PestWorld - November/December 2016 - 20


''

the ones daily interacting with customers, if
they're unhappy with-or unaware of-marketing strategies, the customers won't be pleased
in the long run, either. Along the same lines, make
sure marketing and sales goals are aligned.

You want to be nimble enough to shift
resources as well as people and brainpower
to address short-term needs."
- JEFF FENNER, PARTNER, B COMMUNICATIONS

A recent article from the American Marketing
Association of Las Vegas advises starting with
the basics. That means knowing what the brand
stands for, who the target audience is and what's
going on competitively.
In pest control specifically, the plan likely will
focus on a company's individual efforts. But
it also can work toward raising a professional
and positive image of the industry as a whole.
Fenner and Harris each have tips to help that
new marketing plan happen:
Even those without a large
marketing staff and deep
pockets for campaigns can
set a course based on customer needs. That's not so
much about being reactive, Fenner said, as much
as it is about being smart. "They'll guide you on
what's important to them," he said. When

customers call, what concerns do they express?
How can the company address those concerns?
First, give some serious
thought to what the
goals of the plan
should be, Harris said.
Growing revenue?
Expanding the customer base? Without knowing what goal is to be
measured, it will be impossible to know if you're
meeting-or missing-the mark.

It's especially important to ensure service professionals are on board, Fenner said. Because they're

"Folks will read an article
or attend a conference
and come back excited
about the ideas," Fenner said. "It's good to step
back and take a deep breath and determine what
realistically can be done." On the other hand,
Harris added: "Don't be too quick to say something doesn't work."
Nothing will sink a plan
faster than having components that can't be
covered by available resources. "There are lots
of things we want to do in life, but do we have
the budget to support them?" Fenner asked. Even
if a plan sets out with high hopes and revenues
are flat, it may be possible to make easy adjustments. Along the same lines, ensure that there's
adequate manpower to support whatever plans
are put to paper.
Harris recommends that
companies still have a
framework for one, three
and five years out, but to keep everything in
between flexible. "Making plans in pencil allows
you to change based on how business is going,
whether sales are up or down, what new developments are in the market," she said.
First, Harris said,
make sure you
have the ability
to measure the
right things, and to do so accurately. Then keep
up with it. Consider exploring the latest in customer resource management (CRM) solutions.
It's true that no
one knows
the company
as well as those who are within it. Sometimes,
however, an outside consultant or marketing
specialist can bring insight and best practices.
"Many pest control operators wear multiple hats,"
Harris said. "However, there comes a point when
your time is better spent on tasks other than marketing. When this time comes or when you are
looking for a fresh feel for marketing your business, consider outside help." 	●

20 | PESTWORLD > NOVEMBER | DECEMBER 2016
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Table of Contents for the Digital Edition of PestWorld - November/December 2016

President’s Message
View From the Summit
No Crystal Ball Needed
The Marketing Plan Revisited
Heard From the Hill: Reasonable Overtime Legislation Introduced to Phase-in Threshold Increase
Marketing Corner: Year in Review: Top Trends in Pest Management Marketing
Ask the Expert
Membership Programs: Networking: Put Yourself in the Right Room
Hiring Drivers
Calendar of Events
Index to Advertisers
PestWorld - November/December 2016 - cover1
PestWorld - November/December 2016 - cover2
PestWorld - November/December 2016 - 3
PestWorld - November/December 2016 - 4
PestWorld - November/December 2016 - 5
PestWorld - November/December 2016 - 6
PestWorld - November/December 2016 - 7
PestWorld - November/December 2016 - President’s Message
PestWorld - November/December 2016 - 9
PestWorld - November/December 2016 - View From the Summit
PestWorld - November/December 2016 - 11
PestWorld - November/December 2016 - 12
PestWorld - November/December 2016 - 13
PestWorld - November/December 2016 - No Crystal Ball Needed
PestWorld - November/December 2016 - 15
PestWorld - November/December 2016 - 16
PestWorld - November/December 2016 - 17
PestWorld - November/December 2016 - The Marketing Plan Revisited
PestWorld - November/December 2016 - 19
PestWorld - November/December 2016 - 20
PestWorld - November/December 2016 - 21
PestWorld - November/December 2016 - Heard From the Hill: Reasonable Overtime Legislation Introduced to Phase-in Threshold Increase
PestWorld - November/December 2016 - 23
PestWorld - November/December 2016 - Marketing Corner: Year in Review: Top Trends in Pest Management Marketing
PestWorld - November/December 2016 - 25
PestWorld - November/December 2016 - Ask the Expert
PestWorld - November/December 2016 - 27
PestWorld - November/December 2016 - Membership Programs: Networking: Put Yourself in the Right Room
PestWorld - November/December 2016 - 29
PestWorld - November/December 2016 - Hiring Drivers
PestWorld - November/December 2016 - 31
PestWorld - November/December 2016 - 32
PestWorld - November/December 2016 - Calendar of Events
PestWorld - November/December 2016 - Index to Advertisers
PestWorld - November/December 2016 - cover3
PestWorld - November/December 2016 - cover4
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