[Mannes on Marketing] <em>‘Whad’Ya Know?’</em> Marketing Quiz

Editor’s note: Cindy Mannes was formerly executive director of the Professional Pest Management Alliance. She is now chief marketing and strategy officer for Arrow Exterminators, Atlanta. She will continue writing her quarterly “Mannes on Marketing” column for PCT magazine.

Michael Feldman’s popular national radio program “Whad’Ya Know?” has gained momentum because it’s not just a trivia show, it’s about life. I thought this would translate well to marketing your professional pest management company. With the majority of companies in our industry owned and operated by families, marketing plans are not just trivia, but rather an integral part of your life. So let’s play a little “Whad’Ya Know?” about marketing plans.

Recent market research shows that the No. 1 reason a marketing plan fails is:

A. The plan was too complex and not innovative.
B. The plan was generated by people who don’t understand your business.
C. The execution of the strategy failed.

And the answer is: C, execution of the strategy failed. So what does that mean? Well, you can spend much time and effort developing and funding a marketing plan. You can hire experts or use the resources within your company to build a plan. But if you don’t have flawless execution of the plan it will fail.

For example, one of your objectives may be to become more customer-focused. So, your strategy is to better understand your customers. You spend time talking to existing customers, develop sales literature based on your customer research and feel you are ready. But you have forgotten one key element. You have not trained your customer service folks on your new sales points and how you are marketing your company to your customers. Your customer service folks don’t know that you’ve changed your marketing strategy. They provide the customer with information that is no longer current or how you want it communicated to your customer.

Another example: You decide to promote a “green” service. You spend time and effort deciding how to inform customers and potential customers that you are now offering a green service. The service technician shows up but has not been properly trained on this new green service. This frontline employee working with your customer didn’t understand that this is different from a traditional service, which they are comfortable offering to customers. So what happens? The execution of the strategy fails.

To ensure flawless execution of a marketing strategy, be sure to include all of your employees in what you are planning to do to market your company and services. OK, one more “Whad’Ya Know?”:

Developing a marketing plan is:

A. Too time consuming and costly.
B. A drain on resources, and you have to be an expert to do one.
C. Key to the future success of your pest management company.

And the answer is: C, key to the future success of your pest management company. During these uncertain economic times, you may feel this is really not the right time for your company to develop a marketing plan. That couldn’t be further from the truth. If you do not have a clear-cut map with clear objectives, strategies and tactics to support your company, you will waste valuable management time as well as money.

FOR STARTERS. So where do you begin? Just start. Pull out a piece of paper or boot up your computer. Answer a few basic questions: What is the mission of your company? As protectors of public health and property, our industry has a very specific mission. But what is your company’s mission? Perform a SWOT analysis of your business. What are your strengths, weaknesses, opportunities and threats to your business? You will be surprised at how quickly a platform to begin developing your own marketing plan will take place. As an entrepreneur, look for innovation in your thinking and develop strategies that will work for your particular unique business.

Third and final question: The role of my employees in developing a marketing plan is:

A. They don’t have a role unless they have a marketing background.
B. Each area of the company should be represented when developing a plan — sales, technical, customer service and more.
C. They need to continue to sell and deliver a service to the customer so I can develop a plan.

Okay, this is an easy one: B. Every area of your business, no matter how small or large, should be represented in developing a marketing plan. Employee engagement in the overall development of a plan will result in success. If each and every employee feels he or she has helped to input and develop and design their future and that you are listening to them, you are on the road to a successful plan for the future.

CONCLUSION. It’s been my experience that much of our industry works without a marketing plan and does not have the resources to have dedicated employees in a “marketing department.” So I go back to my question: Where do you start? Network with other pest management companies — our industry is known for sharing knowledge. Attend business seminars sponsored by your local or national association. Tap into your employees’ thoughts and views on what the customer experience is currently all about in your company and how you may be able to improve it. I would venture to say that if you don’t stay one step ahead of your customers and potential customers in terms of delivering value and tangible results, you will fail.

The opportunity to add new customers to the ranks of those already using professional services is enormous. You just need to market your services with the value intact. Our services need to continue to be value driven. And what could be more valuable than offering a service that not only protects a family’s single largest investment — their home — but also protects the health of their family? We provide a quality of life not found anywhere else in the world. So get started — build your road map for the future and with the entrepreneurial spirit of this industry. You will be successful.

The author is chief marketing and strategy officer for Arrow Exterminators, Atlanta.