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Tim Burke |

Let’s talk news: How you give it, how you get it

CHICAGO — We asked our audience in this quarter’s American Drycleaner Your Views survey to tell us: “In general — not industry-specific — how do you receive your daily news?” We received these responses:

“Digital (web, Facebook, podcast, YouTube, Twitter, etc.),” say 20%. “On the air (TV, cable, radio),” say 24%. “Print (magazines, newspapers, books),” say 7%. “Word of mouth (peers, customers, employees),” say 0%. “All those ways,” say 43%. “None of those ways,” say 6%. (See graphic.)

We also asked, “Do you keep up with news in your drycleaning industry?”

“Yes,” say 76% of respondents, while 2% say, “No,” and 22% say, “Sort of.”

The survey asks: “Specifically, how do you receive your fabricare industry news?”

“Digital (web, Facebook, podcast, YouTube, Twitter, etc.),” say 33%. “On the air (TV, cable, radio),” say 0%. “Print (magazines, newspapers, books),” say 31%. “Word of mouth ( peers, customers, employees),” say 2%. “All those ways,” say 34%. “None of those ways,” say 0%.

The survey asks: “If you could customize your fabricare industry news, how would you want to receive it?”

Respondents answered:

• “I like the e-mails I get where I can click and read.” 

• “Print magazine.”

• “E-mail with hyperlink.”

• “Print and digital both.”

• “ Digital and print. I’m old-school, with ‘old’ being the primary word.”

• “I like the e-mails and the print for industry news.”

The survey then asks: “How do you spread your own news to customers? (For instance, is it by word-of-mouth/flyers/e-mails/other?)”

• “By e-mail and word-of-mouth.”

• “Facebook. Bag attachments. Radio. Print.”

• “Word-of-mouth, Facebook and website.”

• “Online, website, print ads.”

• “Mail-stuffers in monthly bills. We post on Facebook but not sure if that’s effective.”

• “Facebook, posters, bag drops.”

Lastly, the survey asks: “Do you use the media to publicize your drycleaning operation’s milestones? (For instance, using press releases/e-mails/other?)”

• “Just by e-mail and store posters.”

• “No.”

• “A little.”

• “Yes. Print. E-mail. Direct mail. Radio ads.”

• “Yes, we have a cloud-based POS.”

• “Send press releases but they really don’t seem to work. Mostly just going to meetings and telling people about things.”

• “Don’t but should.”

The quarterly Your Views survey offers a current snapshot of the trade audience’s views. Qualified subscribers to American Drycleaner e-mails are invited to participate anonymously in the unscientific poll.

About the author

Tim Burke

American Drycleaner

Editor

Tim Burke is the editor of American Drycleaner. He can be reached at 312-361-1684 or tburke@atmags.com.

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