Marketing

How COVID-19 Has Changed Marketing Forever

2020 has certainly been a year no one was prepared for. The COVID-19 pandemic has affected each and every one of our daily lives and changed the way businesses operate, including how we market those businesses, and the pest control industry is no exception. As marketers, it is our job to navigate through uncertain times and adapt our messaging and ...

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Communicating in a World Changed by COVID-19

As businesses adjust to new operations and social distancing guidelines are modified, companies will be eager to jumpstart communications in an effort to make up for lost time. While this desire is justifiable, crises of this magnitude require specific strategies to ensure the right messages are delivered at the right time. To help companies prevent their messaging from missing the ...

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How Artificial Intelligence Can Bolster Your Marketing Efforts

Artificial intelligence (AI) is considered the new frontier in technology, and businesses are utilizing the information they glean to better inform their marketing programs and reach new audiences. According to Forbes.com, a 2018 McKinsey study found that 47 percent of executives say their companies have embedded at least one AI capability in their business, and 21 percent say their companies have ...

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Boosting Morale Through Strong Company Promotion

I recently read a fascinating article from the Harvard Business Review on managing people that firmly established the importance of the workplace in forming one’s feelings of self-respect and self-worth. It stated that our choice of work is a major source of dignity in our lives, but also acknowledges that few managers receive any formal guidance on how to uphold dignity in ...

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Amidst Controversy, Be the Voice of Reason

A new Pew Research Center study found that Americans rate made-up news as a larger problem than racism, climate change and terrorism. According to the study, the public pinpoints two perpetrators as the primary sources for spreading misleading news: political leaders and activist groups. Unfortunately, the pest management industry is no stranger to activism and is well aware of the ...

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Targeted Marketing

Ever been in a home that seems to have colonies of every type of pest imaginable? Marketing today might feel a little similar. No one solution can serve the many needs of so many generations of customers today. It can be a challenge to keep up as social media sites wax and wane and consumer preferences diverge. Even those who ...

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Rules of the Road

Three Tips to Help Marketers Course-Correct Before It’s Too Late COMPANIES BOTH LARGE AND SMALL have a responsibility to protect consumers at every turn. Failure to do so could lead to legal issues, security breaches, fines and violations—all of which could be detrimental to the success of your business. To avoid common legal pitfalls that often plague even the most robust ...

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Growing Your Customer Base

Finding customers these days requires many of  the same skills as pest management: looking in cracks and crevices for every new opportunity. It also may mean closing up some old pathways that no longer work. New customers not only help a company grow, but they also replace customers who quit or move. “If you aren’t growing, you are dying,” said ...

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5 Steps to Starting, and Maintaining, an Effective Customer Referral Program

Every pest control business has available to them one of the single most effective marketing tools—their customers. Forbes online highlights that 92 percent of consumers believe recommendations from friends and family over all forms of advertising, yet only 64 percent of marketing professionals believe word-of-mouth is the most effective form of marketing, and just 6 percent believe they have mastered ...

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Connecting Pest Control to Public Health

The Professional Pest Management Alliance (PPMA) partnered with a third-party market research firm in 2017 to conduct generational pest control research and found that although consumers do not immediately associate pest control with protecting public health when asked unaided, they quickly made the connection when prompted. As human cases of vector-borne diseases like West Nile virus and Lyme disease have increased ...

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