Chem-Dry/Best Friends Partnership Continues to Raise Brand Profile
Connecting the dots between pet adoption and Chem-Dry’s range of pet-friendly stain and odor remediation products helps franchise owners add business
In 2016, Chem-Dry cleaning franchise owners began to enjoy the benefits of a national partnership with Best Friends Animal Society to promote pet adoption across the country. That relationship is going strong and continues to pay dividends in brand awareness, inquiries and bookings.
The successful relationship between Chem-Dry and Best Friends will ramp up a notch in September and October 2017, when the Cleaning for the Paws campaign heats up. It’s similar to outreach efforts Chem-Dry has made in the past with other philanthropic partners, and includes specially branded products, community appearances and other ways to highlight the good work Best Friends does — and how Chem-Dry cleaning franchise owners can help pet owners keep a safe, healthy and odor-free home.
Specialty cleaning products highlight partnership
“We created a specially marked can of spot remover that’s the orange of the Best Friends logo, and $1 of its price goes directly to the organization,” says Elmer Mobley, Marketing Manager for Chem-Dry. “That’s one way we directly fundraise for them. We sell those to individual clients, but also when we take part in pet adoption events that happen in markets all around the country.”
Chem-Dry is working with franchise owners through contests and giveaways to help build interest in the campaign and is also helping with marketing materials and other customer-relations efforts around events that Best Friends is putting on in several markets around the country. But even if a Chem-Dry cleaning franchise owner isn’t near one of those sites, Elmer adds, he or she can still get in on the action.
“One of the things we liked about Best Friends is that they are the largest organized group working for pet rescue and adoption, and they have partnered with almost 2,000 shelters,” he explains. “A franchise owner can search their site, bestfriends.org, and find a nearby affiliated partner, and then reach out to see when they are having an adoption day or other community-related event they can then take part in.”
PURT line a natural upsell for pet owners
Those tie-ins are essential for the partnership to work, because of two goals: One, for the Chem-Dry brand to support Best Friends at the national level; and second, for Chem-Dry franchise owners to have the chance to elevate their profiles, especially around pet odor and stain remediation, in their communities.
“We want to see a lot of people learning about Best Friends and adopting a pet, but we also hope that our Chem-Dry franchise owners are able to have a lot of conversations with pet owners about our whole Healthy Home suite of cleaning packages, as well as all the components of PURT,” Elmer says. “We have a great story to tell: we have green-certified, nontoxic products, and we can remove 98% of allergens, just to start. Pet owners are some of our most loyal and reliable customers, because they love what we offer. I believe that if franchise owners aggressively get involved in this campaign, they will see a huge return.”
Chem-Dry is the world’s largest carpet and upholstery cleaning franchise with nearly 3,500 franchises in 52 countries, serving 10,000 homes and businesses a day. Chem-Dry has been Entrepreneur magazine’s top-rated carpet cleaning franchise for 29 straight years. The Chem-Dry Hot Carbonating Extraction process delivers a faster-drying, deeper and more environmentally friendly clean that appeals to home and business owners. In addition to carpet and area rugs, Chem-Dry provides tile and stone, granite countertops, leather and upholstery cleaning.