Marketing on a Budget

[eighty20]

So....I've been hovering at or just above 3 TPD's for just about a year now.

I am in desperate need to get this up. I'd take 3.5 TPD's in a heartbeat. Unfortunately, do not have a lot allocated to marketing budget for 2010.

Any ideas or suggestions to attain more revenue?

Here are some notes:
Machines are 2 years old or newer.
I have a triples tuesday special. ($1 off)
Can't raise prices anymore to increase revenue that way. (i'm now .25 higher than competition.)
I've started free pickup/delivery for wdf. (which has helped)
I have 2000 apartment doors within 1 mile of store.

If you had 11 months, to raise your turns, on a limited budget, how would you do it?

Thanks,
Paul

[pressandclean]

One thing is to be sure you are taking advantage of all the free listings with the internet search engines and the free site with CLA.

[Self_Suds_WV]

When we opened our mat in 6/2009 we bought 154 vend size boxes of Tide detergent and went to every apartment within 2 miles of the new mat, knocked on the door, gave the owner a box of soap, a buy-one-get-one free wash coupon (limit one), asked for their business and answered questions about our mat.

Remember to remind them that "even if you have a washer here in your apartment, we have large washers for quilts, comforters and other large items" and "you can start your wash as late as 8:45"

The soap was cheap (less than $60). The coupons I printed on my home computer (about $4). The time invested was 3 hours every saturday and sunday for 2 months (when the weather was decent). The response was incredible.

We have been open now over 7 months and we continue to have people walk in with their free box of Tide and the coupon.

Definately ASK people to CHOOSE your laundromat, then give them a reason to do it.

PLEASE don't send someone out to do this. Do this yourself. Make it personal. "This is my mat and I want you to know how wonderful it is."

We hit about 10 homes an hour. It may take a week or more to see the results. Most folks are not going to drop everything to run do laundry. It works. People love the personal touch.

NEXT...

Since you are attendend offer free soap on weekdays on all doubles and triples. This is cheaper than $1 off (even tide at family dollar is only 35c per wash) and reduces the reliance on top loaders and gets the customer to try the larger machines.

Offer a quilt clinic... wash dry fold any quilt or comforter for $10 (regularly $15).

Lastly, take 50 of the buy-one-get-one free (limit one) coupons and give them to the thrift (second hand) store clerk and the receptionist at a local community service organization (food pantry, free tax preparer,) most are glad to give their customers something free and in most cases you gain a customer for life.

If you are near an employment (day labor) establishment pass them out there too.

Remember if you add 1 customer per day who does just one load at $3 wash and $1.50 dry, you have added $4.50 * 365 = $1642 - $410 (25 % for utilities) = $1232 to your bottom line. That's like a free month (or three in my case) rent. Sweet!

John

[eighty20]

John,

That was a great reply. Very informative!

Thanks,
Paul

[Sudds]

OMG, what an excellent reply! Great work and effort. I am going to see about putting some or all of your ideas into action.

[Super Clean]

I second the "take advantage of free online advertising." If you do a search for Laundromat Ajax you'll find my store listed on the first couple pages. It's a great way to get your name out there.

[Self_Suds_WV]

Make sure you are listed and up to date with these four FREE sites. Together the first three feed 85% of cell phone and multiple in-car GPS service locators. It takes only minutes.

local.yahoo.com

local.google.com

411.com

merchantcircle.com is growing in popularity and widely written about in magazine articles.

Go for the free listing. Most of the paid ones are not really worth it in my opinion. I paid yellowpages.com $30 a month for the last year and honestly I cant say that it has gained me a single customer. when it expires in april i will NOT renew.

[Bob212]

I remember postings about useing special equipment and a flat screen TV to make your own video ads in store. Does any one rember seeing that idea posted here?

Bob212

Laundrybook@yahoo.com