Getting Results
Client: Classic Cleaners
The Backstory: 15k Missed Opportunities
Classic Cleaners opened in 1985 and now operates 17 locations across Indianapolis. The company thrives on its high-quality service and trusted relationship with customers. In the past, the company traditionally focused much of its marketing on direct mail pieces such as flyers and coupons. Because of its notification process when items were ready for pick-up, Classic Cleaners already had 15,000 customer email addresses. But they were not using email in their marketing mix.
Silver Square Action: Rebrand and Email Marketing
Our goal was to further build customer loyalty while showcasing the company’s high-quality services. We rebranded with the tagline, “The Modern Craft of Clean,” which promotes the hands-on skills and modern technologies needed to provide exceptional dry cleaning. The new tagline is specific to Classic Cleaners and differentiates it from other competitors. Consistent, branded communication is paramount to building loyal, repeat customers. To keep customers engaged, we refined its blog to reflect the tone of the new brand and established an editorial direction to include cleaning and seasonal tips, branded videos and information about special discounts and promotions.
To capitalize on Classic Cleaners’ 15,000 email contacts, we created a monthly e-newsletter that focuses on the monthly special. The newsletter’s tone is consistent with “The Modern Craft of Clean,” the brand’s more polished logo and a commitment to sharing Classic Cleaners’ expertise with their customers. Photos used in the newsletter to illustrate a monthly special are the same photos seen on posters hanging in every store window, reinforcing the monthly deal at the store locations. Later newsletter editions included offers available to newsletter subscribers only, a tactic to keep content fresh and subscribers engaged.
After successfully initiating the e-newsletter and email offers, sales are up. For example, following one email promotion touting a sweater-cleaning deal, 36% more sweaters were dry cleaned compared to the same time the same deal was run the previous year when direct mail was the main marketing vehicle. Of course, we don’t take credit for every cardigan and turtleneck, but we do trust a great majority is due to using email as a marketing communication tool.
