Creative Marketing Gets New Customers, Revives Old Ones
Blue Ribbon Cleaners is a suburban dry cleaning and laundering business that has been family owned and operated for 50 years. With a strong book of existing hotel and restaurant accounts, they wanted to increase their residential market share to diversify their client base, increase revenues, and keep their facilities running at optimal capacity. They also wanted to increase awareness of their free home pick up and delivery service and their friendly, personal customer service.
We worked with Blue Ribbon to formulate a coupon-based campaign that would more deeply penetrate the upscale residential neighborhoods they were already serving. We learned that they were celebrating their 50th business anniversary, which sparked the idea for a creative overhaul of their minimal brand image. Working with a retro-inspired theme, we suggested new colors, typefaces, logos, and the creation of a smiling, clean-cut home delivery character named “Dan.”
We designed two coupon programs. For prospects, we created a door hanger that resembled a pair of pants on a real hanger. At the bottom were four coupons. For existing customers we made a coupon “wallet” with two kinds of offers: a “thank you” offer aimed at active customers, and a “come again” coupon to target dormant customers. Leveraging the shop’s 50 successful years, we also suggested and helped to implement a yearlong public relations and marketing event, for which we printed banners and new vehicle graphics for their delivery vans.
The PR campaign was a great success, with coverage in the local media that brought in many new customers. The residential coupon program resulted in a projected increase of $15,000 in sales annually. A surprising carry-over from the residential push was a big boost in business delivery, where the response rate was 40% overall and 90% at one company alone. The coupon wallets garnered a 72% return rate for the “thank you” program, and 38% for customer reactivation.