Getting Your Name Out

Although PCOs historically haven’t taken full advantage of various marketing opportunities, two recent examples have shown how well such publicity serves the entire industry.

This spring, 14 companies throughout the country participated in a promotion that encouraged consumers to catch cockroaches and compete in a contest for $1 million, as well as a "largest roach" contest (see this month’s related news story on page 18). Similar contests may have been run before, but this one garnered national attention, from stories on CNN and NPR to a variety of newspaper coverage.

The contest required extensive planning for the companies — in February they told me they were working on something "really big" — but the hard work paid off. "I’m very pleased with the response," said Al Hoffer, Al Hoffer’s Pest Protection Inc., Coral Springs, Fla. "People are recognizing our technicians and that’s a significant impact, considering what it takes to get people’s attention today."

While consumers were trying to find the million-dollar roach, the National Pest Management Association was making a first-of-its-kind appearance on the Today Show (see July PCT, page 85). Again, this appearance took planning and was the result of a relationship cultivated throughout a number of months. But taking the time to establish such a relationship was worth it because the Today Show reaches a countless number of potential customers. "It was a real coup for the industry," said NPMA’s Steve Kramer. "The response was great."

And the response may get even better. While in the "green room" waiting to appear on the show, NPMA representatives chatted with Heloise, the helpful hints guru. She discussed a variety of household tips on the show but also ended up talking to NPMA about fire ants. She told them that such information could be of interest to readers of her syndicated column and that she may use NPMA as a resource. The point is, when you put your name out there, you’ll be surprised at who’s listening.

Although these kinds of plans require more selling, persistence and a plan, they pay off in the long run. Whether it’s through television opportunities, radio interviews or newspaper stories, people are inherently interested in bugs. They’ll watch shows and read stories about insects and the people who deal with them.

Granted, the average PCO isn’t going to appear on the Today Show. But to a lesser extent you can do the same type of publicity in your community. Everything you do to promote you and your company increases industry interest and increases sales. And isn’t that what we’re all trying to do?