American Coin-Op - August 2014

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IS ZER AT O H D . 19 W RT ee pg O S SP

CONVENIENT

SERVICE

MARKETING & CUSTOMER RELATIONS—REEL’EMIN! I N S I D E : IJNU SL IYD E2: 0 0A 5U G U S T 2 0 1 4 MAKING THE MOST OF YOUR MARKETING BUCK

MAKEOVER HELPS L.A. STORE GAIN CUSTOMERS

BRANDING: HOW THE RIGHT IMAGE BOOSTS PROFITS

WWW.AMERICANCOINOP.COM

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The SpyderWash Payment System offers: • Coin, Loyalty Card, and Credit/Debit Card Acceptance • Contactless and NFC Mobile Wallet Acceptance • Cloud-based Reporting - Full Accountability • And So Much More...

Contact your Setomatic Systems Sales Rep today and see how you can immediately benefit from the SpyderWash Payment System.

516.752.8008 www.setomaticsystems.com StandardPage.indd 1

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R

R

R&B’s Commitment as ALWAYS - “Your Satisfaction Guaranteed!” (refer to www.rbwire.com for details)

WHY R&B IS THE RIGHT SOLUTION! 9+ LAUNDRY CART MODELS TO SELECT FROM 100+ CART, RACK AND COLOR OPTIONS 7 VINYL DIPPED BASKET COLORS OR CHROME 2 POWDER COATED BASE OPTIONS OR CHROME R&B’S AIR CUSHIONED BUMPER SYSTEM PROTECTS EQUIPMENT! R&B’S PATENTED “CLEAN WHEEL SYSTEM” KEEPS WHEELS ROLLING! R&B’S HEAVIER WELDED BASE - BUILT TO LAST ALL REPLACEMENT PARTS & ACCESSORIES AVAILABLE FOR ALL MODELS AVAILABLE AND STOCKED

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sales@RBWire.com StandardPage.indd 1

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(800) 634-0555 4/15/14 2:11 PM

CONTENTS AUGUST 2014 VOLUME 55 ISSUE 8 COVER STORY

MAKING THE MOST OF YOUR MARKETING BUCK CONVENIENT

SERVICE

The best marketing techniques, which work in sync to draw and keep new customers, are often the simplest and least expensive, advises laundry marketing expert Tari Martin.

8 INSIDE 12 MUSIC TO YOUR EARS Owner Enrique Del Rivero admits that he’s “terrible” at promoting his Los Lavaderos store, so when laundry detergent maker Gain approached him about a promotional remodel, he was quick to take advantage of the offer.

(Exclusive audio content in Digital Edition)

18 PUTTIN’ A NEW SPIN ON THINGS Portland’s Spin Laundry Lounge encompasses everything owner Morgan Gary had in mind when it came to putting her own unique spin on the laundry business.

COLUMNS 22 RAISE YOUR FLAG AND BE A MARKETEER Howard Scott says marketing is given short shrift in the self-service laundry business. The veteran smallbusiness consultant believes you should be spending a percentage of your volume on marketing, and not be afraid to try new ideas. He shares two to stimulate your imagination.

DEPARTMENTS 4 VIEWPOINT 6 INDUSTRY SURVEY 26 WEB UPDATE

28 AD INDEX 30 CLASSIFIEDS 32 NEWSMAKERS

20 HOW THE RIGHT IMAGE BOOSTS PROFITS Business writer Phillip M. Perry describes how to create a compelling brand that tells your “unique” story about price, value and service.

Cover Image: © iStockphoto/danishkhan

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12 A CLOSER LOOK A makeover incorporating lively graphics and a new color scheme gives Enrique Del Rivero’s store new life.

www.americancoinop.com

7/17/14 8:44 AM

UPGRADE COMPLETE.

The same great Dexter is now better than ever.

For more than 100 years, Dexter Laundry has been designing and building the most rugged, dependable commercial washers and dryers on the market.

Now we’re taking those values one step farther. Enhanced efficiency, great mechanical changes and upgraded technology for easier programming make these machines our best yet.

The next big thing from Dexter is here. Contact your Dexter Authorized Distributor today or go to DEXTER.COM to learn more.

DEXTER.COM EMPLOYEE OWNED | MADE IN THE USA | SINCE 1894 1.800.524.2954

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VIEWPOINT

EDITORIAL Charles Thompson, Publisher E-mail: cthompson@ americantrademagazines.com Phone: 312-361-1680

Bruce Beggs, Editorial Director E-mail: bbeggs@ americantrademagazines.com Phone: 312-361-1683

PROMOTION NOTION

Bruce Beggs

REEL ’EM IN I especially like our cover photo this month. That’s what I think every self-service laundry owner would like to imagine their marketing plan to be: convenient service, bright as a beacon, dangling like bait on a hook to attract all the fish swimming by.

You might even consider this issue of American Coin-Op to be your marketing and customer relations tackle box, because it’s full of informative articles sure to help you land the “big one.”

BEST BANG FOR YOUR BUCK Tari Martin has been involved in laundry marketing for a decade now, and she was kind enough to pen an article about Making the Most of Your Marketing Buck. Signage, website design, social media usage, press releases, direct mail, door hangers—it’s all here, starting on page 8.

MUSIC TO YOUR EARS Enrique Del Rivero thinks he’s terrible at promoting his Los Angeles laundry, Los Lavaderos, but it seems he made a pretty smart marketing move when he accepted laundry detergent maker Gain’s offer to remodel his store as part of a new-product promotion.

Intern Lauren Dixon interviewed the coin-op veteran of nearly 25 years to learn why his store was chosen for the makeover tied to Gain’s “Music To Your Nose” campaign. Her story opens on page 12.

BRAND CREATION What image comes to mind when you say the name of your coin laundry business? More important, what image comes to your customers’ minds? Awardwinning business writer Phil Perry spoke to several experts who say that branding isn’t just for big businesses. Creating a compelling brand that tells your “unique” story can add dollars to your bottom line. Check out Phil’s profit-boosting prose starting on page 20.

Next time we meet, I hope you’re ready to share tales of your “big catch.”

Bruce Beggs Editorial Director

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Roger Napiwocki, Production Manager Jean Teller, Contributing Editor Carlo Calma, Editorial Assistant Lauren Dixon, Charles Thompson II, Interns Nathan Frerichs, Digital Media Director E-mail: nfrerichs@ americantrademagazines.com Phone: 312-361-1681

ADVERTISING Donald Feinstein, Natl. Sales Director E-mail: dfeinstein@ americantrademagazines.com Phone: 312-361-1682

OFFICE INFORMATION Main: 312-361-1700 Fax: 312-361-1685

SUBSCRIPTIONS 630-739-0900 x100 www.AmericanCoinOp.com

American Coin-Op (ISSN 0092-2811) is published monthly. Subscription prices, payment in advance: U.S., 1 year $39.00; 2 years $73.00. Foreign, 1 year $89.00; 2 years $166.00. Single copies $7.00 for U.S., $14.00 for all other countries. Published by American Trade Magazines LLC, 566 West Lake Street, Suite 420, Chicago, IL 60661.

Periodicals postage paid at Chicago, IL and at additional mailing offices.

POSTMASTER, Send changes of address and form 3579 to American Coin-Op, Subscription Dept., 440 Quadrangle Drive, Suite E, Bolingbrook, IL 60440. Volume 55, number 8. Editorial, executive and advertising offices are at 566 West Lake Street, Suite 420, Chicago, IL 60661.

Charles Thompson, President and Publisher.

American Coin-Op is distributed selectively to owners, operators and managers of chain and individually owned coin-operated laundry establishments in the United States. No material appearing in American Coin-Op may be reprinted without written permission.

The publisher reserves the right to reject any advertising for any reason. © Copyright AMERICAN TRADE MAGAZINES LLC, 2014. Printed in U.S.A.

www.americancoinop.com

7/17/14 8:47 AM

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INDUSTRY SURVEY

SUMMER LAUNDRY BUSINESS ‘SAME AS OTHER SEASONS’

To read other Your Views survey stories, visit www.americancoinop.com 6

AMERICAN COIN-OP AUGUST 2014

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The majority of Laundromat owners and operators (32.3%) polled in July’s American Coin-Op Your Views survey revealed that summer business is “the same as other seasons.”

Only 9.7% say summer is the “best season” in terms of business, while 12.9% say “it’s better than most seasons.” For 29% of respondents, summer business is “worse than most seasons,” while 16.1% say it is “the worst season.”

Owners were also asked about customer habits changing in the summer. Approximately 52% say they see changes that affect operational aspects such as store hours and attendant scheduling. Nearly 42% of respondents say customer habits do not change during the summer, while 6.5% are not sure.

One store owner says they see “slow business due to traveling,” while another says there are “more vagrants due to the longer daylight hours and better weather.”

Almost 42% of store owners say they receive customer complaints about store temperature throughout the summer season, while 58.1% say they do not.

Several owners remarked that they spend more on electricity and air conditioning during the summer, with one saying “utility costs are higher (especially electric).”

Another explains that “keeping [the store] cool” is his/her biggest problem, while another store owner says he/she spends “more [on] utility cost due to hot weather.”

“Covering employee time off” is a stressor for one respondent, while another says, “[The] timing is off—people do not run schedules when kids [are] out of school.”

One owner runs a free-soap special for students during the summer months. But summer specials or promotions are not the norm for many Laundromat owners and operators—only 9.4% of respondents report running such specials.

Respondents are evenly split when it comes to encountering children screaming/running throughout the store, and related issues during the summer, with 48.4% saying there are more child-related issues to deal with during the summer, while another 48.4% say otherwise. The remaining 3.2% are “not sure.”

