A Case Study in Online Marketing Success: L&K Chem-Dry

Internet marketing, when done right, can lead to more inquiries and estimates, higher conversions and a higher average ticket amount

All new Chem-Dry cleaning franchise owners receive marketing training and support when they launch their businesses. That support continues over the life of the business in offerings from Chem-Dry’s corporate marketing team, as well as through support that begins during Chem-Dry’s Quick Start onboarding training program, which includes a three-month initial offering that connects them with vendors who have strong expertise in digital and online marketing, and which can be continued if the franchise owner so desires.

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The result? A robust, ongoing marketing portfolio that helps franchise owners find the best ways to get the word out about their Chem-Dry offerings, and then convert those potential leads into estimates and sales. And it works: L&K Chem-Dry in Baton Rouge, Louisiana, took advantage of the program right away, allowing owner Leroy Watts to see an estimated 476% of ROI from pay-per-click, or PPC, advertising in those crucial first three months, not to mention a 25% higher conversion rate and the accompanying higher earnings in the second and third months.

Multifaceted online marketing program gets results

Quick Start’s digital marketing component was designed specifically for Chem-Dry cleaning franchise owners. It provides a website, live online chat and support, search engine optimization (SEO), a fully managed Google AdWords program and much more. As such, it’s ready to help new owners tap online marketing through targeted efforts that yield maximum results, says Joe Nay, Quick Start Coach.

“We wanted a training program that would teach franchise owners how to maximize PPC and Google AdWords so they would get the best return on that spend,” Nay explains. “We saw that some owners were having a lot of success, while others were struggling. So, we built that into our overall Quick Start training program. Then we partnered with an excellent digital marketing firm so that after those first three months are up, there’s someone to continue working with those owners if they want that assistance.”

The right approach makes a difference

It’s easy to waste a lot of time and money online, but the Quick Start digital tools deliver effective strategies. For Watts and L&K Chem-Dry, using Google My Business, a targeted PPC campaign and more, delivered fast results in terms of leads. Then the L&K call center got some additional coaching, which helped turn those leads into conversions more effectively. After three months the L&K team opted to go after online opportunities beyond the initial program, and they continue to see strong and consistent results.

“We want Chem-Dry franchise owners to jump in online, but we also want them to know the best practices from the outset,” Nay says. “We stand them up with Quick Start’s digital component, and then make sure they have the partners they need after that initial operational period. We make sure that there’s a plan in place to get those owners 20 jobs in a month, for example. That way they are seeing results and learn quickly how valuable online marketing done the right way can be.”

Chem-Dry is the world’s largest carpet and upholstery cleaning franchise with nearly 3,500 franchises in 55 countries, serving 11,000 homes and businesses a day. Chem-Dry has been Entrepreneur magazine’s top-rated carpet cleaning franchise for 30 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 cleaning and renewal services for tile and stone, granite countertops, leather and upholstery.

Learn more about the Chem-Dry franchise opportunity

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