Content about Person Career

NEW ORLEANS — So much to learn. So many people to see. And so little time.

You’ll face that predicament here at the Clean Show next month, especially now that the show is one day shorter than previous events. You are not alone: Confronted with crowded aisles and hectic booths, attendees too often return home with no more than a confused mass of general impressions.

You can do better. Trade shows can be powerful tools for boosting business profits. The secret is to plan for success, spend time wisely and prioritize tasks.

How to? Read these tips from trade show experts:

TIP 1: SET YOUR GOALS

“Before arriving at the show, make a plan with specific ‘keeper’ ideas,” says Mina Bancroft, a management consultant in Palo Alto, Calif. “Then prioritize them.”

Include specific descriptions of what you want to find at the show. Here are some possibilities:

• New items of merchandise
• Line extensions in certain categories
• Lower costs in existing lines
• More reliable sources
• Promotional goods

Select the best and list them in order of importance.

Next step: Translate your goals into an ‘A’ list of vendors to see. “Do some research on the show’s website to identify companies and booth numbers,” says Howard Friedman, a trade show consultant in suburban Los Angeles. “That will assure that you see the most important things.”

It’s also smart to draw up a ‘B’ list of goals, suggests Friedman. “While these items may not be ‘mission critical,’ they can help open your eyes to innovations and new ways to approach problems you may have.” Tackle secondary goals in the remaining time after completing your primary ones.

Bonus tip: Ask yourself, “What is the biggest problem I have in my business?” Write it down and take it to the show to get answers from exhibitors.

TIP 2: STRATEGIZE YOUR WALKING PATTERN

Once at the show, it’s tempting to spend the first hours performing a walk-through. That can be a mistake.

“The last thing you want to do is shop the floor as you shop a flea market, just walking down the aisles and looking at things,” says Peter LoCascio, a Salem, Ore.-based trade show consultant. The clock moves quickly. It’s easy to run out of time before you accomplish what you need to do, he adds. “Too many times, a couple of hours before the show closes, you’ll see people running through the aisles trying to get things done.”

Instead, use the show floor map to plot out your walking pattern so you can see the greatest number of vendors in the least time. Schedule a certain amount of time to each vendor on your “A” list. “You have to be disciplined and focused,” says LoCascio.

Bonus tip: Avoid duplication of effort by allocating tasks among other people from your company or organization who are attending the show.

TIP 3: TAKE CHARGE AT BOOTHS

Deal with booth personnel efficiently. Determine early whether they are willing and able to answer your questions. “When you go into a booth, there is no reason for you to waste your time,” says Bob Dallmeyer, a Los Angeles-based consultant. “Prepare some quick questions that pertain to your buying interests. If the booth people can’t answer those questions, then you have to smartly move on.”

Not all booth personnel are alike. “A well constructed booth has people at various levels,” says Bancroft. “One person will be at ‘in-depth’ level; others will be at beginning and intermediate levels.” No in-depth person at the booth? You need to decide if you have sufficient interest to ask for an appointment with the right person. That can be smarter than wasting your time talking with an individual who does not have the requisite knowledge.

An alternative is to obtain the name and contact information of a person to call after the show’s over. That can be a prudent step anyhow. “Exhibitors often fail to follow up trade show leads in a timely fashion for a multitude of reasons,” says LoCascio. If you are serious about learning more about a product or service, you may wish to obtain the name and number of the local sales person in your territory.

Bonus tip: Save time by stating, “I need to make a business decision,” as you enter each booth. Then state the nature of the decision and ask how the vendor’s products will help.

TIP 4: SCHEDULE APPOINTMENTS WISELY

Remember that ‘A’ list of vendors? Make sure you see them all by scheduling advance appointments, either before you leave for the show or when you arrive. “There’s nothing wrong with reaching out and saying, ‘I would like to meet with a specialist on Product X,’” says Friedman. “Engaging before the show is completely fine. That will make your time more productive. And the exhibitor will be delighted.”