One owner says he/she does not put up with kids’ shenanigans, saying, “We are strict that kids do not run around, yell or scream in the store.”

American Coin-Op’s Your Views survey presents an unscientific snapshot of the audience’s viewpoints at a particular moment; due to rounding, percentages may not add up to 100%.

Subscribers to American Coin-Op e-mails are invited to participate anonymously in an industry survey each month.

■ www.americancoinop.com

7/16/14 3:48 PM

WHAT SUCCESSFUL OPERATORS ARE SAYING ABOUT

IMONEX®

Williford Family and friend/co-worker Will, Al, Rodney, Walt and Tony

THE WASH HOUSE Rodney Williford Center

“Our family owns and operates ten self-service laundries through Eastern North Carolina with two more stores opening within the next 12 months. Although no business is truly 100 percent efficient and headache free, IMONEX coin drops have truly been our “Aspirin” so to speak. As I am sure many readers can appreciate, technological advances have truly revolutionized the way we live our daily lives, and the same is true for business. Technology in all its wonder has truly changed society as we know it along with the way we do business. Technology can; however, in solving certain problems, create new ones altogether.

You see, sometimes technology can in fact work against us. Anyone can take something simple and make it complicated, but in dealing with the public, and in an attempt to satisfy our customers, we had to take something complicated and revert back to what works, REDUNDANCY!!! Our stores are not all centrally located; and with the price of gas, not to mention time, energy, and aggravation involved with those infamous late night “store down calls” it was evident that we were not running our stores, they were running us. With stores 100 plus miles from our home, it is easy to see how that could get old fast. This past year we decided we were through with the computer operated card systems, so I gave Jason Napier with Advantage Laundry Systems (Dexter Distributor) a call, he said that IMONEX was the best. We converted nine stores ourselves, and it was the best decision we could have made; both for our customers as well as ourselves and employees. Now we can do our route and not have to worry about a Friday night call to a store 100 miles away accompanied by the inconvenience associated with breaking anniversary dinner plans. IMONEX coin drops offered us several things I am not sure you can put a price on; peace of mind, redundancy, and simplicity. Most aspiring entrepreneurs don’t plan to fail they fail to plan. One key factor in decided which coin drops to go with was the fact that IMONEX offers us the flexibility to accept dollar coins, tokens, or quarters. As inflation rises, the coin boxes are still the same size, causing the boxes to fill up very quickly in a moderately busy store. Imonex offers us the ability to regroup and change our game plan at any time with little effort.

They really did do their homework before they put these coin drops out there. Thanks IMONEX!”

www i one co

800.446.2719

MADE IN THE U.S.A. StandardPage.indd 1

The legend in coin flow®

7/11/14 10:17 AM

BE OUR GUEST

MAKING THE MOST OF YOUR MARKETING BUCK Cost-effective tips for promoting your laundry

Tari Martin

SIGNAGE—IN AND OUT Utilizing interior and exterior signage is the most cost-effective method for advertising your laundry, services and brand.

Exterior signage must be large, clear and readable from a distance, as well as include your logo and name.

Such signage allows owners to immediately gain visibility and develop brand recognition among potential customers.

Similarly, interior signage should clearly advertise services (wash/dry/fold, drop-off drycleaning or commercial laundry services) using languages and graphics understood by your customer base. If there are Hmong or Hispanic populations surrounding your laundry, for example, signage should reflect those languages.

Consider creating signs for pricing specials or giveaways. These can be inexpensive, do-it-yourself signs plastered inside and outside your store.

Company vehicles should also tout your laundry!

Harness these moving advertisements to draw more customers.

WEBSITE Invest in the development of a simple, searchable website. If you don’t have one, you are missing out on one of the most impactful marketing tools available.

This is the primary way that consumers discover and research businesses today. A website brings credibility to your laundry; it shows that you embrace today’s technology and value the customer’s experience. Creating a good website, from which you can market your laundry’s equipment, services, amenities and specials, is worth the investment. Partner with an experienced Web developer/marketing firm.

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• An optimized site will turn up in more searches and draw more visitors. Search Engine Optimization (SEO) involves good “back-end” Web development; use of meta and title tags; concise and clear content using keywords; dynamically changing content; and links to resources, information, social media icons and site maps. Be sure to harness a URL that relates to your laundry’s name or services. It also helps to include images and videos!

• Clear navigation is important to a site’s ease of use and visibility. At the very least, include “Home,” “About Us,” “Services,” “Equipment” and “Contact Us” pages.

• Display your logo and tagline prominently.

• Include social-media icon links, such as Facebook, Twitter, Google+ and Yelp. That way, visitors can also “follow” and “friend” your laundry!

• Post specials, brochures, images, news releases and new content on your website regularly.

• Ensure directions to your store are included on your site.

• Invest in a responsive Web design to provide users with an optimal viewing experience no matter what device they use – smartphone, tablet or computer.

SOCIAL MEDIA Social media outlets like Facebook, Twitter, Yelp and Google+ fit laundry marketing perfectly. They are free and allow laundry owners to “advertise” and communicate with “friends” and “followers” about news, contests, photos, facts, specials and more.

Strive to post at least once per week on all of your social media accounts; it’s simple to schedule posts ahead of time using Hootsuite (www.hootsuite.com).

And be sure to link to all of your social media accounts from your website!

• Via Facebook, laundries engage “friends” by posting photos, specials, advertisements, contests, press releases and customer appreciation rewards.

• Twitter allows owners to “tweet” short messages to followers. Twitter works great when laundry ▼

What are the most cost-effective methods for promoting your vended laundry? The best techniques, which work in sync to draw and keep new customers, are often the simplest and least expensive.

Consider including these components in your marketing plan for a solid return on your investment.

www.americancoinop.com

7/16/14 3:45 PM

WHY YOU CAN’T AFFORD NOT

TO REPLACE YOUR

EQUIPMENT.

Water rates are on the rise.

But how high will they go?

FIND OUT INSIDE. Learn how investing in new equipment can

SAVE YOU MONEY. Attract and retain today’s customers with the latest

TECHNOLOGY.

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OUT WITH THE OLD. IN WITH MAXIMIZED PROFITABILITY. Like all machines, laundry equipment has a lifespan— a certain amount of time during which it operates at peak performance. If your equipment is beyond that timeframe, it may be costing you more in utility expenses and lost profit potential than it brings in.

New, state-of-the-art washer-extractors and tumble dryers deliver far superior efficiency for reduced utilities, present new revenue possibilities, a ract and retain customers, and more—all adding up to boost your bo om line.

HOW OLD IS OLD? Your equipment’s lifespan depends on many factors, like repair and maintenance frequency, usage and condition. According to the Coin Laundry Association (CLA) whitepaper “Deciding When to Replace Laundry Equipment,” the average prime lifespans for laundry equipment are:

REPLACEMENT — A WIN-WIN FOR THE BOTTOM LINE You don’t have to convince Russell Hylton of the importance and benefits of replacing equipment. Hylton has been in the laundry business for almost 20 years. He purchased his first laundromat in 1996 in Kansas City, followed by four additional stores. Since then, Hylton has been replacing old equipment with new Speed Queen® machines equipped with Quantum® Gold controls. Hylton considers himself an equipment replacement advocate — and he’s not alone. He is one of a growing number of store owners who know firsthand the impact on the bo om line when replacing aging, outdated equipment with newer, more efficient and technologically more advanced machines.

“If we’re spending $500 a month in maintenance costs, then why not spend that $500 toward a payment to put in new equipment? It just doesn’t make sense to not replace equipment. It’s always going to help the bottom line.”

Top or Front Load Washers

WasherExtractors

Tumble Dryers

5-7 YEARS

12-15 YEARS

12-15 YEARS

Lea

“Newer equipment allows me to run a more efficient and effective operation, which in turn provides me the time to operate five stores. If I had old, beat-up equipment, there’s no way I could keep up.”

- Russell Hylton, Owner, Hylton Laundries

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Y.

DOWN WITH UTILITY COSTS.

UP WITH PROFITABILITY.

According to the CLA 2013 Coin Laundry Industry Survey, laundromats spend an average of 26% or more of gross revenue on utilities. And the cost of those utilities is on the rise. According to the American Water Works Association, water rates have as much as tripled over the last 12 years. Due to new federal government mandates, the rising costs of resources needed to supply and treat water, and other factors, these rate increases are expected to continue. With that in mind, it’s more important than ever that you equip your store with new, high-efficiency laundry machines—not only for the savings, but also to maintain a competitive advantage over other laundromats that have or will soon be upgrading their equipment.

With advanced controls, larger capacities and higher efficiency, new equipment offers many new ways to increase revenue. Plus, customers expect to pay more per load for updated services. According to the CLA whitepaper “Deciding When to Replace Laundry Equipment,” customers are willing to pay up to 10-20% more for updated equipment.

“Our cost of doing business has gone down, even as our customer volume has significantly increased.

The new machines are still saving us money. In just the last year, we saved $6,000 in utility costs.”

Advanced, Profit-Generating Speed Queen® Quantum® Controls • Cycle Modifiers allow customers to upgrade each cycle at an

- Joe Paradis, Owner, Depot Laundry

added premium.

• Multi-Level Pricing lets you charge different prices for each wash cycle.

• Time-of-Day Pricing allows you to take advantage of peak laundry hours

WATER RATES INCREASING ACROSS THE COUNTRY*

and boost usage during slow periods.

“When customers take advantage of the cycle modifier options, it means hundreds of dollars added to my bottom line. That’s a pretty good return.”

