[Mannes on Marketing] Sustaining your marketing investment in the face of economic adversity

It is lurking everywhere. On television, in newspapers, via the Internet and even in day-to-day conversations, the “R” word continues to influence our daily lives. How can one word have such power? When the word is “recession,” it can dictate everything — from the jobs we have, to the cars we drive, to the houses we buy and sell. Regardless of whether this is a true recession, we must recognize that these are complicated times for Americans, especially homeowners. People pay as much to buy a gallon of milk as they do to buy a gallon of gas. The sub-prime mortgage crisis has led to a dramatic increase in foreclosures. Unemployment continues to rise. Suffice to say, we face significant economic challenges.

OUR INDUSTRY’S CONCERNS. What does this mean for pest professionals? This general shift in consumer attitude and action certainly affects small and large businesses alike. Day-to-day business operations continue to be funded but in some cases, business owners may consider cost-cutting measures. In the minds of many, “marketing” may be part of that cost cutting. However, I would advocate that it is during such economic downturns that marketing should be sustained as it offers companies an outstanding opportunity to sustain viability within the marketplace. Yet, such a short-term focus, although understandable and valuable, can significantly affect the long-term growth goals of a pest control company. How so?

From celebrated business author and blogger Seth Godin, to Associate Dean of Harvard’s Business School John Quelch, there is a strong belief that a commitment to maintaining a marketing investment during a recession can result in long-term success and an increased share of the marketplace. Repeatedly, companies that have had an increased marketing presence during a time when most competitors are scaling back have not merely maintained their customer base but in many cases, improved upon it.

A recent study from Pennsylvania State University’s Smeal College of Business titled “Proactive Marketing During Recession” (2005) highlighted several famous examples of how this is true. From Proctor & Gamble’s advertising of Ivory Soap during the Great Depression to Wal-Mart’s “Everyday Low Prices” in 2001, after September 11, these campaigns, although occurring during difficult economic times, paid dividends for the companies.

Whether your company is large or small, a sustained marketing effort can reap similar rewards. Consider that an economic downturn often results in lower costs for marketing initiatives. Companies that view economic adversity as a marketing opportunity are better positioned to maximize their budgets for stronger results in a less competitive climate.

SETTING YOURSELF APART. Finally, a sustained investment in marketing can allow your company to set itself apart from your competitors, notably with your marketing messages. At a time when the economy is uncertain, consumers want to feel sure about the services and companies they choose. Do not be afraid to emphasize the value and values of your business. Professional pest management is certainly a beneficial service and one that is well worth the investment. However, if you also market the way you do business, you can differentiate yourself from competitors.

Whether in a true recession or not, marketing should never be considered a “luxury” business cost but rather an integral aspect of sustaining your business. Even as an economic downturn finds companies reducing their marketing presence, in maintaining your presence, you can keep your service and your company top of mind for consumers. Through smaller initiatives, such as a continued sponsorship of local Little League, which offers outfield advertisement, to larger initiatives, such as customer referral incentives, there are myriad ways to continue marketing your company, even when facing economic adversity.
 
The author is vice president of public affairs, National Pest Management Association and executive director, Professional Pest Management Alliance.

Professional Pest Management Alliance develops podcast series

With the MP3 player a staple of modern life and an increasingly valuable communication tool, the Professional Pest Management Alliance (PPMA) has developed an NPMA podcast series focusing upon various pests and pest prevention tips.

Featuring NPMA experts Cindy Mannes and Greg Baumann, these podcasts run between seven to ten minutes and offer consumers practical information on treating and thwarting common household pests. The first podcast in the series, which addresses spring pests, is available for download at Pestworld.org and will be available on iTunes.

“We remain committed to reaching our consumers in fresh and innovative ways,” said Mannes, executive director for PPMA and vice president of public affairs for NPMA. “Podcasts and other types of social media continue to open new avenues for communicating our message to the public regarding the public health and property threats associated with pests. We hope that this podcast series offers consumers a new and convenient way in which to access NPMA’s valuable pest prevention and management tips.”

In addition to its first podcast on spring pests, future podcasts on bed bugs, termites, summer pests and pantry pests will be released in the coming months. Each of these podcasts will be available first at www.pestworld.org and subsequently available at iTunes.

“The ability to embrace and engage in such cutting-edge technology is a testament to the support that PPMA has received in the past decade,” Mannes said. “Without the financial support of guardians and contributors, PPMA could not pursue and execute exciting opportunities, such as podcasts.”

To download NPMA’s first podcast, visit www.pestworld.org.