A pest control franchise is a stable business in a recession-proof industry.
Pest control has proven itself to be a resilient, recession-proof industry. According to a recent study by the National Pest Management Association [NPMA], 24% of Americans believe the risks associated with pest infestation have increased in recent years. About 44% of Americans believe there is an increased need for professional pest control services; 72% believe professional pest control services are more effective than DIY products.
Since you have entered [or are considering entry] into the pest control industry as a franchisee rather than as an independent operator, the logical question is develop your pest control franchise? The benefits of entering the industry as a franchisee affords you access to the franchisor's best practices; thereby, allowing you to accelerate the learning process by eliminating the need to reinvent the wheel.
As a franchisee, you get the power and influence of a recognized brand name, comprehensive training, advertising and promotional campaigns and material, volume purchasing muscle, operating manuals, sales assistance, and ongoing field support. Despite the abundance of assistance from the franchisor, your franchise cannot run on auto pilot.
Your franchisor's contribution is to get you established in the market on a solid foundation. It is up to you to execute the strategies that will move your pest control franchise to the next level on the growth curve.
Once established in the market, your priorities shift from being the manager of a pest control business to being the marketer of pest control services. You must become proactive in aggressively promoting your pest control services. If not, you will be relegated to the ranks of the minor players struggling to survive in a highly competitive industry. The following are strategies to nurture and develop your pest control franchise.
Instructions
1. Try to cross promote. Tie-in with local non-competing companies such as fast food restaurants. Have the restaurants include one of your coupons along with each order. In turn, you deliver one of their coupons on each of your service calls. You can have multiple tie-ins with the cleaners, restaurants, carpet cleaners, hardware stores, home improvement centers, and realtors. The possibilities are endless.
2. Set up a marketing association comprised of complementary businesses. Market your pest control service as a member of a group of complementary service companies. Your marketing group could include a plumber, an electrician, an HVAC company, and a home remodeling/repair company. Any business that provides in-home service is a likely candidate for being a member of your marketing group. The group could joint advertise, distribute joint promotional materials, exchange mailing lists, even have a group website. The obvious benefit is that you increase your marketing effectiveness by extending your reach.
3. Get aggressive in social media marketing. Have conversations with your customers by plugging into online communities to discuss pest and pest management issues in a non-sell, non-threatening manner. You can do YouTube quality videos on a variety of pest issues. You can generate articles for example on pest management, pest-related diseases, new techniques and solutions, and seasonal pest issues. Social media marketing is here to stay. Take advantage of this new medium. Be very cautious however, that you respect and fully engage your users by avoiding hard-sell, while keeping your communiqués at a conversational level.
4. Do public speaking. This is an extension of social media marketing by getting out into the community to have a conversation about pest management issues with interested groups and associations. Possible venues include local home-owners associations, service organizations such as the Kiwanis Club, or business organizations such as the local Chamber of Commerce. Many people shy away from public speaking; however, consider it to be a natural and necessary part of your job. You are the Chief Marketing Officer of your company. Relax and have fun. You are the expert on your subject. You have something to say that others want to hear.
5. Use the promotional materials provided by your franchisor. Do not allow the material to gather dust in your storage closet.
6. Covet your current customers like a jealous lover. It is always easier and cheaper to keep your current customers than to get new customers. Treat your current customers well.
Tags: pest control, your pest, your pest control, control franchise, control services, pest control franchise
