need advice! promotion in a rural area

[mrcranky]

Hello...this is my first post ever and am seeking some feedback.

about 5 months ago, i completely revamped an existing laundromat in a small town. it is frequented by pretty much eveyrone in the small town, as well as people from two other small towns...

however, i know, after doing demographic research, that the potential for this place is much better than what it is doing now. there are only 3 laundromats in the county - mine, which is extremely clean and has brand new wascomat equipment, another place that is clean but has very very old equipment and nothing over 25lbs, and the last place is a complete dump.

the problem is location...
the other clean place is in the biggest town in the county and is located next to a big grocery store and plaza...the dump is off a main road...whereas my place is located in the heart of a small town, though, only a minute off a major road. the area will be exploding in the next couple years..and already new apartment and housing developments have started...

anyways...long story short...do you guys have suggestions for how to market in rural areas? we obviously offer a much much better product than anyone, but, business is slower than it should be and my attempt to reach out has been pretty unsuccessful ( i have tried flyers a few times, but that hasnt yeilded too much new business....). i talk to people all the time when i stop in (it is unattended) and people absolutely love the place and say they will tell everyone they know, but the business is barely getting better, if at all.

any other suggestions about marketing in this situation??

thanks

[Jim]

Location...location....location..

Other than that not much else really works...at least not for me...

I do remember someone else mentioning they had success using the back of the receipts in grocery stores...

Other than that....Location...location....location....

[mrcranky]

oh..too add a bit of info that might be relevant..

business now is mayb 30% better than what it had been doing before i took over and did the renovation...the place before had NEVER been marketed, was not in the phone book and didnt even have a sign.

the next closest place is 7 miles away....and there are A LOT of homes within a 7 mile radius of my place...it is a more rural area, but not the complete sticks...suburban/rural

trying to market to people who have big families, septic systems, need to wash large items that dont fit in the washer/dryer at home, farms, establishments, etc...

so far, done flyers (including a 25,000 flyer run in the county newspaper for a spring cleaning special- which yeilded about 10 peopel coming in)

again, thanks for any feedback!

[KBW]

I don't own a laundry nor did I stay in a Holiday Inn Express last night. And this is just a thought that I've had over the last couple of years in looking for an existing laundry to buy in my area
That is to offer a comfortor / winter clothing wash and vacuum seal in bag for summer storage.

[Anonymous]

How many septic pumping companies in town? Can you access their customer records and do a targeted mailing?

The secret to a successful direct mail campaign is 40% list, 40% offer, and 20% creative.

I always feel flyers, delivered en masse, is overkill. You're paying to reach too many people who have no use for your service. Flyers to a tergeted apartment building are ideal. Or, you can pay more per piece for a good direct mail piece, but if your list is good, you should more than compensate with the reponses you get.

Now, what's a good list without a good offer? I recommend to offer a free dry (just kidding, guys). But you do have to "offer" something which will pull them in for the first time. When they do come in, make sure you get their name, address and number, so you can extend additional offers, if necessary. Once they come in a few times, your clean, new store should do the rest.

Creative, of the three, is the least important. Doesn't need to be slick, glossy, or professionally designed. Just use common sense to develop something that your potential new customers will relate to.

As for Yellow Pages, I find that's the medium that people use when they're ready to do laundry (or have it done), but don't know where to go. Also important when potential customers are thinking of changing laundries, because maybe they had a bad experience at their current one. I make sure I have a listing (or small ad) in each laundry-related category, and get plenty of calls from being there. The big challenge is making sure your minimum-wage attendants are properly trained on how to handle the calls so you get the most from each call.

[Anonymous]

Free soap (with a bit of a twist) was the best permotion I ever had.

Instead of setting out a big bucket of Windfresh, my wife had the idea of handing out the little vending boxes of supplies, enough for each load the customer washed.

We handed out a TON of Tide, Downey and Clorox 2 (whole thing mighta costed $150) but it got a ton of people in to see our remodel.

That's bout all I've done in my little rural town.

Dave

[mrcranky]

thanks a lot. definately makes sense...

i actually just spent the day thoroughly scouring the entire area and taking notes. plan on putting out flyers at apartments and different ones at houses (emphasizing spring cleaning - try washing your comforters, blankets, quilts, pillows, rugs, etc that wont fit or get clean at home in our GIANT machiens).

plus, about to do direct mailings to horse farms.

place is doing alright..just irking me that it isnt doing better since it is 50x better than anything in the county. again, thanks for your feedback. time to get crackin on photoshop.

[mike]

As you say no one else has bigger than 25 lbs,

go after the comforter market, you own it,

everyone will make the extra drive a couple of times a year,

and once they get into your store, they will see what they're missing !

and they may make the drive for bigger weekly washes.