Such appointments are important whether you are a current or prospective customer. “If you are already a customer, you will want to talk about innovations, new orders, or things that are upsetting you,” says Dallmeyer. “And if you are considering making a purchase, you will want exclusive time in the booth.”

Bonus tip: Map the show floor to identify the booth locations of your ‘A’ vendors. Clustering your appointments by location will reduce walking time.

TIP 5: TAKE NOTES EFFICIENTLY

Haphazard note taking can result in a confused mass of papers stashed on a shelf back home or in your office. That means you lose information critical to business success, including the names of key contacts.

Modern gadgets to the rescue! “We are seeing all kinds of new technologies to avoid the traditional business-card exchange,” says Doug Ducate, president of the Dallas-based Center for Exhibition Industry Research. “These include badge-swiping technologies that allow exhibitors to send information efficiently.”

Electronic brochures have, in many cases, replaced paper ones. “At some booths, you can use computers to send yourself information about what you have seen,” says Ducate. “Push a button and the information shows up on your smart phone and sits on your computer back at the office.”

“Old tech,” though, has its place. “Plenty of people still collect business cards and take notes on them,” says Friedman. “These can be great memory joggers to help connect the dots after the show.” A pack of business cards provides an easy reference for making follow-up calls.

Bonus tip: More attendees are entering information into iPads. Digital notes are efficient for later review, and also for passing along key insights to people who did not attend the show.

TIP 6: POW-WOW AT QUIET TIMES

Sometimes, product information is fairly simple to grasp. Other times, though, you may need to devote critical thinking time to technical details.

“When you go to a trade show, the individual who has paid for a booth is trying to sell you something that may be quite complex,” says Bancroft. “That means you must initiate a way to find out more about that item, and you can’t do that at the typical show floor, which is usually a chaos of noise and confusion.”

Solution? Schedule some “quiet time” to make rational decisions, suggests Bancroft. “Ask the booth sponsor to meet you for breakfast or lunch, where the quiet atmosphere allows you to go through the information you need to compare products.”

Bonus tip: Reduce travel time by scouting out a convenient venue for business talks before you meet exhibitors. Use the Internet, or locate coffee areas once you are at the show.

TIP 7: ALLOW FOR SERENDIPITY

Schedule your time, but leave some open space. One of a trade show’s strengths is a potential for ‘serendipity,’ or the discovery of unanticipated knowledge or connections. So, leave time for random encounters.

“Everyone at the show wants to discover new things and meet new people,” says Friedman. “That can be a productive situation: You may meet someone who does something similar to you but who is not a competitor. It can even happen in a lunch line. So, I encourage you to find the opportunity to say hello to people.”

Bonus tip: Allow yourself the chance for fortuitous discovery. After you complete your important work, schedule time to visit less-promising, lower-profile booths.

TIP 8: CHOOSE SEMINARS WISELY

What seminars should you attend? Reaching a decision can be difficult. Every hour you spend at a concurrent session, after all, is an hour off the show floor.

Even so, seminars are important to your bottom line. Their value is reflected in their growing presence. “We have found that 40% of today’s exhibit floor is devoted to concurrent sessions, up from 20% some years ago,” says Ducate. Why’s that? “People are looking to solve technical problems, and they will attend sessions that promise to do that.”

That comment suggests a solution to the seminar conundrum: Attend those that deal with topics of immediate concern to your business. Look at each seminar listing and ask: “Will the information in this seminar help me solve a specific problem?”

Bonus tip: Reach better decisions by calling seminar leaders before the show for more details about a prospective presentation.

TIP 9: SHARE THE WEALTH

Productive trade-show going is a learned skill. Pass along the talent to the next generation. “It’s good for a senior-level person to bring along a junior one,” says Friedman. “The senior person can make introductions and put products in the context of business initiatives. Relationships established at trade shows can be very helpful in the future.”

