At a time of such uncertainty and change, one thing remains the same: Professional pest control has played, and always will play, an integral role in protecting public health from threats posed by pests.
As the unifying voice and advocate for the professional pest management industry, the Professional Pest Management Alliance (PPMA) is charged with the task of elevating that message to the public. It’s a responsibility we do not take lightly.
Each PPMA initiative, both large and small, is aimed at referring consumers to our website, PestWorld.org, to use our Zip code locator to find pest control companies like yours right in their own communities. In 2019 alone, we had more than 7.8 million total sessions on the site. So far in 2020, we’ve reached more than 4.5 million, and climbing.
MEDIA RELATIONS UPDATE
As Americans are spending more time at home than ever before in light of the COVID-19 pandemic, we’re working hard to keep pest control top-of-mind by offering advice and solutions, while remaining sensitive to the news cycle and the real concerns this crisis has created. We strategically realigned our traditional programming to also encompass COVID-19 messaging. As of mid-August, we’ve secured nearly 1,000 placements in 2020 — worth more than 243 million impressions. Our national media relations efforts helped secure seven segments on The Weather Channel, as well as placements in The New York Times, The Washington Post, National Geographic magazine, Prevention magazine, TODAY Show online and many more marquee outlets.
This summer, we released our large-scale ant nest video campaign chronicling the creation and excavation of a metal fire ant nest cast. It’s a visual representation of how the No. 1 nuisance pest in America lives and works in large, complex colonies, often right in our own backyards. The objective is to help homeowners realize that one tiny ant could actually mean one large problem if not treated by a professional.
Our proprietary Bug Barometer forecasts and Vector Sectors reports also worked to educate consumers about household pest issues and the valuable services you provide each and every day.
SOCIAL MEDIA, PSAS AND AI
We’ve been able to secure more than 16 million total social media impressions in 2020 across Facebook, Twitter, Pinterest and YouTube, encouraging viewers to contact a pest management professional if an infestation is suspected.
Our long-standing public service announcement (PSA) program continues to compete in a cluttered broadcast environment, helping to further inform consumers about the health risks posed by pests. So far in 2020, our campaigns have achieved 56,407 airings and nearly 193 million impressions, and our newest “It’s That Easy” 2D graphics PSA is officially out the door to PSA directors nationwide. It focuses on just how easy it is to introduce pest threats into your home and put your health at risk.
To help investors better understand the impact the COVID-19 pandemic has had on the professional pest control industry as a whole, PPMA also has embraced Artificial Intelligence (AI). With the data we’ve gleaned just this year alone, we’ve been able to track consumer sentiment toward professional pest control throughout the pandemic, as well as which pests Americans are most concerned about each month on a state-by-state level. The data not only help inform our consumer marketing efforts, but enable investor companies to make better, more informed choices when determining where to spend their own marketing dollars.
Now, more than ever, PPMA needs your help to amplify the importance of professional pest control to consumer audiences nationwide. To take action and get involved, contact me via email at firstname.lastname@example.org.
Read more COVID-19 coverage here: MyPMP.net/COVID-19
MANNES is executive director for the Professional Pest Management Alliance (PPMA) and vice president of Public Affairs for the National Pest Management Association (NPMA). She can be reached at email@example.com.