Before you can assemble the most rudimentary advertising campaign, there are certain basics you should have handy. Oddly, the vast majority of dry-cleaning businesses I've dealt with in the last four years don't have these basics on hand-and it's only two things. You should have a list of contact information for all of your stores and all of your key staffers, including addresses, zip codes, phone numbers, cell phone numbers, fax numbers and e-mail addresses. Do a simple test: Can you reach over to your desk drawer or filing cabinet and pull out a single sheet that has this information on it? If you're like the majority of drycleaners out there, I'd be willing to bet that you can't. I know it seems like a no-brainer to have contact information at the ready-and if you don't have it at your fingertips, get it together now! It's frustrating to set up a print piece without a complete list of all the locations to which you wish to direct customers and potential customers.
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