Home & Garden Shows for Marketing Pest Control?

Google
by Thomas B.
I was approached about setting up a booth for a Home and Garden Show in San Antonio, Texas. Pest control should do well in a marketing effort targeting homeowners, right? The promotional material sent to me included the following quote:

“Dollar for dollar, consumer shows continue to offer the
most significant return on investment and are the most
effective use of the marketing dollar.”

- The Wall Street Journal, Feb. 2007

Intrigued, I searched this article out online. …It was no where to be found.

Reviewing the Quote

Beyond the fact that I could not find this quote anywhere online, I see some flaws here. The quote is 5 years old. A ton has changed in 5 years. Internet marketing is still in it’s infancy. Frankly, I find it hard to believe that internet marketing can be beat on ROI. But that’s only speaking from my experience as a pest control guy. As it were, the fully report cannot be located online, therefore I cannot even determine if internet marketing was considered in the study. The quote alone a reveals nothing as to the business or businesses that they used to determine that Home Shows were the best ROI for marketing dollars. Sorry, but this quote does nothing for me. I need real data please.

Marketing Dollar for Marketing Dollar best ROI

market 1 (Photo credit: tim caynes)

Where would you put your money for the best marketing ROI? Well… that really depends on who YOU are. If you expect to get the exact same results as everyone else in a specific marketing avenue regardless of your business, of you location, or of your target audience then you don’t understand marketing. “Consumer Shows” probably work extremely well for the wedding industry. It’s a very niche audience, the attendees are looking to buy your service. But for the vast audience of “Homeowners”, not all of them will need new flooring, new windows, or new appliances. And many of them will not show up at a Home Show with the sole intention of finding a pest control company. Therefore, it becomes a harder sale. An exterminator’s ROI is not going to be the same. And the San Antonio Home and Garden show isn’t cheap, well not by my standards. How many pest control services would one have to perform to recoup the money and time investment?

Weighing Marketing ROI

Don’t buy into the “Branding” concept. Don’t just assume that you have to brand your business and that the ROI can not be determined for every marketing endeavor. The best way to determine ROI is with hard numbers. Find a measuring stick and use it. And work it backwards. How many widgets do I have to sell to break even on a given marketing campaign? Does that number seem feasible with the size and demographics of the audience? When it comes to numbers, my accountant has taught me to error on the side of caution. Be realistic. Look at the worst case scenario. Once you determine how you will measure the success and considered the value at the worst case scenario, then you can proceed and report on the success or failure.

but hey… i am just a pest control guy.

Related articles

• Online Reviewers wield great power for better or worse (pestcontrolseo.wordpress.com)
• Summer Pet Safety (centralspayneuterwellness.wordpress.com)
• San Antonio Pest Control Reviews (http://pestcontrolsanantonio.com/tag/pest-control-reviews/)
• Austin Pest Control Reviews (http://www.yelp.com/biz/bulwark-exterminating-austin)
• GM Pulls Social Media Marketing and Facebook Ads (thomasballantyne.com)

Pest Control Guy Says Happy 4th of July

Just wanted to say Happy 4th of July!

LET FREEDOM RING!!!

How to check for bed bugs like a pro

I know it’s a little gross, but this really is something that everyone should learn how to do.

http://www.rockymountainmattress.com/blog/2012/05/22/how-to-check-for-bed-bugs-like-a-professional/

 

Happy Star Wars Day! May the Fourth

Bulwark Exterminating Jedi, Wayne from Las Vegas.

What is Star Wars Day?

Related articles

• May the Fourth Be With You! (curiconblog.wordpress.com)
• Y U No Gusta Starwars? (cassandracamua.wordpress.com)
• Bob Dylan is Darth Vad – Nevermind…. (shutupdad.wordpress.com)
• Jedi Mind Tricks (randomreflectionz.wordpress.com)
• In Honor Of Star Wars Day: Some Star Wars Pool Toys (the17thman.typepad.com)
• Man behind Darth Vader’s mask dies aged 82 (news.com.au)

Las Vegas Exterminator Get’s 4th Service Award!

http://www.bulwarkpestcontrol.com/community/las-vegas-exterminator-earns-4th-award.htm

So every now and again I have to brag a little about the amazing Bulwark Exterminating team in Las Vegas, but this time it isn’t just me. Angie’s list recognizes less than 5% of their business each year with their Super Service Award. Not only is getting on to Angie’s list via a members recommendation a big deal, but earning an Award for service is HUGE!

I can’t take any credit for this. Wayne Bryant in Las Vegas runs a fantastic operation. I am constantly amazed at how well he manages and motivates his team. And he’s not a behind the desk manager. He gets out in the field as well. In fact, here is an interview of one of the customers he personally serviced to ensure her a scorpion free Las Vegas home.

Bulwark Exterminating, 3932 Octagon Road, North Las Vegas, NV 89030

Bulwark Exterminating, 2129 Industrial Rd #203, Las Vegas, Nevada, 89102

Bulwark Exterminating,, 2707 East Craig Road, North Las Vegas, NV 89030

Las Vegas Articles

• Jeff Arnold, Chairman Forbes Travel Guide Delivers Keynote Address at 17th Les Clefs d’Or Pan American Congress in Las Vegas (lesclefsdor.wordpress.com)
• Nobhill Tavern  (lasvegasfoodadventures.wordpress.com)
• Photo: Homeless in Las Vegas (mojoey.blogspot.com)
• Newt Rally Upstaged by Local Vegas Grindcore band (universenumberfive.wordpress.com)

Mesa pest control branch also earned the Angie’s list Super Service Award. >> Mesa Exterminator Receives Angie’s List Super Service Award

Spiders in Spring – Ballooning, Kiting and Fashion

I caught this little guy joy riding on the front of my car today. The photo was shot through my windshield. The little spider attached its silk thread to the window and waited until I began to move. As the wind picked up, off he leapt. And away he went hoping the wind would carry him to a bright new future and home. Sadly, as the wind was only produced upon the movement of my vehicle this little spider didn’t make it far. And most likely is laying dead in the road some where.