Chicago: +116% San Francisco: +211%

Philadelphia: +164%

Atlanta: +233%

Dallas: +75%

- Russell Hylton, Owner, Hylton Laundries Learn more about how water rates plague laundromat owners at SpeedQueen.com/Water.

ADDITIONAL PROFITS WHEN UPGRADING YOUR WASHER-EXTRACTORS WITH SPEED QUEEN® Old 35 lb Washer-Extractor

New 40 lb Washer-Extractor***

Cost to Run**

$1.04

$0.33

Vend Price

$3.77

$4.35

Profit

$2.73

$4.02

Per Cycle

††

Based on Additional Profit of $1.29 per cycle

$4.52

$36.16

additional Profit Per Day Assuming 3.5 Turns

additional Profit Per Day for Bank of 8 Machines

†††

= $1.29 additional Profit for Every Cycle

$1,099.87 additional Profit Per Month for Bank of 8 Machines

* Based on a 2012 USA Today survey of water rates in 100 municipalities from 2000-2012. ** Based on nationwide average of utility rates. Utility rates for water, sewer and heating vary. Check your local rates and adjust estimated costs accordingly. *** Based on replacement of a 12-year-old Speed Queen® 35 lb washer-extractor with MD2 Controls to a new Speed Queen 40 lb washer-extractor with Quantum® Gold Controls. †† Based on CLA average vend price per turn according to the CLA 2013 Coin Laundry Industry Survey. ††† Based on CLA 2013 Coin Laundry Industry Survey owners can expect to raise vend prices of 10-20% for new equipment of like capacity and 5% cycle modifier use per experience of laundromat owners with Speed Queen equipment with Quantum.

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HAPPY CUSTOMERS MEAN HEALTHY PROFITS. Joe Paradis opened his laundromat five years ago in Farmington, Maine. Based on the success of his first store, he plans to open a second location this year. Paradis says he’s experienced a significant increase in customer traffic since replacing his equipment with newer, technologically-advanced machines.

Offering Quantum® Gold Controls allows his customers to customize wash cycles, provides them the addition of a prewash, more agitation time and additional hot and cold rinses, and gives them pricing options to best fit their budget.

“In the beginning we weren’t sure how much the customers were going to use the cycle modifiers. We were watching that. Customers like the opportunity to see three different pricing options—low, medium and high—and then be able to make a choice. It also gives me an opportunity to raise pricing,” says Paradis.

N M

A er he installs new equipment, Paradis says on average he raises prices by 25 cents, depending on the size of the machine.

“I try to increase my pricing when I install new equipment because it’s a good time to do it—even if it’s just a quarter. When customers see new equipment, they are happy to pay more, especially if it means a quality wash and cleaner clothes.”

T f F p r o o

- Joe Paradis, Owner, Depot Laundry

HIGHER SPEED. HIGHER CAPACITY. HIGHER REVENUE. New efficient tumble dryers reduce your minutes per quarter from 10 to 7 while keeping your revenue the same, leaving a positive impression on customers and

INCREASING TURNS PER DAY.

The larger capacities of new tumble dryers allow customers to get clothes done

FASTER,

increasing productivity, your profit stream, and customer satisfaction.

Upgrading to stack dryers

MAXIMIZES

capacity and profit per square foot.

*B to ** B C † Y

4

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BENEFITS ON TOP OF BENEFITS. The mere presence of new equipment offers additional opportunities for revenue. Beyond utility savings and increased profitability, replacing your old equipment with Speed Queen offers many more advantages.

NOT JUST MORE PROFITABLE. MORE AFFORDABLE. The biggest roadblock preventing many laundromat owners from upgrading is the initial cost of the investment. Speed Queen® Financial Services is an expert in laundromat financing, offering personalized, comprehensive plans with no money down required, pu ing new Speed Queen equipment within the reach of virtually any budget. Plus, increased savings and profit potential of new equipment will more than cover the average payment.

Reduces lost revenue and downtime due to repairs and maintenance

Establishes employee pride and sense of security

AVERAGE MONTHLY UTILITY SAVINGS & ADDED REVENUE* (Eight 40 lb Washer-Extractors)**:

$1,099.87 AVERAGE MONTHLY PAYMENT (Eight 40 lb Washer-Extractors) : †

Improves customer satisfaction and retention

$ 800.32 AVERAGE MONTHLY ADDED CASH FLOW:

$299.55

Increases the value of your business

AVERAGE ADDED CASH FLOW OVER LIFESPAN OF EQUIPMENT (12 years):

$91,158.42 * Based on replacement of a 12-year-old Speed Queen 35 lb washer-extractor with MD2 Controls to a new Speed Queen 40 lb washer-extractor with Quantum® Gold Controls. ** Based on nationwide average of utility rates. Utility rates for water, sewer and heating vary.

Check your local rates and adjust estimated costs accordingly. † Your financing costs based on standard seven-year financing agreement.

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Offers tax advantages, such as the ability to write off new capital expenses and incur depreciation

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“ I’VE SEEN A 20% INCREASE IN BUSINESS SINCE UPGRADING TO SPEED QUEEN ®

EQUIPMENT.” – JON HORN OWNER, CONSOLIDATED COIN LAUNDRIES, INC. ALLENTOWN, PA

A f t e r J o n H o r n d e c i d e d t o r e e q u i p h i s e i g h t l a u n d r o m a t s w i t h n e w, s t a t e - o f - t h e - a r t S p e e d Q u e e n ® e q u i p m e n t , i t d i d n ’ t t a ke l o n g f o r h i m t o n o t i c e t h e b e n e f i t s o f o w n i n g t h e m o s t p r o f i t a b l e m a c h i n e s o n t h e m a r ke t . H i s n e w e q u i p m e n t i s r e m a r k a b l y e f f ici e n t , re d u ci n g w a te r u s a g e by u p to 42 p e rc e n t a n d e l e c t r ic a l e n e rg y by u p to 3 3 p e rc e n t . C u t t i n g - e d g e Q u a n t u m ® c o n t ro l s gi ve h i m t h e a b i l i t y to e a si l y a d j u s t ve n d p r i c e s f o r m a x i m ize d p rof i t a b i l i t y.

P l u s , i n - h o u s e f i n a n ci n g m a d e p u rc h a si n g h i s n e w e q u i p m e n t e a s y a n d a f f o rd a b l e , a l l ow i n g J o n to m a i n t a i n h i s n e w l y i n c re a s e d c a s h f l ow.

Le a r n m o re a b o u t J o n’s s u c c e s s s to r y a t S p e e d Q u e e n .c o m/J o n H o r n.

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NUMBERS NEVER LIE.

$7,271.60 POTENTIAL ANNUAL UTILITY SAVINGS WITH EIGHT 40 LB WASHER-EXTRACTOR UPGRADES

WATER SAVINGS PER YEAR WITH 40 LB WASHER-EXTRACTOR UPGRADES

$91,158.42 TOTAL ADDED CASH FLOW FOR LIFESPAN (12 YEARS)

C.

OF EIGHT 40 LB WASHER-EXTRACTORS

$3,853.08 POTENTIAL ANNUAL REVENUE FOR VEND PRICE INCREASES WITH EIGHT 40 LB WASHER-EXTRACTOR UPGRADES

WATER SAVINGS PER YEAR PER MACHINE

G A LLON S

8 OUT OF 10 LAUNDROMAT OWNERS REPORTED SPENDING 26% OR MORE OF GROSS REVENUE ON UTILITIES

$2,016.84 POTENTIAL ANNUAL REVENUE FOR CYCLE MODIFIERS WITH EIGHT 40 LB WASHEREXTRACTOR UPGRADES

ASSUMING 3.5 TURNS PER DAY

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ADDITIONAL PROFIT

OPPORTUNITIES

Faster Extraction Speeds & Larger Machine Capacities get customers in and out faster, making them happier and increasing your machine turnover for added profit opportunities.

Multi-Level Pricing lets you charge different prices for each wash cycle to capitalize on premium selections.

Wireless Networking, Auditing Capabilities and Routine Diagnostics allow you to be er manage your store’s efficiency from any Internet-connected computer, anywhere in the world.

Store and Revenue Reports help you understand and adjust your cost structure to maximize cash flow.

Stronger Frames & Leak Detection reduce costly preventative maintenance and minimize utility costs.

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Lucky Cycle encourages customers to revisit your store by rewarding a free wash or dry a er a predetermined number of cycles.

New Marketing Opportunities present themselves when you install new equipment by giving you a reason to reach out to your customers with the exciting news about your new and improved machine lineup.

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7/11/14 6:08 9:13 PM AM 7/10/14

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BE OUR GUEST

Target-market communication, such as a direct mail piece like this one, will boost store credibility and bring a vended laundry to “top-of-mind” among its customers, according to Martin. (Photos: Continental Creative Services) owners run specials or contests or offer giveaways!

Google+ allows you to develop a simple company profile page that connects your laundry with customers looking for you on Search, Maps, Google+ or mobile devices. They can quickly access and click on your phone number to call your laundry from their mobile phones, or get directions using Google Maps. Customers can rate, endorse and review your laundry and share your posts.

Yelp helps people find local businesses—a perfect marketing application for vended laundries. It allows you to create a business profile, post updates and receive reviews.

PRESS RELEASES It’s always a great idea to harness “free press.” A press release announces news about your laundry.

Did your store just open? Did you add new equipment or broaden services? Are you offering a grand opening celebration for the community?

Is your laundry eco-friendly? Does it save utilities or water in a drought-laden geographic area? Did your laundry raise money for charity?

Anytime your laundry has real news to share, you should write a press release and submit it to all area newspapers and radio stations for publication/broadcasting. Always include a photograph with your press release, as that’s what captures attention.

