Focussed on the positive

At its best, drycleaning offers consumers a truly professional service, using a range of skills and techniques to present clothes and textiles that have been cleaned and finished to a high standard, with an extra edge that is just not possible in the home.
Unfortunately, when there is a problem, the news is likely to spread and media stories of drycleaning misfortunes are a recurring theme that both individual cleaners and the industry as a whole need to counter by pushing the benefits to the fore.
The industry provides several approaches to raising the profile.
Marco Niccolini, general sales manager at machine manufacturer Renzacci, has clear views on how drycleaners should be marketing their businesses.
At a time when restrictions on perc are tightening with several phase-outs on the agenda, the industry needs to make consumers aware that eco-friendly alternatives are available.
Worldwide, Renzacci is committed to making people understand the changes that the new solvents are making in drycleaning shops.
Cleaners need to do more than simply install and use the machines, they need to sell the benefits of a changed service to the customer.
They should "advertise" the shop's use of a cleaning method that uses products that are completely biodegradeable and hypoallergenic. At the end of the process the clothes will not only be clean but there is little risk of a reaction from clothes processed in these new generation products.
Renzacci will be promoting these new generation methods by introducing the Clean Bio brand, which will have a special website and be used on promotional material.
Niccolini says that the general perception is that drycleaning requires products that can pollute but now when the customers step into the shop, they need to understand that this is not a traditional cleaner but one concerned about the shop's whole environment.
People go to the gym because they care about personal fitness. "What can be more personal than the clothes they wear and the way they are cleaned?"
CINET, the international umbrella organisation, is committed to supporting both laundry and drycleaning sectors and promoting professionalism, best practice and undertaking projects that will keep members informed about changes that affect the industry and help their businesses.
A recent project showed that drycleaning faces its greatest competition from the domestic washing machine. As more and more clothes are washable at home, domestic machine manufacturers and detergent suppliers have promoted the convenience of doing so.
So, CINET argues, if the drycleaning industry is to increase its market share, it must convince consumers that seeking out professional washing and ironing services is far more convenient than home washing and creates valuable leisure time. Drycleaners must fit in with their customers' lifestyles by offering services such as online ordering and collection and delivery.
CINET works closely with trade associations worldwide and has started working groups in areas such as marketing and market development. It seeks to raise standards by helping local associations to set up best practice projects and is also increasing the availability of its E-Dryclean program, which has recently been translated into Russian and now for the Chinese market.
In the USA the Drycleaning and Laundry Institute (DLI) is proactive in promoting a better image for drycleaning. Earlier this year it launched a competition inviting members to produce two minute videos to promote the drycleaning industry, not just a specific business.
This attracted 22 entries, which were displayed, courtesy of YouTube, at www.DLIonline.org/contest. Members voted on their favourites to select the finalists. The winner, chosen by the DLI board, was announced on 30 April.
This certainly got drycleaners thinking creatively about how clean clothes influence our lives. Themes included a romantic occasion, a rap: "I feel great when my clothes are drycleaned", a talking shirt assuring us that the wearer will get the job, and a "leprechaun" welcoming viewers to the "Magical World of Drycleaning."
Dave Beatty of Murrysville Cleaners in Pennysilvania, a DLI director who suggested the idea of a contest to the board, said:"I did not expect to see so many young people telling other young people about how cool drycleaning is. It wouldn't work if I did it but these younger folks really ran with the message." DLI's Harry Kimmel added: "The videos prove drycleaning does not have to be a dry topic."
The competition closed on 1 April and by 2 April 8,550 people had viewed the videos. As Kimmel points out all the videos promote drycleaning in general, not just a particular business or even membership of DLI. So all cleaners, not just DLI members, will benefit.

Using the web
Mulberry's Dry Cleaners in Minneapolis, Minnesota sees the web as a powerful tool for promoting its service. It is running an online campaign to advertise its services, using Pay Per Click technology to measure the effectiveness.
It also works to optimise the promotional effects of its website.
The company has six sites in the Twin Cities area. Convenience is a priority and one of its main services is pick-up and delivery, which is promoted widely online to attract more customers.
To tie-in with online promotion, Mulberry offers a personal drycleaning account that the customer can use to buy services and then track the progress of the order.
In the UK, the Textile Services Association is also launching a campaign to help promote the concept of drycleaning. A series of posters will demonstrate specific services - such as suit cleaning - but also suggest that drycleaning is a problem solving service that will take over the ironing or
clean-up a messy situation.
In addition TSA is also using its extensive contacts with consumer magazines to promote drycleaning, explaining why consumers should use a drycleaning service.

Eliminating negatives
Unfortunately, drycleaning is likely to remain a media target and cleaners need to be able to deal with the fall out. When ABC News gave the industry a sensational trashing, DLI's response was immediate. The story aired at 10pm and by 10am next morning members had received a list of tips for countering the criticisms raised in the broadcast. The first piece of advice was always to focus on the positives and avoid reinforcing negatives but the list also dealt with specific points raised, with a suggested answer for each one.

IT'S MAGIC: A "Leprechaun" introduces viewers to the magical world of drycleaning in this entry to DLI's video contest