Marketing Pest Management During Back-To-School Season

© Jim Fredericks 

Summer has long been considered the peak of pest season, but that doesn’t mean your marketing strategy should come to a halt at the first sign of crisp, fall air. Any pest control professional can tell you that unwanted encounters with household pests happen on a year-round basis. As such, it’s important to ensure existing and potential customers know where to go when that time comes.

In fact, the change of seasons will surely surface a number of seasonal pests, such as rodents, cockroaches and stink bugs, among others. Back-to-school season presents an opportunity for pest control businesses to reach their targeted audiences with strategic and timely marketing tactics, and in doing so, ensuring folks know hiring a professional is their best route to finding a solution to any pest problem.

FOSTER SCHOOL PARTNERSHIPS. If you’re reading this, you probably know that pests are not picky when it comes to the types of buildings they tend to infest. In search of convenient food and shelter, they won’t think twice about setting up shop somewhere that provides these life-dependent necessities. Unfortunately, schools provide all the resources pests need to survive.

Additionally, college students may be focused on meeting new friends when they arrive on campus, but what they might not realize is that college dorms provide the perfect storm for a bed bug infestation, as this pest thrives in heavily populated and cluttered environments.

As teachers and other school administrators work with the rush of returning students, pest control companies would be wise to make the introduction as a resource to protect their students and buildings from the various health and property-related risks associated with so many pests. By taking a proactive approach and creating that customer relationship, you can help school districts, universities and day care centers develop an integrated pest management plan so they are always ready to act should any pests make their way indoors.

Not only can this relationship serve the school in keeping pests at bay, but it also validates the importance of the pest control industry. On top of that, we can take the promotion of the industry one step further by leveraging partnerships with local schools for workforce development purposes. Career fairs and presentations are a great way to introduce pest control jobs to young minds and the next generation of workers who will keep the American public safe and healthy.

REFRESH YOUR SOCIAL PRESENCE. In marketing, the last thing you want is to be stagnant, so with a change of seasons, you’ll want to consider taking a pulse check on your current marketing strategy and keep your content as fresh and timely as possible.

You see, the secret to a successful marketing strategy isn’t limited to pushing content out into the digital world. It’s also about analyzing data and using those insights to gain a better understanding of how consumers are reacting to your messaging and their overall sentiment toward your business. In doing so, you can determine what’s yielding the desired result and what isn’t working and tailor your efforts accordingly.

With more than 4.9 billion people using social media across the world, it’s imperative that marketers use every tool at their disposal to set themselves apart in the busy digital crowd. As back-to-school season is top of mind, set aside some time to identify new ways to gain a competitive edge — whether that’s targeting a new audience or exploring an emerging trend like an up-and-coming social media platform.

To the average person, back-to-school season is often accompanied with thoughts of apple orchards, bonfires and flannels, but pest control professionals know the seasonal change is sure to send pests like rodents indoors in search of food and warmth. By refreshing your marketing strategy, you can use your go-to channels to educate your target audiences about the likelihood of pest encounters with the change of weather patterns, in addition to showcasing your business as a local, trusted company to provide pest removal services if needed.

Today, short-form video content is paramount in keeping users engaged with digital content. In fact, Sprout Social found that 66 percent of consumers prefer short videos, as they’re quick to watch and share with friends. Video-sharing platforms like TikTok and Instagram are a great spot to use fun, new trends to amplify messages that align with your audience and business objectives. For example, post a quick and engaging how-to video about easy tips to prevent fall pests to educate followers and position your business as an expert within the pest industry.

As summer comes to a close, it’s essential that businesses leverage this transition time to continue building customer relationships and marketing themselves as the go-to resource for all things pest-related. By staying relevant and emphasizing the need for pest control services during any season, you can better meet the evolving needs of your target audience.