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January 31, 2013

Cultivating Loyalty Through Online Marketing

WALTHAM, Mass. — More small-business owners recognizing value of using social and mobile marketing tools: Constant Contact

WALTHAM, Mass. — With the economy still knee-deep in recovery mode, more small-business owners, including coin laundry owners, are recognizing the value of cultivating loyalty with the assistance of social and mobile marketing tools, says online marketer Constant Contact.

The emergence of SoLoMo—the integration of social media, local merchants using location-aware technology, and mobile device usage—is increasing merchants’ ability to tailor marketing efforts to individuals.

“We live in a world that’s more social, more ‘all-the-time’ and interactive than ever before. That’s both bad and good,” says Constant Contact CEO Gail Goodman. “On the plus side, the new tools we have at our fingertips, coupled with the predisposition of our audience to engage, presents a fantastic opportunity for small businesses. On the flip side, standing out from the crowd and respecting the relationship with your audience is more important than ever.”

2013 will bring innovation that integrates marketing channels and helps small businesses market like the “big guys,” Goodman believes. Constant Contact offers these predictions:

Socially integrated, permission-based e-mail marketing campaigns will achieve success

E-mail is expected to grow. It will remain the preferred method of communication among consumers, and continue as their preferred marketing channel because they have control over it, Constant Contact says. The power of video in e-mails will continue to grow, as will integration with social channels. And if e-mail isn’t permission-based, it will be harder than ever to make it to the in box.

Mobile search continues upward trend

Mobile search continues to aggressively trend upward, with millions of Americans shopping by browsing hundreds of directories, web sites and mobile apps that provide local business information.

Events are gateways to engagement marketing

In-person and online events will play a more prominent role in driving customer engagement, with their full impact no longer limited to what happens on-site, Constant Contact says. Small businesses and non-profits are increasingly looking at their events with a wide lens, bringing into focus the role they play in their overall marketing efforts.

Social media marketing is business-critical activity

Small-business attitudes toward social media have evolved from dismissive passivity to cautious curiosity over the past five years. Despite larger brands’ exuberant embrace of social engagement, most small businesses have been slow to implement social as a primary channel in their marketing mix. In 2013, there will be a significant transition as small businesses approach social media marketing as a business-critical daily activity. Small businesses will begin to see the value these channels bring to their businesses, and learn how to measure it.

Constant Contact believes more small businesses than not will be using social media marketing to drive their business results by the end of this year.

October 18, 2012

Craving Connection

LONG BEACH, Calif. — Study shows that 95% of social media users believe companies should have social media presence

LONG BEACH, Calif. — Social media tools such as Facebook and Twitter have grown popular because their users crave connection, says John Wayne Zimmerman, “chief rocket scientist” (CEO, actually) for eRocketfuel Social Media. Coin laundries who work to connect with customers and prospects online have the potential to generate greater business.

Zimmerman’s Chicago-based company provides training and consultation on Facebook, Twitter, LinkedIn and YouTube for associations and small businesses.

A dry cleaner in the audience of his recent Fabricare 2012 seminar asked if Groupon was considered social media, and Zimmerman answered yes. “Social (media) is defined not just as Facebook, Twitter and YouTube. It’s really defined as Internet marketing.” Internet marketing has shifted to social media because “we’re all talking to each other” through these different vehicles, according to Zimmerman.

WHY BUSINESSES NEED TO USE SOCIAL MEDIA

Three out of four Americans are using social technology today, according to Forrester Research. A Cone Business in Social Media study shows that 95% of social media users believe a company should have a presence in social media.

“There’s a comfort level today where people want to be able to talk to you today wherever they’re at. Not where you’re at, but where they’re at.”

DRIVE MORE TRAFFIC TO YOUR WEBSITE

The more people who come into your laundry, the more capacity you have to build relationships and generate business. The same is true of website traffic, Zimmerman says. A website owner controls 25% of the site’s traffic, while the remaining 75% is “the proof that other people say you are a viable source,” he adds.

