American Drycleaner - April 2020

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® APRIL 2020

“Emails, Emails, Emails”

■ IN THE PINK ■ SIZE DOES MATTER

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drycleaner drycleaner A M E R I C A N

®

April 2020

Vol. 87, No. 1

FEATURES

DEPARTMENTS

((Photo by ARYA Cleaners)

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Pre-Inspection Let’s Get Thru This Together Special Feature Ask ’Em About The Money, Pam Kuffel

26

Management Strategies Size Does Matter, Diana Vollmer

28

Special Feature High Times, Phillip M. Perry

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Around the Industry

36

Classified Ads / Ad Index

“Emails, Emails, Emails” You want to be where your customers are. You want to reach them using their favorite and most convenient communication channels today. Emails are an effective way to do that, but just one method among many that two garment care owners talk about. The big message in today’s world is: Even if one channel might not work as well as you’d like, try another, and keep trying. A progressive owner can reach all the clients out there, and really, the only thing holding you back is how big of a reach you want to have.

Tim Burke, Editor In The Pink Garment care owners across the U.S. reach out and help their communities charitable efforts in countless ways. Three owners, from the East Coast, Midwest, and Southeast region, share their efforts participating in local events. From clothing drives, runs and walks for good causes, and more, they describe some of the various ways the garment care industry gives back.

It’s about helping others, and it’s about how much that caring is inside all of us.

Tim Burke, Editor

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P RE - I N SP E CT I O N

Let’s Get Thru This Together We’re all dealing with the coronavirus right now and doing our best to help keep our families, friends, clients, and team members healthy. This is a changing situation but I want to say to you to be safe, and of course take all the precautions necessary to safely run your business, and let’s all get through this as best we can in good health.

The front cover headline,“Emails, Emails, Emails” was not repeated like that just for effect, it’s actually part of a quote in the feature article.

Emails can be a great way to flow messages to and from your clients. They’re a primary communication method in today’s point-and-click world.

On our front cover is Sassan Rahimzadeh, president of ARYA Cleaners in Chula Vista, Calif., displaying his skills connecting with clients using, among other methods, laptop and email.

In the feature he shares the lessons his team learned about how important the content of the email is. Make sure your garment Tim Burke care operation’s digital messages are meaningful. Be fresh and unique each time you hit send. And keep trying new methods.

Another owner talking about marketing channels, Kurt Lucero of The Cleanery in Albuquerque, N.M., has his operation’s marketing message spread out across many channels for maximum impact. And he likes that he can measure the results.

Also in this issue is a second feature, In The Pink, discussing community service with three drycleaning owners around the U.S. and how they help people in need.

Columnist Diana Vollmer writes about budgeting fully for your marketing plan in Size Does Matter. Pam Kuffel pens Ask ’Em About The Money with five finance questions you should be asking your distributor. There’s another special feature from writer Phillip Perry called High Times, about marijuana use in the workplace today.

The COVID-19 virus has upset our world. We asked in an informal survey on our Facebook page in March if it is affecting your business and most everyone said, of course, that it was. Hang in there and to reiterate, let’s get through this together. ADC American Drycleaner (ISSN 0002-8258) is published monthly except Nov/Dec combined. Subscription prices, payment in advance: U.S., 1 year $46.00; 2 years $92.00. Foreign, 1 year $109.00; 2 years $218.00. Single copies $9.00 for U.S., $18.00 for all other countries. Published

by American Trade Magazines LLC, 650 West Lake Street, Suite 320, Chicago, IL 60661. Periodicals postage paid at Chicago, IL and at additional mailing offices.

POSTMASTER, Send changes of address and form 3579 to American Drycleaner, Subscription Dept., 440 Quadrangle Drive, Suite E, Bolingbrook, IL 60440. Volume 87, number 1. Editorial, executive and advertising offices are at 650 West Lake Street, Suite 320, Chicago, IL 60661.

Charles Thompson, President and Publisher. American Drycleaner is distributed selectively to: qualified dry cleaning plants and distributors in the United States. The publisher reserves the right to reject any advertising for any reason. © Copyright AMERICAN TRADE MAGAZINES LLC, 2020. Printed in U.S.A. No part of this publication may be transmitted or reproduced in any form, electronic or mechanical, without written permission from the publisher or his representative. American Drycleaner does not endorse, recommend or guarantee any article, product, service or information found within. Opinions expressed are those of the writers and do not necessarily reflect the views of American Drycleaner or its staff. While precautions have been taken to ensure the accuracy of the magazine’s contents at time of publication, neither the editors, publishers nor its agents can accept responsibility for damages or injury which may arise therefrom.

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American Drycleaner, April 2020

Publisher Charles Thompson 312-361-1680 cthompson@ATMags.com

Associate Publisher/ National Sales Director Donald Feinstein 312-361-1682 dfeinstein@ATMags.com

Editorial Director Bruce Beggs 312-361-1683 bbeggs@ATMags.com

Editor Tim Burke 312-361-1684 tburke@ATMags.com

Digital Media Director Nathan Frerichs 312-361-1681 nfrerichs@ATMags.com

Production Manager Mathew Pawlak Advisory Board Jan Barlow Mike Bleier John-Claude Hallak Wesley Nelson Kyle Nesbit Mike Nesbit Fred Schwarzmann Beth Shader Contributing Editors Dan Miller Diana Vollmer Martin Young Office Information Main: 312-361-1700 Subscriptions 630-739-0900 x100 www.american drycleaner.com

www.americandrycleaner.com

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“Emails, Emails, Emails” Reach your clients using all their favorite communications channels.

Two owners share what they’ve learned, such as to never stop trying new marketing efforts

By Tim Burke

“E

mails, emails, emails,” says Sassan Rahimzadeh, president of Chula Vista, Calif.-based ARYA Cleaners, in describing one of the effective ways he reaches and connects with his customers.

“But of course the content of those emails is critical,” he adds. “We find that changing the promotion on every

(Continued)

Sassan Rahimzadeh, president of Chula Vista, Calif.-based ARYA Cleaners, shown here emailing with clients. “I don’t think there are any bad marketing channels out there. Costs are the only thing that keep us from doing everything and anything.”

(Photo by ARYA Cleaners)

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American Drycleaner, April 2020

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mailing is critical. Sending out the same offer over and over gets very stale and loses the response rate.”

There are many ways to market your garment care operation. Just because you’ve perhaps only tried one way — for instance sending out flyers — doesn’t mean you can’t try other methods, such as social media, or those emails, emails, emails!

