I am in the process of building out a new laundromat and am interested in other's experiences with direct mail campaigns. Specifically, I am interested in your experience purchasing mailing lists. Many of the higher priced services justify their cost by providing filtering based on a dizzying number of parameters. In my circumstance, I don't think we need much, if any, filtering. I simply want to reach every household within a 2 mile radius (alternatively I would be happy reaching every household within 2 prescribed zip codes). Any guidance you can share would be appreciated.
You should only target your area of customers that will use your mat on a regular basis. Blanketing the area is not effective for the occasional customer since they would forget your ad by the time they needed to make the trip.
If you are offering a WDF service then blanketing the area would make more sense, but you need to know your market.
People are creatures of habit and will usually pass a new store to go to their store just out of habit. That is if they are happy with where they go. If your local competition is lacking a clean store and good service then your new store will probably not need hardly any advertising.
When it comes down to it, a well lighted clean store with good signage is your best strategy to bring in customers and from there it is word of mouth.
Just have some simple door hangers made up with your information (name, map, etc.) and hire a few people to go door to door in the rental properties to start the ball rolling. Offer a big discount for the first week to get those creatures of habit people in the door for the first time. You will be surprised on how well this can work at a minimal cost.
Thanks for taking the time to respond. I can't agree with you more when you state that the most effective strategy for attracting new customers is a clean, well lit store with good signage.
In my original post I failed to mention that we have done our homework concerning understanding the area demographics and our competition. Additionally, we will offer wash-dry-fold and dry cleaning drop off.
While I agree that door hangers, grand opening specials and pounding the pavement are all great ways to cost effectively get the word out, I am still interested in other's experience purchasing mailing lists and using direct mail to get the word out.
Thanks again for sharing your wealth of experience,