March 22, 2017 // Franchising.com // Greenbelt, Md. - ZIPS Dry Cleaners, ranked 2017’s No. 1 franchise in the Dry Cleaning & Laundry Services category by Entrepreneur magazine, today launched a major television and digital advertising campaign with a refreshed tagline “The Real Deal.” While ZIPS has traditionally been known for its low, unbeatable prices, the new campaign highlights the equally crucial aspect of the retailer’s value equation – quality. The tagline is a double entendre reflecting both the value pricing and quality service offered by ZIPS.
Conceptualized through research indicating that customers are no longer drawn to low prices alone, “The Real Deal” marries messages of affordability and quality to encourage new customers to experience ZIPS, that will dry clean any garment from t-shirts and jeans to dresses and tuxedos, for just $2.29, less than half the national average for dry cleaning. The campaign also encourages existing customers to dry clean a wider breadth of garments, from comforters to sleeping bags and beyond.
“We’ve found that today’s consumers have a difficult time believing that a trusted dry cleaning service is available at such a low price point that we offer,” said ZIPS Dry Cleaners CEO Reid Bechtle. “Our objective with this campaign is to overcome these perceptions with clever, memorable ads that assure current and prospective clients that their items are in good hands.”
To bring ZIPS’ message to life, Baltimore-based advertising agency TBC, Inc., utilized a number of creative and promotional tactics that will run throughout Baltimore and the Washington D.C. Metro Area. Television spots will show jitterbug dancers twirling through a variety of outfits from casual clothing to formal wear, reflecting the broad array of garments that ZIPS can accommodate. The spots feature an original jingle from New York-based Crushing Music and famed producer Joey Levine, who is credited with Pepsi’s “The Joy of Cola,” Chevy’s “Heartbeat of America” and Anheuser-Busch’s “This Bud's for You,” among others. The campaign will also include billboards, Facebook and Pandora advertisements, Metrorail posters across the WMATA and VRE, as well as Google Sponsored Promotions through Gmail.
“ZIPS is uniquely positioned to disrupt the dry cleaning market by delivering the same service as more expensive cleaners at a price that their competitors cannot match,” said TBC, Inc. Chief Creative Officer Allan Charles. “This is how we defined ‘The Real Deal’ throughout the campaign; a true value for savvy consumers that are not willing compromise on either price or quality.”
In the coming months, ZIPS will roll out additional campaign materials including in-store collateral and a redesigned website. As one of the fastest growing dry cleaners in the U.S., ZIPS is expected to double in size to nearly 100 locations across the country by 2019. Each new location will sport a revived design and aesthetic updates.
For more information visit www.321zips.com.
Established in 1996, ZIPS Dry Cleaners began with eight dry cleaners in the Baltimore-Washington area and has evolved into the largest chain of retail dry cleaners in the Mid-Atlantic with nearly 50 stores serving Maryland, Pennsylvania, Virginia and Washington D.C. ZIPS was ranked No. 161 in Entrepreneur magazine’s 2017 Franchise 500® list and claimed the No. 1 spot in the Dry Cleaning & Laundry Services category. Each ZIPS location is heavily involved in its local community with the donation of thousands of unclaimed garments annually to charitable organizations and the collection and cleaning of donated coats for those in need each winter. ZIPS prides itself on continuing to make quality dry cleaning services affordable for everyone in the communities it serves, cleaning more than 20 million garments for over 500,000 customers each year. www.321zips.com.
SOURCE ZIPS Dry Cleaners