No one likes to admit that they could be making some major marketing mistakes. But, the truth of the matter is that you probably are. Hey… no one’s perfect, right? I’ve been taking a long, hard look at some of the glaring marketing miscues I notice on a regular basis, even from some major businesses with established brands – and now it’s time to deliver my findings. Be forewarned: if you’re committing any of the following marketing sins outlined below, I hate to say it, but……your laundry business is losing money!
1. Your laundry business is all self-talk.
For a long time, marketing was all about features and benefits. If your laundry business had the right location and the latest equipment mix, you could win new customers merely by opening the doors. Unfortunately, that’s not the way it works anymore. In today’s marketplace, your prospects, your potential prospects, and even your existing customers are searching for more than features. Instead, they want to know how you can solve their most daunting pain points. They want a powerful customer experience. If your marketing campaign comes across as self-centered and “sales-y,” you’re making a big mistake. Take time to rework your messaging with a much more customer-centric approach.2.
2. You’re a one-trick pony.
It’s incredibly easy – and very tempting – to “stick with what works” when it comes to marketing. You’ve been successfully offering the same discount and promotion for years. So, why change things up now? Staying with single-option proposals can be a major issue when it comes time to close the sale. Think about it this way: if you don’t take the time to engage with your laundry customers but instead continue to use the same approach over and over again, you’re not going to provide adequate context 99 percent of the time. You also limit yourself from landing more new customers. Your current marketing might be “safe,” but you risk underselling your services and failing to provide value. Inserting multiple levels – which range from low end to high end – can open new doors with your marketing and boost your bottom line.
3. You lack the personal touch.
Don’t get me wrong – I’m clearly a huge proponent of all things digital marketing. But many businesses these days are opting to sell exclusively online or over the phone, which isn’t always the best option for every business. You should be considering in-store events on a continuous basis. For example, the Coin Laundry Association – through its charitable organization, The LaundryCares Foundation – offers vended laundry owners an incredible opportunity to get involved with the group’s early childhood literacy initiative, as well as providing other ways to give back to the community in which you do business. You can learn more at: www.laundrycares.org. Above all, marketing will always be about building and strengthening relationships. Don’t swing so far in the digital direction that you neglect that crucial personal touch.
4. Your value is unclear.
Lack of clear value is one of the marketing mistakes I see all of the time, often because business owners forget that a value offer is a process. You may have nailed value last year, but what are you doing right now to continue that trend? Take a look at your website for a moment. If you didn’t already know your business, would you know what you’re looking at? Would you be able to spend 60 seconds on your site and then tell me what it is you do? And what makes you different? This exercise is challenging, but you’d be surprised how illuminating it is. If you can’t see value in 60 seconds (or much less, ideally), then visitors to your site won’t either. And the same goes for your social media presence, your paid advertisements, and any other marketing you may do.
5. You’re too eager to bargain.
Low prices might help you retain some customers. However, if you’re not increasing your pricing structure when you make upgrades to your operation or offer additional conveniences to your laundry customers, you may begin to see a dip in sales and in how people are viewing and treating your laundromat. In fact, you may notice more and more people will come in simply looking for “deals,” rather than appreciating the significance of your products or services. With that said, your laundry business will be much more profitable if you focus on adding value for your customers – and charging appropriately for it. It’s a simple attitude shift, but over time you’ll start to see that it will attract more of the type of customers you want and less of those you don’t want. Now is the time to review your business’ marketing plan. And, if any of the five mistakes I’ve just discussed apply to your laundry business, it’s probably time to make some adjustments. Your bottom line will thank you later.