THE CHALLENGE.
There’s an old cliché in the marketing world: “Customers want ¼-inch holes, not ¼-inch drills.” The point? People buy benefits, not products. If you want someone to buy what you’re selling, you can’t simply explain it. Instead, you need to showcase the advantage of actually using it. It’s a subtle difference. But it’s critical.
Milto is a family-owned dry cleaning chain in Central Indiana. They have decades of experience, they clean effectively, and their operation is state of the art—but all that can be said for a lot of cleaners. So, how do you build brand loyalty and drive sales?
THE SOLUTION.
Step one was understanding that consumers don’t care about the nuance of dry cleaning technology. Freshly-cooked starch, premium detergents, and state-of-the-art equipment weren’t benefits—they were simply the price of admission.
Armed with that realization, we dug deeper, and we uncovered what consumers actually cared about: looking good…gaining more free time….streamlining their busy lives.
Simply put, we had ¼-inch holes to sell. And over the years, we’ve drawn attention to them through several campaigns.
THE RESULTS.
Despite being one of the highest-priced options in the market, Milto Cleaners continues to thrive as most dry cleaners experience decreased sales.
In particular, consumers have embraced Milto’s pickup and delivery service. In the first year of marketing the service, signups skyrocketed 72%.
The Flatland not only understands our business, they work hard to make sure our marketing budget is spent wisely and effectively. Our brand is the envy of our competition."
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PHIL MILTO | President & CEO, Milto Cleaners
It’s Time to Come Clean.
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