Use page titles that incorporate keywords commonly used in relation to self-service laundries. Why? Because search engines base their results on keywords discovered. A nicely designed home page may be attractive to a viewer, but it does nothing to enhance the chances of your store’s site appearing in web search results, Zimmerman says. “A search engine wants to know what the content on your website is about. It needs words.”

As for the 75%, it’s about creating links using articles, directory listings and social media that will draw users of other sites to yours. This takes time and commitment, Zimmerman says, and it’s up to you to decide if the effort is worth it.

MAKING MONEY ON FACEBOOK

Facebook users are most familiar with a page’s timeline, which follows posts and other actions in chronological order, but there are ways—with the assistance of a designer—to develop custom pages, according to Zimmerman.

“Let them know the different kinds of things you do,” he says. “This is a way to bring your website to Facebook. You’re not replicating everything, you’re replicating the things that matter. Maybe the things that make the most money.”

It’s important that you dedicate yourself to posting regularly on your social media sites, because users are accustomed to seeing frequent updates, Zimmerman says. Mondays, Thursdays and Saturdays are generally the days when most people are online. “If you always consistently put out those messages on those dates, people will start to see them more.”

If you utilize Facebook well, it’s realistic to convert 10% of fans into loyal customers, and that generates revenue, Zimmerman says.

Use your Facebook timeline to strengthen your brand, Zimmerman advises. The timeline organizes status updates by date and year, plus offers the option to be more visual by adding larger and more photos and graphics.

Draw the viewer’s eye by posting a vibrant timeline photo. Upload an image from a stock photo company such as iStockphoto, or just grab your digital camera and click away. “Most people have a camera today. In the right lighting, you can make any picture look incredible.”

When people visit your coin laundry’s Facebook page, “they’re going to associate (it with) quality, or not,” Zimmerman says.

Above all, be personal with your posts. Canned, corporate social-media posts don’t build relationships, he warns.

THE NEXT BIG THING

“Video is really going to be the next big thing on the Internet,” Zimmerman predicts. While only the “YouTube stars” have realized any profits from having a YouTube presence, video elicits emotion, and people buy based upon emotion.

Come up with a video and post it to your site, he challenges. “It should be about who you are and the value that you offer, getting back to what it is that you offer people.”

TWEET, TWEET

Did you know you can search Twitter to find posts relevant to coin laundries? Go to search.twitter.com and type in a term such as “Laundromat” or “drop-off service” and any tweets containing that term will pop up.

“You can start talking to (the person) without being connected to them at all,” Zimmerman says, which is “the beautiful thing” about Twitter.

“You really don’t have to post if you don’t want to. You can just get on there to listen to people, do searches, find customers, start talking to them, fish, bring them in. It takes a little bit of time, but the results can be pretty incredible.”

However you choose to tailor your social media strategy, treat your customers like they’re the most important people in the world, Zimmerman says.

July 31, 2012

10 Secrets to Promoting Your Laundry…Now! (Part 1 of 2)

LONG BEACH, Calif. — Make sure your message is where the people are

LONG BEACH, Calif. — Brian Wallace, president/CEO of the Coin Laundry Association, was given a daunting task: to capture the audience’s attention during the final hour of a regional dry cleaning and laundry trade show in sunny Southern California.

But his task was no more challenging than one faced by every self-service laundry operator: to successfully market his or her store(s) in an environment where potential customers have access to information almost instantaneously and from a variety of sources.

On top of all the other “hats” that a laundry owner “wears”—customer service, maintenance, production, human resources, accounting—he or she can add one more hat to that mix: director of marketing, Wallace told attendees of Fabricare 2012.

“You work incredibly hard for your business, but the fact of the matter is things have changed. … We’re all trying to reinvent ourselves on the fly, trying to deal with the new marketplace. I think that trying to come to grips with some of the new marketing techniques is really an important part of that overall process.”

You may worry about not having the time and money to boost your laundry’s marketing profile, says Wallace, but you shouldn’t.

“What I’ve found exciting about social media, digital media, web, all these different things that have come along the last couple of years, these are almost all low-cost or no-cost opportunities.”