Sharing such knowledge can lay a foundation for the continuing profitability of your business. And it will help foster a habit of efficient trade show buying. “Time is money today,” says Dallmeyer. “You need to maximize what you do at every trade show.”

NEW ORLEANS — The Ernest N. Morial Convention Center will host the world’s premier textile care expo for a fifth time when the 2013 Clean Show—officially the World Educational Congress for Laundering and Drycleaning—arrives on Thursday, June 20, for a three-day stay through Saturday, June 22.

It will mark the first time since 1981 that the Clean Show has been scheduled for three days instead of four, reflecting a “more concise and efficient” format designed to give exhibitors and attendees alike a better value for their investment, according to the Clean Executive Committee.

The Clean Show has been convening every other year since 1977 to present new technology, educational sessions and networking opportunities to all segments of the dry cleaning, laundry and textile care industry. This year’s event is expected to draw 10,000 trade attendees, according to Riddle & Associates, the show’s longtime manager.

“I am constantly asked why should I come to the Clean Show or why should I exhibit,” says John Riddle, president of Riddle & Associates. “There are many reasons. You will see the newest equipment, learn about new services, see working demonstrations and have access to outstanding industry education.

“In today’s world of electronic communication, it is nice to have the opportunity to communicate with someone eye-to-eye, face-to-face and talk with them about industry issues. It’s a great chance to renew old friendships and make new ones. These are just several reasons I think making this trip is worth the time, effort and money. We encourage you to ‘Be There’ and take advantage of this opportunity.”

Approximately 400 companies and organizations are scheduled to be represented on the exhibit floor, covering roughly 200,000 net square feet. It’s possible that more exhibitors will be added in the final weeks leading up to the event.

The exhibits will open following a brief 10 a.m. ceremony on Thursday, June 20 (distributors are granted exclusive access from 8 to 10). Exhibits will open at 9 a.m. on subsequent days, and they will close each show day at 5 p.m.

Some of the Clean 2013 sponsors, as well as several other industry associations, will offer approximately 40 hours of education over the show’s three-day schedule. Most of the seminars will occur in on-site meeting rooms between 8 and 10 a.m. daily, but in a change this year, some sessions have been scheduled for each afternoon on the exhibit floor itself.

The Clean Show has released a new, free mobile app for Apple iOS- and Android-based smartphones that offers features such as locating exhibitors, planning a personalized show itinerary, and connecting with others via social media. The free app can be downloaded from an individual’s device in the App Store or Market, and is fully integrated with the Clean Show website, and with LinkedIn and Twitter.

“In the age of technology, offering a smartphone app just makes sense,” says John Riddle. “We want our attendees and exhibitors to be able to stay connected before, during, and after the show and be able to do it while on the go.”

Attendees who do not have a smartphone can still maximize their time at the show by using CleanShow.com’s “My Itinerary” feature. Visitors can store in a personalized “Briefcase” their schedule of educational sessions and booths they wish to visit, as well as print out their “Itinerary” to bring with them.

Another show change is the relaxation of certain rules regarding the convening of affiliate groups during trade show hours. In the past, meetings were restricted to hours outside education and exhibit hours, but now exhibiting companies and industry associations can schedule their sales, distributor or group meetings during educational sessions or between the hours of noon and 2 p.m.

Attendees can easily register for the Clean Show online at its website for the discounted rate of $99 a person through May 31 (on-site registration will be $149 per person). All registrations can be made with credit card, check or money order.

Registration hours at the convention center will be 1-5 p.m. June 19, 7 a.m. to 4:30 p.m. June 20, 7:30 a.m. to 4:30 p.m. June 21, and 7:30 a.m. to 4 p.m. June 22.

Reservations for official Clean Show hotels can be made on the show’s website until May 17 (special show rates are available only through the Clean Show Housing Bureau).

Complimentary shuttle buses will transport attendees between official hotels and the convention center mornings and afternoons during the show.

The Clean Show is sponsored by five industry associations: Association for Linen Management, Coin Laundry Association, Drycleaning & Laundry Institute, Textile Care Allied Trades Association, and the Textile Rental Services Association of America.