(If you’re not sure how to write a release, contact a public relations or marketing firm for help.)

Be sure to feature your release on your website and social media pages. A published press release goes a long way toward building business credibility.

DIRECT MAIL While it costs a bit more, direct mail is an effective tool for 10

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drawing and retaining customers. This is because direct mail can be targeted to specific demographic or regional recipients.

You can affordably create your piece and mail it to a selected list of people via www. salesgenie.com, or hire an advertising or marketing Clear navigation is important to a website’s ease of company to handle use and visibility. Martin recommends that a website some or all of the include, at a minimum, “Home,” “About Us,” “Services,” “Equipment” and “Contact Us” pages. elements for you.

Follow these tips and you’ll be well on your way to gaining new customers: Pick the right mailing list. You can target your list based on hobbies, income, demographic groups, geographic area, and more.

Include your laundry’s logo, name, address, “call to action,” or “offer” on your mailer.

Send mailers at least quarterly to regularly reinforce your brand, message and “call to action.” This will help move your laundry to “top-of-mind.” That way, when a recipient needs to wash a bunch of comforters, it’s your laundry they’ll think of.

DOOR HANGERS Door hangers are an effective and affordable way to advertise a laundry’s services and specials. Like direct mail, include your “call to action” or “offer,” along with your laundry’s name, logo and location. Make and distribute them yourself or, again, contact an advertising or marketing agency to handle the details.

REAP THE REWARDS By working these elements into a marketing plan, you’ll engage potential and existing customers, drawing them to access laundry services. Additionally, your consistent Web presence and targetmarket communication will boost store credibility and Web accessibility, helping make your laundry “top-of-mind.”

■ Tari Martin, marketing communications director for Oshkosh, Wis.-based marketing and advertising firm Continental Creative Services (www.continentalccs.com), has a decade of laundry industry marketing experience. Her team works closely with owners of vended laundries across North America. She can be reached at 800-256-1073, info@continentalccs.com. www.americancoinop.com

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Music to Your Ears

BEFORE (left): A bank of IPSO dryers lines one main wall, painted white, in Los Lavaderos. AFTER (right): Gain’s promotional makeover incorporating lively graphics and a new color scheme has given Enrique Del Rivero’s store new life.

(Photos: Gain/Procter & Gamble)

STORE’S PROMOTIONAL MAKEOVER HELPS LA COIN-OP GAIN CUSTOMERS

By Lauren Dixon

E

nrique Del Rivero’s greatest challenge as a small-business owner is promoting his coin laundry. “I think I’m terrible at it,” he admits.

So when laundry detergent maker Gain approached him about a promotional remodel, he accepted. “I wanted to do something different than what everybody else has done in the past.”

The Los Lavaderos group of four laundries owned by the Del Rivero family is located in the Silver Lake and Huntington areas of Los Angeles. Enrique Del Rivero opened his first store in 1990 at the age of 21. Since then, he has opened five more stores, sold two of them, married wife Ana Maria Ferrer-Del Rivero and raised two children, Analuisa (Ana) and Enrique Jr. MUSIC MAKES YOU LOSE CONTROL In Gain’s “Music To Your Nose” campaign, the company partnered with Grammy Award-winning band La Santa Cecilia “to delight consumers with unexpected moments of joy,” according to a press release. The band will perform with multiple events that Gain plans.

Also part of this campaign was the introduction of Gain flings!, a new single-use laundry packet that utilizes Gain liquid 12

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detergent, as well as Oxi Boost and Febreze.

“We understand that for many people, laundry can be a tedious chore—especially for those who have to do it outside of the comfort of their homes,” says Diana Bañuelos, P&G brand manager for Gain.

“With the help of La Santa Cecilia, we are excited to refresh and transform Enrique’s Laundromat into a space where the community can have a joyful laundry experience.”

In choosing a business to remodel, Gain

focused on stores that were in the Los Angeles area and were small enough to benefit from the $10,000 budget, according to Del Rivero. These requirements led the company to choose his Los Lavaderos store at 954 North Virgil Ave. At this 1,800-square-foot location, there are eight Maytag Neptune and 27 IPSO washers (25-, 40- and 50-pound capacities), and 18 30-pound stacked and three 50-pound single-pocket dryers, all from IPSO.

In celebration of the makeover, Grammy Award-winning band La Santa Cecilia performed in the parking lot of Los Lavaderos. The concert attracted as many as 50 people at one point, according to owner Enrique Del Rivero. www.americancoinop.com

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I SAW THE SIGN During the remodel, the producers and designers were intrigued by a graphic that had been created by Enrique’s daughter, Ana. A mostly self-taught designer, she is attending the Art Center College of Design in Pasadena, Calif. She is majoring in graphic design with an emphasis in transmedia, which focuses on interactive media.

In addition to her designs for school and her family’s business, Ana has freelanced for Newport Beach Festival, charities and a laundry business in Sherman Oaks, Calif.

When her parents opened a new Laundromat in Melrose, they were remodeling. The trendy “hip” area called for a modern design, Ana thought. While researching logos of other laundry businesses, she noticed they were typically basic images associated with laundries, such as washers, bubbles or water. In order to better depict a Laundromat, she created a graphic that illustrates the laundry process.

“There’s an [image of] unfolded clothes in the laundry basket,” she explains. “Then the next one is a washer, then the dryer.

PM 1 And Page then there’s the basket again, but all

the clothes are folded. So it’s like taking you through the whole process of what you would do in a Laundromat.”

Gain representatives liked this graphic and chose to utilize its different components for wall decorations. This helps to build the business’ brand and image, which Ana finds important.

“By creating any old logo, but not applying it to the actual business, you’re not creating an atmosphere,” she says. A graphic designer for the remodel told her that because the other businesses lacked a cohesive style, Los Lavaderos set itself apart from them.

CH-CH-CH-CHANGES Enrique Del Rivero says that before the makeover, most of his customers were Hispanic, but his business now draws people of other ethnicities. Videos posted on YouTube and Facebook helped Los Lavaderos gain more widespread interest.

Customers also saw that the business was closed for two days for the remodel, so they wanted to check it out after the reopening.

Overall, the remodel has drawn in additional English-speaking clients.

▲

A NEW SENSATION The previously white-walled store was bathed in a bright color scheme of light blue, yellow and orange. The remodel team painted instructions for washing and store rules onto the wall, and “Los Lavaderos” in large yellow letters against a light blue background. Yellow-spotted decals now swirl across the glass doors of the washers.

New seats with durable cushions that are easy to clean and maintain replaced wooden benches, according to Del Rivero.

Two stations with outlets to charge electronics were installed. The Del Rivero family noticed that when people are doing laundry for extended periods of time, batteries tend run out, so the charging area was requested. To go along with the music theme of the promotion, headphone stations were also added.

Shortly after the remodel was completed, Gain threw a concert May 2 in the parking lot with La Santa Cecilia. Free food and drinks were provided at the event, as Gain promoted its product, Gain flings! The event hosted about 50 people at one point, 0812aco_Wells Fargo 7/17/12 3:46 according to Del Rivero.

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The Del Rivero family noticed that batteries in customers’ electronic devices tended to run out over the course of doing laundry, so they asked Gain to install charging stations, as well as headphones.

The community has responded well to the new, fresh look of the laundry, Del Rivero has observed. “It has made us more popular,” he says. The remodel was completed at the end of April, and May brought in the highest revenues so far in 2014, he adds.

Although traffic usually drops in the summer, there was a 12% increase in sales going from April to May, according to the business owner.

However, it’s not only the look of the store that has given Los Lavaderos an edge over the competition. Out of the 18 to 20 competing Laundromats in the area, “They’re competing on price,” he explains.

“We’re not. … We compete on customer service. We focus on allocating our staff in order for them to provide and be experts on how to do a good wash, how you get a better result, and, of course, how to present equipment and how equipment functions for [the customer’s] needs.”

For two hours per month, Los Lavaderos also opens its doors with Laundry Love to provide free quarters, soap and meals to those who are in need of free laundry services. This initiative, by JustOne, helps the “poor, vulnerable and exploited throughout the U.S.,” according to its website.

Gain has provided Los Lavaderos about 54,000 total units of free laundry soap both for the use of the business as well as for these freelaundry events. PLAY AUDIO Del Rivero says that customers are grateful for the free products, and they like the results that they see with the Gain products versus soaps they used previously.

“Even when you open the washer, you can feel the smell of the product,” he says. “It smells very good.”

WE ARE THE CHAMPIONS In the future, Del Rivero hopes to own the properties where his laundries reside. Renting becomes expensive, especially over 24 years, he explains. “We’ve been very patient over the years to stay within one area,” he says. “We’d like in the future to maybe purchase our own property.”

This remodel of Los Lavaderos has benefitted all parties involved— not just the Del Rivero family.

“I think it’s a win-win situation for us, the distributors and for the consumers, the end-users, who we serve,” Enrique Del Rivero says. ■ Lauren Dixon is an intern for American Coin-Op. 14

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www.americancoinop.com

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Brian Holl

Why did you choose an ESD system?

