Case Study for Hydroclean, LLC

Executive Summary:

When a former Walmart manager took the leap toward entrepreneurship, he knew he would need help along the way to transform his vision into a successful cleaning business. Awareness Business Group was just the partner for the job.

David Laton recognized in 2009 that within his service area of Jackson, TN, there was an immediate need for a floor cleaning service provider who could tackle any job with professionalism and top-notch customer service.

And while HydroClean, LLC was a game-changer for the industry, David also faced other challenges when he first started out, including the local economy, still emerging from the recession of 2008. This made engaging with new potential customers a tall order.

Fast-forward to today’s economy and the effects of the pandemic inspiring more demand for cleaning services, David saw he needed a better way to get the word out about HydroClean. And that’s when he connected with Awareness Business Group for advice.


Hydroclean, LLC opened up shop and was eager to transform the local floor cleaning market. To compete in his Tennessee market, David launched by offering a full-range of professional cleaning services, including:
Residential & Commercial Carpet Cleaning
Upholstery Cleaning
Pet Odor Removal
Hardwood / LVT Cleaning
Tile & Grout Cleaning
He just needed a cost-effective way to put a megaphone to his message and inform his target audience of just how revolutionary the Hydroclean services were. Hydroclean needed a strategy that would:
Increase Brand Awareness for HydroClean, LLC in Jackson, TN
Increase Positive Reviews Online
Increase Residential & Commercial Cleaning Jobs
Start Appealing to Interior Designers & Flooring Retailers for Referrals

Case Evaluation & Proposed Solution:

Awareness Business Group knew that not only did Hydroclean need a better marketing strategy, it also needed a rebrand to combat the cleaning industry misconceptions of unprofessionalism and subpar results. Starting with David’s why and origin story and promoting Hydroclean’s full roster of services, the ABG team crafted a plan that would strategically position Hydroclean, LLC as the only choice for floor cleaning services in Jackson, TN.

 Awareness Business Group developed a customized strategy that included:

Compelling Brand Story Development
Branded Digital Assets & Logo Redevelopment
Fleet Vehicle Wrap Designs
New, More Engaging Website
Fresh Designed Business Cards
A Robust Cold Email Marketing Strategy


With an entirely new strategy in place, Hydroclean, LLC is uniquely positioned to be one of the very few companies in the region that handles floor cleaning A to Z. The results speak for themselves:
More positive Google reviews than the competition
A steady flow of referrals coming in from area retailers and designers
A 15-20% increase in overall revenue since launching the new brand
A generous 10% increase in both residential and commercial cleaning jobs to date

What Hydroclean, LLC Has to Say

If someone were to ask you about partnering with Awareness Business Group, what would you recommend?

“Do it. Hands down, one of the best decisions I made with my business.”

“Having a professional [vehicle] wrap has been like having a giant billboard going around town. I get calls all the time, directly from the van.”

“We have been impressed with the design work, especially the aspect of being highly visible with just the right amount of information, without being overly busy.”

– David Laton

David Laton

Hydroclean, LLC Customer Reviews:

“David was responsive from the day we contacted him through his website. He was very accommodating of our schedule and did a fantastic job on our carpets. The best part is that he was so affordable! 10/10 would recommend!”

Holly Wheeler


“They worked me into their schedule to clean my carpet and did an amazing job! They got stains out of our playroom carpet that had been there for years. I never thought they would come out. I will use them again for any carpet cleaning job. 10/10 recommendation”

Tammi O’Neal


“Very impressed with the results. Over the moon from what I expected. Carpets and hardwoods look amazing. Professional, friendly and affordable.”

Kelly Robbins