Easy, Effective Marketing for a Laundry Business

The laundry industry’s stiff competition between laundromats, full-service laundries, and dry cleaners makes it hard for any business to get ahead. That means that laundromat owners have to work hard to promote their businesses and attract new customers. If you have all the elements of a profitable laundromat and you’re still struggling to hit your sales goals, you might need to rethink your marketing strategy.

Fortunately, there are numerous ways to effectively promote your new or existing business and build your customer base without breaking the bank. Marketing a laundry business is easy when you optimize your Google profile, stay active on social, encourage reviews, partner locally, and run promotions.

Define Your Laundry Business Brand

Take a moment to define your brand, including your logo, colors, and style, and maintain this look across every element of your company. Everything related to your business, from the signage to the décor, website, social media accounts, and advertisements, should have a consistent look and feel. In a market where services can appear identical, a defined brand helps differentiate your business so it stands out amongst the competitors and provides a reliable, recognizable experience that customers value.

Get Your Laundromat on the Map

Many people use Google Maps and Apple Maps to find local businesses, and establishing your laundromat on these maps is one of the best ways to attract customers. Creating a Google Business Profile and Apple Listing is free, easy, and beneficial. 

Not only will building your presence on search engine maps help people discover your business, but it also increases:

• Visibility and awareness for searchers looking for ‘laundromat near me’
• Traffic, offering turn-by-turn directions directly to your store
• Trust and credibility, providing accurate reviews, photos, and store details
• Understanding of your services, features, amenities, and operational hours
• Customer engagement, giving people a place to leave reviews and feedback

Be Active on Social Media

Most of your customers are already active on one or more social media platforms and rely on these to check out local businesses. Not only is social media relatively easy to use, but it's also free advertising for laundromats—a win-win.

If your company doesn’t have a Facebook and Instagram profile, it’s time to create one. At the very least, complete the business description, contact information, add photos, and keep these up to date. But for better engagement, post frequently to help attract potential customers and encourage repeat business. 

If you’re unsure what to post about, consider these topics:

• Highlight events and wash and dry promotions
• Share valuable laundry tips, like stain removal or the most economical cycles
• Showcase services, like wash-and-fold and other premium offerings to attract new business
• Explain loyalty programs and other enticing benefits
• Give customers a behind-the-scenes look at your commercial laundry equipment features or interview your staff
• If your laundromat needed an upgrade, show off the renovation in a photo-heavy post

Encourage Customer Reviews 

Real customers provide the most powerful, trusted advertising, so don’t discount the importance of online reviews. Google reviews help laundromats attract more customers by increasing visibility in local search and building brand awareness. Replying to positive and negative reviews shows you’re responsive and boosts your credibility. 

Asking is all you have to do to get people to review your laundromat. Many customers will happily oblige while they’re waiting to switch over a load or for their clothes to dry. Make it easy for them to find your online listing on Facebook, Google, and Yelp by providing signage with QR codes or website addresses that take them to the forms. Bonus Tip: Get permission to use these reviews on your website to feature testimonials and spread your laundromat advertising efforts further. 

Leverage Curb Appeal

According to key laundromat statistics, 90% of your customers live within a mile of your laundromat. When potential customers are walking or driving by your business every day, it’s essential to enhance the storefront’s curb appeal to get their attention. This doesn’t have to cost a fortune. Start with these basic ideas and expand as you’re able:

• Display a bright, clean, and legible sign that is easy to read from the road
• Clean and tidy the storefront, and clean the windows
• Include potted plants or other simple landscaping out front to make your laundromat more inviting
• If you offer special services, like fluff and fold, or promotional pricing, include window signs or decals to promote them

Advertise Online

Advertising channels like radio and television may be cost-prohibitive, making it essential for a laundromat owner to explore affordable online advertising. Running paid ads online through Google or Facebook is a cost-effective solution for laundromats to build brand awareness and visibility. When targeted correctly, a laundromat’s digital advertising can encourage new business and repeat customers. 

Use geotargeting to attract people within a specific distance from your laundromat and feature eye-catching visuals and photos to increase engagement and show what differentiates you from competitors. Highlight seasonal discounts, new-customer coupons, and loyalty programs to build interest and encourage repeat business. Ads can also take your laundry service marketing to the next level, targeting professionals and local businesses likely to find value in your wash-and-fold or other convenient offerings.