OAKBROOK TERRACE, Ill. — The Coin Laundry Association (CLA) has unveiled its final schedule of events—including educational sessions, networking opportunities and social receptions—for June’s Clean Show in New Orleans.

“The Clean Show is the best opportunity for professionals in the laundry industry to grow their business in 2013 and beyond,” explains Brain Wallace, CLA president/CEO. “The educational programming alone is more than worth the price of admission, but coupled with tremendous networking opportunities and incredible equipment exhibits – you simply cannot miss Clean 2013.”

EDUCATION

As one of the Clean Show sponsors, CLA will provide more than 10 hours of education geared toward making laundry owners more successful, and will cover an array of topics pertaining to the coin laundry industry, including:

• Coin Laundry Trends for 2013
• Internet Marketing Success Stories for Coin Laundries
• Social Media: Which Tools Should Laundry Owners Embrace?
• Best Practices for Wash Dry Fold and Commercial Accounts
• Advanced Laundry Lease Analysis
• The ABCs for Potential Laundry Owners
• The Keys to Successful Multiple Store Management

NETWORKING/SOCIAL EVENT

To make sure the Clean Show is not all work and no play, CLA plans to host a hospitality reception on Thursday, June 20, and a CLA Mardi Gras Party the following evening. This year’s members-only party will feature Big Band entertainment, an open bar with Mardi Gras-themed cocktails, hors d’oeuvres, strolling entertainers and revelers, a Tarot card reader, caricature artist, and more.

Member pricing for this event is $65 per person. Visit the CLA website to learn more and to purchase tickets.

CLA’s Clean Show programming would not be possible without support from the following “signature sponsors”: American Dryer Corp., Alliance Laundry Systems, Continental Girbau, Dexter Laundry, Eastern Funding, EasyPay, ESD, Laundrylux, Maytag Commercial Laundry, and Setomatic Systems.

“We greatly appreciate the many distributors and manufacturers who continue to support the CLA’s mission of providing superior education and networking opportunities to today’s self-service laundry owners,” says Wallace.

To learn more about the Clean Show, which is expected to draw 10,000 trade attendees from all segments of the laundry and dry cleaning industry, visit the show’s website.

BENTON HARBOR, Mich. — Whirlpool Corp., the parent company of Maytag Commercial Laundry, has been recognized as a 2013 Top 50 Best Corporate Citizen by CR magazine, and one of the world’s Most Reputable Companies by Forbes magazine and the Reputation Institute.

The company made the 100 Best Corporate Citizens list for the 11th consecutive year and the Most Reputable Companies list for the sixth straight year.

Considered the top corporate responsibility ranking based on publicly available information, CR magazine’s Best Corporate Citizens List ranks Whirlpool at No. 42. The company climbed 27 spots this year, with its highest scores coming in the corporate governance, environment, and climate change categories.

Whirlpool also ranked No. 43 on the Most Reputable Companies list with a score of 70.03 on the Reputation Institute’s RepTrack™ Pulse, the world’s largest study of corporate reputation.

“Whirlpool Corp. has long been known for its unique sense of responsibility in the way it operates,” says Jeff M. Fettig, chairman and CEO. “Being once again recognized by some of the most respected organizations in the world for this commitment speaks to the dedication of our employees and the work they do. We are proud of these achievements and will strive to continue conducting our business with integrity and purpose.”

BOSTON — The former owner of several Massachusetts Laundromats has been indicted in connection with allegedly tampering with gas meters and stealing natural gas valued at approximately $214,000, Attorney General Martha Coakley’s Office announced Thursday.

A statewide grand jury indicted Steven R. Bankert, 56, of North Attleboro, Mass., on charges of larceny over $250 (six counts), willful injury or interference with gas meter or other property (10 counts), and failure to file income tax returns (six counts).