Remember, if at first you don’t succeed…. try, try again. It’s true in life and certainly true in marketing your garment care business. The only thing stopping you is you.

There are lots of channels you can explore to try to reach your clients in the most effective way — so you can be where they are. Two drycleaning owners are going to share their experiences with you.

“We find email marketing to be a highly effective way to customize our target market for specific offers that are not always publicized to the masses,” says Rahimzadeh.

“That fact alone allows us to get a better success rate in getting email addresses from our customers. Customers feel a sense of exclusivity that not only makes them feel better, but it also gets them values that they would not get otherwise.”

His business was founded in 1987 after his parents had ended a partnership with another dry cleaner and family friend, and decided to venture on their own. He says that

by the mid-90s they were operating 13 stores throughout San Diego County.

“And lessons were learned quickly that bigger is not necessarily always better. After reducing our stores back down to eight by 2006,” notes Rahimzadeh, “we had achieved higher profitability even at reduced overall sales. By 2009, the recession forced our hand in many other ways to reduce our stores even more.”

Today, he relates, they have a total of four stores that consist of the main plant, a traditional drop store, and two 24/7 automated locations, and yet, he adds, they still have reached the highest and most sustainable profit levels in their company’s history.

About marketing channels he says this: “We participate in all and every type of marketing effort our shopping centers provide to us at a reduced cost. These include direct mailers, door knockers, and special offers on the shopping centers’ website. By adding links to our own website through their website, we add SEO optimization, however small that may be.”

Rahimzadeh says, “Though I know we need to do more of our own relevant Facebook posts, currently, we use our GreenEarth marketing system to take care of our Facebook and social media posts.

“We also have historically also done as many community-based promotions as possible. We support our local (Continued)

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YMCA, our local community college fundraisers, we’re business members of our city’s charitable foundation, and many more,” he continues.

By far the most effective tool that dry cleaners have at their disposal, he relates, is the many different POS, or Point Of Sale, systems that are out there. And most owners tend to barely scratch the surface of these systems’ capabilities.

“We are in fact in the midst of transitioning to a new system,” Rahimzadeh says, “and the absolute main reason for the switch is its marketing and communication systems that our new system will bring to us. We hope that it will make us more effective in sending out our message.”

Rahimzadeh explains that, “We send ‘welcome’ messages to new customers the evening of when they first come in. We send ‘we miss you’ emails to customers who haven’t come back in 60 days. We send

From left: Kurt Lucero, owner of The Cleanery in Albuquerque, N.M.; Randy Unruh, route specialist; Jackson Trigg, route specialist; Jodie Lucero, CSR manager; and Bill Fletcher, route and production manager. (Photo by The Cleanery)

‘ready order’ emails every day to let customers know their items are ready.”

He also notes they send monthly promotional emails to everyone. “We send quarterly emails to specific customers given their usage patterns, so a lot of them get alterations emails.”

Do your customers like the email method you use to communicate with them?

“Don’t have specific data on that, but it seems like most do,” Rahimzadeh says. “The ones that don’t, simply opt-out of receiving them. We have over 9,000 active email addresses, so I assume that most like the system.”

About deciding on the type of marketing communication channel he uses, he indicates that, “I don’t think there are any bad marketing channels out there. Costs are the only thing that keep us from doing everything and anything. We have a 2.5% advertising and marketing budget.”

He wishes his sales would increase so he could spend more on marketing, he notes, but the biggest revelation he found in marketing he says is, “The fact that marketing actually works!”

“I used to think most marketing was smoke and mirrors and advertising companies were just sucking my money out,” he relates. “From website design and features, to actual SEO optimization to email campaigns, they all do just a bit to push you forward.

“Of course, your biggest risk is overpaying for a campaign or channel that just doesn’t work as effectively as you’d like, but give yourself enough of a cushion,” he advises, so you can try.

Rahimzadeh shares this tip for anyone thinking of expanding their marketing channels: “Start with marketing reps you know and can trust. If you don’t know of any, ask other colleagues for their recommendations.”

Good advice from an owner who has tried different things and is looking to do more. Now let’s hear from another garment care owner with experience trying various marketing channels.

GET SOCIAL “Our customers are very familiar with our in-store customer service teams and feel like their route specialist is part of their neighborhood and often their extended family. We lead with this idea in our marketing messaging,” points out Kurt Lucero, owner of The Cleanery in Albuquerque, N.M. “Our social media presence consists of Facebook, Instagram and Twitter primarily,” he says. “This way we are able to be available to our clients wherever they are.”

(Continued)

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Lucero notes that they have a robust Pinterest board that is heavily focused on brides, “As we have a loyal customer base for wedding and gown preservation.”

His business is owned and managed by the second generation of the Lucero family and he says that, “The Cleanery has consistently offered what larger dry cleaners can’t — personal attention to every garment. Since 1984, our company has serviced thousands of discerning, satisfied customers; from leading political figures to Hollywood productions across metropolitan Albuquerque and Santa Fe.” Lucero explains that in terms of marketing, a lot has changed since his family opened the business.

“Historically, successful dry cleaners needed to have several physical brick and mortar locations in order to serve a large metropolitan area,” Lucero says.

His operation has maintained several stores throughout the city but as their business evolved, he notes, their route service expanded, and they found that customers loved not having to make frequent stops at the stores.

They saw this as a real opportunity, and built an expert customer service team in their route specialists.

“Our website is a great tool for helping people get signed up for route service and helping to answer their questions about our service,” notes Lucero. “We are able to share with them our Green Business commitment as well as community partnerships that we participate in.”

Also, he points out that the state of New Mexico is loyal and supportive of its local businesses and he says his business tries to reflect that and promote what his fellow New Mexicans love, such as chili, hot air balloons, and beautiful vistas.

“Interestingly,” Lucero relates, “Hollywood has ended up being a fun and rather big part of our business since so many movie and television productions have come to New Mexico. Our bags have been spotted on set and even in final productions which has been great to share on our social channels.”

He indicates that he belongs to several industry peer 12

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American Drycleaner, April 2020

groups who meet several times a year to share best practices and brainstorm where the industry is heading and how to best navigate things like customer service, marketing, economic fluctuations and opportunities. “I highly recommend joining a peer group like America’s Best Cleaners or something like it.”

About deciding on the type of marketing communication channel he uses, Lucero says they have worked with the same advertising agency who did a rebrand for them back in 2007.

“Together we identify creatively where the opportunities are for promoting our company and getting our message out. We recently hired a new social media company that is dedicated to helping manage our social media presence,” relates Lucero.