Host Events at Your Laundromat

From a grand opening celebration to an anniversary party, holiday party, or customer appreciation week, events can be a big draw to your laundromat. Provide refreshments and entertainment to encourage people to attend, increasing brand awareness and developing customer relationships. You could also consider hosting meetups that appeal to certain customers, like a laundry party for busy parents or a networking group.

Encourage Customer Loyalty

Offer a punch card system or digital rewards program to entice patrons to return. Some laundromat equipment manufacturers even offer intuitive mobile apps that make these systems easy to manage. Ask your commercial laundry equipment provider about technology upgrades to encourage loyalty.

Offer Discounts and Promotions

Customers love to feel like they’re getting a good deal, and promotional pricing can also help boost loyalty. Some ideas for promotions include:

• Special pricing for holidays
• Reduced pricing during days or times when business is typically slower
• Promotional pricing for specific professions, such as healthcare workers or police officers

Advertise discounts and promotional pricing with signage in front of the store, social media posts, and internet ads, to spread awareness.

Support Your Community

Give back to your community, and members will be more likely to rally around your business. Consider sponsoring or volunteering with youth sports teams, charitable events, or non-profit projects. Not only are you helping people in a meaningful way and fostering goodwill in the community, but you’ll also reap plenty of business-related benefits through brand awareness, speaking opportunities, and even media attention.

Attend Community Events

Whether it’s a local chamber of commerce luncheon, a street fair, or a family-friendly gathering, there’s usually something going on in your neighborhood. Make time to attend these gatherings on behalf of your business as they align with your goals and objectives. Hosting a booth or taking part in a parade are excellent in-person laundry advertising ideas. Hand out business cards, coupons, and branded laundry bags or decals to help people remember your laundromat later.

Partner with Other Small Businesses

Nearby businesses and those with similar target audiences often make the best marketing partners for your laundry business. For instance, if your laundromat is located near a college, a local pizza parlor or coffee shop may be an excellent partner. If you’re targeting families in nearby apartments, partner with daycares and childcare facilities that they are likely to frequent. Work with other businesses by:

• Displaying one another’s flyers, posters, business cards, and/or coupons
• Offering discounts to patrons of both businesses (show us your receipt for a percentage discount)
• Connect and share each other’s content online

Making a Marketing Plan for Your Laundromat

Now that you know what tactics are available, it’s time to put your initiatives into action. It can be hard to know where to start, and you might still have questions. Thankfully, the experts at Martin-Ray Laundry Services have answers:

How Do I Know Which Marketing Strategy Will Work Best for My Laundromat?

Start by identifying your customer base—students, renters, families, or professionals—and select the marketing methods that resonate with that demographic best, and then target them where they already spend time. Tracking results on Google Profile views and reviews, coupon redemptions, new loyalty program sign-ups, and in-store questionnaires can also help you determine which channels produce the highest return.

How Do You Promote a Laundromat Locally?

Marketing a laundromat locally is all about improving visibility in your immediate neighborhood, which requires tactics focused on creating a strong Google Business Profile, improving the store’s curb appeal, and increasing online and in-person community engagement.

How Can a Laundromat Attract More Customers on a Small Budget?

Many budget-friendly marketing tactics are also affordable, giving laundromats options to reach customers using map listings, requesting reviews from satisfied customers, and posting regularly on social channels. None of these will cost anything, but can make a big difference in your brand’s visibility.

Should I Focus More on Online Marketing or Traditional Advertising?

The best laundromat advertising plan will focus on both online and traditional marketing tactics, reaching customers whether they’re browsing Google or walking through the neighborhood. The popularity of social media makes online marketing returns high, especially if you use targeted, smart tactics. Traditional advertising, such as flyers, sandwich boards, and direct mail, can still be impactful in reaching local audiences in neighborhoods with high foot traffic or a dense rental population.

How Do I Promote Wash-and-Fold or Pickup Services?

You’ll need to target your laundry service marketing to professionals, local businesses, or families looking for premium offerings rather than your typical coin-laundry patrons. Digital ads are ideal for targeting specific demographics; use messaging that emphasizes quality, convenience, and specialized handling. 

Let’s Get Started

Reaching your target audience can make a big difference in your laundromat’s profitability. Successfully staying competitive in the laundry industry is no easy task. For more help outfitting, managing, and promoting your laundromat, contact Martin-Ray Laundry Systems today. Our sales and service area includes Colorado, Wyoming, New Mexico, west Texas, and western Nebraska, and we’re happy to put you in touch with our nationwide affiliates.