BASF Launches AntInstitute.com Ant Education Web Site for Consumers

RESEARCH TRIANGLE PARK, N.C. — This February, BASF—The Chemical Company launched the Ant Institute™ (www.AntInstitute.com), a comprehensive online resource for consumers in search of information about America’s number one nuisance pest. The Ant Institute is a sister site to the TermiteInstitute.com website that BASF introduced to consumers in 2006.

“BASF has consistently invested in consumer marketing to drive high-quality leads to our partners in the industry,” said Karl J. Kisner, senior marketing manager of BASF. “The content and functionality of the Ant Institute are inspired by the same philosophy that led BASF to create the Termite Institute —that an informed consumer is more likely to make smart choices about protecting their property from pests. Our goal is to educate visitors to AntInstitute.com and TermiteInstitute.com about the benefits of working with a pest professional for annual inspections, preventative treatments, and curative solutions.”

Highlights of the Ant Institute website include:

• A Find a Pro section drives homeowners straight to BASF Partners via a zip-code locator. Those BASF Partners registered with the TermidorHome.com Hot Leads program will reap the benefits of this same lead generation function through AntInstitute.com, as interested homeowners can opt-in to have pest control companies contact them directly.

• A robust Ant Solutions section details the advantages of a thorough inspection by a pest professional and discussion of the available options for professional control, as compared to the trial-and-error, do-it-yourself strategies that often result in wasted time and money for homeowners.

• An All About Ants section includes in-depth, individual ant profiles and information on ant identification, biology, habits, control and prevention.

• A map of the United States highlights which ants are likely to be seen in each state, throughout the country.

• A FAQ section offers answers to the most frequently asked questions about ants.

“An Expert Advisory Board provided a wealth of knowledge and expertise for Ant Institute visitors and reviewed the new website to ensure the highest level of accuracy,” continued Kisner. “Our experts—Dr. Harold J. Harlan, B.C.E., and Bob Hickman, Market Development Specialist for BASF Professional Pest Control—will also be fielding homeowner questions that we receive via the Ant Institute’s Ask an Expert section.”

AntInstitute.com was conceived after the successful launch of TermiteInstitute.com that garnered tens of thousands of visitors and logged hundreds of questions from curious consumers in its first year. “The web traffic we’ve seen so far with TermiteInstitute.com substantiates the importance of having all the facts in one, very accessible place,” Kisner said. “One of our goals as a manufacturer is to continuously raise the bar when it comes to consumer awareness of the benefits of professional pest control services and products. Now more than ever before, homeowners are looking online for information, and we are meeting their needs and supporting our Partners with services like AntInsitute.com and TermiteInstitute.com.”