“Having a solid brand that we have built on year after year makes our marketing decisions much easier. You know what you do and what you don’t do. Sure, we have tried things and gotten terrific results and some things have mediocre results. You simply have to try, track, measure and repeat,” he advises.

For a tip to readers, Lucero says the best part of online marketing is its measurability.

“Unlike broadcast, such as TV or radio, where there is no data to provide marketing insights or track actual conversions. We can see if we acquired a customer from Facebook or online search through analytics.”

His concluding thoughts are that: “My service team is really the best marketing channel I have. They are the ones representing The Cleanery every day. They are the ones who delight and take care of our clients. Our clients then spread the word about us and word-of-mouth marketing is the most powerful and least expensive marketing of all.”

Rahimzadeh concludes that, “The best benefit for me obviously is higher sales and higher profitability. To my staff, I think it is just easier for them to communicate with customers.”

And for his customers, they just want to make it easier for them to get the info they need much more conveniently and efficiently, he notes.

Last word from Rahimzadeh: “Do not be afraid to try new channels and programs. Just make sure that whatever you sign up for, you are not locked into a long term contract. If it doesn’t work, it’s ok. Just stop that program, but don’t ever give up on new systems.”

That’s the try, try again adage of using different marketing channels, applied at your business, told by two owners sharing their experiences. Now it’s your turn to go out and try, try again!

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In The

Pink

Garment care owners help people in need, told in three examples

The team from OXXO Care Cleaners participates in last fall’s Race For The Cure to support breast cancer awareness. (Photo by OXXO Care Cleaners)

In the pink!

T

hat’s a phrase that means you’re healthy, you’re doing well, and in this case, you are also helping out your fellow citizens in need through all of your good works. (Also, these smiling volunteers in the photo are wearing pink to raise awareness and support for finding a cure for breast cancer.)

Drycleaning owners across the United States participate in their local events for the good of their communities and to support charities that help people in need. As examples, we picked out three owners from different parts of the country to share that community service spirit.

CARE IS IN THE AIR First off, meet Salomon Mishaan, the owner of OXXO Care Cleaners®, with main offices in Hollywood, Fla. This franchise was started in 2001 and notes that it features environmentally safe dry cleaning using GreenEarth®, and a convenient automatic 24/7 pickup system.

“OXXO’s culture was built on a We Care phi-

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By Tim Burke losophy, so from its beginnings we have always had working with our community on our minds, to participate in helping out in every way we can,” says Mishaan.

We’re talking about community service, tell us all the ways you and your business reach out and help your community?

Mishaan: “From the start, having care for the environment is in our DNA, we support GreenPeace, and have sponsored the South Florida Community in Bloom, an organization that plants trees in parks. And the Green Umbrella, which has planted 1,000 trees.

“We have been involved with the community in helping feed the homeless at Camillus House, our work force has volunteered their work at different foundations such as Feeding South Florida and Building South Florida which happened on National Rebuild Day. We’ve worked with NBC collecting toys on Christmas, amongst other work.”

(Continued)

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coming up to your customers and partners and others who can help spread the word?

Mishaan: “We, as a franchise, invite our franchisees to the events and they also look within their community. We see that word gets out when the press mentions OXXO’s participation, but really the community sees us because we are present.”

Anything surprise you, in a good way of course, about your drycleaning business participating in these charitable events and drives?

Mishaan: “It is not surprising; our customers see our involvement and mention it at the counter and even say thank you for your help. They make us feel we are part of the community.”

“Our workforce has volunteered their work at different foundations such as Feeding South Florida,” shown here, notes Salomon Mishaan, the owner of Hollywood, Fla.-based OXXO Care Cleaners. (Photo by OXXO Care Cleaners)

Let’s talk about how your business first started out helping your community: How did you and your drycleaning business first get involved?

Mishaan: “Actually, the involvement is voluntary; we are always looking to see what the community is doing, or requesting sponsors, not only with contributions but mainly with personal participation. We started with Camillus House, and with all the others I mentioned before.”

Can you share some stories of people you’ve helped and how that community service touches your own team and you, personally?

Mishaan: “It is always great to see the joyful faces of the people we come to help when our volunteers and I enter the warehouse at Feeding South Florida and they see out team start filling boxes, or the persons whose house we paint on National Rebuild Day, with Building South Florida.

“One sponsorship that we feel is very important is contributing to the Fraternal Order of Police, they put their lives on the line for us every day, they deserve all the help we can give them.”

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Could you share a tip or two with other drycleaning owners who might want to start helping their community?

Mishaan: “More than a tip; be part of the community, it feels good and it is very appreciated.”

Anything else you’d like to add about community service?

Mishaan: “Show you care. Participate.”

COMMUNITY SERVICE IS OUR MISSION Next, meet Charles Anton, third generation co-owner, along with his brother Arthur Anton, Jr., of Anton’s Cleaners, in Massachusetts. In business for 107 years, this privately-owned operation has more than 40 locations in the country, 28 of which are processing plants, it relates.

“Our commitment to community service is a core part of our company mission. We believe it is important to leverage our company, resources, connections, and customer base, to help local families in need in a tangible way,” says Charles Anton.

“We’ve been fortunate over the years to have employees that reinforce our mission in their everyday interactions and are also dedicated to making our community service initiatives a priority.”

Speaking about community service, tell us all the ways you and your business reach out and help your community?

Anton: “Our highly successful Coats for Kids program has collected, cleaned, and distributed over one million coats, free of charge, to local families in need since the program (Continued)

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began in 1995. This represents approximately $15,500,000 in donated cleaning costs.

“Year after year, our goal is unchanged: Anyone who needs a coat will have one.”

“In 2006 we launched Belle of the Ball, a program to collect, clean, and distribute prom gowns to local high school junior and senior girls who otherwise wouldn’t be able to attend their school’s prom.

“The program has grown from outfitting fewer than 100 girls at our annual Boutique Day, to inviting over 1,000 young ladies for an indulgent day of prom “shopping,” free of charge, at a premier convention center in Boston. The invited students walk away with not only a prom gown, but all the necessary accessories to match!

“Belle of the Ball is, on the surface a dress collection drive, but at its core it is a powerful personal experience for each young woman who attends. For an inside looks at Belle of the Ball Boutique, take a moment to watch a video of our 2019 event: https://vimeo.com/329648465.

“For both programs, Anton’s contribution extends far beyond cleaning costs, we also coordinate and manage an extensive partnership network to ensure that the programs reach local families in need and improve the lives of those in the communities we serve.

“To support the growth of both programs, we established our 501c3 arm, Caring Partners, Inc. The mission of Caring Partners is to develop and implement programs to collect and distribute good quality articles of clothing to children, individuals, and families in need.

