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PAGE 18 / NATIONAL CLOTHESLINE /JANUARY, 2021

AN OUTSIDE PERSPECTIVE BY PETER BLAKE

COVID-19 was a catalyst for change

y the time you read this pick-up and delivery. Amazon “Every way you can.” Email is demonstrate the time savings yard, their vehicles, their
we will have turned the has been conditioning our a great tool, but it can’t stand of our industry. We need to homes — these are where you
Bcalendar leaving 2020 a clientele to expect instant grat- alone. Texting is a great serv- promote the benefits of lessen- may find your biggest poten-
memory. We can use the im- ification and delivery of what- ice, but it will only reach a frac- ing the workload and increas- tial growth.
mortal words of the Grinch to ever they need or want for tion of your customers. ing family time. Trust me, I Looking ahead
concisely sum up 2020: years. Along comes Covid, and Small businesses need to de- recently endured a couple days
“Stinks, Stank, Stunk.” The now people don’t want to have velop a comprehensive plan of working while Zoom- As we turn the page to a

hardships we all have endured to go out for anything. Con- that includes a good website, a schooling my 5-year old new year we are looking with

will forever leave a mark on tactless delivery is now the business Facebook page, a grandson, and then taking care hope to a much brighter fu-
the world, our industry, and norm and is something every strong social media presence, of dinner. There is no time or ture. Vaccines are already mak-
each one of us in a variety of business owner has had to an email marketing strategy, energy left to do laundry or ing their way into the hands of
different ways. Make no mis- adapt to. The public health cri- and a texting service. All of anything else. People that first responders and frontline
take about it, this global pan- sis will dissipate in the coming these tools should be used in a work from home are far more workers. The general public
demic has been devastating. months, but the consumer’s coordinated fashion, and in likely to be stressed for time does not seem too far behind.
The magnitude of which I have thirst for convenience won’t. many respects should be and in need of services like We are hopeful that all the
never seen before, nor experi- They have built it into their backed up with some direct ours! Covid concerns over large
enced, and frankly hope to lifestyle and now enjoy the mail marketing. If you are like People are recognizing the gatherings and renewed vigi-
God never have to endure freedom of being catered to most cleaners, you have some value of local businesses. They lance for safety have helped

again. It has not only been and the demand for these serv- of that list, but not all of it. You realize that these main street turn the tide of new infection
challenging professionally, but ices will continue to grow. should be working towards a businesses are important to the rates and restrictions across the
personally as well. As we start to claw and program that will encompass landscape of the community country. We are starting the
The pandemic has also been climb our way back, we need all of it. Don’t worry — you are and help build a strong foun- year off with positive news
the catalyst to make changes in to reflect on some of the other not alone. If you need help dation. People see the need to and a renewed optimism for a

our industry. Instead of being changes in society. With less there are plenty of low cost, keep businesses in town open stronger industry and a thriv-

a slow gradual process, the physical and social contact, so- high value programs out there and thriving. Your messaging ing business.
timeline was accelerated. Our cial media, email, and texting to assist you. I can help. Reach can capitalize on that by pro- Like many of you, I have
customers had been making a have become even more popu- out — DLI can help. Reach out! moting yourself, but also use had to make drastic changes in

slow steady crawl to a more ca- lar and even more essential to Let me give you one key cross promotion with other my life. For those who have
sual appearance and dress, but keeping connected. The fabri- piece of advice: Don’t Wait. If businesses that are dealing gotten to know me over the

Covid made it happen care industry needs to embrace you only have a couple of with the same stresses. You can years — I am not built well for
overnight. It was always those changes as well. We need these tools in place, start using find some great local market- “social distancing”. I enjoy
headed in that direction, and to develop a multitude of ways them. Build up your presence. ing partnerships with compa- people. I like meeting with
drycleaners had been slowly we send our messages. I am Don’t have everyone’s email nies that provide landscaping people, sharing insights and
dipping their toes into the sorry to say there is no “mar- address? Don’t wait. Start a services, lawn care, car washes, experiences, learning from
water and deciding whether keting silver bullet” that will program and build to it. The and house cleaning services. them, and helping people in
this was a worthwhile venture get your story out. It takes longer you wait, the farther Take advantage of alliances their efforts to make their busi-
— but along comes Covid and hard work, dedication, consis- you fall behind, and the more you can build within a com- nesses more successful. I will
made us jump into the deep tency, and a vary diversified excuses you will find to delay. munity. be happy to never hear those
end and figure it out. Now this approach. If the pandemic Make a plan to use what you Don’t fall into the trap of al- two words again in that con-
segment of the market is far taught us anything, I hope it is have and then add and build ways looking for a “dryclean- text, and it is my profound

ahead of all projections, and it the true value of lines of com- upon it. ing customer.” Be on the hope this isn’t one of the
is now here to stay. We are munication. I can’t tell you Not only have the lines of lookout for people that live a changes that remain. We can’t
going to have accept it, adapt how many times I get asked: communication changed, so certain lifestyle. People that lose the humanity that is so im-

to it, and figure out how we “What is the best way to con- have the messages. Time is one value their time and recognize portant, and my fear is that
can make it profitable. tact my customers?” My an- of the most important com- service. People who care for this distancing has caused far
The same can be said for swer is always the same: modities we have. We need to their personal items like their too many people to withdraw
from society. The more we ac-
cept it, the more normal it all

seems.
I for one, can’t wait to get
back out to meeting people,

have live conferences and
board meetings, and join soci-
ety once again. Help us all to
reconnect. Reach out and share
your stories with me. The
good, the bad… your hopes for
2021 and beyond. Share your
fears of what lies ahead.
Be safe, be strong, be re-
silient — and be prepared, be-

cause now the rebuilding
begins. Email me at pete-
[email protected] and share your
story.

Peter Blake serves as executive
director of the North East Fabri-
care Association, the Southeast-
ern Fabricare Association, the
MidAtlantic Association of
Cleaners and the California
Cleaners Association. He can be
reached by email at
[email protected] or by phone
at (617) 791-0128.
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