Social Dry Cleaner

The “Social” Dry Cleaner

…a story

Once upon a time…

There was a local dry cleaner who wanted to…

preserve his key customer base grow relationships within his brandconsistently offer special deals without

expensive print ads improve public relationssave moneyAnd, um… get his piece counts up. (duh)

What to do?

– He was so tired of spending so much money on advertising and not seeing any real measurable increase in business.

I WAS TIME TO DO SOMETHING DIFFERENT! ;)

– 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!

– He had to keep his good name out there, keep building those good customer relationships AND save money doing it!!

He did some digging around…

He asked his friendsHe went to his consultantsHe talked to his staffHe talked to customers, went to

seminars and did the research…

He was already a pretty “social” guy…

• Board Member Local Chamber of Commerce, Active Rotarian, Leadership Graduate, Community volunteer…

And so are his customers…

He wondered… Can a Dry Cleaner be “social”?

Let’s Face It… There’s nothing “sexy” about Dry Cleaning…

He began to realize…

• His business brand has a personality• His customers have personality• His employees have personality• His community has personality

We’ve already established that he had personality…

It was time, time to go “social”

And she said, “You’re fun and all but…Its really not about

you, its about your customer”

Identify TargetSegment existing customers to create target customer profile

Develop MessageLearn more about key reasons these customers do business with you – tell the story

Content StrategyWhere, how, when, how often do we communicate with key customers and targets. What do we say, and how do we say it? Engage and develop conversation

Build Relationships with Key Customers and Targets – execute strategy

Create Demand and increase sales – measure ROI

So we brainstormed solutions and set the goals!

• Social Media Marketing ObjectiveIn 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?

The Idea• Develop and deliver consistent promotions –

• Cool to the target (Females 35-54) • Custom to Lemon Tree Cleaners (unique and different)• Effective to the marketing objective (grow business –

increase call-to-action)

“Social media CANNOT stand

on it’s own, yet…

An integrated content

strategy is where it’s at!” Consistent Targeted Message

Social Media

Traditional Media

Email Marketing

We faced the realities…

and came up with a plan…• Reward the behavior we want to increase

– Key Customers• Launch the Lucky Lemon Bonus Bucks program• $10 bucks back for every $150 spent. So far we have returned over $30,000 in “free” dry

cleaning back to our BEST customers• 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!”– New Customers

• Get their first $10.00 free• We promote on Facebook, website, traditional media ad copy, email newsletter marketing • One or more of these are redeemed daily with a 25% return customer rate

• Cool Promotion– Win one Year of Free Dry cleaning!

• We collected over 600 email addresses adding 400 NEW names to our now 1500 person opt-in email database.

• We talked about the promotion online, on-air, and in-store to drive traffic to the stores and the Facebook Page!

• The drawing was a perfect opportunity to create viral video around the promotion and the winner.

We keep it simple! • Lucky Lemon Bonus Bucks• New Customers get their first $10.00 free• Lucky Lemon Bonus News

- This month we are running a coat drive to benefit the Salvation Army and have our sweater special coupon on our newsletter!

- 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

- 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

We keep it relevant!

We keep it consistent…

We watched the numbers…

• What has been accomplished so far– Facebook “likes” up – Twitter Feed Consistent

and growing– Increased opens and clicks

on Newsletter

• Customer Demographic Profile – Broad Demo: Hill Country

Females 25-54– Narrow Target: Persons

35-44 with Female skew

The systems are in place – The relationships are built and growing!

• Current Stats – Facebook Page – 318 fans and growing, up from 216 in

April– Twitter – 38 followers – up from 7 in April (now at 43)– LinkedIn – Consistent Content Feed (continuing to make

Lemon Tree look very “social” to professionals in Denny’s network)

– Constant Contact email list – up from 782 to 1500 emails sent at least monthly, with increasing click and open rates

• NO Print, NO Coupons, NO Cable Ads = BIG Savings

Now we’re kicking it up a notch!

…and the story goes on– Facebook

• More FUN Videos – You Tube “tab” on page • Virtual Coupons – more extensive Graphic Design and “Fan-gated” Couponing

– Twitter• Add Tweet Adder search and follow strategy, searching out relevant followers, checking

profile for content and engaging • Continue to “push” tweets to links in Lemon Tree website and Facebook using Involver

application• Develop a branded hashtag #LuckyLemon and local “list” to increase relevance and

search-ability of Tweets

– Constant Contact - Twice Monthly campaigns• Published twice monthly, one newsletter style piece and one “really special”, traffic

driving offer.

– Radio• Seasonal Campaigns only – pulling “low frequency customers” out of the market during

increased-use seasons.

– LinkedIn • Start discussions around home/office pick-up and delivery

– Local Print • PR, Grand-opening on New Location in Boerne• PR, Announce pick-up and delivery service

Some promotional ideas in consideration for 2011…

• Lucky Lemon Bonus Bucks Athletic Scholarship• School Supplies Drive• Room Makeovers• Cooking Classes• Recipe Contests

The point…build a relationship with the demo, give them something they care about

How Much Does This Cost?

– Social Media Monitoring and Mechanics $600 per month• Facebook• Twitter• LinkedIn• YouTube

– Constant Contact email newsletter marketing $400.00 Per month• Content Development/promotional • Send and monitor feedback• Link to all social media • Maintain database and reporting

Investment Commitment: $1000 per month plus $500 initial set-up fee (minus headaches for you and your staff)

$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!

How we do it

Phase 1Client

Interview

•We meet with you or your team where we learn about your goals, products and services, customers and capabilities

•We ask lots of questions about where your business has been and where it is going

•We ask about your competition, your perception and the customer’s perceptions

Phase 2Proposa

l

•We put together a plan full of ideas, strategies and tactics based on all the information we learned at the initial meeting

•This fully-integrated plan is complete and ready to be executed by you, us or whomever you choose.

Phase 3Engagement

•We start the ball rolling according to the plan, meeting deadlines and measuring progress

•Continued collaboration – We act as a true marketing arm for your organization partnering with you to accomplish your goals within your budget

•We help you measure return on investment and continue to create demand for your products and services

iGrow Media has you covered!

We manage the process so you can run your business

iGrow Media, LLCStrategy

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