“Much larger companies have approached us to ask about our community service programs, often noting that they would never be able to, ‘do what we do.’ We’ve leveraged our business in a way that takes our services and makes the most basic needs of our community a priority.”

Let’s talk about how your business first started out helping your community: How did you and your drycleaning business first get involved?

Anton: “Community service is something that was instilled in my brother and I ever since we were young. We always knew that we wanted to leverage our business in a way to help the communities that we serve. Coats for Kids and Belle of the Ball seemed like a natural extension of the services we were already offering.

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Anton’s Cleaners’ promotional partners helping fill the Coats for Kids collection bin last year. (Photo by Anton’s Cleaners)

a responsible recycling initiative for coats and prom dresses. A coat or prom dress in good condition shouldn’t have one ‘life,’ it can live on through others in need.”

Can you share some stories of people you’ve helped and how that community service touches your own team and you, personally?

Anton: “I’ll never forget a call we received from a middle school guidance counselor who had a 13-year-old student say to her, ‘I’m so glad we are collecting coats. That means that every kid can be warm this winter.’

“In short, our programs resonate. Not just with the customer donating coats or dresses, but with the young people who can understand that a winter coat that kept them warm, is now keeping another child warm.

“Similarly, we see prom dresses re-donated to Belle of the Ball and students who received dresses from us registering as volunteers for the annual Belle of the Ball Boutique Day. “It’s amazing seeing our vision touch so many lives in a meaningful way.”

What are some of the best ways to get the word out about community events and charities coming up to your customers and partners and others who can help spread the word?

Anton: “The best way to help, is to start a coat or a dress drive! Anyone can become a collection partner for our programs.”

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(Continued from page 18)

Invited students are accompanied by a personal shopper to help make a magical experience during the Belle of the Ball program.

(Photo by Anton’s Cleaners)

Anything surprise you, in a good way of course, about your drycleaning business participating in these charitable events and drives?

Anton: “A simple idea can turn into a meaningful program. We knew that we had the ability to help people in need. I don’t think any of us realized the impact we would actually have on the communities we serve.

“All the coats we collect are absorbed, every year. That means that there are 50,000 people this season that didn’t have to choose between buying a winter coat or putting food on the table. It also means that there were 50,000 people, who may have otherwise chosen to let their coat collect dust in a hall closet, that heard our message.

“Our Belle of the Ball event also surprises us every year. The dedication from our community partners and volunteers is unlike anything we have ever seen. When we see a young woman that found ‘the dress,’ we can’t help but feel joy.”

Could you share a tip or two with other drycleaning owners who might want to start helping their community?

Anton: “It’s important to look at what you are doing to help the local community and never stop improving. Our programs may be turn-key, but they are also continuously evolving and changing to be better than the season before.”

GIVING IS IN OUR CULTURE Last, meet Tom Zengeler, fifth generation owner of Northbrook, Illinois-based Zengeler Cleaners, known as the oldest drycleaning operations in the U.S., first founded before the Civil War and going strong today 163 years on.

They point out high tech equipment, high quality solutions, and skilled employees to ensure a higher standard in fabric care. www.americandrycleaner.com

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“Community service is one of the pillars of our culture. We give back in a variety of ways,” says Tom Zengeler.

In talking about community service, tell us all the ways you and your business reach out and help your community?

Zengeler: “We currently participate, and have for years, in The Glass Slipper Project. They provide prom dresses for girls in Chicago who are unable to afford dresses, so they don’t miss out on this right of passage. We collect, clean, repair, and deliver them to Chicago each year and help them set up their facility for the big shopping day. We collect dresses all year long, at each of our locations, store them, and deliver.

“We also team up with Libertyville, Ill.-based Sunrise Rotary to collect Coats for Vets. We collect, clean and deliver about 3,000 coats annually to the local VA Hospital here in Lake County, Ill. “Something new: due to the overwhelming generosity of our community supplying prom dresses, last year we also partnered with Mother’s Trust Foundation in Lake Forest, Ill., and supplied them with prom dresses for their inaugural Pop Up Prom Shoppe that supplies Lake County girls with prom dresses, as well as shoes, jewelry, and accessories. This event was a massive success and Mother’s Trust has become a solid partner.

“In addition, it is worth mentioning that Zengeler Cleaners also provides Rotary, Glass Slipper Project, and Mother’s Trust with a great deal of PR and promotion for each of these events. We use all our distribution channels, such as social, website, emails, store signage, news connections, and the like, to give these events exposure.

“What a lot of folks don’t see, however, is the countless ways behind the scenes that Zengeler Cleaners supports each community the programs are involved with, such as sponsorships to local non-profits, my work on boards such as SEDOL, which stands for Special Education District of Lake County, and more.”

Let’s talk about how your business first started out helping your community: How did you and your drycleaning business first get involved?

Zengeler: “The short answer is, I simply followed the lead of my father and grandparents who, early on, understood that it is important to serve. It’s in the Zengeler DNA to give back.

(Continued )

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I’ve learned from those who came before me, and it is a meaningful way to work and live.”

Can you share some stories of people you’ve helped and how that community service touches your own team and you, personally?

Zengeler: “We are fortunate to employ people who genuinely care about others, and take care of one another within the company.

“We have attended the events mentioned above, and the experience of seeing girls excited to shop for their prom dresses is gratifying in so many ways. One one occasion a mom from Chicago pulled one of the individuals on my team to the side to thank us. She was in tears and told him that their daughter is a foster child with their family and the opportunity to receive a dress, and all accessories, made the difference in whether or not her child could attend her prom. It meant a great deal to the young lady, and her family.

“There are countless stories throughout the years which provides all of us at Zengeler the emotional fuel to keep looking for ways to make a difference. We take great pride in keeping our eyes and ears open for ways to give back.”

What are some of the best ways to get the word out about community events and charities coming up to your customers and partners and others who can help spread the word?

Zengeler: “The best way, of course, is word of mouth. Nothing beats friends telling other friends about ways to give back. We amplify this by using PR, social media, and all the other tools we have, such as signage, flyers, and more. Our employees know all about what we do and why, and talk to customers about it as well.”

Anything surprise you, in a good way of course, about your drycleaning business participating in these charitable events and drives?

Zengeler: “As we mentioned, we do this because it is in our DNA to give back. We’d do it even if we didn’t get the publicity, because as citizens it’s the right thing to do, and that is important.

“The public loves a good human story and has embraced these events with gusto. We have customers who actually go out and buy new dresses and coats to pass along. It’s humbling and it’s something that really connects us to everyone in our community on a personal level.”

