Consumer Marketing Takes Center Stage at BASF Summit

RALEIGH, N.C. – In order to sell termite control services successfully, PCOs must convince consumers they are a technical resource capable of resolving a pest problem in a timely fashion rather than simply a salesperson attempting to sell them another home service, according to Tom Kraeutler, host of the syndicated radio show “The Money Pit” and spokesperson for Termidor Termite Defense.

“The sooner you’re perceived as a technical expert the better off you’ll be,” Kraeutler told PCOs in attendance at the second day of the BASF Summit in Raleigh, N.C. How do you do that? You must begin demonstrating your technical knowledge to the consumer the minute you walk through their door, he said, pointing out the very real threat termites pose to a home. PCOs also must have a thorough understanding of the biology and control of termites, as well as the ability to allay the fear of pesticides exhibited by some homeowners, what Kraeutler calls “the fear of the unknown.” 

And the most effective way to address those fears is to become a trusted pest control consultant. “You guys are highly trained professionals,” Kraeutler said. “You’re the experts. And that’s what experts do. They consult.”

Following Kraeutler on the program was Bill Kolbe, market development specialist for BASF Professional Pest Control, who discussed “Inside/Out Tool Tips,” providing practical tips on how to maximize the quality of your ant control services utilizing Termidor® on the outside of structures and Phantom® insecticide on the inside of buildings.

Kolbe reviewed the most common “hot spots” for ants inside structures, urging PCOs to pay particular attention to cracks and crevices, stating that “limited spot treatment of Phantom dilution can be made to spaces between equipment, spaces between cabinets or other areas where ants may hide.”

In closing his portion of the program, Kolbe echoed Tom Kraeutler’s sentiments: “Homeowners want a professional consultant,” he said. “They (also) want you there quick and the pests gone even quicker.”

Keeping with the ant theme, Bob Hickman, market development specialist, BASF Professional Pest Control, reviewed Inside-Out Ant Control and Training, offering suggestions on how to perform a proper ant inspection. Among the ant characteristics PCOs should take into account when conducting a field inspection, according to Hickman, is size, coloration, behavior, nesting characteristics, and various other factors, including habitat, odor, etc.

In addition, PCOs should be “sizing up” the surrounding environment as they approach the home, checking for ant activity in various “hot spots” around the perimeter of the home. “We need to be looking up, looking down and utilizing IPM,” he said.

One of the most eagerly anticipated technical sessions on the final day of the two-day conference was a lecture on “The Emerging Role of Non Repellents” in ant control by Dr. Dan Suiter, assistant professor of urban pest management at the University of Georgia.

Suiter said there’s a reason ants have been named the #1 structural pest for several years running by the industry’s trade publications. They’re very difficult to control, generating a significant amount of frustration among PCOs and prompting regular callbacks. Suiter has conducted a number of field studies with non-repellent insecticides, including Termidor and Phantom, the two products used in BASF’s “Inside-Out” program.

Termidor has proven highly effective against a wide range of ant species for several reasons, according to Suiter, including the product’s non-repellent qualities and slow-acting nature. “Non-repellency gets all the press,” he said, “but the reason I think they’re so successful is they’re slow acting,” making the products particularly well suited for ant control. 

In addition, he said, “When we treated trailing ants (with fipronil) they did not lose their trail cohesion. Upon treatment the ants kept trailing” as if nothing had happened.

The final session of the morning featured three PMPs who have successfully incorporated BASF’s Inside-Out ant program into their business operations: Cliff Scruggs, technical director, Terminix, Greensboro, N.C.; Mark Harrison, founder and president of Whitco Termite & Pest Control, Henderson, N.C.; and Randy Nader, owner of Naders Pest Raiders, Ponte Vedra Beach, Fla.

Harrison said the most challenging part of switching to the Inside-Out program was convincing his technicians it would work. “I promised them we would sell, but not advertise the program for 30 days,” he said, to allay some of their initial fears. “After 30 days it was mostly a success so we started the advertising.We saw a nice increase in pest control revenue from the previous year.”

Nader said the Inside-Out program has saved his company about $50,000 as a result of time and labor savings from reduced callbacks. As a result, he said, “Ants have become our favorite insect because we know we can solve the problem. We’re spending more money for these products, but our bottom dollar is better.”

Karl Kisner, senior marketing manager, BASF Professional Pest Control, kicked off the afternoon session with an overview of the company’s marketing plans for 2005, including a review of its television and print advertising. Marti Jennings, product manager, BASF Professional Pest Control, followed Kisner with a discussion of BASF’s consumer marketing initiatives, including direct-to-consumer media advertising, sports marketing programs, consumer Web sites, collateral material and the very successful Towering Termite Tour.

Closing the conference was Business Manager Bill Baxter, who thanked PMPs for attending the two-day summit and “continuing the dialogue” with BASF Professional Pest Control. “It is customers and us working together that makes us successful,” he said. “You have my promise that we’re going to continue to do our part to provide you with the tools, products and support to make you successful. That’s because our success at BASF is ultimately linked to your success.”