Daily Specials/Marketing Ideas

[samflood]

We own a Chicago suburban laundromat. The laundromat is located in a strip center with about 10 different businesses all drawing moderate traffic. We are a coin store. The major competitor in town is a card store.

In addition to increasing the WDF business we are looking at ways to increase the self-service traffic. I have 2 ideas on which I would like input:

1. Frequent Customer/Loyalty Programs. My idea is to give customers cards whereby they receive a free wash for every 10 washes. They do not pay for the card. The attendants would track the cards they pass out, gather customer information (name, address and phone number). The customer would receive 1 free 18 lb wash for every 10 washes, no matter the type of machine they use. The attendents would punch the card and track the punches by customer (maybe trough index cards). If a customer loses the card, we can replace it by looking up the customer. I know that is a lot of work, but I am not sure of another way to track it.

2. Daily Specials. We currently offer free dry on Weds, Thurs and Fri. Customers are offered up to 8 cycles ($2) with wash. I do not want to eliminate the Free Day days. They have been instrumental in building our customer base. I would like to offer specials for Monday and Tuesday. My thought for one of the days is half price wash, all day. For the other day, I am thinking of starting this out by offering Free Pizza from 5 p.m. to 9 p.m, in conjunction with the business next door. Each week we can offer a different restaurant or food item.

Any ideas or comments are greaty appreciated.

Pete F is right: It is not that easy

[azkid]

I do the free wash cards - I'd say about 10% of my customers use it. It's a rather easy program to manage and the customers that use it appreciate it. I have 4 different sizes of washers and we track each different type - I think that's the best way to do it (why penalize someone that only uses large washers, etc.). I don't track the customer information with the card - just give it to them and punch it when they request. You can make it as complicated as you want.

The other specials I'm not a fan of (do you expect free stuff or pizza when you go the gas station?), but they work for some people. Good luck

[petefritz]

I have been trying to come up with ideas for our new store. We can program card bonus, or program machines for different prices durring the day or days. I am pondering 25% off washers on Wed and Thursday. The place is doing well, and I keep thinking any discount is just giving away money!
My wife says make one type of washer a discount, I think that would pull customers from other washers. I know people love a deal, so what to do? I have never done any marketing at any other stores, just have nice signs, keep them clean and everything working. Basicly that is working at the new one as well. but it has more potential to offer deals becuase of the type of equipment we put in. Can anyone verify a mid week deal is a way to go?

[Howard]

I think mid-week "deals" are stupid unless you are so overwhelmed on weekends that many potential customers are leaving. When you discount by 25% you have to increase volume by 30-35% just to break-even. Further, you are converting high margin customers to low margin customers. Makes little sense. I have two stores near me that discount up to 25% on tues, weds, thurs and it has no impact on my business. They are just slitting their wrists.