b'PAGE 20 / NATIONAL CLOTHESLINE / AUGUST, 2020A O PN UTSIDE ERSPECTIVE BY P ETER B LAKELessons learned from the pandemiclowly, most of the country cleaners,arethesame:cut ourselves for success. Here is safety precautions and contact- allyourplatforms,youareS is starting to re-open and throughthenoise,letcus- my first lesson: less options like drive-up serv- falling behind.begintheprocessofre- tomers know they are open for ice, free pick-up and delivery, You need to keep monitor-turning to life with a little more business,anddevelopprac- #1: Communication is and curbside service while cre- ing your info and your reputa-routine and normalcy. tices that will bring the cus- critical atively and strategically rolling tion. Update your website andWhile each region and state tomers back. I have said it before in each out new services.socialmediaplatformswithmaybedoingthingsdiffer- Are you ready to re-open? ofmypreviousarticles,but Whenmakingbusiness thenewpoliciesandproce-entlyandwithdifferent Haveyoumadesignificant this is a fundamental that can- choicesorevaluatingwhat dures you have implementedtimetables, people are trying to changes in your business and notbestressedenough.Up- companies to do business with tohelpkeepyourstaffandgetbacktobusinessfrom your brand? date your digital presence and consumers, head right for their your customers safe.restaurants, to stores, to enter- Throughout these challeng- make sure you are in tune with smart phones, apps, and com- Make sure you have high-tainment venuespeople are ingtimeswehavelearned your customers and your tar- puters. quality signs in your call of-lookingtorevivetheir somevaluablelessonsabout get market. Ifyouhavenotupdated fices.Makesureyourcus-lifestyles. howtheworldisgoingto As people return to work, yourinformation,claimed tomerscanseeyouareThegoalsofmanysmall moveforwardandthrough to the community, and life, it yourgooglelocation,and committed to their safety.businesses,includingdry- those lessons we can position iscriticaltocommunicate monitored the information on There have been many di-verse studies on the effective-nessofsomeofthesesafetymeasures, and there is a widevariety of what is required indifferent areas.I urge you, however, to er-roronthesideofcaution.Demonstrate a commitment tosafety. The safer and more se-rious you are taking these is-sues, the more apt customersare to feel comfortable entrust-ing you and your staff. There is a hesitancy to pushthis information due to infor-mation overload, but it is crit-ical you have policies and pro-cedureslistedtohelpdemonstrateyourcommit-menttoyourcommunityssafety.ThisleadsmetoLessonNumber 2:#2: No one is alone;communities arecoming togetherThere has been an outpour-ing of support for buying local,sosmallbusinesseslikedrycleanersandlaunderersneed to embrace that trend andestablish themselves as corner-stones of the community. Weare just now beginning to un-derstand that customers havean extraordinarily strong de-sire in doing businesses withlocalcompaniesandbrandsthat share their values and con-cerns. That statement is truertoday than ever before.By shaping our messaging,signage, and our activities, wecanhighlightjusthowin-vested we are in the successand safety of the communitieswe are a part of.I am deeply humbled as IhearthestoriesofIndustrymembers coming to the aid ofpeople and organizations thatneed help. From cleaning do-nated facemasks for local hos-pitals, to free cleaning of FirstRespondersgarments,freecleaning for local shelters, fooddonations, members of our in-dustry have stepped up andcontinue to do so.Continued on page 22To learn more,visit www.natclo.com/ads'