It can be that simple. You’d be amazed the people that will call after the deadline asking if they can still get the offer. And of course you’ll let them have it.

Those are the three most important things to getting your postcards to work. If you miss one of them, your chances for success go to zero.

Headline—Offer—Deadline & Testing; they are the keys to a successful postcard campaign.

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2 Responses to “Do Dry Cleaning Post Cards Work?”

  1. steve berglund Says:

    hi greg-good article. I’m retiring but still running my business. I have a very substantial operating manual (with everything in it you could possibly conceive of-encluding drawings of what a finished garment should look like) that I’m re-writing-also a mdf (major daily function) poster that workes extremely well to keep my employees centered.(never a need for a back to basics meeting)

    Is there a market out there for a complete manual on how to run a good high end dry cleaning business–oh-I also have management information but I haven’t put it togheher yet.

    so–would you be interested in marketing what I have? my other product is Handy Hamper
    Should we talk?
    Steve Berglund steve@handyhamper
    two time winner-American dry cleaner magazine

  2. GOULYET Says:

    thanks for this info Greg
    and I would love to know how long should the dead line should be
    like 1 week , 1 month ,3 month ….

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