Where is the first place that consumers look, according to Wallace, for local business information? They look to search engines (33%), printed Yellow Pages (23%), online Yellow Pages (22%), local search sites (13%), and mobile apps/social media outreach (9%).

And 77% of all users will research online before they’ll walk through a laundry’s door, he says.

“If we want our businesses to be successful, we need to make sure that our message is where the people are.”

Thus, Wallace ran down a list of ways in which a laundry operator could promote his or her business today. Here are 1 through 5:

1. CLAIM YOUR BUSINESS LISTING AT GOOGLE PLACES AND SIMILAR SERVICES

Google Places is a free business directory offered by Google, the largest search engine in the world and the second busiest website overall. Nearly three-quarters of all web searches happen through Google, Wallace says.

Google Places allows a business to create an informative page about its location, services, hours of operation, and more, using text, images and even video.

“By claiming your business, you’re essentially saying, ‘Google, that is my (laundry). I am the owner,’” Wallace says. “And once they confirm that with you, it’s a pretty easy process.”

Once a listing is established, the business has the ability to edit the presentation so that it is always accurate and up to date.

“The search engine’s job is to deliver the best possible results for the customer,” he says. “So, they’re going to put a lot more weight on a listing that’s been claimed by the business owner, that’s been fleshed out with all the pertinent information. It’s going to deliver better results.”

Once you’re created a profile for Google Places, it’s simple to “copy and paste” the data into other services such as Yahoo! Local, Bing Local, Yelp and Merchant Circle.

“Do your prospective customers a favor—the ones that want to spend money with you—help them find you.”

2. GET A WEBSITE

If your laundry maintains a business website, great. If your laundry is among the 46% of small businesses that still don’t have a website, get one.

If you don’t think it’s something that you or someone affiliated with your business can do, there are any number of companies that offer website design services with small businesses in mind.

Wallace’s association builds websites for its members for free. “We believe the best way to grow the coin laundry business is to make sure that every single laundry owner is available on the web to be found by consumers.”

3. CREATE A FACEBOOK PAGE

Facebook boasts more than 600 million active users, 50% of whom use the site on a daily basis. But, you ask, why should I market my laundry on Facebook?

Your customers are here
Competitors might be here already
It’s easy to create and update your page
You can share all types of information in almost any format
Being here aids in search engine placement

“Even if you think it’s garbage, even if you don’t care about your friend or your college roommate, what they’re up to, if you cut through the clutter, this is where people are finding businesses,” Wallace says. “This is where they’re getting referrals, this is where they’re finding out where their friends and family are doing their dry cleaning, and who they like and who they don’t.”

So how do you get started? Create a Facebook page, but do notcreate a personal profile (one with an e-mail address). And before you create a page, search the site for an existing “Facebook Places” page for your business and claim that instead.

4. MONITOR BUSINESS REVIEW SITES AND REPLY WHEN APPROPRIATE

In the past, when someone had a certain experience—good or bad—at your business, they told their friends and family. Today’s web-savvy customers are also likely to post a review of your laundry on sites such as Yelp, Merchant Circle and others that millions can read 24/7.

Wallace often hears from laundry owners who avoid sites like this because of negative reviews. But he says that sticking your head in the sand is not the answer.

“The genie is out of the bottle. The toothpaste is out of the tube. It’s out there. It’s happened. You don’t have a choice in the matter. Your business is already being discussed in this manner. You may lament it. You may like the old days, but they’re gone.”

He sees a negative online review as an opportunity for you to respond to a customer’s complaint, just as you would have had you received it at your business, and to promote your laundry’s benefits.

“Part of this is not only responding … but encouraging people to review you, because you run a great shop. That bad review is one rotten apple in the barrel. Most of your customers love you. They see you every week. You need to get that volume going too.”

5. CONTESTS AND A CUSTOMER DATABASE

Contests can increase community awareness of your business, plus enable you to network with customers (more personal equals more loyal). You can create repeat customers while also building a customer database for use in direct or e-mail marketing.