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Zengeler Cleaners’ collection efforts at last year’s Mother’s Trust Foundation drive. The prom dresses were for the inaugural Pop Up Prom Shoppe, and the event last year was a big success. (Photo by Zengeler Cleaners)

Could you share a tip or two with other drycleaning owners who might want to start helping their community?

Zengeler: “Just do it. Step up, seek out the partnerships and talk to your customers about how they give. Support them. The key is being in the community, and listening with your heart.

“Even with all the wonderful non profits, churches and other organizations in the community doing great things, there are always gaps. For example, the Pop Up Prom Shoppe in Lake County was a huge gap. We were able to fill a need that wasn’t being met by any other organization and, obviously, it fit well with us.

Mother’s Trust gets the credit here, but we are a key ingredient in the event’s success.

“Also, focus on doing one thing really well.

It’s tempting to want to spread yourself around too much because we all want to help everyone, but find your interest, and look for ways to maximize the event and make it the best it can be. Dry cleaners can make a huge impact in their community. It starts with a ‘what if’ conversation with others who can help you execute.”

Anything else you’d like to add about community service?

Zengeler: “Serving is a privilege and a key to happiness in life.”

So many garment care owners and operations across the United States do things to help in their communities and make a difference to people in need. These were just three examples of all that you do. Stay healthy in your life, your business, and in that healthy attitude of giving back to your community. Your caring spirit will keep you — and those you help — always in the pink! ADC www.americandrycleaner.com

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W

Ask ’Em About The Money Five must-ask finance questions of your distributor before you start your big project

By Pam Kuffel

hen you’re thinking of financing a garment care project, contact your distributor first! They work closely with lending institutions to offer flexible financing programs designed to meet different customer needs.

Moreover, the distributor is your local garment care expert. Partner with them early on about your garment care development project or equipment replacement project.

When it comes to financing, ask them the following questions: 1. What finance programs are out there for me?

Pam Kuffel Know that there are multiple finance programs available and your distributor will help you secure the plan that fits best with your project and background. Be forthcoming with your distributor about your expectations and needs.

2. How will my new investment work for me?

Here again, your distributor works with you to determine your project’s profit potential by developing a pro forma that details your income estimates using the new equipment mix, expenses, cash flow and return on investment. The pro forma is an essential part of your financing application.

3. What are the finance package requirements for my specific financing program?

Your distributor will provide everything that’s required for your financing application in the form of a checklist.

Every item on that checklist matters and must be completed and submitted, or there will be delays in processing the financing request. Depending on your program, there can be from two to 15 required items.

4. When will my equipment be shipped?

Once again, this question can be answered by your distributor. Generally a document is issued to the distributor from the lending company indicating all finance documentation has been signed. It’s typically after receipt of this document that equipment is shipped.

5. When is the first payment due?

Generally speaking, the first payment is due 30 days after funding.

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Pam Kuffel, financial services manager for Girbau North America, is the director of strategic business efficiencies and solutions, and has more than 15 years of management experience in financing and international sales. www.americandrycleaner.com

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M A N AG E M E N T ST RAT E G I ES

(Image licensed by Ingram Publishing)

Size Does Matter Budget fully for your marketing plan if you want sales to go big

By Diana Vollmer

W

hen the subject of a marketing budget arises, it is natural to think first about the monetary cost of a sound marketing plan. However, beyond the dollar allocation, other resources must also be apportioned to this essential activity.

Time must be earmarked for analysis of the impact of various strategies and for the judicious allocation of funds between media and dissemination channels.

Design talent must be provided for maximum impact of branding, coordination and immediate call-to-action when appropriate. Specific messaging and professional copywriting must be managed.

All aspects need to be considered to identify a realistic and effective approach to your optimal promotional plan.

MONETARY COMMITMENT “It’s common for small businesses with revenues less than $5 million to allocate 7-8% of their revenues to marketing, splitting that between brand development costs such as websites, blogs, sales collateral, and promotion costs, as well as campaigns, advertising, and events.” (https://www.forbes.com/sites/allbusiness/2017/05 /02/6-steps-to-developing-a-small-business-marketingbudget/#6ec1b3a6355c) This small business average is much higher than the norm in drycleaning and laundry companies. My own research, recently surveying both MfM members and non members, shows that typically, 1. The average industry marketing budget is well under 3% of sales revenue, and 2. There is a direct correlation between the size of the marketing budget and the sales growth of the company.

An exception to the industry average exists in some larger chains that require their affiliates to contribute up to 7% on brand marketing, with additional local promotional spending of up to 2% of revenues.

Regardless of size or organizational affiliate, market-

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ing should be viewed as an investment instead of a cost.

Past and future returns on that investment should be analyzed like any other return on investment, be it equipment, staff, vehicles or locations.

By comparison, sadly, a common approach in fabricare is to base the marketing budget simply on what’s left over after covering all other expenses. This approach often leads to abandonment of marketing at the first sign of a downturn when promotion is most needed to expand share of market.

The most successful promoters are taking an approach that is both art and science, and funding it with resources of time, capital and talent.

SCIENCE OF RESEARCH AND ANALYSIS “Reports of the retail apocalypse are all around us.

Every week, new headlines proclaim a highly distressed retail industry and another Chapter 11 casualty. The reality is that winners and losers have emerged. On one hand, disruptions in consumer behavior, technology, competition, and economics have transformed the retail market considerably, and many brands haven’t risen to the challenge.

On the other hand, these disruptions have opened floodgates of opportunity for brands to grow their relationships with shoppers.” (https://www.salesforce.com/form/content/consumerexperience-report/) Marketing, as defined by the American Marketing Association: “The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Since customers are at the heart of the definition, targeting the “right” customers and prospects is key to a successful promotional effort. That is where science in the form of Artificial Intelligence (AI) is useful.

(Continued)

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M A N AG E M E N T ST RAT E G I ES An example of AI starts with your POS system to identify your top customers, who are then profiled providing a description of those customers based on an extensive set of attributes.

Our experience indicates that less than 5% of the fabricare industry is taking advantage of these advanced marketing tools in a meaningful way.

TALENT PROCUREMENT Who: 1. Directs your AI efforts to improve marketing efficiency and effectiveness?

2. Designs your creative images?

3. Writes your copy/blogs/newsletters?

4. Ensures that your branding is consistent across all platforms and media?

5. Updates your website and social media posts to keep them functioning at peak performance?

6. Plans the message calendar?

7. Determines and places the ad buys?

8. Tracks the results of your efforts?

9. Tweaks those efforts for better results in the future?

These all require highly unique professional skills to make your return on investment efficient.

