Chem-Dry Works Closely With Franchise Owners To Maximize Marketing
By connecting local marketing efforts with multiple national strategies, legacy brand helps maximize marketing by boosting name recognition and subsequent bookings for owners
Any entrepreneur who has owned a Chem-Dry floor cleaning franchise knows that this is a brand whose corporate team is engaged. Whether it’s working with the franchise owners’ advisory council, putting together a panel to evaluate new products and services, or touching base on advertising and marketing, teamwork is the order of the day. It is crucial for all franchises to maximize their marketing.
That’s especially true in advertising and marketing promotions. Chem-Dry has long maintained a presence in national print and online media and encourages franchise owners to leverage the brand in their communities as well. What’s more, the national team is always eager to hear what’s going well at the local level.
Regular surveys allows owner input
No business wants to spend money on marketing tactics that don’t work. That’s why Chem-Dry has begun surveying franchise owners on local marketing activities every month. The results will then be shared back out, so owners can learn both from the national marketing team, as well as each other.
“We can learn from our Chem-Dry franchise owner network what kind of ads are working or special offers,” says Doug Smith, Senior Vice President of Franchise Development. “Areas where the weather is warmer may have one kind of offer going, for instance, that won’t work in colder climates right then — but it may be great for them when their temperatures rise.”
Results show the ROI value of marketing spend
Whatever the case, the survey’s results show the value that Chem-Dry floor cleaning franchise owners get from their marketing dollars. In July 2021, for instance, the return on investment, or ROI, for marketing spending was $13 to every $1. That shows the brand’s strength and name recognition, as well as consumer eagerness to engage with Chem-Dry franchise owners and take advantage of their many services.
“We learned that the most common avenue for marketing was digital advertising, and then also on things like TV spots, fliers and community partnerships,” Smith says. “The Chem-Dry franchise community is very creative, and they have come up with many great ways to elevate their market presence. Combined with what we do on the national level, it’s a real one-two punch in terms of brand awareness and marketing dollars well spent.”
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.
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