Chem-Dry Franchise Takes Top Spot In Major Social Marketing Benchmark Report
Research tool showcases carpet cleaning franchise’s ability to build awareness through social marketing efforts on behalf of franchise owners
Chem-Dry floor cleaning franchise owners know the value of social media marketing, and they also know that they have strong support from the corporate team. For proof, look no further than the newly released Localized Social Marketing Benchmark Report, a comprehensive study aimed at helping marketers understand the impact of localized social market.
The report, which was produced by the Local Search Association (LSA), a global association for marketers and agencies engaged in localized marketing, and SOCi, a platform for social and reputation management for multi-location brands, honored several leading brands in categories that ranged from business services to hotels, personal care and education. In the home services category, Chem-Dry came out on top.
Research digs into social marketing in key areas
According to the LSA, “The research examines the top franchise marketing brands on their performance in localized social marketing in three key areas: the brands’ localized presence, customer care (in the form of local ratings and reviews), and local community engagement.”
Those are essential, the LSA pointed out, because of some specific consumer behaviors:
- A local search is the first thing a consumer does to find or uncover more information about a business.
- Ratings and reviews have become not only a top local search ranking factor, but also the No. 1 factor consumers use in determining which company to do business with.
- Three out of 4 brand engagements are happening on local pages vs. national pages on leading platforms such as Facebook and Google My Business.
Methodology highlights commitment to engagement
The LSA says the research team studied a total of 163 franchise brands (a combination of the top 100 largest brands by Franchising Times and the 100 fastest-growing brands based on Entrepreneur magazine rankings), ranking each on a 100-point scale. Scoring was determined by examining a random selection of 100 locations for each brand on localized presence, care and engagement on top platforms including Google My Business, Facebook and Yelp.
“Chem-Dry understood early on the value of social media and online marketing, and we continue to expand not only our national efforts, we also are always enhancing support for franchise owners in their markets for targeted outreach,” says Doug Smith, Senior Vice President of Franchise Development. “The online world is one of rapid change, and we are committed to making sure our brand presence continues to be easily found so that franchise owners can connect with consumers for bookings, reviews and reputation management.”
Chem-Dry is the world’s largest carpet and upholstery cleaning franchise, with more than 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.