We obviously wanted a state-of-the-art card sys a competitive advantage, but we also wanted a c celebrated for their service and customer care a successful products. ESD is the gold standard i superior products, well-trained personnel, and o

What is your experience in the laund

In the purest sense of the word, we are “newbies arena - excited to be here, eager to play, hungry enough to learn from anyone who is willing to o we have seasoned experience and battle scars fr business experiences in unrelated industries. W unrelated, the foundational business principals Finance, Marketing, Sales, People Management, relevant. Maybe we’re newbies with a little seas

Brian Holland & Tyrone Akins of

What are the un with your new helped you

The Laundry C location, but i city. ESD exc wireless n interne of IT p from d

Is the

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7/15/14 9:44 AM

an Holland, Partner - The Laundry Café system?

art card system that would give us wanted a company that was as mer care as they are for their most standard in the industry because of onnel, and outstanding customer service.

he laundry industry?

re “newbies” to the vended laundry ay, hungry for knowledge, and humble willing to offer guidance. At the same time ttle scars from both corporate- and small dustries. While the industries are completely principals that they taught - Customer Service, nagement, HR, Operations - are all directly a little seasoning.

re the unknown challenges that you faced your new store? How has ESD’s system ped you to overcome these challenges?

Laundry Café is located in a fantastic destination cation, but it is in an internet challenged area of the ty. ESD exceeded all our expectations by creating a wireless network even though none of the major internet providers were available. ESD has an internal team of IT professionals who customized our system to meet our needs, from design to installation.

Is there anything that surprised you about the ESD system?

I was pleasantly surprised at the managerial utilities. The reports are thorough, comprehensive, and seamlessly integrated. I can produce performance reports that track nearly everything.

These are great for tracking your business and making informed adjustments for improvement.

www.esdcard.com

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Contact your local ESD distributor or ESD sales representative for more information.

7/15/14 9:44 AM 7/15/14 10:03 AM

Puttin’ a New on Things An overview of the laundry side of Spin Laundry Lounge, Portland, Ore. (Photos: Laundrylux)

Retro-mod Oregon lounge not your typical college-town Laundromat

W

hile indulging in a microbrew and a goat cheese panini, you receive a text message announcing your laundry is done. Glancing around, you just might have to remind yourself, “Oh right, I’m in a Laundromat.”

Portland’s Spin Laundry Lounge encompasses everything owner and founder Morgan Gary had in mind when it came to putting her unique spin on the laundry business.

“My goal was to redefine the Laundromat,” Gary explains. “And a big part of that was creating a community space that functions as more than just a place to wash and dry your clothes.”

WARM AND INVITING Inside the 5,000-square-foot space, the warmth of Spin’s open and bright café environment invites locals to stay awhile and take in a Trail Blazers basketball game on the high-definition projector or check their e-mail, thanks to free Wi-Fi, whether they’re doing laundry or not.

Spin’s café/bar menu boasts a selection of coffee, tea, beer/wine, pastries, “small bites,” and fresh salads – all made with ingredients sourced from local farms and companies.

Spin has also partnered with a local company called Ground Kontrol Classic Arcade that provides a few arcade games.

Right now, customers can enjoy a game of Ms. Pac-Man on the mezzanine level.

While the circa 1951 warehouse building where Spin is housed offers up an unhurried atmosphere and tons of character, such as the 1-ton Shepard overhead crane, customers will find there’s nothing slow-moving and vintage about Spin’s energy-efficient and water-saving Electrolux Professional laundry equipment.

“In the end, sustainability was always my main focus,” Gary says. “From the Electrolux Professional washers and dryers, to the eco-friendly products and cleaners, right down to the local and organic food and drink in the café – Spin is as green as can be.”

SUSTAINABILITY FOCUS

Inside the circa 1951 warehouse building, the warmth of Spin’s open and bright café environment (inset) invites locals to stay awhile, whether they’re doing laundry or not.

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Gary always knew she wanted to make a lasting, positive impact on the environment and her community. She had been working in management for a while when she decided to head to business school.

“I had always dreamed of starting my own company,” she says, “and the laundry business seemed like a perfect fit because typically it’s an industry where lots of water, energy and chemicals are being used.”

In 2012, she graduated with an MBA in sustainable business, and, what’s more, a comprehensive business plan. “My final project was a 100-plus-page business plan on how to make my efficient and inviting www.americancoinop.com

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interpretation of a Laundromat a reality.

I studied trends, visited stores in the area, and read every book I could find about Laundromats and the laundry industry.”

She also kept a running list, jotting down every idea that could make her Laundromat distinctive and sustainable.

“From wine tastings, to donating clothing (that was clean and folded) to area shelters, to using compostable to-go containers, to installing energy-efficient lighting – my list kept right on growing,” jokes Gary.

THE DREAM TAKES OFF...

With her redefined Laundromat model firmly in place, Gary focused on connecting with the right laundry distributor – one who also felt strongly about sustainability.

She found such a partner in Lisa White, owner of Absolute Laundry Systems, also

older and newer efficient/LEED-certified apartment buildings.

The renovation took roughly 41/2 months.

“From day one, Lisa and Scott were invested in my business; they cared and wanted me to succeed,” Gary says.

“Even after our doors opened, their expertise and support continues to be invaluable.”

It was owner Morgan Gary’s desire to create “a community space that functions as more than just a place to wash and dry your clothes.” and pass on those savings to customers.

EQUIPPED TO SERVE Remember Gary’s extensive laundry list of cool features and sustainable items?

GOOD NO MATTER HOW YOU SPIN IT Ever since Spin opened its doors in

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an Oregon company.

“Lisa, her husband Scott, and the entire team at Absolute Laundry Systems are incredibly knowledgeable about creating stores built on sustainable business practices,” explains Gary. “Lisa helped me with everything – lease negotiations, design and layout of the ’mat, construction, training, even finding the ideal location.”

After a year of searching high and low for the right building and neighborhood for her brand-new Laundromat, Gary fell in love with the “amazing old warehouse building” that Spin now calls home.

“In addition to the parking lot, the space offered up plenty of on-the-street parking – and was surrounded by like-minded green businesses.”

It was also close to busy downtown Portland, college campuses, and many www.americancoinop.com

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Topping her list was having “the most energy-efficient laundry equipment in the world.”

“That would be the Electrolux Professional 450 G-force soft-mount washers,” says Gary. “It has a unique feature called Automatic Water Savings (AWS) that automatically adds the correct amount of water to match the load size, which is incredible. The water saving is up to 30%!” Further, 450-G-force extraction removes more water, which in turn saves time and energy in the dryer.

The cycle speeds were also important to Gary – and her customers.

“Most of our customers are shocked and excited to find out they can complete up to eight loads of laundry in one washer and dryer in as little as 45 minutes.” Plus, Gary is pleased to be able to save on utility costs

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March, the community response has been overwhelmingly positive, Gary says.

“Customers love the complimentary sanitizing rinse, and all of our Nellie’s All Natural Laundry products,” she shares.

“And that they can get all of their laundry finished—washed and dried—in only 45 minutes. They also enjoy the atmosphere and the fact that they can order a coffee (or beer!) while they wait.”

Perhaps one of the biggest satisfactions for Gary is being involved in the daily operations of her store.

“I wanted to change people’s perception that ‘laundry day’ had to be this monumental time-consuming chore,” she says.

“Looking around at my customers’ faces, I can honestly say that I’ve absolutely changed their laundry experience for the better. And that feels great.”

■ AUGUST 2014

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How the

Right Image Boosts Profits Create a compelling brand that tells your ‘unique’ story about price, value and service

By Phillip M. Perry

S

ay the word “Coke” and your mind probably conjures up the refreshing image of “a cool, bubbly drink.”

Now say the name of your coin laundry business. What image comes to mind?

More important, what image comes to your customers’ minds? If the picture is as compelling as Coke’s, you have succeeded in creating a “brand” that can add real dollars to your bottom line.

As attractive as a shiny brand sounds, chances are your own could use a little polishing. Or maybe you have not given the idea of building your brand very much thought in the first place, given that you are not a giant corporation like the Coca-Cola Co.. When it comes to working on your public image, though, size is not an issue.

“Branding is not just for big businesses,” says Ken Banks, CEO of KAB Marketing, a consulting firm in Florida’s Tampa Bay area. “It also helps small operators stand out and get noticed. Indeed, a strong brand can help any business compete with larger operators.”

A BUSINESS APART What makes a successful brand? The best way to answer that question is to start by busting a common misconception. Creating a brand has nothing to do with dreaming up a creative advertising campaign.

“When businesspeople think about a brand, they often equate it with a logo,” says Adele Cehrs, president of Epic Public 20

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Relations, Alexandria, Va. “But the best logo in the world means nothing without a larger strategy. Good branding is really about repositioning your business in the marketplace.”

In other words, the famous Coke logo would do the company no good if the soft drink were not known as a brand that promised a dependably refreshing experience.

“A brand differentiates you from all the other companies out there that offer the same products and services,” says Banks.

“Branding is the essence—the DNA—that makes up your business.” And that DNA is of necessity all your own.

So how do you go about engineering a unique DNA? Start by finding out where your business is positioned in the marketplace. While market position can encompass many factors, Banks suggests starting with two that are of proven potency: 1) your price and 2) service reputation.

It’s important to get insights on these factors from your customers rather than relying on your preconceptions. That’s because the two can be in conflict, and only by understanding and modifying the public perception can you increase sales.

To find out customer perceptions, just ask.

“Here is the amazing thing about customers,” says Banks. “Most are honest and will tell you how they feel. As a result, they can be your best source of information on where you stand relative to your competition.”

QUESTION TIME Ask your customers questions that help to reveal their perceptions of your image when it comes to service and price, and their desires for the most attractive coin laundry experience. Here are some examples:

At the same time, ask questions that uncover unstated customer expectations.

Here are some examples:

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• What are the three top things you consider when you shop for a Laundromat?

• How important is price?

• How important is service, and what service in particular?

Then ask questions that help you measure where you are relative to your main competitors. How do they compare with you in the customers’ minds? Here are some examples: • If you are shopping for a Laundromat, what is the first company that comes to mind?

