The other day, I got a notification from Twitter that @TheDryCleaner was now following me, at @marketingprofs. I found that a little curious: What’s a dry cleaner doing on Twitter?
I thought of the place where I take my own clothes, a tiny little outfit staffed only by its Korean owner. As social as she is, I still had a hard time picturing her on Twitter. What would she say? “Found some gum in a jacket pocket again — EWW!” “Wondering whether I should tell his wife that I found another hotel receipt in his pants pocket? That scum!” “Wanna know the secret to removing that red wine stain? DM me!” I think of dry cleaning as an inherently local thing, so I was intrigued by the notion of one on Twitter, a worldwide social network.
It turns out that @TheDryCleaner is Jerry Pozniak, owner of four dry-cleaning shops, and, according to his Twitter home page bio, “Dry cleaner to the stars.” Jerry has ambitious plans for his business and himself, and he talks about how Twitter figures into both here. His advice is interesting for any small business owner wondering about Twitter, or how to leverage the platform to accomplish specific goals.
What follows is the exchange Jerry and I had on Skype, via instant messaging.
[3:31:03 PM] Ann Handley says: So I was so surprised to see “TheDryCleaner” follow me on Twitter today! Are you the only dry cleaner on Twitter, do you know?
[3:32:33 PM] Jerry Pozniak says: I think so, I did a search and I did not see another.
[3:32:46 PM] Ann Handley says: What made you join?
[3:33:47 PM] Jerry Pozniak says: I am working on a buzz marketing campaign and I thought it would be best to get my name around on Twitter. I also search for “dry cleaning” and try to respond to some Tweets.
[3:34:33 PM] Ann Handley says: But isn’t dry cleaning an inherently local thing? What’s the advantage for your business, on Twitter?
[3:37:05 PM] Jerry Pozniak says: I am a bit of an authority on garment care, so national exposure is a good thing. My Jeeves of Belgravia brand does shipping throughout the US.
[3:38:41 PM] Ann Handley says: So you offer a sort of valet dry cleaning throughout the US?
[3:40:44 PM] Jerry Pozniak says: Jeeves has clients all over the US for its exclusive services. When a client has a “over the top” wardrobe and wants the best possible care for her clothes she’ll ship her items to Jeeves for cleaning and return shipping. It is usually the client who cannot find that kind of garment care near where they reside.
[3:42:03 PM] Ann Handley says: Is that what you mean by “dry cleaner to the stars” (as it says in your Twitter profile)?
[3:43:45 PM] Jerry Pozniak says: Yes, I have take care of garments for Demi Moore, Jennifer Jason Leigh, Tilda Swinton, Eva Longoria, Tony Parker, LIndsay Lohan and others.
[3:44:59 PM] Ann Handley says: But it sounds like you also want to be known as a sort of expert on garment care… not just a dry-cleaner. And Twitter helps you position yourself as that on a larger platform?
[3:47:01 PM] Jerry Pozniak says: Great choice of words! I do get calls from all over the US from my traditional public relations which has generated articles in magazines. Many times the calls are from retailers who have a garment issue and need to understand if the cleaning or the garment itself was at fault.
[3:47:33 PM] Ann Handley says: I see. And I’m guessing your business benefits — because it raises your profile and increases the exposure for your business, as a result.
[3:50:34 PM] Jerry Pozniak says: Dry cleaning (or as I like to say, “garment care” is a very personal service for some. The higher the level of trust and credibility I have, the more it will benefit the company. Also a buzz about having your clothes taken care of by the same people who take care of Demi’s and Lindsay’s isn’t bad either.
[3:52:41 PM] Jerry Pozniak says: I am kind of new to social networking and on line [Word of Mouth] so I am getting my feet wet. Traditional WOM has been very kind to my company. Also being very good at what we do also is a huge help.
[3:54:01 PM] Ann Handley says: It’s interesting that you are really focusing on your customer in your marketing: You aren’t just getting your name out there by talking about yourself, but you are asking: How can I help them? Essentially, you are positioning yourself as a trusted resource …. so, bravo.
[3:55:03 PM] Jerry Pozniak says: It’s not about what I want to say, but how it will benefit the client.
[3:56:48 PM] Ann Handley says: Exactly… so one last quesion, which I’ve always wondered about: Why is it that my shirts cost more to dry clean than my boyfriend’s? It ticks me off. (Do you get that a lot?)
[3:57:21 PM] Jerry Pozniak says: Great question, what size shirt do you wear?
[3:58:01 PM] Ann Handley says: Size 2 or 4, depending. Or a women’s Small. He’s a L. What gives?
[3:59:59 PM] Jerry Pozniak says: You shouldn’t pay more for dry cleaning. But more than likely he is having his shirt “laundered and machine pressed” for under $5 per shirt and it may be as low as $2. This service is done on automatic pressing equipment that produces about 75 shirts per hour. Small sized shirts (including boy’s shirts) won’t fit the equipment.
Your shirts are done by hand and thus cost more.
