The PestWorld annual convention is the time of year when the Professional Pest Management Alliance (PPMA), the consumer marketing arm of the National Pest Management Association (NPMA), presents the year's highlights and unveils its comprehensive marketing program to the PPMA Board of Directors for the year to come.
The group has been busy in 2011 with media relations, advertising, and public service announcement (PSA) campaigns all designed to promote, protect and defend the industry among consumer audiences. They've also been hard at work with some big projects that are getting lots of attention.
Season 2 of 'Pest Quest.' PPMA first launched this children's series in 2010, featuring energetic junior scientists in a fun lab setting, delivering entertaining insect and animal facts. The show, which was originally designed for the Web, was also picked up by an On Demand TV content provider. As a result, the show was made available to more than 31 million homes across the country in On Demand libraries offered by cable providers and satellite services. Given the success and popularity of the show, a second season was greenlighted for 2011.
Although the formula remains the same, a new cast teaches viewers about more unique species, when certain insects and animals can become pests and when professionals are needed. Another new feature is the introduction of Critter Crafts, fun art and snack projects that parents and teachers can make with their kids. The crafts are teased on the show and viewers are directed to a website, KidCritterCrafts.com, where they have access to instructional videos and downloadable PDF instructions for making pest-inspired craft projects.
"The response to the first season of 'Pest Quest' was so great that we had to create more of this entertaining and educational content for viewers," said Missy Henriksen, executive director of PPMA. "With the addition of Critter Crafts and new fun facts, we hope that children will further develop an interest in the fascinating world of entomology and also learn about the importance of keeping some of these species out of our homes where they can become pests posing risks to our health and property."
Families aren't the only ones to benefit. All industry members are able to direct customers to this free family- and school-friendly content as part of their community programs. PPMA Guardians and Contributors are exclusively able to feature the official Critter Crafts logo on their websites showcasing their commitment to and support of these educational programs for children.
Bed Bug Educational Video. Bed bugs continue to be a topic of great media interest. With so many people talking about bed bugs, misinformation and scare tactics abound; PPMA saw a need for public education that is informative without being alarmist. To answer this need, PPMA created an engaging, four-minute educational video, "Bed Bug Basics: 10 Tips to Protect Yourself," touching on the causes of the current pandemic, recommendations for avoiding bed bugs and stressing the need to consult a professional to handle a bed bug infestation.
"It is imperative that people understand the facts about bed bugs and what they can do to avoid or remedy infestations. Bed bugs are not a sanitation issue, it's not the end of the world if you come into contact with them and they are certainly not a DIY pest," Henriksen said. "Our video is entertaining and informative with a casual, friendly feel that drives home the point without causing undue alarm."
To maximize exposure, a press release regarding the video, coupled with the "2011 Bugs Without Borders" survey conducted by the NPMA and University of Kentucky, was distributed nationwide to residential and commercial audiences through various consumer and trade media outlets. The video also is available via PPMA's various online and social media platforms and on DVD for PPMA investors to use as either an employee training tool or when helping customers to understand their bed bug problems.
Keeping Pest Issues Top of Mind. One of the largest components of PPMA's marketing program is its dedication to proactive media relations. The group reaches out to the media to pitch pest-related articles, citing NPMA as the leading go-to source. PPMA's efforts in 2011 resulted in a lengthy segment on NBC's "Today" with host Ann Curry about summer pests and mosquito prevention. Its information, images and survey results also have been featured on ABC's "Good Morning America," CBS' "The Early Show," The Weather Channel's "Weekend View," and on "The Rachael Ray Show."
"Our main calls to action are for consumers to contact their local pest professional, to visit our consumer site for more information and to use our Zip code locator," Henriksen said.
Throughout the year, NPMA has been the voice of the industry on major affiliate news programs and in daily newspapers in top media markets including New York, Philadelphia, Washington, D.C., Boston, Los Angeles, Chicago, San Diego and Dallas, as well as hundreds of smaller media markets throughout the country. As more news moves online, so too has NPMA, with hundreds of stories on websites like WSJ.com, MSNBC.com, Yahoo! Finance, as well as the online versions of nearly every print and broadcast outlet that has featured NPMA in a story.
 In 2011, PPMA was a go-to source in consumer magazines such as Parents (left). Also in 2011, PPMA created a four-minute educational video (right). |
A new trend that emerged in 2011 was the re-emergence of pest coverage in popular consumer magazines.
"In the past, editors at magazines would often decline our ideas because pest information was too 'icky' for their content and their readers, but that sentiment has suddenly shifted," Henriksen said.
Now, pest topics are included amidst the beautiful glossy layouts. "Editors have begun to recognize the importance of informing their readers about the pest problems they could encounter in their homes, the risks to their health and properties that pests could cause and the need to consult professionals to effectively address these issues," Henriksen added.
Throughout the year, NPMA has been quoted as an expert source in national magazines such as Money, Popular Science, Good Housekeeping, Real Simple, Smart Money, Health, Education Week, Fitness, First for Women and Prevention.
As another busy year winds down, the industry is eager to see what new ideas PPMA will bring to the table. "Each year PPMA is challenged to become more creative, nimble and strategic," Henriksen said. "Thanks to the stewardship of PPMA's Guardians and Contributors — those who enable the industry's voice — 2012 promises to bring new and exciting opportunities."