Focus on Homeowners & Families

The most successful mosquito control marketing efforts were directed at homeowners (50 percent) and families with children (42 percent), reported PMPs in the 2023 PCT State of the Mosquito Control Market study.

In follow-up interviews, they also said it was effective to target existing customers and new residents who move into areas with high mosquito pressure. As well, they said people who live on big parcels in far-out suburban and rural communities often show more interest in mosquito control than those living in municipalities that have established mosquito vector control programs.

Word of mouth was the most effective way to advertise the service, cited 63 percent of PMPs in the study. “Word of mouth is huge. I would say the majority of [new mosquito business] does come from customer referrals and being in the neighborhood,” said Crystal Rizzo, Crystal Pest Control.

Michael Grace, TNT Exterminating, offers a season of free mosquito service to homeowners who refer 10 new customers. It can take time to identify these neighborhood influencers, but it pays off. People like to brag about stuff; not having mosquitoes is one of them, he said.

Thirty-eight percent of PMPs said online channels like social media and company websites were an effective way to promote mosquito control. Rizzo runs ads on YouTube and her Google business page. Todd Barber, Barber’s Best Termite & Pest, said awareness of his mosquito service has “spread like wildfire” thanks to getting recommended in Facebook community groups.

Online ads, PMPs admitted, are getting more expensive as national and franchise companies bid up keywords for mosquito service. Higher costs had some PMPs turning to more traditional marketing methods. This included email marketing (26 percent), door hangers/cloverleafing (17 percent) and direct mail (16 percent), found the study.

Laura Strasser, Mosquito Joe of Greater St. Louis, gets the word out about her service using yard signs, by sponsoring community events and partnering with affiliated companies on customer appreciation day promotions, in addition to direct mail and customer referrals.

While the public health threat of mosquito-borne illness motivates some customers to sign up for service, most just want to reduce the nuisance of getting bit by the pests so they can enjoy their yards, said PMPs in follow-up interviews. Eighty-two percent of PMPs said they object to using scare tactics to promote mosquito control.

Companies typically began marketing their mosquito control services in March (37 percent) and April (33 percent), reported PMPs.