May 31, 2020  
 
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Marketing a Dry Cleaners Equipment and Supplies Business

There is little room for error in marketing a dry cleaners equipment and supplies business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.

Communicating the strengths of a dry cleaners equipment and supplies business can quickly take a wrong turn if you don't have a roadmap.

Marketing increases the brand footprint of a dry cleaners equipment and supplies business using a carefully crafted mix of techniques and tactics.

Loss Leaders

The majority of dry cleaners equipment and supplies businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. The key is to know your profit margins and use loss leader pricing to undercut the competition in targeted product categories. For the majority of dry cleaners equipment and supplies businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.

Marketing Expertise

Don't have a background in marketing? That shouldn't stop you from taking a larger promotional role in your company by educating yourself about today's most effective marketing concepts. Resources are limited and most dry cleaners equipment and supplies businesses are usually hesitant to engage in high-risk marketing. Since inexperience raises the risk level, the quality of the marketer is just as important as the quality of the message. When in doubt, tap into either an internal or external knowledge base to design your company's marketing strategy.

Media Monitoring

Some marketing initiatives lend themselves to simple measurement while others are more challenging. For example, if you buy a mailing list and conduct a direct mail campaign, you should have little difficulty measuring the campaign's effectiveness and ROI. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? Fortunately, media monitoring has the ability to give your dry cleaners equipment and supplies business a sense of market presence and other variables that are difficult to quantify. Even more importantly, media monitoring can alert you to negative commentary early, giving you the opportunity to counter negative mentions with more accurate and more positive messaging.

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