Every laundry should develop a customer mailing list, preferably one that includes e-mail addresses, Wallace says. Stay in touch with your customers through offers and information in order to retain their business; plot their locations on a map to help plan for future advertising.

And don’t be above “bribing” customers for information through raffles, giveaways and surveys.

Tomorrow in Part 2: E-mail newsletter, Google AdWords, foursquare, Groupon and more

June 21, 2012

Social Network Sites Drawing More Business Users

NEW YORK — But only small percentage of companies integrate social media into overall strategy

NEW YORK — Does your coin laundry have a social media presence? Not only consumers find their way onto the popular social network sites, an increasing number of businesses also use it.

Results from a recent study show that eight out of 10 U.S. companies are present on Facebook, while 45% have Twitter accounts. LinkedIn (48%) and YouTube (31%) are other widely used sites.

Four out of 10 American companies listen to what consumers say about them on social network sites, and 83% of companies indicate they always deal with questions or complaints sent to them via social media.

“Social media makes conversations between consumers very transparent,” says Prof. Steven Van Belleghem, partner at the research agency InSites Consulting, which surveyed more than 1,200 managers and business owners from several countries. “Companies can quite easily discover what people are saying about their products and services. An increasingly growing group is strongly interested in this real-time feedback from the market.”

But a mere 11% of companies are integrating their social media approach into their overall business strategy, while 17% say they are mid-integration. Some 26% of American companies aren’t doing anything with social media.

“A huge number of companies feel external pressure to be present on social media,” says Van Belleghem. “Unfortunately, this very often results in static corporate pages where nothing really happens. It too often leads to mere presence, not engagement with people.”

May 15, 2012

Appreciating Your Customers: How to Have a Successful Grand Reopening

OMAHA, Neb. — Great opportunity for unveiling fresh look at your store

OMAHA, Neb. — Have you recently upgraded your washers or dryers, changed your services or finished a retool? If the answer is yes, a grand reopening should be in your future.

A grand reopening is a great opportunity for your current and new customers to get a fresh look at your store. Although a small financial investment is required, the return can be significant for both you and your customers.

Timing

The event should be held to celebrate new machines in your store. If you’ve recently replaced all of your washers, for example, an event to highlight this shows customers your commitment to both the store and their business.

To really show off your store, make sure everything is in place. When hosting a grand reopening, you should take the time to paint the walls, wax the floor, replace stained ceiling tiles, and add new signage. Although not all of those fixes may be necessary, an event is a great time to evaluate the condition of the store. Customers assume you have functioning equipment, but the difference between your store and the one down the street lies in the details.

Now that you know what qualifies as an appropriate time to have a grand reopening, when should you actually host the event?

Although weekends are most likely your busiest period of the week, they still provide the best time for your event. More people can attend then than during the week, and it shows that you, as an owner, want to thank them for their business during a convenient time.

Market the Event

To draw the most traffic to your event, a little marketing is needed. Direct-mail pieces, flyers, or door hangers are always good options.

Also, consider community newspapers and local radio stations as a means to reach clientele.

Social media sites are another place to publicize your event. If your store currently has Facebook, Twitter or other social media accounts, make sure to promote the event through these channels. You can also offer an incentive to customers who check in to your event on Facebook Places or Foursquare.

Word-of-mouth advertising is the most flattering form of marketing. Make sure to tell current customers about the event and its highlights. They can tell their friends and family, who could wind up using your store’s services.

Activities and Promotions

If you had a grand opening, many of the events that happen during the grand reopening will be similar. When it comes to the activities offered, make sure you’re aware of your demographics.

An idea that I’ve seen work extremely well in the past is reaching out to a local radio station that resonates with your target consumer. If you have a significant Hispanic population, for example, the Hispanic radio station may be willing to broadcast from your store. The presence of the radio station will attract your primary target audience.

It’s important to plan family events as those customers bring in the biggest loads. For example, project a movie on the side of the building and create a drive-in atmosphere. This shows that you’re in tune with their needs.

Offering food at your event is essential. It can be something as simple as having a barbecue with hot dogs and hamburgers, which shows your customers that you appreciate their business—building loyalty in the process.