Get all the local (county) drycleaners on board, they can give you a lot of business (comforters)

I have toyed with the idea of giving people a discount based on the distance they travel.
You would have to explain it well to locals, who will feel slighted.
(But I never actually DID this.)

[pete f]

It sounds like your numbers are about right, a boost after a remodel. What you think you should get is just a guess, what you are doing is reality. In a small town everyone knows where the laundromat is. That is probably why they did not even have a sign. The only thing I can think of would be to keep a small ad in the local paper. Put in something like "largest machines in the county" or something. People will see it and over time when they need to wash thier comforter/horse blanket they may come to your mat rather than use the garden hose. You probably got most of the "easy" business you are going to get, as in that is what the immediate need market is. A mat is a risk, and most are quite steady for revenue. Some just do not do the revenue you thought it would. I have been down that road a couple times. If it is not worth the trouble, sell it and move on to another one.

[Jim]

Originally posted by mrcranky

however, i know, after doing demographic research, that the potential for this place is much better than what it is doing now.

How do you know that? Potential is a guess at best...Everything has the potential to do better or do worse...

You then go on to say you have increased business by 30% ...Hey thats pretty good in my book...

Like Pete says...This business is a crap shoot...Take your best shot and if it dosn't work out, move on.

[NJ Jon]

Mrcranky

A rural area has to be tougher than a city with old apartment buildings, but maybe some of the other members can comment on the following:

It a little late in the season, but have you thought about sponsoring a Little League baseball team? Gets you name out to a fair amount of people, and you know those kids just love to slide into base and get their uniforms dirty. Also, you may be able to put an ad on the outfield wall.

How about this - Bring in the kids dirty uniform for washing, and you'll kick in the soap and bleach - this follows up on your previous soap giveaway.

Don't forget about kids soccer and football teams.

Can anyone add to this, or more importantly let us know where the short comings are?

NJ Jon

[smellysocks]

offer FREE help to milk your cows, while you do your wash. just kidding. Try 50% off drop off and go 24 hours friday night , maybe sat night also. Do spring cleaning comforters $6. any size. Hit the local post office and see if you can market a certian area or postman. Maybe try match maker night for all the singles, have some food and DJ. did you try any commercial work, farms, resturants, ect. try the chamber of commerce for list of busineses to hit. Also hit bingo night and any senior clubs offer them senior citzen day. or combine bingo night at the laundry for seniors. good luck if this fails try pig races.

[Anonymous]

I assume peoples are roaming a lot in rural area. They need to travel from place to place to acquire the goods they need or to sell the goods they produce. This is exactly your target.
Where are the busyest places in the area? When you find them place a bill-board there.
You can place also some panels on main intersections and main roads.
I would include a map in all my ads would be easyer for peoples to find the best acces way.
Don't know how many read newspaper or leafleats but certainly they travel.

Teodor

[mike]

In this neck of the woods, city permits are tough for outdoor signage.

A lot of people have got around that by painting a big ad on the side of a large van or truck, and parking it fulltime someplace with high visibility.

Like in shopping center parking lots, facing the road.

Does any one here paint their vehicle to advertise ?




p.s. actionmedia, it's spelled ROMANIA, but I guess you'd know that,
(seeing as how you live there ;-)

[Anonymous]

mpc12-

You do get around this forum!

As you've seen, we laundromat owners are skeptics at heart.

How about a trial, 6-12 months, monitored by Coinwash.com (if they're willing).

You can install your kiosk at my Florida laundromat as a test site. I'll provide the DSL access, prominent location w/in my store, power, employee and customer training, etc. We'll (you, Coinwash & I) report out monthly on usage & revenues & commissions. We'll also comment on existing customer reaction, and whether it draws new customers, etc.

That way, everyone can decide based on an actual case study.

[mpc12]

Deal.
If it doesn't generate income we take it out anyway. It really is a no obligation deal.
MPC

[pete f]

mike, he is spelling that in his own language.

I lived in rurual area for many years, you have to be supportive of things going on, ie, little leage, bowling leage ( if you are lucky to have lanes) etc, even though it is all a waste of money, but civic pride, you know. You really got most of your business, now find ways to make the gravey, or just milk it and be happy.

[Kitty]

JimG,

Follow this up with MP and give it a try. Please make a thread of the product and start when you discuss the terms including the date of installation into your store.

I'm looking forward to seeing how this will/will not benefit your customers and your store!

[Pete_tx]

For unattended, I'd say you're right on the mark.

Keep with flyers at apartment complexes for transient population so they know where you are.

I'm assuming your price is equal to your competition.

30% increase is pretty sweet.

pete