PestWorld - March/April 2018 - 32

5FROMKEY
TAKEAWAYS
PPMA'S NEW CONSUMER RESEARCH

H
BY CINDY MANNES

HOW DO CONSUMERS FEEL ABOUT PROFESSIONAL PEST control services? Do their

thoughts and perceptions vary by generation? For the first time in history, pest control
companies are servicing four generations of
consumers-the Matures (1925-1946), Baby
Boomers (1946-1964), Gen Xers (1965-1980)
and Millennials (1981-1996)-all of which have
different interests and preferred communication methods.
The Professional Pest Management Alliance
(PPMA), the consumer outreach and education arm of the National Pest Management
Association (NPMA), recently partnered with a
third-party research firm to learn more about
the similarities and differences across three

32 |

PESTWORLD > M ARCH | APR IL 2018

generational audiences relating to professional
pest control needs and perceptions. The three
groups surveyed included Baby Boomers, Gen
Xers and Millennials.
Below are five key highlights and associated
marketing tips from PPMA's research to ensure
you're effectively engaging with all audiences:
1. All generations are consuming and sharing
information online. Keep websites updated
and embrace social media. These are great
avenues to share insights that all groups
will find valuable.
2. Pest control professionals save customers time, energy and money. While the
majority of respondents feel comfortable
tackling small jobs around the house, pest

control professionals are typically called
in for tasks deemed unfamiliar or especially concerning. Hone in on the convenience and time saving aspect of hiring
a professional in website content, social
media posts, advertising copy and more.
Consider putting an emphasis on pests
that respondents do not always think to
call a pro for like ants, cockroaches, wasps
and hornets.
3. Ants, mosquitoes and spiders are concerning; however, pest control professionals
are typically called immediately for termites or bed bugs. Strategically time
marketing efforts around these specific
pests when they are most prevalent in



Table of Contents for the Digital Edition of PestWorld - March/April 2018

President’s Message
GET CULTURED
SALES FAILS
REPUTATION MATTERS
Marketing Corner: How to Navigate the Murky Waters of Online Review Sites
Membership Programs: NPMA’s Resource Center
Standards: Win Clients and Talent with Trust
Ask the Expert
5 KEY TAKEAWAYS FROM PPMA’S NEW CONSUMER RESEARCH
Index of Advertisers
Calendar of Events
PestWorld - March/April 2018 - Intro
PestWorld - March/April 2018 - cover1
PestWorld - March/April 2018 - cover2
PestWorld - March/April 2018 - 3
PestWorld - March/April 2018 - 4
PestWorld - March/April 2018 - 5
PestWorld - March/April 2018 - 6
PestWorld - March/April 2018 - 7
PestWorld - March/April 2018 - 8
PestWorld - March/April 2018 - President’s Message
PestWorld - March/April 2018 - GET CULTURED
PestWorld - March/April 2018 - 11
PestWorld - March/April 2018 - 12
PestWorld - March/April 2018 - 13
PestWorld - March/April 2018 - SALES FAILS
PestWorld - March/April 2018 - 15
PestWorld - March/April 2018 - 16
PestWorld - March/April 2018 - 17
PestWorld - March/April 2018 - REPUTATION MATTERS
PestWorld - March/April 2018 - 19
PestWorld - March/April 2018 - 20
PestWorld - March/April 2018 - 21
PestWorld - March/April 2018 - Marketing Corner: How to Navigate the Murky Waters of Online Review Sites
PestWorld - March/April 2018 - 23
PestWorld - March/April 2018 - 24
PestWorld - March/April 2018 - 25
PestWorld - March/April 2018 - Membership Programs: NPMA’s Resource Center
PestWorld - March/April 2018 - 27
PestWorld - March/April 2018 - 28
PestWorld - March/April 2018 - Standards: Win Clients and Talent with Trust
PestWorld - March/April 2018 - 30
PestWorld - March/April 2018 - Ask the Expert
PestWorld - March/April 2018 - 5 KEY TAKEAWAYS FROM PPMA’S NEW CONSUMER RESEARCH
PestWorld - March/April 2018 - 33
PestWorld - March/April 2018 - Calendar of Events
PestWorld - March/April 2018 - cover3
PestWorld - March/April 2018 - cover4
https://www.nxtbook.com/naylor/NPMAS/NPMAS0418
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https://www.nxtbook.com/naylor/NPMAS/NPMAS0117
https://www.nxtbook.com/naylor/NPMAS/NPMAS0616
https://www.nxtbook.com/naylor/NPMAS/NPMAG0016
https://www.nxtbook.com/naylor/NPMAS/NPMAS0516
https://www.nxtbook.com/naylor/NPMAS/NPMAS0416
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