Chem-Dry Franchise Owners Get Mileage Out of Local Digital Publications
Tapping into local and regional publications, and converting their audiences to customers, is a winning strategy for solid online market results
Getting the word out often is one of the hardest jobs a fresh small-business owner can face. While Chem-Dry floor cleaning franchise owners have the benefits of an internationally known name behind them, building visibility in their communities is a hurdle they still overcome during their startup.
That’s why strong marketing is vital from the outset, something that Chem-Dry understands. New owners get help setting up and operating their own website, as well as orientation and ongoing education about how to deploy social media and online outreach to get results fast.
Local branding helps build awareness
That helps land placements such as a Digital Journal awareness piece about a new Chem-Dry franchise in Park City, Utah. Among its many positives was a long list of the cleaning needs Chem-Dry techs can tackle and solve.
Here’s what the article had to say: “During winter months, stains and general dinginess can make carpets look old and unpleasant. A good steam cleaning not only removes stains but helps to freshen the carpet, giving it a new look and a much more appealing smell … while many homeowners attempt to remove carpet stains and odors themselves, it is often the professionals who do the better job. He says that carpet cleaners that are sold to consumers do not have the power of cleaning that professional systems provide.”
So right there, the value of professional cleaning is made, and done so in a positive way that sets the tone for a discussion about Chem-Dry’s differentiators:
[Chem-Dry] uses a system that instantly lifts and removes dirt and allergens, all the way down to the carpet padding, making the carpet look new again and removing any odors that may have accumulated during the winter months … [with no] harmful detergents or other chemicals in their carpet cleaning, but instead a system that involves [Hot Carbonating Extraction] to extract dirt and grime from carpet. This relatively new way of deep cleaning carpets requires only half of the water that steam cleaners use, which means an even faster drying time for carpets and upholstery. This system removes stains and allergens, and because it dries faster, it eliminates the threat of mold growth in or under carpeting.”
Online marketing ties into larger strategy
This kind of exposure is invaluable for a new Chem-Dry carpet cleaning franchise owner, notes Doug Smith, Senior Vice President of Franchise Development, adding that it’s also part of a larger strategy Chem-Dry deploys to build and maintain brand awareness.
“We are always looking at print, television, online and social media to see how our brand can best be marketed,” Smith says. “We prioritize this research and share it with our network. Then, when we take them these solutions, they can in most cases “plug and play” into their own marketing efforts and reap the results.”
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 32 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.