• What is the first place you would choose to take your laundry?

• Why that company over XYZ Co.?

Price? Service?

You can pursue this same customercentric research in areas beyond price and service.

offer those services they most desire.

Whatever the results, you can get a firmer grasp of your market position by tracking them in a visual way.

“Start by creating a perceptual map with two parameters,” suggests Banks. “Put service on one axis and price on the other.

Then use customer feedback to position your operation on each.”

Banks offers an illustrative example: Walmart would be positioned low on the price axis and not too high on the service axis, since the chain is a self-service operation. Draw up similar perceptual maps for other factors covered in your customer interviews. Then enter your competitors’ positions on these same maps.

A visual view of your customer data helps you recognize where your business stands in relation to the competition.

“By creating a story that moves your business to a better place on the perceptual maps, you will build market share,” says Banks.

KEEP IT UP As valuable as all that customer research is, it is not a one-shot deal.

“You don’t just do some research one year and then wait for 10 years and wonder why revenues are declining,” says Banks. “You have to monitor where customer preferences are and where you are going on the perceptual map.”

Creating a brand takes a lot of thought and effort.

“Too often business owners are tempted to throw money at the problem, dreaming up an exciting advertising program that creates more public confusion than

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“From your customer surveys, you can discover your strengths and weaknesses,” says Banks.

Post-service interviews are great vehicles for this purpose, because the customer experience is still fresh.

It’s best to interview customers while their memories are strong. “It’s amazing what you can learn by talking with people for as little as five minutes.”

PICTURE THIS Your interviews may show that customers most value selection and price, and feel—rightly or wrongly—that you are outmatched in these areas by your competitors. Or maybe they are looking for more engaged or knowledgeable employees, or better service in specific areas. Or perhaps they don’t even realize that you already www.americancoinop.com

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“Now is the time to ask: ‘Based on the results of our surveys, where does our brand need to go to gain market share?’” says Banks. “Perhaps, for example, you are not perceived to have as high a level of service as competitors. If so, your next step is to ask customers, in more exit interviews, what you need to do to change that perception.”

Watch especially for insights into where your coin laundry competitors are falling down.

With your findings in place, follow your customers’ advice: Get your performance up, the word out, and watch the results show up in higher revenues. In the process, you will be creating a unique brand that conjures up in the minds of consumers an image of your company that is just what the public ordered—literally.

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revenues,” says Bob Phibbs, a consultant based in Coxsackie, N.Y. Instead, obtain a deep understanding of customer desires and modify your business to meet them, he says. “Ask, ‘What do we need to do to build our brand? And how do we communicate the brand to the market?’”

The result of your work will be a compelling image that rises up in the minds of consumers when they hear the name of your coin laundry. And that can only mean more revenues and greater profits.

■ Award-winning journalist Phillip M. Perry, who resides in New York City, is published widely in the fields of business management, workplace psychology and employment law, and his work is syndicated in scores of magazines nationwide.

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AN OUTSIDER’S VIEW

RAISE YOUR FLAG AND BE A MARKETEER

Howard Scott

Marketing is often given short shrift in the self-service laundry business. Most operators do very little promoting. Or, if they do, they follow tried and true avenues such as Valpak® coupons and advertisements in community bulletins. Unfortunately, few new ideas are ever tried.

If you want to grow your business, you should be spending 2% to 5% of your volume in a marketing campaign. Let’s peg it at 3.5%. That means if your volume is $300,000, you should spend $10,500 each year to promote your business.

The first step is to think how you can spend that $10,500 wisely. Begin by answering some questions.

What is your advertising/marketing campaign going to be about? It is not enough to focus on your existence as a Laundromat. There must be a compelling reason why you are promoting yourself.

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Is it going to be about your super service? Maybe yours is the only Laundromat in the town that is attended. Then your theme can be about all the ways an attendant can help you: Returns your coins when a washer or dryer isn’t working Keeps bad elements from entering the store Assists by bringing your clothes to your car late at night Suggests which cleaning treatment is right for a garment Ensures that the premises is always clean Will your theme be about your recently refurnished store now offering all-new equipment? Then focus on the time savings offered by faster work cycles.

Is it about convenient parking, as you are the only area Laundromat with a large parking lot available 24/7? Then focus on ease of access and convenience.

Is it about your special days—Seniors Day on Tuesday, Young Mothers Day on Thursday, College Students Day on Saturday—during which you give eligible customers a $2 coupon for their washing? Then focus on the special savings.

Do you understand? First state the feature, then describe the benefit.

Now, how can you best market that theme? What can you do that will highlight the reason customers should switch to your store?

Certainly you could advertise on local TV, but would that be too scattershot an approach? Another possibility is to do an extensive newspaper ad campaign, which would promote your feature. You could spend the money in a mailing to apartment dwellers. You could sponsor a Little League baseball team and get your message across by having a side table at events. You could put on in-house events to celebrate your theme.

There are all sorts of possibilities. Think about reach, the cost per prospect, the message. Think about impact, the combinations of vehicles to get your message across, and how to go about creating a splash. In other words, what could you do that would get your neighborhood talking?

Here are a couple of creative ideas to stimulate your imagination: www.americancoinop.com

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• Give away a bike every month for a year Call it “Bike-A-Thon Appreciation,” and customers can enter only by filling out a ticket. Announce that you’ll draw the winning ticket from the fishbowl on a certain day each month. On that date, throw a party and offer refreshments of cookies and juice and soda.

Put up posters around town publicizing the giveaway. Since it is a year-long promotion, the momentum will increase.

If you spend $200 on each month’s bike prize, that’s $2,400 (buy beach cruiser bicycles rather than high-tech machines so any customer will be able to use them). Party refreshments may cost another $500. Finally, you might spend $1,000 on promoting the contest. The entire promotional effort might run you $4,000.

Think about reach, the cost per prospect, the message. ... In other words, what could you do that would get your neighborhood talking? should switch Laundromats. In this way, the effort will be focused.

This campaign might cost you $2,000 to $2,500. Maybe the workers will put in 100 hours at $10 per/hour, which totals $1,000. I’d estimate the printing costs and promotional effort will

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How will this spending help you win business? For one thing, it will generate community excitement. The monthly giveaway—maybe on the last Saturday afternoon each month?—will really become a party. Your existing clientele will become more entrenched. Secondly, you’ll gain new customers among the people who use your Laundromat during the contest. Third, you will receive extra publicity in newspaper articles or community bulletin that will increase your visibility and win you clients.

• Run a street campaign sending out solicitors to hand out $2 coupons Call it your “$2 Savings Spree.” Hang up signs all over the town, insert flyers in car windshields, and do radio promotion. Swamp your town with reminders. Once a week, send four people to different sections of your area in four-hour stints to hand out coupons and to talk you up. Do this for six to eight weeks, and you have created a rousing campaign.

But don’t just send out “warm bodies.” Train your people, or use family members. Each person asks passers-by if they use a Laundromat—if they do, your rep hands out a coupon. Each worker also recites their one-sentence spiel, expressing why the person www.americancoinop.com

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be another $1,000-$1,500.

How will you gain new business? Many neighborhood people will be made aware of your store, and some will give you a try.

Others will come because of the savings.

A few will be motivated to give you a try because of your spiel.

For example, your rep says, “Your Laundromat doesn’t have an attendant, right? What do you do when you plunk in three quarters and the machine doesn’t work? Money out the window, right?

If you were in our Laundromat, and a machine malfunctioned, our attendant would refund you your money.” Such a spiel will point out that the customer doesn’t have to settle for lost money.

These are just two marketing ideas. Using your imagination, anything is possible. Be bold, be original, be unique. Now, go create your own exciting marketing campaign.

■ Howard Scott is a long-time business writer and small-business consultant, and the author of four books.

To read more Howard Scott columns, visit www.americancoinop.com AUGUST 2014

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Hurricane Season Prompts Business Reminders

R

ecognizing that the 2014 hurricane season has begun, insurance program administrator Irving Weber Associates and its Coin-Op Advantage Program offer these reminders for ways that self-service laundries can be prepared in the event of a major storm:

IN PREPARATION • Maintain a phone list of your employees and provide copies to key staff members.

• Keep flashlights, extra batteries, a firstaid kit and a tool kit on hand.

• Determine safe evacuation routes inland.

• Designate one remote phone number for which to record voice mail messages for employees and provide them the number.

• Unplug any unnecessary electrical devices.

• Inspect, and where possible, repair drains, gutters and flashing.

• Arrange for programmable call forwarding for your main business line.

• Give store keys and alarm codes to a trusted employee who lives close to the store, so they can reach the store quickly

• Shut off natural gas supply.

• Stay informed about weather conditions.

EMERGENCY ACTION PLAN—POWER OUTAGE

(Image licensed by Ingram Publishing)

during an emergency if you cannot.

• Test your emergency lights.

• Fill gas tanks and generator.

• Back up computer data daily. Keep backup tapes off-site.

• Use UL-listed surge protectors and battery backup systems.

• Protect/relocate important documents: insurance policy, bank information, etc.

• Install windstorm shutter/plywood over windows and doors.

• Inspect outside of property to secure items that could blow away: chairs, tables, etc.

• Be sure to have cash on hand.

• Remove all items possible from floor.

Notify your utility company. Obtain any information known about the cause and expected length of the power outage.

All compressors and related equipment should be turned off individually. When power is restored, turn on compressors and related equipment in the same manner.

AFTER THE STORM • Listen to weather stations to be sure that storm has passed.

• Wait until area is declared safe to enter.

