In researching and writing the July cover story on the use of ozone in laundromats, one main theme kept popping up among everyone I spoke with – differentiation.
Of course, some laundromat owners have been incorporating ozone into their operations for years. And, although ozone technology for vended laundry has come a long way in a short time and continues to gain traction within the industry, “ozone-enhanced” laundromats are still relatively few and far between – thus making ozone an ideal way for store owners to stand out from the crowd within their markets.
Some of the most successful businesses in the world have made their mark by articulating their unique capabilities. FedEx put itself on the map by guaranteeing packages would reach their destinations overnight. At one time, Domino’s Pizza promised to deliver hot pizza in 30 minutes or less. And Burger King’s legendary “Have It Your Way” slogan pointed directly to how BK differentiated itself from rival McDonald’s.
Whether it’s ozone injection or something else, touting your business’ “unique selling proposition” is a way to lure prospective customers into your store and away from your competitors, which is something you must do to remain viable over the long term. Developing your USP also is a good tool to help you avoid the slippery slope of competing on price alone – and eating into your margins.
Uncovering Your USP
Think of a USP as your secret sauce – that special ingredient your business uses to prevent becoming just another laundromat. It’s something that’s unique. It grabs people’s attention. And it offers a clear-cut, marketable benefit to your customers.
Some differentiators practically jump out at you. The herbal cold and flu fighter Airborne, for example, declares that it was invented by a second-grade teacher. That’s a claim no other company in that space can make, and it sends a feel-good message that instantly distinguishes the product from other herbal remedies. Unfortunately, most USPs are harder to identify and establish.
So, what makes you different from other laundromats in your community? Here are some suggestions for helping you answer that question:
Analyze the competition. What do they do well? Where do they fall short? What don’t they offer that you do? Where are they geographically located in comparison to you? Look for holes in the market that will help you define your niche.
Determine what sets you apart. Maybe you’re the only laundry business in town offering residential pickup and delivery. Perhaps you’ve got the largest washers or the largest selection of equipment in the neighborhood, or you boast a fully stocked library of children’s books and a weekly “storytime” with guest readers on Saturday mornings. Or… maybe you offer your customers the option of ozone in their wash cycles.
If you don’t have a differentiator, create one. Don’t be afraid to change the message as your business evolves. That’s what my dentist did when challenged with selling a service that most associate with pain. He did so by creating an office with an exclusive, country club atmosphere – thus reinventing the dental experience.
His foyer features a high-end coffee machine, various teas served in fine bone china from a silver tray, and an oven baking (sugarless) muffins to mask the medicinal smell. Patients are greeted by their “personal care nurse,” ushered into treatment rooms with their name and photo on the door, offered a choice of DVDs to watch on an overhead TV with headphones, and provided a buzzer to press if they experience pain.
Identify consumer pain points. When all else fails, survey the local residents and create a list of the leading frustrations plaguing laundromat customers in your area. Then, devise a USP to blunt those negative issues.
Be specific and concrete. Baskin-Robbins once promoted its 31 flavors, even incorporating “31” into its logo. Wonder Bread used to advertise how it could “help build strong bones 12 ways.” Is your laundry business attended 24 hours? Do you have 56 machines in your facility? You get the idea. If you’ve got it, flaunt it.
Of course, never make a USP claim you can’t fulfill. Again, whether it’s ozone or some other feature, always be sure you can deliver what you promise, or your differentiator will be useless.
Once you’ve established your secret sauce, your job is to condense it into a few words and communicate it at every touchpoint – from your website to your social media platforms to your in-person sales calls.
After all, what makes you choose one particular clothing store, one specific realtor or one plumbing company over another? Chances are it’s their success in defining their USP and getting that message out into the marketplace.
Take a page from their playbook, and make your laundromat stand out in your community.