Promotions going on during your event draw new customers into the store. They should coincide with the machines you just replaced. For example, if you just had all new dryers installed, you may want to offer free dry time. If you’ve replaced washers, offer half off certain wash cycles. Either way, provide an incentive for customers to use the machines and become familiar with them.

You may also want to offer some sort of giveaway—especially if it ties into your new machines. For example, if you recently replaced your top loaders with front loaders, you may offer your customers a sample of high-efficiency soap. This will help them become familiar with your product, keeping them coming back regularly.

Making the Impact Last

During your event, it’s important to connect with your attendees and build a relationship that makes them become repeat customers.

In order to make a new customer a regular, you should make sure to promote your weekly specials at the event. If you offer dollar-off washes on Tuesdays and Thursdays, let your attendees know that through handouts and by word of mouth. Make sure to print materials in both English and the language spoken by most of your customers. This ensures that customers will not only understand your message, but it will help them feel welcomed at your store.

Store owners should aim for a 25-30% increase in customers following the event. Have a sign-up sheet for promotions at your event to help keep customers coming back. This can be hard to measure, but it’s not impossible.

Tapping Your Distributor for Help

If having an event at your store seems overwhelming, or if you just would like extra guidance, contact your distributor. They have been a part of events like this in the past and can offer best practices that they have found to be successful in your area.

On-Going Customer Marketing

Even after the grand reopening, you must continue to attract new customers and retain the ones you have. Try to connect with your customers every month by offering a promotion to show that you value their business.

With proper planning and execution, a grand reopening is the perfect opportunity to show how your laundry fits into the community and can help you grow your business in the process.

August 16, 2011

Paint Picture of Your Store for Customers (Part 1 of 2)

NASHVILLE, Tenn. — It’s no secret that millions of people, and an increasing number of businesses, interact on social media sites on a daily basis, sharing massive amounts of information.

However, the coin laundry industry lacks representation on many social media sites. And because of this, many storeowners are missing out on an effective tool to increase their business.

WHY USE SOCIAL MEDIA

As the economy continues to rebound, many coin laundry owners are still struggling to get business levels where they once were, yet many aren’t marketing their stores. To increase business, some marketing is necessary, and social media is a low-cost way to market and promote your store to millions of people. And it’s also easy and fun.

According to the Coin Laundry Association, one of the biggest advantages social media offers to consumers is a personal connection to the store. A good social media site can “paint a picture” of the coin laundry that consumers can identify with. Regardless of whether the Facebook fan has ever patronized the store, successful content on your company’s page will help create an environment of familiarity.

GETTING STARTED

Before you begin using social media, make sure your store is listed on Google Places, because many consumers use the Internet to locate businesses. You can create a free profile by visiting google.com/placesforbusiness. Follow the directions and upload a picture of your store along with the location, phone number, website and hours of operation.

Once this step is complete, if you don’t already have a personal page on Facebook, you’ll want to open an account by visiting facebook.com, and follow the directions on the right-hand side of the page. Or visit facebook.com/business.

While there are a multitude of social media sites, from Twitter to Digg, statistics have shown that Facebook is the fastest-growing and most-used social media site in the world.

USING FACEBOOK

Through your personal Facebook page, you can open a company page for your coin laundry. Click on the “Create a Page” tab at the bottom of the home page. In order for your page to be a success, you will need to recruit fans. You can accomplish this by sending a request to your current Facebook friends on your personal page.

You can also choose to create your own pay-per-click ad that will be featured on Facebook. This form of advertisement lets you create your ad, and then set your own budget in terms of how much you want to spend to advertise your company’s page on the site. You can target your ad to specific demographics as well. For example, if you live in Louisville, Ky., you can target Facebook fans living within a 10-mile radius.

As your fan base increases, you will need to make sure you’re updating your page with relevant and interesting content that not only keeps your fans coming back each day but will also drive them into your store. Plan on spending a few hours a week updating your page.

Next page: How to increase store traffice using Facebook...