Midwest Drycleaning & Laundry Institute www.MWDLI.org / 765-969-5745 !12 “I got taken to the cleaners”.Why are we classified as such evil and non-trustworthy individuals? On a recent flight, I asked a young lady why she doesn’t go to the cleaners much and she responded that they are dirty, shady and she would hold on to as much clothes as she could so that she would only have to go once. I have been on a mission the past 2 years to “clean” up the industry by building relationships and re-establishing credibility with past and current clients. With the industry down in sales like it is nation-wide, it is more critical today to step up and make a name for yourself. As most of us know, many dry-cleaning consumers do not know your name; they just know your location. With all the variables in place, let’s look at how we can develop your business through branding and what steps can be taken to become a 21st century dry-cleaner. Routes are a great brand message First of all, having routes give you the absolute best way to provide name recognition through many branding elements. First, of all, your delivery and shuttle vans provide what everyone calls a moving billboard. Think about it, go to Las Vegas and see all the rolling billboards there. The beautiful thing about it is that the more customers you service, the more stops your van will have and the more opportunities for prospects to see you van. I know you hear this all the time, but the van must show your colors, logos and represent quality and cleanliness. Your van must also be kept clean inside and out. I recently saw a van with his name and logo on TOP of the van. I had never thought of this, they do this so that people in high- rises and commercial buildings can see if from above. Makes great sense! Your route driver should look very presentable and represent drycleaning. Blue jeans and a T-shirt with a ball cap just don’t cut it. If you driver loses a cup or yesterday’s newspaper every time they get out of the vehicle, you might want to have them clean it out a little bit. If your van has so much rust on it that someone can see your bags rolling around inside, you might want to upgrade ASAP. If you driver looks like a rapper from MTV, you might want to clean him up. Ok, I am starting to sound like Jeff Foxworthy; however, the above statements ring so true. If we are try to prove to our clients that we care about their clothes as much as they do, how can we provide any sense of reliability when we don’t care about our own image? Logoed bags are another critical element that often gets overlooked. Stay with the same color as your logo; replace old ones. When the clothes are delivered, drape the bags over the clothes to show off your name. The only exception is if your poly is logoed as well. I am becoming a big fan of the garment bags that provide even more quality and branding. Don’t skimp on the bags when you sign up a new customer. Give your clients 2 bags so that your name is getting known every day. If the worst thing that happens is that they use the bags to carry soccer balls to the neighborhood game, so be it. This is why I give every new client a bag or 2 right away. Get your name in their hands and let them know who you are. Keeping Your Brand Consistent Finally, brand your name through your best marketing piece, you. I love talking to strangers about the dry clean industry and their image of an owner is someone who stays behind the counter and convinces you that the stain was already there. I love it when an operator goes out face-to-face selling with their crew. Most of the 21st century dry-clean owners and managers network in chamber events and represent their business in front of the counter instead of behind. If you want to brand yourself as a personal and professional cleaner, standing behind the counter with sleeves rolled up and sweat all over you and your shirt doesn’t help. Dress and play the part every day. In conclusion, routes provide you the most ultimate way to build, brand and retain your business. Skimping on any of the above recommendations only decreases your chances of creating a positive image. I am going to give you a homework assignment. I want you to ask 10 people you don’t know in a neutral spot what they feel about dry cleaners and their owners. You may be surprised at the result. After they respond, let them know that you are a dry cleaner who cares and would be proud to be your cleaner. For More information James Peuster is the nation’s foremost leading expert in route development. He is a frequent contributor to Headlines&More, and writes for national publications. If you need assistance with your routes, James can be reached at (816) 739-2066 or by email: james@theroutepro.com. Why Do Drycleaners Get Such a Bad Rap? Written by James Peuster, 21st Century Drycleaning & The Route Pro