Chem-Dry Offers Best Of Both Worlds: Local Business, National Presence
Multifaceted marketing strategies help franchise owners build a trusted local reputation that also benefits from large-scale brand recognition efforts
Launching a small business is exciting, and owners are eager to get the word out. That can be complicated, and expensive, especially building name, or brand, awareness. For Chem-Dry floor cleaning franchise owners, however, that’s not a problem at all — no matter where they are.
“Chem-Dry is a trusted, recognized name pretty much anywhere you go,” says D’Wayne Tanner, Senior Vice President of Franchise Development. “When you open a Chem-Dry floor cleaning franchise, people know you’re going to do a great job on their floors. And when you tell them about everything else you can provide, they are thrilled. It’s a business that starts strong and grows over time in terms of brand awareness and good reputation.”
Local, national web presence and social platforms drive growth
Chem-Dry’s ongoing and comprehensive national marketing means that the brand is always in front of consumers. Online, television and print advertising are paired with a robust social-media presence, all of which means inquiries and leads are funneled into the hands of franchise owners.
“Our strategy is to build strong awareness around our legendary carpet cleaning as well as our new services,” Tanner explains. “When consumers see or hear those ads, they are intrigued. When they ask for more information, they are connected to a franchise owner in their market. In many cases, they launch a search for local franchises on their own.”
Floor Cleaning Franchise owners take the reins to build solid reputations
Every Chem-Dry floor cleaning franchise owner then can take that strong pipeline of opportunity and build a solid book of business. Through their own website, local advertising and social media campaigns, they are able to amplify that national message and tweak it to suit their community.
“Our messaging is one of great, reliable service,” Tanner says. “Because Chem-Dry offers so much, a franchise owner can focus on different services at different times. For instance, they may focus on carpet and wood floor cleaning during the spring, and upholstery, tile or other services at other times. They can take our national messaging and customize it to drive interest and sales, boosting their bottom line.”
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 is a top-rated global franchise with unrivaled franchise service and support. 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.