LA VERNE, Calif. — California Pest Management has started working with is sports event sponsorship. Sponsoring an event or team at the professional level is a great way for pest control companies to appear bigger than they really are to the consumer, as well as step up to the next level in advertising with very little cash outlay beyond a normal direct mail campaign to one city.
"Because our market is Southern California, we only sponsor events and teams in our region. In the spring we sponsored a low level NASCAR team at a local venue. We received lots of attention for that event because we activated the effort locally, on the internet and many professional internet boards" said CPM President Jim Harmon. "This fall we sponsored a Top Fuel Funny car at the NHRA National Finals in Pomona, Calif., and also got TV time and a lot of local response to our efforts."
Harmon said this sponsorship took a lot of research into the right team and driver who is very well known in the company's area of influence. The risk for both of these out-of-the-box marketing efforts was very low and the results, or ROI, was immediate and "with continued pushing on the internet, group boards and local print and online publications/ we increased our visibility and recognition in our geographic market segment. It was also an opportunity to treat our employees and their families to a great time.Plus it really is fun!"