• Survey for safety hazards such as live wires, leaking gas, flammable liquids, etc.

• As soon as possible, begin salvage/repair.

■ • Clean roof drains.

Irving Weber Associates, Ronkonkoma, N.Y., has been providing insurance services since 1946. It can be reached at 800243-1811, info@iwains.com.

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Insertion Date: Ongoing

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I N S I D E :I NJ SU ILDYE :2 0O 0C 5T O B E R 2 0 1 3 DISTRIBUTORS EXAMINE 2012 BIZ, PREDICT 2013 RESULTS

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Print

Tablet

The more flavors the better! In addition to our print edition, check out our tablet, mobile and website versions when you crave the latest industry news and updates. www.americancoinop.com

The independent voice of the self-service laundry industry

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WEB UPDATE

Most popular stories from AmericanCoinOp.com for the 30 days ending July 15 — (WE) denotes Web Exclusive

TOP FIVE NEWS STORIES

COLUMNISTS/FEATURES

OUR SISTER WEBSITES

• Gain’s #MusicToYourNose Campaign Debuts in NY Laundromats

• Do’s and Don’ts of Coin Laundry Preventative Maintenance

From AmericanLaundryNews.com:

• Clean Execs Select General Contractor, Open Booth Sales for 2015 Show

• The Vitality of Vending

• Keeping Rising Laundry Service Costs Under Control

• Managing the ‘World’ from Out of State

• Diamond Chemical Acquires Assets of Unichem

• Wash N Go Owners Open Third Location in Six Months

• Handling Customer Claims

• Huebsch Names HK Laundry Equipment 2013 Distributor of Year • Business Journal Names WASH Laundry’s Buccola CIO Awards Finalist (WE) a

• Laundry Owners, Investors Convene for...

ar _ al _ or

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• The Bottom Line: Every Customer Matters

From AmericanDrycleaner.com: • Lot of Little Things Contribute to Consistent Cleaning

www.americancoinop.com

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ADVERTISERS’ INDEX Advertiser

Page

Advertiser

Page

AC Power ....................................................................... 28

Mountain Electronics ...................................................... 30

BDS Laundry Systems ...................................................... 14

n Supply ........................................................................... 15

Continental Girbau ........................................................ IBC

New York Laundry Equipment ....................................... 29

Dexter Laundry .................................................................. 3 ESD Inc. .................................................................... 16, 17 Firestone Financial ........................................................... 31

NIE Insurance ................................................................... 9 Opus Card Systems ......................................................... BC R&B Wire Products ......................................................... 1

FrontecStore.com ............................................................. 31 Gold Coin Laundry Equipment ...................................... 11 Great Lakes Commercial Sales ....................................... 30 HHC Electronic Service .................................................. 31

Royal Basket Trucks ........................................................ 26 Setomatic Systems ......................................................... IFC Speed Queen ................................................................... 8A

Huebsch ........................................................ FC, 19, 21, 23

Super Computer Boards .................................................. 30

Imonex Services ................................................................. 7

Vend-Rite .......................................................................... 5

Laundry Concepts .......................................................... 27

Wells Fargo Insurance Services ....................................... 13

AC POWER COMPANY, INC Commercial Laundry Solutions

77 Steamwhistle Drive, Ivyland, PA 18974

Industry Leading Distributors

For Over 37 Years!

Looking for something to do this summer? Update your laundromat.

Call us today for new equipment offers. Have a safe and happy summer!

Authorized Dealers for: • American Dryers • Card Concepts • Sol-O-Matic

• Vend-Rite • Internet Kiosks • All other accessories

The Best Equipment Available at the Best Prices 800.362.1900 • www.acpowerco.com • info@acpowerco.com 28 AMERICAN COIN-OP AUGUST 2014 0714aco_AC Power.indd 1

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www.americancoinop.com 6/2/14 4:07 PM

7/16/14 1:44 PM

SERVING THE LAUNDRY INDUSTRY SINCE 1997.

5000 LONG BEACH RD ISLAND PARK, NY 11558

516-432-3834 REBUILT MACHINES

PARTS

NO COMPETITOR GOES TO THE EXTENT WE DO TO REBUILD MACHINES! * THIS IS OUR BUSINESS & OUR POLICY NEVER CHANGES! * WE SELL OUR REBUILT MACHINES AT UNBEATABLE LOW PRICES.

EQUIPMENT ORPHANAGE

Our Parts Department has thousands of products on over an acre lot.

If we don’t have what you want, ask us, and we’ll find it for you.

FACILITY DESIGN From initial site inspections and recommendations to equipment purchase and installation, we are here to help with every aspect of your project.

WASCO 185’s 220/1 & 220/3 WASCO 184’s 220/1 & 220/3 WASCO 125’s 220/1 & 220/3 WASCO 124’s 220/1 & 220/3 WASCO 74’s 110 v & 220/3 WASCO 75’s 110 v & 220/3 WASCO 620’s 110V

$3,500 $2,700 $2,400 $1,850 $ 975 $1,200 $1,600

**6 MONTH PARTS WARRANTY** INCLUDES FREE COIN BOX & EPHOTOS OF MACHINE WILL BE SENT PRIOR TO SHIPMENT

We can help you with specifications, dimensions, illustrations of commercial and on-premise laundry equipment.

FINANCING We are able to offer competitive rates and low, affordable monthly payments for financing coin laundry and laundromat facilities.

We have a coin laundry financing solution to meet the needs of new store owners, and veterans alike.

ACRES OF HARD TO FIND USED WASHER & DRYER PARTS WASHER & DRYER FRONT & SIDE PANELS ALL MAKES AND MODELS STARTING @ $50 WASHER DOOR $35 & UP COMPLETE DRYER DOOR $35 & UP COMPLETE ANY WASHER TUB 18#, 35#, 50#, WITH NEW BEARINGS $175 & UP WITH EXCHANGE ALL DRYER BASKETS $75 & UP ESD CARD READERS $150 EA EMERALD SERIES COMPUTER BOARDS $575 EA LET US REFURBISH YOUR PANELS ~ FRESHLY PAINTED PANELS IN EITHER ALMOND OR WHITE ... $70 EA CALL FOR SPECIAL NEEDS

THERE ARE MANY INTERPRETATIONS OF THE WORD REBUILT—BE A SAVVY CONSUMER— TAKE THE TIME TO VISIT OUR WEBSITE @ www.nylaundry.com VIEW THE ILLUSTRATIONS THAT WILL SHOW YOU THE WAY WE REBUILD MACHINES— THE RIGHT WAY!!

VISIT OUR WEBSITE TO SEE MONTHLY SPECIALS

CLASSIFIEDS

ELECTRONIC REPAIRS

BUSINESS FOR SALE LAUNDROMAT FOR SALE with 30 seat restaurant. All new equipment. Businesses only.

Building is leased. Asking $188,000 for both businesses. Call David at 601-938-7412.

NEED PARTS? Call US First!

BUSINESS OPPORTUNITIES

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Dexter, ADC, Speed Queen, IPSO, Wascomat, UniMac, Primus & more TIMERS AND IGNITERS REPAIRED!!! IGNITERS $25 New Touch Pads for S/Q, Dexter, S.C. Washers, Dexter Stack

SUPER COMPUTER BOARDS 5484 McFadden Ave. Huntington Beach, CA 92649

(877) 870-5553 • (714) 377-9753 Fax: (714) 893-4006

30 AMERICAN COIN-OP AUGUST 2014

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Check us out online for Specials

• Bock • R&B Carts • ESD • Vend-Rite • Soap

www.facebook.com/ greatlakeslaundry

COMPUTER BOARDS

(Lowest Prices in the U.S.) Hundreds of Computer Boards for Sale!!!

SAVE $$$$

• Maytag • Whirlpool • Wascomat • Hamilton Heaters • American Dryer • Electrolux • Greenwald • Standard • Continental Girbau & MORE

VENDING MACHINE SALES—Nationwide. In business since 1960. Machines, coin changers, soap venders bulk. Place machines near your business & grow. 100% Financing. Vending Replacement Parts. Call the rest, then call the best.

Phone or Fax 800-211-1066, 800-917-VEND. www.vendingpriceline.com

COMPUTER BOARDS SOLD&REPAIRED

EQUIPMENT FOR SALE

1-800-236-5599 1-888-492-0181 1-800-821-8846 1-888-877-4382 1-800-577-7103

www.greatlakeslaundry.com EQUIPMENT FOR SALE USED LAUNDRY PARTS Wascomat, Continental, Huebsch, Speed Queen, and many more brands Oren (954) 537-1643

Complete package for 1800 sq ft of not so used, Wascomat stainless washers and ADC dryers in Charlotte, NC for less than half of half price of new equipment. $49K. Call Charles 704-904-1464.

FOR SALE: Six 20# Speed Queen front-load washers & bases; 5 years old; excellent condition; New Albany, MS; $3600.00 for all; 662-534-0777 or 662-534-7806.

Check Out More Listings ONLINE www.AmericanCoinOp.com

www.americancoinop.com

7/16/14 4:57 PM

EQUIPMENT FOR SALE DIRECT LAUNDRY SYSTEM 718-468-1119 / 917-678-2095 Equipment: W 185 $3000 W 125 $1700 W 75 $900 W 184 $2800 W 124 $1600 W 74 $800 JT 32DG $1500 Bearing Job: (Most States in the Northeast Service: CT, NJ, NY, PA, DE, MD, NH, RI, MA, VT) Wascomat, Alliance, Dexter, etc.

Motors, Baskets, Gas Valve, Computer, Doors, Front & Side Panels FL & GA. Call Victor 321-946-9890

EQUIPMENT REPAIRS Repair Front Load WASHER Bearings.