“We allege that this defendant tampered with multiple gas meters at Laundromats he operated,” Coakley says. “He allegedly manipulated the meters in order to bilk utility companies out of hundreds of thousands of dollars.”

Her office began investigating Bankert in August 2011 after Columbia Gas filed a complaint. The company suspected tampering and theft of gas after detecting low and erratic consumption patterns.

The investigation determined that from 2008 to 2012, Bankert, who is a licensed electrician, allegedly tampered with 10 gas meters at six Laundromats he owned in Attleboro, Brockton, Lawrence and Worcester for the purpose of stealing gas from Columbia Gas valued at approximately $205,000 and from Nstar valued at more than $9,000.

Investigators also allege that Bankert has not filed income tax returns for the years 2006 to 2011.

He is scheduled to be arraigned at a later date.

FALL RIVER, Mass. — As American Dryer Corp. (ADC) markets a new company vision and direction for the future, it is also showing pride in its past by paying tribute to longtime owner Martin Slutsky.

ADC has newly established an award named for Slutsky to honor the top ADC distributor that demonstrates the philosophies upon which the company was built. It will recognize “remarkable achievements, dedication and unmatched success,” ADC says.

Slutsky launched ADC from the ground up in 1965. His most renowned accomplishment was inventing the 30-pound stack dryer to help coin laundries double drying capabilities, increase sales and save space.

The award will be presented to the distributor whose partnership is most admired, and with business practices that exceed customer expectations. The winner will be announced during the Clean Show in June.

“We look for a recipient that holds the same rapport and ingenuity that aligns with our company’s principles and standards,” says President/CEO Joe Bazzinotti.

ST. JOSEPH, Mich. — Maytag® Commercial Laundry recently recognized standout distributor performances at its 55^th Annual Meeting in Amelia Island, Fla. The following companies excelled, Maytag says, in the coin laundry, multi-housing and on-premise markets in 2012:

• Fred Maytag Award — Receiving Maytag® Commercial Laundry’s most prestigious award was Intertrade Chile S.A., Santiago, Chile. The award is presented to the customer that best emulates the founder’s marketing philosophy and supports Maytag® Commercial Laundry brand with professionalism and integrity, Maytag says.
• Shaping the Future Award — Mac-Gray Corp., Waltham, Mass., was recognized for its history of innovation and long-time leadership in the industry.
• Multi-Housing Excellence Award — Coinamatic Canada, Mississauga, Ont., was honored for its outstanding service to the multi-housing market, including colleges and universities, condominiums and apartment buildings.
• Maytag® Red Carpet Service® Excellence Award — BDS Laundry Systems, St. Paul, Minn., was recognized as the distributor that best exemplifies excellent service and dependability.
• Top Quota Award — Tri-State Technical Services/TLC Equipment Co., Waycross, Ga., was honored for exceeding its annual sales target by the highest percentage this year.
• On-Premises Laundry (OPL) Excellence Award — Pierce Commercial Laundry, Mandeville, La., was recognized for effective and efficient service to OPL market customers.
• Maytag® Marketing Excellence Award — Equipment Marketers, Cherry Hill, N.J., was honored for its development and implementation of marketing and sales programs and overall support of Maytag® Commercial Laundry offerings.
• Outstanding Achievement Award — Richard Jay Laundry Equipment, Adelaide, Australia, was recognized for its “unmatched sales performance and use of marketing and social media.”
• Maytag® Energy Advantage™ Excellence Award — Hercules, Hicksville, N.Y., was honored for exceptional promotion and marketing of energy and water efficiency.

“We’re honored to collaborate with quality partners, such as those recognized at our recent annual meeting,” says Bob English, general manager at Maytag® Commercial Laundry. “Our successes are a direct result of the dedication and support exemplified by these outstanding customers. We congratulate and commend them for their superb efforts.”

RIPON, Wis. — Alliance Laundry Holdings LCC, the parent company of Alliance Laundry Systems, saw overall revenue growth for the year ended Dec. 31, according to its financial results for 2012. The company’s net revenues for the year totaled $505.5 million, a $47.5 million increase over 2011’s reported net revenue of $458 million.

