How A Marketing Calendar Can Make You Money In Your Dry Cleaning Business.

Fri, Nov 15, 2013

Dry Cleaning Marketing

What if you knew exactly what promotions you were doing month in and month out? And you even knew that your emails, newsletter, flyers (attached to outgoing dry cleaning), blog posts, texts, newsletter stuffers and reminder voice calls were all synced with the same consistent message?

What do most dry cleaners do? Most of us are last minute Mike’s and Mary’s when it comes to this. If

This is a very simplified Marketing Calendar. Better than nothing!

This is a very simplified Marketing Calendar. Better than nothing!

you’re somewhat prepared, you panic at the beginning of the month to get all of your marketing media (which most of us don’t have either) together. If you’re one of those guys that flies by the seat of his pants, you’re thinking what could you do a couple of days before Christmas or New Years. This is no way to run your business.

If you’ve read a few of my columns before, you understand that you’re NOT in the dry cleaning business; you’re in the MARKETING of your dry cleaning business. Gone are the days when you put up a store or a route and the new customers flocked to you. Gone are the days when all you had to do is put out a quality product, and they would line up all the way outside the door.  Those days are long gone and if you think you can run your business without marketing to get new customers and without marketing to get your current customers to stay with you and buy more, you’re dying a slow business death.

OK. I got that off my chest. Are you still with me? Is so; I’m going to share with you a simple way to build a marketing calendar so that you’re on top of that part of your business.

There are two parts to a Marketing Calendar: Getting Customers & Current Customers. You always want to be attracting new customers and you always want to be selling more to your current customers.

You can set this up several ways. I set it up on my Google Calendar. It’s free and it’s pretty simple to use. You could use a paper calendar. I’d get the month-at-a-glance version. You could also get a big calendar to hang on the wall. You pick the style that is best for you and let’s get it set up.

Let’s first set up your calendar for getting new route customers. This process can also be used to get counter customers too. My members and I have set up multiple marketing systems to attract route customers. You might not have as many as we do. So don’t get caught up in “I only have one (or none) marketing system in place” and just focus on this Marketing Calendar idea.

Every week you should be door knocking or bag dropping for new route customers. So load this in on every Monday. You should be writing a blog post that is connected to you website twice a month. The search engines like to see constant activity on your website. When they see this, your rankings go up.

Once a month, you want to mail the “new movers” in your territory. We have a 3-step mailing program that gets about 6% of them to join your route.

Once a month, you’ll also want to mail the non-customers within your routes. We have a testimonial postcard that goes out to these people.

Once a month, you want to attach a letter explaining your Referral Rewards Program and include some Referral Certificates that your customers can hand out to their neighbors. You’ll also want to have this in your newsletter every month.

And lastly, once a month you should check your PPC (Pay-Per-Click) with Google, Bing and Yahoo and make sure that it’s running good. This should only take a few minutes to do.

Spread all these out during the month. You’ve loaded it all in and it’s ready to go. You don’t have to think of what to do this week; you just have to do it.

Now that you’ve got your tasks set up for getting new route customers, let’s take a look at keeping your current customers and getting them to buy more of what you’re selling.

What else do you sell? Make a list of all the things you sell. Here’s a sample list: comforters, draperies, wedding gowns, pillows, christening gowns, leather & suede’s, designer hand bags, bed linens, ugg boots. I’m sure you’re got more. Just make a list of all of them. In my business, we clean houses and rent out Rug Doctors too. What else do you do?

The next thing you have to do is get all the special days of the year. List all the holidays and days like Super Bowl Sunday, Mardi Gras, Elvis’s Birthday & St. Patrick’s Day. Take your list of everything you sell and start matching it up with a special day. This way, you can let your customers know in a fun way all the things you do and tie it to a special day. You could knock 10% off everything red during the Christmas Holidays is the kind of promotion tied to a special day is what you’re looking for. Or you could run a charity promo; bring in a child’s coat to donate and we’ll clean your coat for 25% off. You get the idea, right?

And of course you want to run specials of things like winter coats in the summer months to get more business in the door during those slow times. I would never discount the staples like pants, shirts, blouses and suits.

The next task is to match up all of these promotions with your emailing programs, your newsletter, your attached flyers, your reminder calls and whatever else you’re doing.

Having a Marketing Calendar takes all of this stuff and puts it into a nice, neat and manageable package.

To make it easy for you, I’ve compiled a list of all the promotions you could do and all those special days of the year to do it. You can get my PDF at:

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