Textile Services: ‘A Finger on the Pulse of the Industry’

The latest AdBrand™ survey of Textile Services readers confirms that TRSA’s monthly magazine offers them a “great resource” that keeps them apprised on key developments in the “very niche” business of linen, uniform and facility services companies.

One reader answered a query in the online anonymous survey asking him/her to “Tell us how useful Textile Services is to you and how you use it in you job.” The subscriber answered that, “I find it to be a very informative amount of information that keeps me up to date with changes in the textile (services) industry, while providing me with options and case studies to determine new initiatives.” Another reader responded to that same question in the study conducted by Signet Research Inc., Englewood, NJ, saying, “Textile Services is a great resource to keep up with the industrial laundry world. It is a very niche industry and has few resources, and this is one of the best ways to keep up to date and know what new items there are, as well as keeping up with companies in the industry.”

The Signet AdBrand survey of January’s Textile Services drew responses from 139 laundry operator subscribers worldwide. They answered a series of questions about their views of the magazine, including a detailed rundown on each of the 20 display ads published in January’s edition. What’s more, they identified their industry roles and the sectors in which they work. As for the ad review portion of the AdBrand study, the survey posed the following question, along with a graphic of each display ad. The question read: “Whether you remember seeing this ad before or not, please look at it now. In as much detail as possible, please tell us your opinion about the advertiser and the product(s) advertised and what message you feel this ad is trying to convey.” Each advertiser received roughly 1-2 pages of comments on their ad detailing how respondents felt about these companies’ products and services. Most offered compliments or constructive criticism that reflected their experience of working with the company or their understanding of its offerings.

In light of these responses, the following ads earned the highest marks in terms of their “AdBrand Score.” Signet defines these scores as “a measure of branding calculated by adding company awareness and purchase consideration percentages.” The top-scoring ads in this survey included:

• JENSEN USA Inc. 179
• Pellerin Milnor Corp. 163
• Kannegiesser ETECH 162
• G.A. Braun Inc. 159
• Ellis Corp. 154
• Fujitsu Frontech North America Inc. (dba Positek RFID) 154

The survey also posed questions to respondents aimed at showing their degree of involvement in purchasing goods and services for their companies. The study included a list of 32 items, ranging from carts to laundry-processing equipment, chemicals, wastewater-treatment systems, mats and more. A total of 91% of the respondents answered “yes” to a statement that asked if they were “involved – personally or in a group – with recommending approving or purchasing any of the following products or services.”

In addition, the survey respondents identified themselves by job title and industry sector. In this survey, 24% said they were either an “Owner/President/CEO/COO.” Eight percent identified themselves as “Vice President/General Manager.” Thirty-one percent said they were either a “Plant Manager/Production Manager or Director of Operations.” Percentages varied among other job titles, including “Sales/Service” (10%).

Thirty-three percent of all respondents indicated that they work in the industrial laundry sector; 24% said they focus on healthcare; 30% said that they work in the “F&B/Linen” sector. Ten percent said they were in hospitality.

Not surprisingly, when asked about their gender, 67% of respondents said they were “Male,” while 25% said “Female.” A question to all respondents about their position in generational cohorts found that Millennials (born 1980-1995) had the largest group at 34%. Another 32% identified themselves as Generation X (born 1965-1979), while 30% said they were Baby Boomers (born 1946-1964).

To incentivize respondents drawn from an email list of Textile Services’ subscribers, each respondent received a $10 Starbucks gift card. In addition, all 139 respondents were included in a blind drawing – conducted by Signet Research – for any of five $100 Amazon online gift cards. The drawing winners included:

• Matthew Good, NuCentury Textile Services LLC, Toledo, OH
• Jack Hovsepian, Alsco Uniforms, Los Angeles, CA
• LeAnh Mai, Service Linen Supply, Renton, WA
• Juan Montes, Nixon Medical, Apopka, FL
• Jennifer Stonic, Penn Enterprises Inc., West Point, NY

Each advertiser that purchased a display ad in January’s Textile Services will receive a customized report on the survey findings, including the “verbatim” comments on their company/ad. They’ll also receive general information on the survey respondents, plus AdBrand scores showing respondents’ attitudes toward their company and how they compare with competitors. TRSA ad reps will email these reports shortly, once TRSA finalizes the draft report.

If you’re a TRSA supplier partner that didn’t purchase a display ad in January’s issue, you can participate in a similar survey planned for May’s issue of Textile Services. Contact your ad rep for details. If you’re not sure who that is, contact TRSA Senior Editor Jack Morgan at jmorgan@trsa.org. TRSA would like to thank everyone who participated in January’s survey, either as a respondent or advertiser.