“2012 was a tremendous year, with net revenues increasing 10.4% year-over-year,” says President and CEO Michael D. Schoeb.

The company attributes its net revenue growth to increases in United States and Canada revenues of $40.2 million; Latin America revenues of $4.9 million; Asia revenues of $6.8 million; and Middle East/Africa revenues of $2.0 million. Those increases were offset by a decline in Europe revenues of $6.4 million.

“In 2012, we achieved record revenues in all regions of the world, with the exception of Europe, where the economy continues to struggle,” Schoeb says.

While the company reports an increase in net revenue for the past year, its net income for 2012 decreased $7.0 million, falling to $16.4 million from 2011’s reported $23.4 million.

Despite this, its adjusted EBITDA (net income before interest expense, income tax provision, depreciation and amortization) increased $10.5 million, going from $83.9 million in 2011 to $94.4 million last year.

Schoeb anticipates another profitable year in 2013. “The steps we have taken to improve our competitive position over the last several years gives us confidence, and we expect continued sales and profitability growth in 2013,” he says.

Alliance Laundry Systems designs, manufactures and markets commercial laundry equipment under the brand names of Speed Queen, UniMac, Huebsch, IPSO and Cissell.

MILWAUKEE — Alliance Laundry Systems, manufacturers of commercial laundry equipment under the Huebsch, IPSO and Speed Queen brands, last week received a special award for “Market Leadership” as part of the Wisconsin Manufacturer of the Year program recognizing outstanding achievements in manufacturing in 2012.

Alliance was one of eight companies honored out of 58 nominated in the statewide awards program, now in its 25th year. Bruce Rounds, chief financial officer, and Jay McDonald, vice president of business development, accepted the award for Alliance during a black-tie ceremony at the Pfister Hotel.

“Alliance’s story started more than 100 years ago when two Ripon hardware store owners figured out how to mechanize hand-powered washing machines,” notes Alliance CEO and President Mike Schoeb. “Now, we are the largest manufacturer of commercial laundry equipment in the world. Our continued success is driven by that same spirit of innovation, the dedication and work ethic we find in the local labor force, our world-class distribution network, and the competitive advantages and positive business climate of Wisconsin.”

In addition to the “Market Leadership” award, the Wisconsin Manufacturer of the Year program handed out four grand awards to companies categorized by the number of employees – small, medium, large and mega. Alliance, nominated for the first time in 2012, competed in but did not win the Mega category.

Nominees were judged in such areas as financial growth or consistency, technological advances, product development, environmental solutions and sustainability, operational excellence/continuous improvement, commitment to employees, and effective research and development.

The awards program is co-sponsored by Baker Tilly, one of America’s largest accounting and advisory firms; Michael Best & Friedrich LLP, a leading Midwest-based law firm; and Wisconsin Manufacturers & Commerce, Wisconsin’s largest business association.

EL SEGUNDO, Calif. — WASH Multifamily Laundry Systems, which provides laundry facilities management services, has acquired Coinamatic Canada, that country’s largest provider of multifamily laundry services. This transaction makes WASH the second largest route laundry company and the only multinational laundry company in North America, it reports.

“Coinamatic brings experience in the Canadian market, key technology and commercial distribution channels complementary to our current business lines,” says Adam Coffey, WASH president/CEO. “This acquisition is an important step in executing our overall growth strategy to expand our machine base, revenue streams and geographic focus.”

Coinamatic will become a wholly owned subsidiary of WASH Laundry but maintain the Coinamatic brand name in the Canadian market.

With Coinamatic’s approximately 100,000 installed washers and dryers throughout Canada, WASH’s installed base climbs to more than 400,000 machines with an estimated combined revenue of $425 million. Coinamatic Canada also runs a commercial laundry division and a division that manages parking facilities.

