Your advertising assistance please...

[TotoMongo]

I surveyed about 50 doormen in the areas that I would like to solicit pickup & delivery service. After offering them a percentage of the daily take ( 5% - what say you? a bit much?), some seemed agreeable to wearing a button that advertised my business or posting such in a visible area of thier station.

Preliminarily, I would like the 2.25 inch button to say:
Ask me about free pickup & delivery laundry services

The problem: Its a bit long. My first image is shown here:
Go to attached thumbnail

There are 3 inch buttons but I worry that it would be just too big. Your suggestions are most welcome. Also, please comment on any aspect of my idea.

Thanks much!
Toto

[Kitty]

They will never wear the buttons. Have the doormen hand out business cards sized promitional coupons. Say:

FREE WASH! and work what ever type of campaign around FREE

or

50% off

Pay the doorman per customer that redeems the cards to you or comments about the same promotion.

[TotoMongo]

Pay the doorman per customer that redeems the cards to you or comments about the same promotion.

Not a bad idea Kitty. A flat fee for every card that gets used. By the way, why dont you think the would wear the buttons? I thought I got some positive feedback for the idea. I have to admit that my feeling is similar to yours when I finally arrive with the buttons. Not part of the uniform and that sort of thing. Maybe I will try it on a limited basis - I wouldnt spend that much money if I just ordered a small amount.

Thanks!
Toto

[Kitty]

I don't like to put pins in my clothing, especially trying to gently affix a button. They are hard to attach and the pin thread is usually thicker than your average safety pin. Have the guys hand a few buttons out to kids, add them to the consoles of the cars they park/move, have them leave some in restrooms/lobbies. But the best thing they could do is be talkative and promote your business. I suggest you prove your service by offering him free of charge your expertise. Wash his clothes for two weeks and let him get used to the convenience. Tell him up front the service has an ending date. He will enjoy the conveince and learn first hand the true value of the service. Tell him after every 10th referral he earns a weeks worth of laundry up to 100lbs of free wdf service. He can earn more when the same customer he referred was retained as a week to week customer.

[pete f]

I think the building owner would boot him for wearing a button advertising w/d/f. That is tacky at best. I like Kitty's' idea. Also, here is a thought.. you don't even have to own a laundromat to start this business. Find a mat that does no w/d/f or very little, see if they Will give you a break on price, or give some room to work out of.

[TotoMongo]

Originally posted by Kitty
I suggest you prove your service by offering him free of charge your expertise. Wash his clothes for two weeks and let him get used to the convenience. Tell him up front the service has an ending date. He will enjoy the conveince and learn first hand the true value of the service. Tell him after every 10th referral he earns a weeks worth of laundry up to 100lbs of free wdf service. He can earn more when the same customer he referred was retained as a week to week customer.

I like this idea kitty. Alot. Cash is king though. Should I still offer a 5% incentive on each bag? How can I mix the two ideas?

Pete, I beat you to the punch on that idea. I have been trying to work out a few kinks in the plan. How much do you think I should offer doormen?

Toto

[mike]

PeteF, there were a couple of people who tried that "just having the pick-up & delivery" end of the biz, and farming out to existing laundromats.

They annoyed mats with the "free redo's

They both went under after a couple of months
(not even enough room for ONE of them in the market !)

[Anonymous]

Toto,
Do you have a logo for your business?
Advertising without logo is like laundromat without location. If the mat already have a logo, than my advice would be keep most of it's elements and try to add some new elements to make it seem "reborn".
When you have the logo start building perceptions, feelings, sensations, emotions and so on arownd it.
Use every opportunity to make your new image known. You do not want to advetise for WDF only.
The rest of ideeas here are very good.
I do not know exactly the legislation there but I can think of some sort of outdoor promotion.
You know those plastic supports at McDonalds with the warning "wet floor"?
Ask owner or doormen if you can put one of those near to doorman office or chair or place or near door.
The message would be insted of "wet floor" "...WDF Pickup & Delivery".
Remember always to use your logo, and also put there a map just in case. Residents of the building have visitors, let them know about your business too.
If you invest money in advertising than you should expect to maximise it's efect.
Keep the message short and simple.

Teodor

[MichaelCa]

Edit, Edit, Edit
One comment on your copywriting (even if you don't do the buttons) wherever you may use it:

Remove the word "Need" ... just the phrase: "FREE WASH" is a great lead-in.
It makes the reader want to understand more. Dont 'busy up' a phrase with unnecessary words.

Actionmedia's suggestions are excellent: i would add to try to keep distinctive colors or some relating device.


Some creative ideas there from Pete & Kitty,.... i'm still trying to figure out some angle with the DryCleaners across the street who DO do WDF (i dont).
I know they only have 1 dryer & washer....