By Linley McConnell

In the spirit of the Best Canadian Plant Competition, I ask you, when was the last time you proudly showed off your plant, not just to a sales representative, but to your customers, social media followers, or even local media?

Our industry often prides itself on being ‘behind the scenes’, and it’s easy to forget that our operations are fascinating to people who trust us with their wardrobes. But consider this: your plant isn’t just where the magic happens, it is the magic. And in an era where customers want transparency, storytelling and trust, there’s never been a better time to let them peek behind the curtain.

This month, let’s explore how to market your plant in a way that builds credibility, attracts talent, and strengthens your relationship with your clients.

Use Sound Bites and Data to Convey Your Message

Numbers tell a story, so think of your plant as a data goldmine. How many pieces move through your facility each day? If you’re a smaller operation, can you share weekly numbers? People are captivated by numbers because they make an invisible process visible. Here are some examples:

• Volume: “We clean over 350 specialty items every month.”
• Competence: “Every garment is inspected an average of three times before it leaves our plant.”
• Sustainability: “Our closed-loop system saves ‘x’ litres of water per year compared to traditional methods.”

Action Step: Brainstorm some of your own examples with your team or by using AI!

Words Matter

Language is one of the easiest (and cheapest!) marketing upgrades available to you. The word ‘plant’ might make sense to industry insiders, but to a customer, it sounds industrial, (even cold). Instead, swap it out for ‘cleaning facility’. Similarly, think about how you refer to your team. Instead of ‘workers’, try ‘technicians’, ‘specialists’, or even ‘masters’. (Your pressers aren’t just pressers, they’re finishing experts responsible for making sure every garment looks its absolute best.)

Think of how your clients relate to your business. ‘Route’ might be what we call it, but your customers picture something from a courier depot. Try ‘delivery service’ or ‘delivery fleet’. Likewise, consider replacing ‘solvent’ with ‘cleaning solution’. Elevating your language gives your business a level of professionalism.

Action Step: Ask ChatGPT to review your website and offer suggestions on ways to enhance and elevate your copy. Use the suggestions above as a starting point.

UGC vs. High Quality – Both Work

One of the most common mistakes I see in our industry is waiting until we have the time and money to set up the perfect photo or video shoot. Don’t get me wrong, you should invest in professional photography for your website, your Google Business profile, and your LinkedIn page. High-quality visuals build trust. However, don’t underestimate the power of scrappy, real-time content.

UGC (user-generated content), or simply behind-the-scenes smartphone videos, perform incredibly well online. In fact, research shows that UGC drives 29% higher web conversions than polished branded content. Film your spotting technician removing a wine stain in real time. Interview your seamstress about the most challenging save of the month. Customers love this content because it’s authentic and proves you know your stuff. The secret is to mix the two: professional photos to showcase your brand’s polish, and casual content to showcase your humanity.

Action Step: Film three videos of your technicians working on different types of items; overlay text on an editing platform like Instagram reels, and post to your account!

Tour Plan

You can also physically take your clients behind the scenes by inviting them for a plant tour. This works well for corporate accounts (think uniform programs, hotels or museums); it can also be offered to VIP customers, schools or industry partners.

Create a simple tour checklist:

• Route: Plan a logical flow so guests see each department in order from beginning to end.
• Talking Points: Prepare short explanations for each step of the process and highlight unique equipment.
• Props: If the client has a specific garment type, have an example ready to show.
• Take-Away: Give them a printed one-pager or digital takeaway summarizing your process and sustainability efforts.
• FAQ Prep: Train your team on the most common questions and answers.

The best tours are interactive, short (20 minutes), and end with a wow moment!

Action Step: Walk through your plant and envision hosting someone for a tour; jot down notes and then write up a quick internal document.

Bonus: Clean, Clean, Clean

This goes without saying, but if you’re inviting anyone (from a new commercial client to a local journalist) into your facility, make sure it’s neat. We are, after all, in the business of clean. Consider doing quarterly ‘refresh days’ where the team deep-cleans the plant, wipes down equipment, and clears away unused items. A tidy, organized plant doesn’t just impress visitors, it makes work safer and more efficient for your staff.

Final Thoughts

Your plant is not just where the work gets done, it’s a marketing asset waiting to be unlocked. By using data to tell your story, elevating your language, mixing polished and casual content, keeping your space pristine, and offering thoughtful tours, you can turn your facility into a differentiator.

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