“We, at Coinmatic, are very excited about the new opportunities that becoming a part of WASH Laundry provides,” says Sean Smith, president/CEO of Coinamatic. “We look forward to leveraging our two companies’ synergies in dedication to customer service and operational efficiency.”

SANTA FE SPRINGS, Calif. — Van Merrill recently joined Continental Girbau West (CG West) as its vice president of vended laundry development and sales, the company reports.

Merrill, who hails from North Tustin, Calif., has 27 years of experience in vended laundry ownership, development, management, marketing and sales, and has particular expertise in lease negotiations, CG West says.

“Van is a talented developer of profitable vended laundries,” says Mike Floyd, president of Continental Girbau Inc. (of which CG West is a subsidiary). “We’ll look to him to provide expertise, management and guidance. He excels at finding vended laundry locations and developing those laundries to their fullest profit potential.”

Merrill most recently provided consulting services to coin laundry investors. Prior to that, he co-owned Sparklean Laundry Systems, a Continental distributorship, for eight years. Since launching his career, Merrill has developed more than 100 vended laundries, CG West says. He holds a bachelor’s degree in economics from the University of Miami.

“I’m really excited to work with the CG West team,” he says. “I feel Continental is by far and away the best laundry equipment manufacturer, with the best people, in the industry. I enjoy helping people realize their dreams of owning their own businesses.”

CG West serves the California vended, on-premise and industrial laundry markets by providing equipment, parts, financing, service, warranty and training.

CHICAGO — Ralph Wagner, who owns Wash ’n Dry Laundry Services in Morris, Ill., has been working in the coin laundry business for 14 years. His store an hour southwest of Chicago occupies 2,000 square feet and features Maytag equipment totaling 33 washers and 26 dryers.

Up until last June, his business was strictly a self-service laundry. But since then, his sales have risen 25%. Why? Wagner attributes it to an extra service he started last summer, one that many laundries may already offer: wash/dry/fold.

Getting into wash/dry/fold was something he and his wife had always wanted to try. Wash ’n Dry competes with a couple other Laundromats in the market of about 25,000 residents, but the economy and the lack of actual wash/dry/fold service in the vicinity pushed Wagner to pursue it.

“We feel right now, with the economy coming back, that [it was] a good time to start it,” he says. “In our area, we only had one other Laundromat that offered the service.”

Wagner reached out to Kevin Meyer, president of distributor Dolphin Laundry Service, Bensenville, Ill., to help him get started. “It’s a tough thing to get going, but it’s gone pretty well,” Wagner says. “A 25% increase in our revenue is pretty good.”

Chris Brick, regional sales manager for equipment manufacturer American Dryer Corp., explains that up to 80% of attended coin laundries in the United States offer some form of wash/dry/fold service. “Wash/dry/fold brings a different customer base to a lot of laundries.”

“Household washers [or] small equipment within apartment buildings can have trouble handling comforters,” says Meyer, “so it solves a need for prospective customers.”

Considering the convenience such an added service offers to customers, it’s no wonder that many coin laundries have decided to cash in.

Dick Ruel, national sales manager at equipment manufacturer Maytag Commercial Laundry, attests to the profit potential. “If it were not for wash/dry/fold services, some laundries would not turn a profit.”

How much does such a service contribute to a store’s total gross revenue? Gary Gauthier, national sales manager for equipment manufacturer Milnor Laundry Systems, says it varies from store to store, while Meyer cites a range of less than 5% to up to 30%.

Considering how many laundries offer this service, what considerations must one take to truly profit from wash/dry/fold? Brick says the key to mastering the service starts with organization.

SELLING WASH/DRY/FOLD

Taking the extra step to keep customers happy is one way to ensure that your wash/dry/fold service stays afloat, but what can owners do to extend their reach to prospective customers?

Gauthier suggests that owners establish a strong online presence and consider investing in search engine optimization (SEO) services, such as Google AdWords, to attract business. “An established, effective online presence is a customer comfort and an inducement to try a new service. Roadside signs and direct mail are additional efforts, but they are typically limited to drive-by traffic and specific geographic territories.”