[4:00:33 PM] Jerry Pozniak says: It’s a big problem, because most women see it has a gender issue, it’s really a size issue.
[4:01:23 PM] Ann Handley says: Ahh– Mystery solved.
great little twitter conversation, it seems that a fair bit of thought was taken before he went online, i guess its not like he started adwords and wondered what that was after a 4 month campaign…
THAT is some forward thinking in a down market. loved the conversation. And Ann, love that you were curious enough to pursue.
twitter allows us access to those we would never have or know how to find. just another reason…
Brilliant use of Twitter and a fantastic USP for @thedrycleaner! I’m going to follow him just for that fact! Besides, there are some great examples in here on how to position yourself as an expert using simple tools like Twitter, thereby expanding a local business into one with greater reach. Thanks for sharing!
Very interesting article! The part about, “How can I help them?” really resonated with me. The Twitter phenomenon isn’t about yakking just to see yourself talk – it’s about an exchange of information, conversations – and it sounds to me like Pozniak is doing just that.
Thanks for chiming in, everyone. I love the fact that Jerry doesn’t think of himself as “just a dry cleaner.” He thinks bigger than that. Great philosophy/lessons there for small businesses generally.
I think it would be interesting to see him use http://www.twitterhawk.com/ and see what effect, if any, that has on his business.
Fits right in with Sandy Carter’s The New Language of Marketing 2.0. Leveraging technology and innovation to give the most compelling quality of experience possible. As vital for advanced dry cleaning techniques (garment care) as any other product or service.
I’m sending friend from http://www.hotwaterguys.com to read this, Ann. I think it might help him get how Twitter could help his biz. (If you’re reading this, hi Tom!)
Great conversation, I especially love that he managed to get a direct link and recognition for his national “Jeeves” business in there. Just goes to show you that practically any business can benefit by a pro-active social networking campaign, and it’s all in the effort you put into it.
Smart use of twitter by a smart man, but before we start clinking the Kool-Aid mugs too hard, let’s acknowledge that Ann’s first instinct was correct here.
Pozniak uses Twitter to promote his national expert care dry cleaning business and to promote himself as an expert on fabric care, which, naturally, helps to support his positioning as “dry cleaner to the stars.”
Casting, which is very key in social media, especially twitter, is key here too, since Pozniak appears to be both personable and knowledgeable.
It’s a fascinating case study, but one that is unlikely to have wide-ranging applicability.
@meryl: Isn’t Sandy Carter great? I’ve been on a few panels with her. Very smart woman who’s done some interesting stuff with IBM
This is a great article and shows precisely why twitter can benefit any business – regardless of size. It puzzles me slightly why you’re surprised that a local company like Jerry’s would be on twitter at all. I can think of so many reasons why any small business would benefit from twitter – maybe it’s just my out of the box thinking
.
Anyway, it’s part coincidence that I’m commenting here (I stumbled on your blog), because today we received a phonecall from a similar small local shop owner asking us about the twitter hype. Seems like he “got” twittering straight away because he identified a use for twittering on a local basis.
Linky -> http://www.breezemedia.co.uk/2009/02/12/twitter-can-benefit-business-no-matter-how-small/
Anne, you’d be interested in the multi-media approach I’ve been helping drycleaners develop. While Jerry has been using Twitter, I’ve got a few drycleaning clients using their point of sale systems for email marketing, direct mail, Texting, in bound and out bound call center, customer panels and focus groups (online and in person), myspace, Facebook, interactive web sites, SEO, Keyword, Google ad, Facebook ads, and more. PM me via MarketingProfs Knowhow Exchange if you are interested.
Ann,
I loved this article. In our area the guy that has the carpet cleaning business is also a global thinker. He sends out a quarterly newletter. Everytime I get it I think, wow, what is this guy thinking? I actually sit down and read it and imagine him editing and making decisions.
For example, it’s February, so there will be factoids about chocolate. Maybe a write up about lowering your thermostat, The Origins of Leap Year, etc. Big Thinker. Ambitious
Thanks for the feedback here, guys… and Hi, Michelle! (Are you on Twitter, BTW?)
@alan — Thanks for your comment. But I’m not sure why you say Jerry’s approach doesn’t apply to others. Curious about your thinking there.
@breezemedia Yeah, well, I’m slow like that at times. ; )
So, I can use Jerry to get the stain out that I got from drinking @garyvee’s wines.
Seriously, I think there is precedent for using Twitter locally. My “If I were a restaurant, I’d use Twitter to…” post is case in point.
Another great use of Twitter by a small business. In this case, a taco truck:
“Twitter Taco Truck and the Times,” from Chris Brogan
http://www.chrisbrogan.com/twitter-taco-truck-and-the-times/
Great post, Ann. Thanks so much. I am working on a article about unuusual ways that companies are using Twitter to promote their businesses. Jerry is doing a great job on Twitter promoting his by helping people.
@Ann: His approach applies to people who want to boost their growing national business and become known as experts. That’s a goal most dry cleaners don’t have.