Call Tony P. 516-805-4193

EQUIPMENT WANTED WASCOMAT WASHERS & WASCOMAT DRYERS 704-592-2022.

WILL BUY ANY EQUIPMENT (WASHERS AND DRYERS) ON WEST COAST. 888-205-0884.

I BUY LAUNDRY EQUIPMENT 954-245-2110

FINANCIAL SERVICES

• Financing of acquisitions and upgrades of equipment • Competitive rates • Flexible terms • No prepayment penalty www.firestonefinancial.com 1-800-851-1001 ext. 44 | laundry@firestonefinancial.com

PARTS FOR SALE

SERVICES AND SUPPLIES WASCO GEN 5 DOOR LOCKS & TIMERS REBUILT Door Lock $75 • Gen 5 & 6 Timer $85 Gen 4 Timer $75 • Continental Timer $89 DRYER COMPUTER BOARDS ADC Stack $60 • Single $45 Huebsch SQ Board $45 Huebsch Old Style Board $55 Stack Dexter/Continental $65 Washer Coin Boards $65 Some prices may vary!!!!

JECON INC. SUITE 272, 11064 QUEENS BLVD. FOREST HILLS, NY 11375 One-Year Warranty on All Parts Send Core Unit with S&H Fees Call Toll Free: 1-888-532-6677 (888-JECON77) Local: 718-525-3733 • Fax: 212-656-1913 718-525-2266 Visit: JECONINC.COM We Now Accept All Major Credit Cards

WASHERS and DRYERS COMPUTER BOARD REPAIR Dexter VFD Inverter (Delta Motor Control) All Models (9375-xxx-xxx). . . . . . . $225.00 VFD-A & VFD-B (9732-237-001) . . . . . . . . call Stack Dryer (9875-xxx-xxx) . . . . . . . . . $65.00 Coin Accumulator . . . . . . . . . . . . . . . . $55.00 Wascomat / Electrolux Inverters (MotorControl) All. . . . . . . . . .call Maytag Computers . . . . . . . . . . . . . . . . . . . . . $65.00 23004118 . . . . . . . . . . . . . . . . . . . . . . . . . call W10343020 . . . . . . . . . . . . . . . . . . . . . . . call 33001129 . . . . . . . . . . . . . . . . . . . . . . $85.00 ADC 137213 / 137234 / 137240. . . . . . . . . $65.00 Igniters (Fenwall only). . . . . . . . . . . . . . $30.00 Speed Queen / Huebsch Computers . . . . . . . . . . . . . . . . . . . . . $65.00 Motor Control . . . . . . . . . . . . . . . . . . . $95.00 IPSO 209/00440/70 (Micro 20). . . . . . . . . . $115.00

Volume Discounts • One-Year Warranty Free Return Shipping El - Tech, Inc. 26 West St. Colonia, NJ 07067 For Complete Price List Please Call: 732-381-7620 or 908-510-6520 or visit us at www.eltechlab.com

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TIMERS REBUILT — IPSO main & reverse, Milnor, Dexter, Primus, Whirlpool, Speed Queen, Maytag & Continental Girbau, Wascomat Generation 4 and 5.

Call for price sheet.

Reeco Timer Co., 2860 Kirby Circle, N.E., Suite 14, Palm Bay, FL 32905, 888-952-1889.

COMPUTER BOARDS FIXED Repaired & Rebuilt to Manufacture Specs.

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• American • Dexter • • Easy Card, ESD • • Huebsch • Speed Queen •

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10% NEW CUSTOMER DISCOUNT

www.americancoinop.com

SERVICES AND SUPPLIES

E-mail: hhc168@hotmail.com

WASHER AND DRYER COMPUTER BOARDS REBUILT Igniters repaired Washers: $70 - & up Dryers: $40 - & up Igniters: $25 - & up Rebuilt Timers - Wascomat, Huebsch, Speed Queen, IPSO, Laundry Center, Maytag Call for exact price which includes free return shipping METRO LAUNDRY TECH CORP. 1490 Boston Rd., Ground Floor, Bronx, NY 10460 ONE-YEAR WARRANTY ON ALL REPAIRS Please call 718-742-4137 Or 718-733-4313 Or Visit our website at www.metrolc.com e-mail us at metrolc@hotmail.com

Contact classified sales to place your ad! classifieds@ americantrademagazines.com AUGUST 2014 AMERICAN COIN-OP 31

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NEWSMAKERS

GAIN’S #MUSICTOYOURNOSE CAMPAIGN DEBUTS IN NYC LAUNDROMATS Gain recently staged its “Laundromat Takeover” in six New York Laundromats as part of its #MusicToYourNose festival.

Partnering with non-profit organization Portraits of Hope, Gain transformed six Laundromats in the Bronx, Washington Heights and Spanish Harlem boroughs, creating art installations at the locations and hosting activities for the community.

Featured in Gain’s Laundromat takeover was Latin Grammynominated artist Leslie Grace, who performed at one of the Laundromats in her hometown in the Bronx.

“This is my first time back in the Bronx since I was a kid, and I’m so excited to help Gain spread a bit of unexpected joy and celebration to the community,” says Grace, who debuted her newest single, Nadie Como Tu. The six Laundromats featuring Gain’s #Music ToYourNose art installations are located at Latin Grammy-nominated artist Leslie Grace took 275 E. 163rd St.; 3825 part in Gain’s #MusicToYourNose Laundromat take3rd Ave.; 938 E. 163rd over festival, during which the company transformed St.; and 1210 Webster six Laundromats in various New York neighborhoods. Ave. in the Bronx; 1965 Amsterdam Ave., in Washington Heights; and 2037 3rd Ave., in the Spanish Harlem borough. The art installations are available to the areas’ laundry customers through the end of this month.

OWNERS, INVESTORS CONVENE FOR EQUIPMENT MARKETERS EVENT Equipment Marketers recently hosted its 20th annual Commercial Laundry Trade Show and Service Seminar here at its Cherry Hill, N.J., headquarters.

The event featured several seminars, and new Maytag products were showcased for the first time, the company reports. The “New World of Laundry” showed “customers and investors alike why laundry is truly in a new world,” according to the company.

Among products showcased were Maytag’s Connect 360ºTM, a “wireless cloud-based software system … [that] allows owners and managers to remotely audit income, machine usage, and service laundry,” and the company’s new commercial high-efficiency topload washer, which is described as offering high cleaning ability and low water usage.

Among the educational sessions were four seminars presented

by Brian Wallace, president of the Coin Laundry Association. He spoke on controlling sewer and water costs, besides other topics.

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Equipment Marketers’ 20th Annual Commercial Laundry Trade Show featured a “New World of Laundry” theme showcasing how the laundry industry is “is truly in a new world,” according to the company. More than 25 exhibitors offering laundry products were on hand, and attendees were treated to food, prizes and entertainment.

Reducing insurance costs and claims, and owning and operating laundry equipment, were the focus of other seminars.

More than 25 exhibitors offering laundry products were on hand, and attendees were treated to food, prizes and entertainment.

IN MEMORIAM: MARY PEET, SUDSY VENDING SUPPLIES Mary Peet, who touched the lives of many Southern California laundry owners through her laundry distribution company, SUDSY Vending Supplies, died May 16 at the age of 84.

Starting with a couple Laundromats in the mid-1950s, Peet saw a need for vending products to be sold to patrons. After buying and storing bulk-load detergent packaged in “tubes” for her stores’ vending machines, several other laundry owners asked to buy vend items for their stores. After negotiations with manufacturers, SUDSY Vending Supplies was born.

Well known for her dedication to customers and her ardent support of the common laundry owner, Peet was still involved in SUDSY’s day-to-day operations at the time of her death.

Peet Surviving are her two daughters, two stepchildren, three grandchildren and four great-grandchildren.

Donations in her memory may be made online at http://honor. americanheart.org/goto/peet.

CLEAN EXECS SELECT GENERAL CONTRACTOR, OPEN EXHIBIT SALES The Clean Executive Committee has named Shepard Exposition Services general contractor for Clean 2015, slated for April 16-19 in Atlanta, reports the show’s management firm, Riddle & Associates.

Exhibit sales opened recently. Riddle & Associates says that for the first time in the show’s history, exhibitors are able to electronically submit their space application and deposit online.

■ www.americancoinop.com

7/16/14 1:40 PM

BUY CONTINENTAL. BUY WITH NO REGRETS.

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Introducing the industry’s first vended control upgrade kit—ProfitPlus™ Income Acceleration Kit No one wants to hear that the new equipment they just purchased has been replaced with something “bigger and better.”

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Contact us today at 800-256-1073 for a FREE cost-saving projection of how much your laundry could save by upgrading to ProfitPlus.

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OPUS Card Systems CREDIT CARD PROCESSING Opus card systems specializes in custom tailored solutions for vended laundry

Opus has simplified competitive pricing for all your Merchant accounts • Bundled rate - using a flat highly competitive rate makes it easy to predict your charges each month. Other processing companies might use what is referred to as interchange plus. Interchange plus is where they pass through the charges from the card brands to the customer with a percentage on top of that. This means that the fees you are charged depends completely on the type of card your customer uses.

• Level monthly service fee - You will have only one monthly service fee regardless of whether you have 1 or 100 units processing • Can process EBT along with all other credit/debit cards OPUS online financial reporting - OPUS has developed a web site for accessing your account information; those reports include: • Statement summary report • Transaction detail report • Daily sales volume report

Plus much more; contact OPUS Card systems to see how much you can save and benefit

info@opuscardsystems.com

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