Changing Public Perceptions Costs $$$$

“After analyzing all of this research, it is clear that we need an industry-wide campaign that focuses on and appeals to non-users,” says Harvey Massey, chairman of the Industry Awareness Council. “The good news is there is little negative baggage or stereotyping associated with pest control operators among outside audiences — regulators, politicians, media, as well as consumers. Consequently, there is real potential to convert traditional consumers to believe that professional pest control is the most effective way to tackle pests.”

How do you do that? The Industry Awareness Council recommends that the pest control industry invest in a $10-$15 million advertising and public relations campaign during the next three years. “This amount could be raised by each PCO paying a small surcharge of 2.5% on all material expenses,” Massey says. “We feel this will yield a growth rate of 7% per year, which in three years will amount to $1 billion in industry growth.” Before you scoff at these rather mind-boggling figures, consider what’s been done in other industries. In a campaign conducted for the beef industry, for every $1 spent there was a $150 return on investment. A comparable pork industry campaign yielded $90 for every $1 expended.

While it’s very costly to change public perceptions, it can be done. And if it’s done properly, it can pay big dividends in the form of dramatically increased sales. So I urge you to support the efforts of the Industry Awareness Council. To learn more about the program, call the NPCA at 703/573-8330.