Too few launderette owners, reports the National Association of the Launderette Industry took advantage of the promotional opportunities offered by this year’s 50th anniversary of the opening of the first UK launderette .
The impact of across-the-board media publicity—on television, radio and in the national and regional press—was largely wasted, commented a spokesman for NALI, as owners failed to take advantage of a golden chance to promote their businesses.
Throughout March, April and May, the industry received a large amount of expensive screen time, air time and editorial space, which, said NALI could not have been afforded otherwise.
Some of the TV/radio stations and newspapers giving the industry media coverage at this time included: BBC Radio 4, BBC Southern Counties Radio; BBC Radio Devon; BBC Radio Gloucester; BBC Radio Leeds; BBC TV Breakfast News; BBC TV Newsroom; Daily Mirror; Sunday Telegraph; North Devon Journal; Maidenhead Advertiser; Slough Observer; South London Press; South Wales Echo.
Disappointed by the apathy shown, NALI, which spearheaded the publicity campaign, also reported that insufficient use was made of the promotional material it had made available—it would seem, it said, that not all of its members took advantage of the free window decal or used the pre-prepared press release for mailing to their local newspaper.
There were some notable exceptions—among these being Mike Joyce, principal of the Bizzywash Group, Maidenhead, Berkshire, who, “scored” with his press release, sent to the Maidenhead Advertiser and the Slough Observer. Mr Joyce said: “We had a great response from this. The papers entered into the spirit of this and helped to get our name recognised!”
