Chem-Dry Invests In Online Marketing To Drive Consumer Hits
Franchise owners benefit from targeted national strategy that delivers leads at the local level for follow-up calls and bookings for estimates
Owning and operating a Chem-Dry cleaning franchise means providing high-quality, whole home cleaning every day. It also means working to make sure area residents and businesses know about Chem-Dry’s many services — and that means marketing.
Franchise owners approach this in many different ways, from targeted ads in local publications and mailers, as well as through their own websites and social media channels. At the national level, Chem-Dry also creates opportunity thanks to a larger online marketing platform.
Marketing assistance part of franchise package
“Owners are able to take part of our Kick Start Marketing Program, which provides many ways to energize their online presence,” says Bill Zinke, Vice President of Marketing. “For three months, a Chem-Dry cleaning franchise owner will have access to “ChatLeads,” a live web chat service to engage website visitors 24/7, as well as capture contact info and transition those people into qualified leads, as well as have a Google AdWords campaign set up to get them familiar with pay-per-click, or PPC, advertising.”
The program also provides a custom-built, SEO-optimized website for the franchise owner that he or she will be trained to operate and update. That, along with placement in local directories, training on how to generate and keep track of online reviews and other support make this an invaluable program for any franchise owner, especially new ones, Bill says.
Program grows expertise while freeing up time
“When someone is launching a business, they are watching their budget very carefully,” he notes, “Many people don’t pay as much attention to marketing as they should, and it is crucial early on. If no one knows you’re there, the phones won’t ring. But if you do everything you should, your marketing dollars work for you in many ways.”
By launching Kick-Start, Chem-Dry is ensuring that owners not only have all the tools they need at their disposal to make their presence known, but that it’s an affordable and comprehensive option.
“We are making sure that every new Chem-Dry franchise owner gets a solid foundation in online marketing,” Bill says. “We are providing it as part of their franchise agreement for the first 90 days because we know how crucial that time period is for a new business. From that point on, the franchise owner can decide how to manage all the components going forward, and we are seeing that many keep the full suite operational because it is providing such dividends for them.”
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 both home and business owners. In addition to carpet and area rugs, Chem-Dry provides tile and stone, granite countertops, leather and upholstery cleaning.