PPMA Pulse

Maintaining a Marketing Presence in a Down Economy

f you have turned on the news, read the paper or, for the brave, checked your 401K, you know the economic problems facing the United States. Foreclosures continue to increase. Unemployment continues to rise. Consumer confidence is at an all-time low. Suffice to say, these challenges are facing all businesses — large and small — and have led to dramatic cuts in many budgets.

When budgets are decreased due to the economy, marketing often is part of these cost- cutting measures. At a time when businesses need to market their services the most, they often cannot do so in the traditional sense of advertising and proactive public relations. Yet, there are small ways in which companies, especially pest management companies, can.

Here are just a few ways to continue positioning your company well through this current economic downturn.

MAINTAIN THE PERSONAL TOUCH. When the economy struggles, good customer service often does, too. The personal touch seems to be the first thing that businesses are willing to sacrifice when it should be the last. In Ben McConnell and Jackie Huba’s book, "Citizen Marketers," they note that people can become central to your marketing message. No one forgets a bad customer service experience; it is often an experience that is discussed again and again.

As companies work to find their footing in this economy, it is critical that the level of customer service you offer now is equal to, if not greater than, what it has been. With so many companies not going the "extra mile," customers may have that feeling that they are getting far less for far more. Be the exception and provide the assistance that makes you a valued service partner to homeowners. Do you have a customer call for one pest problem and discover another one while inspecting the home? Take the time to review preventative pest-proofing tips with your customer and offer to help implement these tips. Is there a billing issue with a good, long-standing client? Rather than send another billing reminder, take the time to call and ask if everything is well. In taking the time to be more personal with customers, your company will define itself as not only an outstanding service provider but also, a thoughtful and considerate one.

HELP YOUR CUSTOMERS, HELP YOURSELF. In an economic downturn, businesses often feel an immediate inclination to raise prices for their service offerings to account for the decline in customers. However, doing this inherently "hurts" the customers who remain loyal and continue to use your services. With the economy in such flux, consider, if at all possible, keeping service prices steady. Remember, your customers are paying more for everything — from home heating to a gallon of milk — than ever before. If your company can maintain current service prices, it may offer you a terrific way to differentiate yourself from other local businesses that are raising prices. It also will position your company as one that is "in touch" and recognizes that the economy is affecting its customers in a real way.

Further, you may want to consider a small referral program for those current customers that recommend your services to their neighbors. This referral need not be extravagant. You may be tempted to give a gift featuring your logo or directly associated with your services. Although this would typically be a strong recommendation, perhaps consider a gift that more directly addresses a loyal customer’s daily needs. For instance, consider a gift card for gasoline or groceries from the local market. This small token would be greatly appreciated by customers, and more, it would make a difference in their daily lives. Referral gifts are about showing customer appreciation, and in this challenging economy, there is perhaps no better way to say thank you than by giving your customers something they truly need.

NEVER FORGET TO TOUT THE TAGLINE. No matter what may happen with the economy, pests will persist. And as such, your services will continue to be needed. Positioned as "Protectors of Public Health and Property," it is important for pest management professionals to consistently tout the inherent value of their skill and profession. Although some may argue that pest management is a luxury, it certainly is not, especially when considering the health and property threats posed by pests. Rarely will consumers sit idle, ignoring the presence of rodents that may be gnawing through electrical wires, or cockroaches, which can spread bacteria to surfaces throughout homes. In every phone call taken by your company and in every customer interaction made by your technicians, it is critical to speak in a unified voice about pest management as a proactive way to protect one’s family and one’s home. This singular, consistent message will continue to lay a strong foundation for the direct support of your business and the industry overall.

As business owners, you feel the stress and uncertainty of the economy, but remember that your customers feel it too. Those companies that are able to step back and realize this are often those that survive — and thrive — during times of economic struggle. Even if large-scale marketing functions are scaled back, there are small things, associated with good customer service, to help you to remain prominent to your customers. Regardless of how the economy may decline or grow, stellar customer service is one of the best ways to market your company. And the good news is this is something that can always be done, regardless of budget.

Editor’s note: The author recently served as PPMA interim executive director. She can be reached at jphelan@giemedia.com.

Missy Henriksen was named the new PPMA executive director in February. See page 21 for more information.