[PPMA Pulse] Making the Connection

Making the Connection
Much has been made in the past year — and even in this particular column — about the power of social networking and its positive effect on marketing business. No doubt, Facebook, Twitter, LinkedIn and a host of additional online “connectors” have proven to be effective ways for pest management companies to discover new customers, share expertise and develop new professional relationships.

For many pest professionals, the power of the Internet cannot be underestimated. It has created immense opportunity and continues to be an exceptional way to reach out to prospective and current customers. However, with all of the focus on “social networking” on the Web, I have been considering an important question, with real implications for marketing: Have we forgotten that making a “personal connection” with local community businesses can often help to sustain — and even grow — the bottom line for all?

If you’re watching AMC’s period drama, Mad Men, which focuses upon American life in the early 1960s, you will find that many of its most successful business partnerships are forged with a simple handshake and a belief that varying businesses can find common ground and support one another. In this era, “A rising tide lifted all boats.”

Surely, business is much transformed from the era of Mad Men’s imaginary “Sterling Cooper,” but there would still seem to be tremendous promise in the development of partnerships between local businesses — partnerships that leverage critical services, especially in the midst of the current economic downturn. In fact, such interdependence would seem quite functional for the more than 27.2 million “local” businesses currently existing in the U.S., of which many pest management firms are included. (Editor’s note: According to the U.S. Small Business Administration, there were 27.2 million small businesses in the U.S. at the conclusion of 2008.)

There are natural alliances between pest professionals and certain local businesses that homeowners need. With that in mind, I would encourage you to consider a proactive and robust partnership with one of the following local businesses/service providers, which can perhaps further promote your own business and raise your visibility as a strong community-minded business owner.

Insurance Companies. Termites and rodents. We know the statistics — and the real damage. These are just two of the numerous pests that can cause major home damage — damage that is rarely covered by homeowners’ insurance. Consider creating marketing pieces on the importance of pest management for a local insurance company’s office that address this crucial service. Have these materials included in packets for new customers and consider co-branding the collateral to demonstrate the collaborative nature of the advice provided. Remember, insurance companies benefit from homeowners who take excellent care of their homes. You offer a service that allows homeowners to do just that! Be sure to highlight the valuable educational aspect of this type of collateral to the local insurance company with whom you pursue such a relationship and be sure to position your services in a way that shows the true value of pest management in minimizing the potential risks and damage that can derive from pest infestations.

Real Estate Agents. Every home that is sold/bought should be inspected by a licensed pest professional. Yet, in a down economy, we know that it is the inspection that is so often passed over, especially in the wake of HUD’s recent decisions. However, by working closely with a local real estate agent and/or company, you can not only impart the critical necessity of such an inspection upon local agents but also, you can solidify a preferred vendor relationship for such inspections with an established real estate company. In doing this, you not only insure the possibility of additional revenue for your business but also, allow real estate agents to be a “voice of reason and expertise” in recommending/requiring such an important inspection prior to the completion of any home sale.

You can work with a local real estate agent/company to provide a welcome kit, with information on the area, to new homeowners. When families relocate to new cities and states or simply move across town, it can be overwhelming! Consider developing a co-branded kit that not only provides your company’s collateral but also, truly important information — such as the menu for the local pizza place or the phone number for the local drug store. People remember small kindnesses and in this case, such an offering may help you to secure long-term customers.

Local Fire Department. Often, local fire departments plan educational sessions for new residents within the community. Although these sessions often focus strictly upon fire safety, this does not mean these are the only topics that can be addressed. Should a local business be willing to provide content and more, address additional home safety issues, you may find that your local fire department would be willing to envelop such content into these programs, especially with the potential fire risk associated with certain pests. Even if there is no official program in your locality, consider contacting the local fire department to develop one. Most likely, fire departments will be willing to work with you and will see the inherent value of providing educational resources on protecting one’s home to local residents.

FINAL THOUGHTS. In connecting with local businesses/services, you significantly raise the profile of your business and subsequently, the benefit of your services. More, you make a natural connection that can help to better position your business as a leader in the local community — a leader that believes in the strength of personal relationships. In marketing, these benefits are often considered intangibles, but in real life, these benefits often make the difference when a company is hired. At a time when business so often seems “impersonal,” you have an opportunity to be “personal” by connecting and partnering with other local businesses in your community and supporting the greater good as well as your own bottom line.

The author is executive director for the Professional Pest Management Alliance. She can be reached at mhenriksen@giemedia.com.