Local Media Coverage Boosts Brand Awareness for Chem-Dry Franchise
Getting the attention of media outlets for new and current services is a sound way to build brand awareness and generate calls from potential clients
Whether it’s for a new offering, such as wood floor cleaning, or the legendary carpet cleaning provided by the Hot Carbonating Extraction process, Chem-Dry makes good news copy. That’s why savvy franchise owners establish and maintain contacts with local newspapers, radio and television stations, online outlets and other media.
“Part of Chem-Dry’s national marketing strategy, as well as for state, regional and local markets, revolves around putting media in touch with local franchise owners,” explains Doug Smith, Senior Vice President of Franchise Development. “That way they have someone in the community they can reach out to for more information, and it also provides the added bonus of allowing that local Chem-Dry floor cleaning franchise owner to raise his or her profile and be seen as an expert.”
Promoting services builds awareness
For instance, a recent article featuring Chem-Dry of New Mexico touted how the colder months mean that more people spend time indoors — a good time to engage in some cleaning to create a safer and healthier atmosphere. The piece then went on to outline Chem-Dry’s green cleaning and environmental bona fides, as well as its pet-cleaning solutions.
Another piece discussed how Mr. Chem-Dry in Centerville, UT, was rolling out furniture-cleaning services, focusing on upholstery. The article was full of details around why such cleaning is needed and gave the Chem-Dry floor cleaning franchise team the opportunity to discuss their service area as well as other services.
Marketing essential to franchise growth
This kind of exposure is invaluable to franchise owners, Smith says, and it’s why Chem-Dry continues to invest in multiple marketing platforms to enhance media exposure as well as direct-marketing opportunities for franchise owners to use on their own.
“The Chem-Dry name is well known after more than 50 years, and our goal is to keep furthering that awareness,” Smith explains. “As social media continues to expand, for example, we will mine and explore the best ways to use that to connect franchise owners with potential clients. No avenue is left unexplored, because every type of exposure that showcases the brand in a positive light is good for franchise owners in terms of building interest and growing their client base.”
Chem-Dry is the world’s largest carpet and upholstery cleaning franchise with over 3,000 franchises in more than 55 countries, serving 11,000 homes and businesses a day. Chem-Dry has been Entrepreneur magazine’s top-rated carpet cleaning franchise for 31 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, air ducts and dryer vents.