Take a moment now to answer each staffing question above, individually, and determine if the choices are the most professional they can be for your organization.

Each of these tasks can be accomplished internally or can be cost effectively outsourced.

For most cleaners, marketing will not be a full-time position. It can be filled by a staffer with other duties, but in most cases, they will not have the professional experience required. The alternatives include hiring freelancers or an agency, which includes significant initial and ongoing expense. Freelancers can fulfill the required roles on a part-time basis.

MEDIA ALLOCATION Where your promotions run should be well coordinated across platforms. The target audience for the message will determine variations in the delivery and content, but all should be identifiable with your branding.

The media platform will vary depending upon the target for that particular message. You may be trying to expand the share-of-wallet of existing traditional customers, introduce non-traditional customers to your range of services that support their lifestyles, promote specific joint venture events such as “Birds of a Feather” fashion show; public service drives such as winter coats; and 30

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more. All have appropriate platforms, media, copy and graphics decisions involved.

Alonso Corona of Greene’s Cleaners describes the evolution of their marketing: “The way we have allocated our budget has completely changed to mostly digital.

We do virtually no printed marketing pieces other than informational packets for sales calls and presentations, 98% digital, 2% printed.

“Our marketing approach is now very targeted and narrowed based on age, gender, lifestyle, demographic, geographic location, events, financial status, career position held, and many more. Our marketing is done on social media: Facebook, Instagram, twitter, LinkedIn, and in addition, with the use of Google analytics, email, and geo-fencing ads.

“This approach has helped increase sales and exposure to our target market, and I feel it has helped us stay relevant compared to the legacy blanketed marketing approach.”

Timing: Most respondents to our survey show they create their marketing plan once a year. This is an effective approach if there is flexibility built in to respond to changing trends and refined goals throughout the year. Reviews and refinements should be scheduled at least quarterly.

MEASURING RESULTS Tracking results is critical to an effective and efficient promotional plan.

Branding campaigns can be measured by sales trend changes.

Kyle Matthews of Janet Davis Cleaners describes their tracking process as: “We choose our actual spending by doing our best to track each source to identify what works and what doesn’t. We ‘tag’ new customers who redeem coupons. Then we run reports later, utilizing these tags to see what sales were generated from each campaign each year.”

Marketing is serious business and should not be left to chance. The columnist gives a special thanks to everyone who participated in her marketing survey, both MFM and non-MFM members.

Make marketing a serious planning and budgeting priority and your business will reap serious rewards.

ADC Diana Vollmer is a managing director for Methods for Management, which has served dry cleaners and launderers with affordable management expertise and improved profitability since 1953. For assistance planning your marketing budget, contact her at dvollmer@mfmi.com or call 415-577-6544. www.americandrycleaner.com

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High Times

Owners: Realize all the issues rolled up in marijuana use at work these days

By Phillip M. Perry

I

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WHY THE SUDDEN UPSURGE? It’s clearly due to the growing acceptability of marijuana by society in general. “The legalization of marijuana on the state level has continued to grow since California first allowed the drug’s use for medical purposes in 1996,” says Joe Reilly, president of his own drug testing consulting firm in Melbourne, Fla. (www.joereilly. com). “Typically, states will first pass legislation legalizing medical marijuana. Later they allow its recreational use.”

Thirty-three states now have medical marijuana statutes. Ten states plus the District of Columbia allow both recreational and medical use of marijuana. And the numbers grow every year.

Legalization makes marijuana more socially acceptable. “When a substance is legal and has massive amounts of marketing behind it, there are going to be more consumers,” says Ronshausen.

“This is concerning because we are talking about a substance that is impairing people and has a significant impact on health and public safety.”

COSTLY HABIT For employers, the downsides of marijuana are clear.

“Workplace drug abuse is costly in terms of lower productivity, higher tardiness and absenteeism, greater use of medical benefits, and increased incidents of pilferage and shrinkage,” says Dee Mason, president of Working Partners, a consulting firm based in Canal Winchester, Ohio (workingpartners.com).

And then there is the liability. As marijuana becomes more popular, employers face a greater risk of lawsuits when dealing inappropriately with individuals under the

(Image licensed by Ingram Publishing)

llicit drugs are increasing in the workplace.

And marijuana is leading the way. What should employers do?

The answer has become more complicated with the growing number of states legalizing cannabis for medical and recreational use.

Should drug tests even include marijuana anymore? If they do, and evidence of marijuana use pops up, should employees be penalized? And further, do employers have to accommodate for the medical use of marijuana under the Americans with Disabilities Act (ADA), or state human rights laws?

Such questions are moving to the front burner as employers face a greater risk than ever from a growing culture of impairment that shows no signs of tapering off any time soon. Workforce drug positivity hit a 14-year high in 2018, according to a new analysis from Quest Diagnostics, a leading provider of drug test information.

For a growing number of individuals, cannabis has become the illicit drug of choice.

“Marijuana is the second most widely abused substance nationwide, after alcohol,” says Amy Ronshausen, executive director of Drug Free America Foundation, Inc., St Petersburg, Fl. (www.dfaf.org).

“According to a survey by drugabuse.com more than one in five respondents said they use marijuana recreationally at work during work hours.” Ronshausen says.

“Nearly five percent admitted to daily use and more than 13 percent use it more than once a month.”

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influence. “It’s critically important for any business to protect employees and the public,” says Reilly. “At smaller companies especially, one accident can be devastating.”

Unfortunately, designing workplace policies that call for appropriate responses to marijuana use is easier said than done.

“Employers are struggling to adapt to changes in state marijuana legislation,” says Faye Caldwell, managing partner of Caldwell Everson PLLC, a Houston-based employment law firm specializing in workplace drug testing (caldwelleverson.com). The biggest problem is that marijuana laws vary so widely by state. “Each state has different requirements for employers, and many of the laws are quite vague.”

CONFUSING LAWS Two things are certain: In every state it is allowable to have a policy that prohibits the use of marijuana on the job, and prohibits an employee from being impaired while on the job, says Caldwell. But beyond that common framework, variety abounds.

“Some state marijuana laws are more favorable toward employers, and others are more favorable toward employees,” says Reilly. “For example, in some states you cannot discriminate against workers in non-safety sensitive positions who need marijuana for medical reasons.

In such cases, allowing offsite smoking might be a workable accommodation. In other states you may be allowed to terminate a worker for medical use of marijuana, even if he or she is not in a safety sensitive position.”

