The Professional Pest Management Alliance (PPMA), which serves as the public outreach arm of the National Pest Management Association (NPMA), is a 100 percent contribution-based organization that has been successfully marketing the value of professional pest control to consumers for nearly 25 years. Our mandate includes growing the market by encouraging consumers to call a professional, counteracting activist effort on both national and local levels, and increasing awareness of the role professional pest control plays in preserving the public’s quality of life, in terms of health, property, safety and time management.
Through a strategic combination of national and local media outreach, innovative advertising campaigns, social media content, public service announcements and more, we have increased awareness of the value of professional pest control services. In so doing, we have made an impact on the attitudes, opinions and buying decisions of residential and commercial customers. Our efforts have yielded positive exposure for our industry, and grown our residential and commercial markets.
HARRIS POLL RESULTS
Recently, we conducted an online Harris Poll to survey more than 500 U.S. consumers with an annual household income of at least $75,000, to understand their usage of pest control services over the past year and their familiarity with pest management professionals (PMPs). The study showed that more than two in five homeowners (41 percent) noticed an increase in pest activity around their homes over the past year — as a result of being home more often, thanks to the COVID-19 pandemic. Additionally, the findings revealed more than eight in 10 homeowners (85 percent) have seen or had trouble with bugs, insects or rodents in their homes over the past year.
The pest management industry continues to prove its necessity to society. PPMA has responded by introducing creative efforts to highlight the importance of PMPs.
To coincide with its inaugural Tick Awareness Week (May 10-16, 2021), PPMA launched TickTalk.org through a robust media relations push to spread awareness about the elements of the new consumer tick website. This site provides resources and information about ticks for consumers, and features a heat map that depicts the monthly Twitter engagement on the topic of ticks per state across the U.S.
Since the site’s launch in mid-May, there have been more than 68,000 sessions on TickTalk.org. Because of our outreach, Tick Awareness Week was included in a syndicated broadcast segment that aired across 30 TV stations nationwide. We were also able to secure coverage with the Washington Post, the Philadelphia Inquirer and more.
Last, but certainly not least, the social media platform TikTok has taken the world by storm. It has proven to be advantageous in our industry awareness efforts.
Since its official launch in April, our TikTok profile has been nothing short of a success. One of our videos of a bed bug hatching went viral; it amassed over 2.1 million views, 44,100 likes, 829 comments, and over 1,800 shares. We are thrilled to continue leaning into this growing platform and finding creative ways to showcase our industry.
As the market grows, so can you: Feel free to reach out to me at email@example.com to join in the advancement of our efforts.