I’m reacting to the way so many people would have every company use every sort of social media tool without regard to appropriateness.
Jerry is a unique case and he’s successfully used social media to boost his business.
But like Gary Vaynerchuck, he’s got plans and ambitions that exceed that of the average small businessperson. And his success on Twitter seems to be in large part due to his uniquely engaging and winning personality.
I think we just need to keep those two facts in mind when thinking about who this is a good blueprint for.
@alan I see — I agree with you there. Twitter isn’t a good match for every business. But then again, Jerry’s use of it isn’t the only way to use it, either. (See the way the Korean BBQ taco truck is using it in the link from Brogan’s site, above…)
I might quibble with the numbers, but I liked David Pogue’s take on Twitter, “Twitter is What You Make It”:
http://www.nytimes.com/2009/02/12/technology/personaltech/12pogue.html
.. especially this quote, “Twitter, in other words, is precisely what you want it to be. It can be a business tool, a teenage time-killer, a research assistant, a news source – whatever. There are no rules, or at least none that apply equally well to everyone.”
I have a local business and using Twitter has generated business for my company. I think it is a fine tool. I must confess, like your story’s subject, that I have much to learn as to how best to leverage my presence on it. All in all, this was a great post.
What a unique way to use Twitter! Thanks for posting this. Great interview! There’s such creativity in this. Social media can benefit a lot of businesses but many are afraid or unsure of how to use it. Take a lesson from @thedrycleaner!
Penny @bookgal
Great story idea and great story. A follow-up question I’d love to ask is how do you decide who to follow with that sort of business? I ask that because I’m curious about the decision-making process about some of the people that choose to follow me. One of my first followers was the Florida Strawberry Festival (I live in Australia), and I keep getting followed by people whose main description is ‘I’m a dad’ (I am, but I don’t say that on my bio and I don’t post about my family). Anyone with any ideas?
Great article. This guy is definitely inspired regarding business and the internet, no matter the business he is in! Another great idea would be to use a “twitter locator” (I have none in mind right now) to targetr his customers according to proximity!
Good luck to him.
@Ann – I liked Pogue’s piece too. There are many clever ways to use Twitter– and social media in general to boost a small business and for the ambitious entrepreneur, it’s a very valuable tool.
Really great story and enjoyed all the comments. I’ve been telling my clients that all the Twitter and Facebook time will pay off over time…I’ve even scene succesful insurance agents use both email and social media outlets…
Our dry cleaning service should get into this! I have been meaning to learn twitter. The dry cleaning industry appears to be quite slow in taking up new technology and trends, and this is a clear example of that.
great to see a someone else from the industry thinking outside of the box
Give please. The man who is swimming against the stream knows the strength of it. Help me! I find sites on the topic: Order lace front wigs. I found only this – buy full lace front Wigs. BusinessAdvertisingAerospace & DefenceAgricultureApparel & TextilesConstruction & BuildingDesignEnvironmental ServicesHotels & ResortsInternet & New MediaLoggingMachineryMaritimeMedical & pharmaceuticalsNew AppointmentsOil & GasOther IndustryPromotionsPublic RelationsPublishingSocial ResponsibilityTechnologyWebsite LaunchCurrent AffairsEducationFeaturedGlobal RecessionGlobal WarmingGovernmentHealthOther StuffRegionalAfricaAsiaAustraliaCanadaEuropeNew ZealandUKUSAArizonaCaliforniaCarolinaGeorgiaHawaiiIllinoisMassachusettsNew-YorkOhioOklahomaOregonPennsylvaniaRhode IslandTexasUTAHReligionLifestyleAutomotiveBeautyBooksCasino & GamblingCommunityConsumerElectronicsEntertainmentIndie ArtistsFamilyFashionFood & DrinkSportMoney & FinanceAccounting & PayrollBankingSocietyCharityEnvironmentMusicPublic SectorSubscribe Lace front remy hair wig results like the elegant beverly johnson human hair remy lace front wig, janet collection mara pure remy human hair lace front.
Thanks in advance. Edgar from Honduras.
Hi all. There are worse things in life than death. Have you ever spent an evening with an insurance salesman? Help me! I can not find sites on the: Ralph dale earnhardt. I found only this – dale earnhart jr 2009. Niche, has anyone won or more nationwide champs. E mail me when someone replies to this comment. THX
, Sora from Serbia.
The dry cleaning industry is very slow in taking up new tech but it is good to see that not everyone in the industry is slow at using new tech. The dry cleaner who explained why the prices are different did a perfect job as well.
The dry cleaning industry is very slow in taking up new tech but it is good to see that not everyone in the industry is slow at using new tech. The dry cleaner who explained why the prices are different did a perfect job as well.
[...] http://www.mpdailyfix.com/whats-a-dry-cleaner-doing-on-twitter/ Share [...]
It just goes to show you how big Twitter is now, everybody is on it.
Interesting, I wonder if he does home delivery and pickups using twitter orders
, I know a few taxi companies which are getting twitter orders, and also a lot of spam.