Furthermore, some laws seem complex. “In Nevada, the law says that employers cannot refuse to hire someone who is using marijuana legally in the state,” says Dr. Donna R. Smith, regulatory compliance officer in the Tampa Bay, Fla., office of Workforce QA, a nationwide third-party administrator of drug free workplace programs (wfqa.com). “On the other hand, the same law states that once the employee is hired the employer can test for drugs and terminate for positive results if the employer has announced that no marijuana use by employees will be tolerated.”

Another: “In Illinois, the statute says that employers can have zero tolerance policies for marijuana use and can test for marijuana,” says Smith. “But employers cannot take any action against employees unless it can be proven they used the marijuana on company property while on duty, or were impaired by marijuana use while on duty, or used marijuana while on a call to perform customer services.”

(Continued)

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Legal confusion can often be mitigated by case law — that vast body of rules arising from actions in the courts of the land for every nook and cranny of the legal universe. Unfortunately, there is little help from this channel when it comes to marijuana use. Says Caldwell: “Because the laws are so new, there is not a lot of fill-in detail that might come from a history of court cases or other regulatory action.”

Employers at one time could fall back on a general appeal to the federal ban on marijuana, figuring it trumps state law. No longer. “The fact that marijuana use is federally illegal, as a criminal matter, does not mean that states cannot legislate employment status,” says Caldwell. “Employment is generally a state matter.”

Employers also need to be aware that some municipalities have passed laws about marijuana. A new law in New York City states that you cannot test for marijuana usage except for safety sensitive positions. The law is scheduled to take effect on May 10, 2020.

WORKABLE POLICIES If employers must deal with a patchwork of state and city laws, the end result is often a confusion that causes delays in formulating and implanting workplace drug policies. “Business leaders have not really been talking about this topic as they should,” says Reilly. Delay can be costly. “Companies that do not invest the required time and effort to adjust their workplace policies end up making hasty employment decisions. And those often lead to lawsuits. Maybe they get sued, for example, for terminating or denying employment to someone who fails a marijuana drug test.”

So how do you design policies that create safe workplaces while protecting your business from lawsuits? “I encourage employers to seek legal counsel,” says Reilly.

“Then decide how the business’s current workplace policies need to change to conform to state laws.”

Reilly points out some common areas. “Suppose your existing policy calls for termination when an employee fails a drug test. Should you change the policy to allow exceptions for legitimate marijuana medical use? And what if the employee is in a safety sensitive position, such as operating a forklift, or working on building roofs, or working with children? You cannot allow people to work in such positions while under the influence of marijuana. Will you terminate them, or accommodate by moving them to safer positions when possible?”

The answers to all of those questions must conform to state law. The specifics about current and changing laws are important, but so is a sensitivity to larger issues that

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can impact policy decisions.

“To come up with workable policies, employers need to evaluate the nature of their workforce, the presence of safety-sensitive work positions, and the availability of prospective employees,” says Caldwell. “The last factor can be of particular importance given the greater number of people using marijuana and the low unemployment numbers in many areas of the country. The employer with too restrictive policies may not be able to hire enough otherwise qualified applicants to fill the available jobs.”

The solution can often involve balancing safety with liability. “Employers need to reach some sort of balance between the creation of a safe workplace and the risk of litigation,” says Caldwell.

“Reaching that balance can be difficult. For example, an employer may be tempted to state that accommodation for marijuana use will only be provided to the extent mandated by law,” Caldwell adds. “However, that employer needs to not only look at marijuana laws, but also consider the disability and human rights laws that may provide protection in a given state.”

ARE THEY STONED? One thing is for sure: Employers may still outlaw onsite use of marijuana.

“In states where marijuana is legal, you can still ban its use in the workplace, just as you can with alcohol,” says Reilly. “Nothing in the statute prevents an employer from maintaining a drug free workplace, whether for medical or recreational purposes.”

That sounds good on the surface. But a problem has arisen with the packaging of marijuana in new forms.

“We are not just talking about a joint, which would be easy to see and smell,” says Ronshausen. “We also have products like granola bars, soda and candy that contain marijuana. Without actually looking at the packaging how would you know employees are using the drug?”

One way to spot use is, of course, to test. We have already seen that states are complicating this issue with a patchwork of laws that dictate when testing can and cannot be used. And there’s another problem: No marijuana test has yet been devised that can indicate impairment.

That’s a big difference from alcohol testing.

“Normal workplace drug tests can only reveal that an employee has recently used marijuana — not that the employee is actually impaired at any given point in time,” says Caldwell.

While blood tests can reveal the level of marijuana, currently no consensus exists as to what level signifies impairment.

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Indeed, the new methods of ingestion can result in blood test variances. “While smoking marijuana can result in a quick spike in THC blood levels, that is not the case for other methods of ingestion,” says Caldwell.

(THC is the principal psychoactive constituent of cannabis). “While ingesting marijuana as an edible, some people might appear very impaired, but their blood levels of THC might never climb very high.”

If it all sounds too complicated, why not just avoid the issue as much as possible? “Some employers are deciding to stop testing for marijuana, because of the complexity of the issues, litigation risk and limited availability of workers,” says Caldwell. “And in those states that prohibit adverse employment action for off duty recreational marijuana use, employers may wonder if any purpose at all is served by such testing.”

Whether a test ban is a good idea depends on the laws of the state or states where your business is located, and the nature of your business.

But putting a halt to testing is no panacea, says Caldwell. “Not testing poses its own risks — such as decreased productivity and employee safety issues.”

Indeed, a total testing ban can keep the employer from

determining if a certain accident was caused by marijuana use. “If I were advising an employer who was adamant about dropping their marijuana testing, I would urge them to at least test for marijuana post-accident,” says Reilly.

“They should also test any time an employee is exhibiting signs and symptoms of some drug influence.”

TALK TO YOUR TEAM Testing, then, may not disappear from the workplace anytime soon. But if testing alone can’t cover all the bases, how does an employer know an employee is impaired by marijuana use?

“There is no exact answer,” says Caldwell. “I encourage my clients to train supervisors to spot behavior that is characteristic of impairment, and to have policies that call for specific steps to take. Your policy might call for steps such as writing a report on what is observed, having the employee take a drug test, and removing the employee temporarily from duty.”

These policies, like any that touch on drug use, must be approved by an attorney knowledgeable about your state laws.

Whatever the decision your business makes on drug (Continued on page 37)

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A R O U N D T H E I N D U S T RY

Owen Cleaners: 100 years Owen Cleaners, Inc., first opened in 1920 by two brothers, is celebrating its 100th anniversary this year, it notes.

