[Convention Extra] PPMA: Why Now is the Time to Speak!

With PestWorld in Las Vegas, it’s hard not be caught up in the action of this city!  Flashing lights, people cheering, dealers yelling for final bets – “It’s Vegas, Baby” and suffice to say, it’s loud!

The intense “volume” of this year’s PestWorld has led me to reflect on the importance of being clearly heard. Since 1997, PPMA has served as the “voice” of the industry to the media, consumers and activists.  It is a singular voice – composed from hundreds of smart, influential and supportive individual voices – that has gained force and passion in the past 12 years.  PestWorld seems a perfect opportunity to ask just a few “Voices of PPMA” to speak of its benefits. Comments from several PPMA members are intertwined within this article. 

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“I make the investment in PPMA with no reservation.  What little I put in, I receive results 100 fold.  Whether a story in the local newspaper, to a creative Public Service Announcement, to an expert interview on The Today Show, PPMA takes nothing for granted in making our industry stronger.”
— Billy Tesh,
Pest Management Systems,
Greensboro, N.C.

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PSA SUCCESS. PPMA considers Public Service Announcements (PSA) to be a pillar of the comprehensive marketing program. With airings on CNBC World, CNN, NBC Weather Plus, Galavision and other affiliates nationwide, PPMA’s PSA Program resulted in more than $3 million in ad value and 223 million impressions in 2008 alone. Beyond these results, PPMA produces high-quality creative spots each year. And now, through the newly launched “PPMA Perks Program,” PPMA Investors can access retired PSAs (TV and Radio) to redistribute within their local markets as company advertisements. 

MEDIA RELATIONS. Shifting gears to media relations, I’d like to share a picture (below), which for most, equals 1,000 words. The graph reflects year-over-year growth in ad value (total cost to purchase the space in the media outlets that was donated) related to proactive media outreach on behalf of the industry. The placements driving these graphs are on high-profile national programs, including NBC’s “Today Show,” The History Channel’s “Modern Marvels” and appearances on CNN, CNBC and FOX News. Further, in print, PPMA has placed the rally cry for professional pest management on the pages of The New York Times, The Washington Post, The Wall Street Journal, USA Today, Associated Press, Time and Parade Magazine, just to name a few. And while these represent the industry’s highest-profile media hits, they do not reflect all of the thousands of placements in local newspapers and on affiliates that PPMA is equally committed to — and equally values. 

INTERNET RESOURCES. Whether referring customers to pest-proofing tips on PestWorld.org, encouraging prospects to visit WhatIsIPM.org for a virtual home tour or utilizing PestWorldForKids.org for a local school presentation, PPMA supports an outstanding array of Internet resources for consumers and PCOs alike.  Consider the value of the three Web sites supported by PPMA:

PestWorld.org, The National Pest Management Association’s (NPMA) consumer education site provides information about pests, pest-related diseases and much more. The site features easy-to-navigate sections, pest photographs, industry statistics and most importantly, a Zip code locator (with PPMA Guardians and Contributors highlighted).

PestWorldForKids.org, provides youth-oriented content, such as science fair kits, report-writing manuals, pest games, postcards and prevention tips.

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“Today, our customers are on the Internet and far more educated than ever before.  Having PPMA resources such as Pestworld.org, PestworldforKids.org and WhatisIPM.org, provides us with unique tools to offer our customers and insures that our customers receive the best information on pest management.”
— Bob Dold Jr.,
Rose Pest Solutions,
Northfield, Ill.

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WhatisIPM.org provides the public with well-researched information on IPM through its FAQ section, a virtual home tour detailing Integrated Pest Management (IPM) measures and video components.

WORKING FOR THE FUTURE. At its core, PPMA seeks to protect the industry and strengthen it for generations to come. Working diligently to create industry leaders and cultivate an ongoing commitment from companies — large and small; residential and commercial — PPMA works to ensure that the industry is clearly heard in fresh and inventive ways. In 1997, when PPMA was created, the industry reacted to others’ stories about pest control and often with too many voices and too many messages. Now, the industry speaks with a unified voice and unified message. Now, we tell our own story through PPMA.

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“PPMA allows my business – as a smaller company – to contribute to the larger goals of the industry.  I appreciate more than ever that we all have a responsibility – no matter how big or small our companies – to support the pest management profession and to work to better our industry.”
— Ray Johnson,
Johnson Pest Control,
Sevierville, Tenn.

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And this story is only beginning. PPMA is poised to provide the words and help turn the pages; but a great story needs great storytellers.  To those investors who have lent their voices to this important initiative – Thank You. You have provided the voice of experience, change and fiery passion. Your voices have been welcome and much needed to tell the PPMA story. To those who have yet to join PPMA, we need your voice. We look to you to join the collective voice of PPMA as the industry message, which focuses on the necessity of the pest management industry, must be more clearly articulated now than ever before. Are you ready to speak?

The author is executive director of PPMA.