Filling In Your Route With Customers

Fri, Apr 27, 2012

Dry Cleaning Marketing

What shape is your route in?

A big full bag full of dirty clothes. That's what you get more of.

Do you have 5% of the available households? Or better yet (and really good) 10%?

Or do you have a “Micky Mouse” route? A route that two in this track of 1000 houses and one way over 2 miles down the street? If you’ve got one of these, it’s probably costing you more to run the route with wages, gas (and it’s only $4/gal–what happens when it goes to $6?), depreciation on your van and all the other costs.

Why are you doing this?

Probably because you know no better way. That’s my guess. You’ve tried newspapers, periodicals, postcards, direct mail and a bunch of other things and nothing worked.


You heard me right. Why are you not an expert at marketing? What’s holding you back? How did you learn how to clean and press clothes for your customers? You learned from someone. You didn’t just wing it and hope for the best. Someone showed you the ropes. Someone helped you through every step of the way. And then you did it over and over and discovered your own little tricks to make it better and became an expert dry cleaner.

My point is that you did not do it alone. You need someone to help you with your marketing.

I’m raising my hand. I can help you. I have helped over 400 dry cleaners just like you that knew nothing about marketing and how to get route customers.

So before I tell you how to fill in your route I have to tell you about a new video I just put together. I want you to watch it. Watch it now or watch it after reading this article.

Here’s the link: My New Video That You Gotta Watch

OK. Let’s get on with the ways to fill in your route.

Fill-In-Route Idea #1— Testimonial Postcards.  Do you know what a testimonial is? It’s one of your customers saying nice things about you. Send out a letter asking your customers to recommend you in the form of a testimonial. Have them write it on different color post-it notes. If you send out 50 of them, you’ll bet 15 or so back. Ethically bribe them with $5 in FREE dry cleaning to give it to you. And then take that post-it note testimonial and put it on the front and back of a postcard. Start with a heading–something like, “$10 In FREE Dry Cleaning Just To Try Out My Dry Cleaning Service.” and then tell them more about your delivery service. And the most important thing is to have a deadline. You can stamp it in red with a date that is 14 days out.

A great way to get "new movers" too!

Fill-In-Route Idea #2— Greeting Card. That’s right, a greeting card. But it’s not your normal run-of-the-mill greeting card. Inside this greeting card is a $10 Gift Card. For some reason, when you include a gift card, your response goes way up. And it’s important to make sure you have a faux (fake) magnetic strip on the back of the card. It makes it more real. On the outside of this greeting card (which I print on my own printer or you can go to your local printer) I have a picture of myself standing in front of my van. And on the inside I tape my gift card and tell them what the offer is–just like the postcard. Make sure that you hand-address the greeting card with NO return address. Why do you do it this way? Because you want curiosity to get the best of your prospects and that they open yours first. This is a great way to get “new movers” too. Take this idea and run with it.

Fill-In-Route Idea #3— Referral letter to your existing route customers. You can use the same gift card with the referral letter to your existing customers base. Explain to your customers that the primary way that you grow is by referral. Include two or three of these gift cards. And tell them that you’ll give them $10 in FREE dry cleaning too when their neighbor uses your delivery service. And this is the most important part: make sure that you thank your customers for referring their friend or neighbor. If you do not do this, that customers will never refer again. You want to make a big deal out of this. They want the thank you more than the free dry cleaning, so make sure you thank them with a letter. And I’d include another gift card in the thank you letter.

Well, there’s three ideas you can run with. If you want the exact postcard, greeting card and referral letter that all you have to do is edit with your dry cleaners info, then you’ll have to watch this video to find out how you can do that.

Remember how you became so good at dry cleaning–someone taught you! Let me teach you how to get customers.




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