Third generation owners David and wife Carolyn Perry relate that, “We plan to make 2020 a very special year as we thank all of our customers for their support.”

Carolyn, a granddaughter of one of the original owners, reflects on the past: “I can recall as a young girl when Owen Cleaners was asked to do cleaning for the movie, How the West Was Won. According to my father, we were even asked to tailor some of the dresses for Debbie Reynolds,” she relates.

Two brothers, Horace and Tully Owen, founded the company, and Horace Owen became the sole proprietor in 1933.

In 1950 Gene Katterjohn, Owen Cleaners, first Jr., son-in-law to Horace, started in 1920, celjoined and ran the busiebrates its 100th anniness until 1992, when versary this year. David Perry, third generation co- David and Carolyn purowner with wife Carolyn, chased the company from says, “I think the secret her father. David Perry to our success has been that all three generations currently serves as presihave been very good at dent, and Carolyn serves adapting and innovating as secretary/treasurer. as the times change.” The David and Carolyn current signage depicts yet another new idea, point out that a secret to Wild Wednesdays! (Photo: the company’s success Owen Cleaners) has been the dedication and support of many excellent employees over the years.

David says, “Mr. Owen had many employees who worked with him for decades and Gene had several employees with 40 years of service. Even since 1992, Carolyn and I have enjoyed working with many employees on our team with over 20 years of service.”

He adds that, “The fact that so many of our employees get to know and serve our customers over many years 36

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only enhances the sense of loyalty that customers have to Owen Cleaners.”

In 2002, Owen Cleaners was recognized as the Business of the Year by the Paducah Area Chamber of Commerce, principally for the company’s 20-year partnership with the local Cal’s Coats For Kids.

“I think the secret to our success has been that all three generations have been very good at adapting and innovating as the times change,” notes David Perry.

After 28 years with Forenta, Moore retires Barbara Moore, Forenta’s international sales coordinator, has retired after 28 years with the company, the firm reports.

“Barbara played a critical role in assisting Forenta’s international dealers and customers with quotes, orders and shipments,” the company states.

“Barbara’s achievements will not be forgotten. Her work ethic, command of complexity, devotion and client focus have exemplified Forenta’s commitment to our customers,” says Craig Forsey, VP of sales. “Her influence has made an indelible impact on the entire staff at the company.”

Pamela Blankenbeckler Barbara Moore, on right, Forenta’s international will now serve as internasales coordinator, has retional sales coordinator, tired after 28 years with the firm relates. the company. Pamela Blankenbeckler, left, will “Pamela joins Forenta now serve in that role. from another local equip(Photo: Forenta) ment manufacturer and has many years of sales and customer service experience,” it notes.

Forenta describes itself as a worldwide leader in the design and manufacture of a wide range of garment care products including finishing equipment, conveyors and chillers.

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(Continued from page 35)

policies, communication with the workforce is critical. “I like a lot of transparency on this topic,” says Caldwell.

“Let your employees know your policy and if it calls for accommodation. And give people the opportunity to do the right thing by telling them they cannot come to work impaired and they cannot use marijuana in the workplace.”

Take extra care with those employees who have said they are imbibing the substance. “I encourage employers to have candid conversations with workers who are using marijuana,” says Caldwell. “Talk with them about when they use it, how they use it, and what to do to avoid being impaired on the job.”

INSURANCE RATES As we have seen, the growing number of state laws legalizing marijuana is causing an increase in the use of the drug by employees. Will that translate into higher rates for employers’ liability and workers compensation insurance? Experts say it’s too early to tell, but the answer could well be yes.

“It could take a few years, but we anticipate higher insurance rates in those states legalizing marijuana,” says Ronshausen. “In a study reported by the National Institute on Drug Abuse, U.S. employees who tested positive

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for marijuana had 55 percent more industrial accidents, and 85 percent more injuries, than employees who tested negative.” Insurance rates go up for employers who experience more accidents.

Rates may also increase for a related reason. “In those states that offer workers compensation insurance discounts to employers who maintain drug free workplaces, drug testing is required — and it must include testing for marijuana,” says Smith. “If employers decide to not test for marijuana, they risk losing their insurance premium discount.”

The successful workplace policy will be tailored to the specific needs of an employer’s workplace. To avoid costly errors, experts advise seeking legal counsel, looking at your state laws, updating your policies and educating your workforce.

“There is no one-size-fits-all answer to the question of a workplace marijuana policy,” says Caldwell. “We are still in our infancy on this topic. The biggest challenge ADC right now is uncertainty.”

Phillip M. Perry is an award-winning writer who has published widely in the fields of business management, workplace psychology and employment law.

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W RI N K L E I N T I M E

Letter From Home 10 YEARS AGO. Retail sales warmed up in spite of February’s winter storms, another indication that the recession could be thawing.

Comparable-store sales rose 4.0% in February after rising 3.3% in January, making six straight months of sales growth. Clothes did especially well, as consumers came in from the cold; retailers reported better-thanexpected sales revenues.

35 YEARS AGO. Complaints concerning an objectionable odor in solvents are on the increase. IFI’s Solvent Analysis Laboratory is receiving a higher than usual number of samples of solvents that have a bad odor lately, a research technician reports. His assessment of the situation, as told in IFI Fabricare News, is that while there are many origins of unpleasant odors in solvents, the most prevailing cause seems to be insufficient distillation rate and excessive use of spotting chemicals.

50 YEARS AGO. “Curing” the “Laundry”. Things are not always what they seem to be. According to an item in the FBI Law Bulletin, “Two young hippies walked into a laundromat in an east coast city, placed a package in a dryer, deposited coins in the machine, and walked outside while their ‘bundle’ tumbled dry. The manager, suspicious of the package, called the police. Investigating officers discovered that the mysterious ‘wash’ was a two-pound bag of freshly harvested marijuana.”

75 YEARS AGO. Letter From Home!

“P.S. Don’t forget the picture of Duffy. He is quite a guy.” That was 40

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The front cover of the American Drycleaner April 1945 issue. Inside was a feature story about the moraleboosting Letter From Home wartime newsletter, sent out weekly by a dry cleaner. Also inside was a story about a dry cleaner located not far from the front line in WWII Italy.

the postscript of a WWII serviceman who wanted to see a photo of his dog.

He got to see it all right, and a great many other men in service got to see the photos they requested. And about 2,500 of them are receiving the weekly Letter From Home. Not to mention all the servicemen and their families mentioned in the broadcast version of the “Letter.” All this thanks to an idea that

American Drycleaner, April 2020

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— Compiled by Tim Burke, Editor

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