Social Dry Cleaner


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Social Dry Cleaner

  1. 1. The “Social” Dry Cleaner…a story<br />
  2. 2. Once upon a time…<br />There was a local dry cleaner who wanted to…<br /><ul><li>preserve his key customer base
  3. 3. grow relationships within his brand
  4. 4. consistently offer special deals without expensive print ads
  5. 5. improve public relations
  6. 6. save money
  7. 7. And, um… get his piece counts up. (duh) </li></li></ul><li>What to do? <br />He was so tired of spending so much money on advertising and not seeing any real measurable increase in business.<br /><ul><li>As the market squeezed, His competition kept lowering their prices (and quality) but he worked so hard building a brand based on great customer service and quality – He was not going to sacrifice that just to compete on price!
  8. 8. He had to keep his good name out there, keep building those good customer relationships AND save money doing it!!</li></ul>I WAS TIME TO DO SOMETHING DIFFERENT! ;) <br />
  9. 9. He did some digging around…<br /><ul><li>He asked his friends
  10. 10. He went to his consultants
  11. 11. He talked to his staff
  12. 12. He talked to customers, went to seminars and did the research…</li></li></ul><li>He was already a pretty “social” guy…<br />Board Member Local Chamber of Commerce, Active Rotarian, Leadership Graduate, Community volunteer… <br />
  13. 13. And so are his customers…<br />
  14. 14. He wondered… Can a Dry Cleaner be “social”?<br />Let’s Face It… There’s nothing “sexy” about Dry Cleaning…<br />
  15. 15. He began to realize…<br />His business brand has a personality<br />His customers have personality<br />His employees have personality<br />His community has personality<br />We’ve already established that he had personality… <br />It was time, time to go “social”<br />
  16. 16. And she said, “You’re fun and all but…Its really not about you, its about your customer” <br />
  17. 17. So we brainstormed solutionsand set the goals!<br />Social Media Marketing Objective<br />In what ways might we…grow relationships with key customers and get more new business within our target demo, increase integration and create urgency (call to action); increasing overall traffic measuring ROI in 4 months?<br />The Idea<br /><ul><li>Develop and deliver consistent promotions –
  18. 18. Cool to the target (Females 35-54)
  19. 19. Custom to Lemon Tree Cleaners (unique and different)
  20. 20. Effective to the marketing objective (grow business – increase call-to-action) </li></li></ul><li>We faced the realities…<br />“Social media CANNOT stand on it’s own, yet…An integrated content strategy is where it’s at!” <br />
  21. 21. and came up with a plan…<br />Reward the behavior we want to increase<br />Key Customers<br />Launch the Lucky Lemon Bonus Bucks program<br />$10 bucks back for every $150 spent. So far we have returned over $30,000 in “free” dry cleaning back to our BEST customers<br />We promote this number in all traditional media ad copy, email newsletter marketing and in our social media! “Lemon Tree is here for you in hard times!”<br />New Customers <br />Get their first $10.00 free<br />We promote on Facebook, website, traditional media ad copy, email newsletter marketing <br />One or more of these are redeemed daily with a 25% return customer rate <br /><ul><li>Cool Promotion
  22. 22. Win one Year of Free Dry cleaning!
  23. 23. We collected over 600 email addresses adding 400 NEW names to our now 1500 person opt-in email database.
  24. 24. We talked about the promotion online, on-air, and in-store to drive traffic to the stores and the Facebook Page!
  25. 25. The drawing was a perfect opportunity to create viral video around the promotion and the winner. </li></li></ul><li>We keep it simple! <br />Lucky Lemon Bonus Bucks<br />New Customers get their first $10.00 free<br />Lucky Lemon Bonus News <br />We keep it relevant! <br /><ul><li>This month we are running a coat drive to benefit the Salvation Army and have our sweater special coupon on our newsletter!
  26. 26. In September we took a “Win one Year worth of Dry Cleaning” Ad Campaign and made it “social” - fully integrating with the traditional media campaign</li></ul> - During the Month of October / We went with a Breast Cancer Awareness Campaign!, turned our newsletter PINK, made a donation to the Executive Women’s Club and gave them a ton of publicity<br />
  27. 27. We keep it consistent…<br />
  28. 28. We watched the numbers…<br />What has been accomplished so far<br />Facebook “likes” up <br />Twitter Feed Consistent and growing<br />Increased opens and clicks on Newsletter<br />Customer Demographic Profile <br />Broad Demo: Hill Country Females 25-54<br />Narrow Target: Persons 35-44 with Female skew<br />
  29. 29. The systems are in place – The relationships are built and growing!<br />Current Stats <br />Facebook Page – 318 fans and growing, up from 216 in April<br />Twitter – 38 followers – up from 7 in April (now at 43)<br />LinkedIn – Consistent Content Feed (continuing to make Lemon Tree look very “social” to professionals in Denny’s network)<br />Constant Contact email list – up from 782 to 1500 emails sent at least monthly, with increasing click and open rates<br />NO Print, NO Coupons, NO Cable Ads = BIG Savings<br />Now we’re kicking it up a notch!<br />
  30. 30. …and the story goes on<br />Facebook<br />More FUN Videos – You Tube “tab” on page <br />Virtual Coupons – more extensive Graphic Design and “Fan-gated” Couponing <br />Twitter<br />Add Tweet Adder search and follow strategy, searching out relevant followers, checking profile for content and engaging <br />Continue to “push” tweets to links in Lemon Tree website and Facebook using Involver application<br />Develop a branded hashtag #LuckyLemon and local “list” to increase relevance and search-ability of Tweets<br />Constant Contact - Twice Monthly campaigns<br />Published twice monthly, one newsletter style piece and one “really special”, traffic driving offer. <br />Radio<br />Seasonal Campaigns only – pulling “low frequency customers” out of the market during increased-use seasons. <br />LinkedIn <br />Start discussions around home/office pick-up and delivery<br />Local Print <br />PR, Grand-opening on New Location in Boerne<br />PR, Announce pick-up and delivery service<br />
  31. 31. Some promotional ideas in consideration for 2011…<br /><ul><li>Lucky Lemon Bonus Bucks Athletic Scholarship
  32. 32. School Supplies Drive
  33. 33. Room Makeovers
  34. 34. Cooking Classes
  35. 35. Recipe Contests</li></ul>The point…build a relationship with the demo, give them something they care about<br />
  36. 36. How Much Does This Cost? <br /><ul><li>Social Media Monitoring and Mechanics $600 per month
  37. 37. Facebook
  38. 38. Twitter
  39. 39. LinkedIn
  40. 40. YouTube
  41. 41. Constant Contact email newsletter marketing $400.00 Per month
  42. 42. Content Development/promotional
  43. 43. Send and monitor feedback
  44. 44. Link to all social media
  45. 45. Maintain database and reporting</li></ul>Investment Commitment: $1000 per month plus $500 initial set-up fee <br />(minus headaches for you and your staff)<br />$100 off set-up fees for clients who engage iGrow Media during the month of December! We want to be a part of your story too! <br />
  46. 46. How we do it<br />
  47. 47. iGrow Media has you covered! We manage the process so you can run your business<br />