 As most other marketing experts will also tell you, it’s time to
start a more aggressive marketing campaign. Now is the not the time to
stop marketing. That’s what your competitors are doing . . . .
nothing!
However, don’t do what most businesses do. The local
newspaper or radio station salesman shows up at your door trying to
sell you a “package,” which will tell everyone in your city how
wonderful you are. That’s sounds really interesting, but now is the
time to cut costs. One way to cut costs is to fine tune your
targeting. Make sure you understand who your best customers are and
find more like them.
Here’s how . . .
Partner With Complimentary
Businesses
Bensinger’s Fine Cleaners in Memphis, Tennessee printed gift
certificates with the logo of three prominent men’s clothing stores
offering anyone who bought a shirt from any of those stores, 2 free
cleanings. The stores were happy to give away this value added service
to their upscale clients. The dry cleaner was thrilled with all the
new customers.
Ask For Referrals
Referrals are the fastest, easiest way to double your business.
Referred customers are better customers because they cost less to
acquire, they are much less price resistant and less likely to
complain. This type program rewards the person who is referring you
new business and rewards the new customer. It normally costs $250 or
more to acquire a new customer. It doesn’t happen by itself. This is
a much easier and affordable way to achieve it.
Winback Inactive Customers
Peggy Places of Houdini’s Cleaners in Ypsilanti, Michigan discovered
the secret of how to incentives employees and win back inactive
customers. Here is what Peggy said, Two days ago my counter girl
made calls. The next day one man brought $300 worth of dry-cleaning into our store. He said he came because she called him. Just a
friendly call and only a $5.00 discount on a $300 order. That was
awesome.”
Reward Customers
It’s easy for a new customer to walk in when you’re giving her a
discount coupon. The trick is to get her to come back. Bob Clarke of
the Clothes Doctor in Foothill Ranch, California gives out “Laundered
Money” Cards to new customers with $5.00 off each of the next 4
visits. This gets customers appreciative about his quality and
thrilled with his service.
Steve Thompson of Sand Dollar Cleaners in
Jacksonville, Florida uses a “poor man’s loyalty program, where he
rewards customers with wooden “sand dollars.” For every $10 a
customer spends they receive a sand dollar worth $1 dollar off their
next order. The nice thing is, the wooden nickels can be reused over
and over again.
Social Networking
Work out an arrangement with a local school or charity looking for
donations. One dry cleaning member in California built a school house
out of cardboard, put it in his lobby and donates the “cents” on
any receipt put in the house to the school. His customers forgot he
had raised his prices. These are five low cost strategies you can
implement right away to get more customers and keep them coming back
and spending more.
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