Put the right service in front of the right people, they won’t just buy more.
They’ll spend more.
Here’s an example: The other day, my fiancÃ©e and I were driving to my future in-law’s house when we passed a laundromat across the street from my old apartment.
You should know right now, I HATE doing laundry. Can’t stand it, not even a little bit. Not a fan of wearing dirty clothes, but I hate doing laundry. I’d rather put myself in the dryer on high and tumble around than let my wet clothes have all the fun.
The first time I went in to this laundromat, I was starstruck by the blue sign with uneven hand painted letters that said “Wash and Fold”.
It didn’t matter how much it cost.
Quite honestly, I didn’t see anything else. The golden aura around “Wash and Fold” blinded me from the prices, and the choir of angels made it hard to hear the dryers.
Without hesitation, I handed the woman behind the counter two large suitcases and two trash bags filled with clothes, thanked her and happily paid well over $150.
For something that could have cost me what…? 20 bucks in quarters and a day?
Even knowing this, it’s still worth it because that’s how much I hate doing laundry.
From a marketing perspective, they were lazy.
You and I both know laundromats fill a very necessary role.
If you’ve ever lived in a low rent apartment, you know “laundry hookups” as part of the craigslist ad are pretty much meaningless. It’s safe to assume “washer and dryer” aren’t on the list of things moving with you.
With that said, simply being there does give the laundromat an advantage other businesses don’t normally have.
But I say this laundromat was lazy because it took two months for me to find out about the wash and fold service.
The most profitable service they provide, hinges on whether or not you see a single hand painted blue sign, after you walk through the door.
But what if you still did your laundry at your parents house?
What if “doing laundry” meant a couple quick spritz of Fabreeze and you’re good?
What if you’re exactly like me, and would rather buy more clothes than wash the ones you have?
A couple hundred flyers and day canvasing the neighborhood could do wonders in saving people from their parents, and themselves.
Don’t assume because you’re in their neighborhood, they’re going to use you.
This laundromat could have easily missed my business altogether.
Had I gone to my parent’s house, or decided to procrastinate, or bought more clothes instead of doing laundry, they never would have made that extra profit.
So listen up laundromat!
There’s a million things you could have done.
Get the people in your neighborhood to feel more connected to you.
Give them a reason to choose you over everyone else.
Make it fun for them.
Don’t just offer a service, give them an experience. And always up your game.
They want you to do what they can not.
Be what they can not.
And do what they won’t.
Because when you offer to wash and fold clothes for the guy who hates laundry, he’ll love you forever.
Think about it.