2017 Marketing And Budgeting
Today I’m working on my 2017 Marketing and Budgeting Plan. It’s a little behind schedule but based on my past few years I’m way ahead just looking at it.
Previously I have been just a shoot- from-the-hip type of marketing for my Laundromats and I noticed this last year that I missed a few opportunities that, with more planning and foresight, would have been some great exposure.
So with that said my first focus will be on my partially attended laundromat, Washin Golden Springs Coin Laundry.
Part of this year’s overall plans is to increase the Drop Off business at this store. With the opening of the newest, unattended store, Washin Oxford Coin Laundry, the self-serve volume has decreased slightly which allows us more access to the machines, especially on the weekends.
With those plans in mind, the marketing for this store will be targeted at the Drop Off Market with very little focus on Self Serve. (I will work on another plan for the new Self Serve store as there are many sports tournaments at a new local park that will come into play this year).
A few weeks ago another Chamber of Commerce member put on a free seminar at the Chamber covering this topic. I went in with no real plan, just an open mind. He provided a number of worksheets that we put down some various marketing that has been used and how effective we felt it was. If we were not sure how effective it was then guess what?… it wasn’t very effective.
Next, we looked at any special days, events, cycles, seasons that affect our business. In the Laundromat business there are the Spring and Fall bumps that we see due to a lot of house cleaning but what about vacations, back to school, Thanksgiving, and other local events that have an impact.
Any upgrades planned to your store? New equipment, renovations (paint, lights, restroom). They are opportunities to market and some time and budget should be assigned.
As I looked through the budgeting I realized I didn’t really understand where I had spent the money last year. As I made notes monthly advertising (Facebook, AdWords, local magazines) were easy but the one-of advertising throughout the year just kept adding to the list and I wasn’t really sure of the amounts.
After the seminar, it was homework time, which is what I’m working on now. I ran into some more of the same questions and I have asked for a detailed list of all of the advertising from last year from my accountant.
So right now I’m going backwards so that I can go forward. I need to understand where the money went last year, did I really see results and then I can work on the plan for next year.
Stay Tuned
Ken
P.S. That’s me with a local Radio Host that I just remembered was some other advertising from this year.