Store owners reaching out to community causes is another way to bring in new customers, according to Brick. For example, your store could host a fundraiser for a local church youth group or athletic team, and have them, alongside an attendant and adult volunteers, wash, dry and fold customers’ garments to raise money.

Even if they split the revenue fifty-fifty … it’s a great way for that organization to raise money, and it’s a great way for your Laundromat to get people that may have never even thought about using the laundry for that service.”

Meyer, on the other hand, pushes the benefit of seasonal coupons, such as deals on comforter cleaning in the fall and spring. “It’s a good way to educate individuals who take advantage of the coupon and convert them to drop-off customers.”

The success of wash/dry/fold not only comes down to marketing, but how well versed attendants are in assisting customers, he says.

“If the attendants are supportive and educated enough to explain the drop-off service, it typically translates to a successful drop-off program,” Meyer says. “We have seen stores go as far as incentivizing attendants by commissioning them 5 to 10 cents per pound on orders they process.”

Marketing is all about staying in tune with the lifestyle of the community, Brick says. “You really have to look at each community. What is the avenue that my customer base looks at, reads [and] listens to, and that’s where you want to go to promote what you’re offering.”

DELIBERATING DELIVERY

You may want to consider adding delivery to your wash/dry/fold service—which Brick calls a “great service” in urban markets—but tacking this on to your operation presents an added liability. “That’s when you would get into the extra insurance involved because you’re putting somebody on the road.”

Meyer echoes the sentiment, saying, “Delivery adds cost and opens the need for additional insurance coverage, as transportation becomes part of the equation. This needs to be balanced with the size of the delivery area [or] how much the potential market is increased through pick-up/delivery.”

But adding delivery could certainly be beneficial to the business. “We typically see the offering of delivery as viable and profitable,” Meyer says. “Some stores will charge a delivery charge as well to recoup related expenses.”

Though the idea of adding delivery to a store’s wash/dry/fold service can attract customers looking for even more convenience, Brick estimates that less than 2% of laundries offer such an option.

THE FUTURE OF WASH/DRY/FOLD

Many stores may wonder if starting, or even further developing, wash/dry/fold service is worth the risk. Brick admits that he’s seen some of the best and cleanest stores “do everything right” but the service didn’t pan out. “It is kind of a fickle thing.”

Despite this, he believes the payoff is worth the gamble. Not only can owners make extra profit, their overall business can see a visible improvement.

If you can afford to have that attendant there every hour that you’re open, the vandalism is reduced tremendously,” Brick says. “The store will be kept much cleaner, because you’ve got someone there wiping machines down [and] picking up softener sheets from the floor.”

Wagner sees this improvement in his store, as having an attendant present “builds a confidence” in customers. “If [a customer] has a problem, instead of leaving a note or calling, you can fix it right there for them or give them their money back. There’s never any miscommunication or issues, it’s all taken care of right away.”

With his wash/dry/fold service still in development, Wagner wants to hire a full-time attendant, plus he has other goals in mind. “I’m just in the process of learning [but] we are looking for a second location with our distributor,” he says. “Our strategy would be within 30 miles … from our location.”

Larger stores are becoming the industry norm, according to Brick, which could lead to stores taking on commercial accounts and an expanded customer base. “I think you’ll see more stores begin to do more with the non-traditional laundry customer, meaning the people that have a washer and dryer at home.

Because it’s a bigger [and] nicer store, they have no problems dropping their clothes off. I definitely think that wash/dry/fold will become a stronger revenue source for laundries as they continue to build bigger, nicer, cleaner laundries.”

All in all, for a wash/dry/fold service to really take off, it’s about creating a positive, lasting impression.

The success of wash/dry/fold will have more to do with who you hire, and what you put in place than just about anything else that you do,” says Brick. “The experience that you provide to that customer will lead to them coming back, and lead to them telling someone else.”