Spring Spiders Ballooning

The process by which spiderlings will often spread is called “Ballooning”. They spin a little silk from their abdomen and let it loose in the breeze. The silk acts like a parachute or kite, lifting the small spider into the air and off to new heights. They often don’t travel far. A few yards is common. A hundred yards if the wind is just right, which is enough to escort them to the second floor of a home, carrying them safely over the pesticide barrier. So yes, even really good spider control services have a bit of trouble come spring.

 Cool Facts about Ballooning spiders:

 How High Can Ballooning Spiders Go? 16,000 feet.

Would you believe me if I said 16,000 Feet? Well you should, because these little critters have actually be found on data balloons that collect air samples at this height. 16,000 Feet.

Adult Spiders Balloon too, just not as often.

Ballooning isn’t recommended for most adult spiders. Being heavier they stand to hurt themselves a lot more than a little baby spider. However, there are a few adults that do get out and balloon it up. In fact, some social spiders do this when the heat rises, using the rising heat waves to carry them away. Ballooning without wind sounds pretty risky to me. Luckily that crazy spider family isn’t found in the United States. The Stegodyphus are most common in Asia, Europe, and Africa. But a few of them made it to Brazil.

Ever heard of Gossamer?

Gossamer is the name that was given to this very fine silk used for ballooning. The name gossamer was passed onto fabrics composed of very fine light threads. The gossamer fabric is popular among white wedding dresses. Interestingly enough, they didn’t actually know that what they had name gossamer was spider silk when they first named it.

Spiders are in Spring Fashion

Yep, High Paris Fashion at that. But that is so last 20’10 spring spider season. Spiders invading other areas. …Scary glasses.

Spiders in High Fashion - Freaky or Fabulous? Giles's Spring Spiders

Need Bulwark Spider Control?

Related articles

• How many spiders do you eat each year while sleeping? ZERO According to this exterminator. (blogpestcontrol.com)
• Identifying Black Widow Spider Webs

Pest Control Guest Post Opportunites

General rule of thumb,
if they mention you and/or your company,
then you deserve a link.

My boss was interviewed by a big magazine that published both off and online. He gave some great info and insight into running an exterminator business. What he forgot to do was ask for a link. While this should happen naturally from writers/editors, it doesn’t. Perhaps I live in a dream world that would deem that linking to your source as ethical. Maybe I am alone in thinking that writers should know to link out. Perhaps someday, but for now on my boss has been advised to proceed as follows.

ASK FOR THE LINK BEFORE THE INTERVIEW

It’s really very simple boss, when they quote you they need to do the following:

“Adam Seever, CEO of Bulwark Exterminating, says…”

If it’s an exclusive interview of you then they should conclude with an about section or begin with an introduction were they can build up more of your expertise. You can get a few more links in if it’s an exclusive interview.

“Today we are interviewing Adam Seever, CEO of Bulwark Exterminating, who has used database technology to create www.ScorpionReport.org”

In the past I would have pushed for an anchor text link for targeted keywords like pest control , and if I author a guest post for someone then I typically do drop in such a link, but today Google wants to see more of your branded keyword linking to you over heavy anchor text links. You can still accomplish this in an interview if you reference something you have written elsewhere online… “In my recent article on ant control I showed how statistical evaluation of treatments..”

You can also have them drop in easy links under a bio that lead to Find Bulwark on twitter, Follow Bulwark on Facebook: http://facebook.com/bulwarkpestcontrol Read Bulwark’s Blog …

These are just a few thoughts on how to get valid links through interviewing or blogging. But don’t over do your linking. If you submit an article to me as a guest blog post with as many self promoting links as what are in this article then I’d reject your article submission. I think 1-2 selfish links per article is permissible. More links are acceptable if they are not self serving. So if you want to load up a few more links then link to your friends.

Image via Wikipedia

Related articles

• Mesa Exterminator Recieves Angie’s List Super Service Award (bulwarkpestcontrol.com)
• Promoted Tweet on Pest Control Twitter Stream by WHO? (pestcontrolseo.wordpress.com)
• Hope & Possibility (spiderx.wordpress.com)

Want to guest post? Then contact me: @Thos003

Tough Mudder Phoenix Arizona – Bulwark Extreme

Awhile back I participated in the Phoenix Warrior Dash, well that was tough enough for me. But a couple of my co-workers here at Bulwark Exterminating decided to do the Tough Mudder. Here is their video clip… produced by the Bulwark Exterminating Marketing Department.

Yes that was a Back Flip into that muddy water… Yes there were 1000 watts running through those wires, which caused Derrick to fall forward after loosing muscle control. Certainly not an event for the weak. Crawling through water filled tunnels. Swimming through ice cold water, chilled to the bone by dry ice. But apparently not too much for the Phoenix Scorpion Control team that kills the most deadly US scorpions you can find on a regular bases. Kicking butt and taking names.

Bulwark Exterminating… Hiring guys who aren’t your average pest control guy. You may call it over the top… I call Bulwark Extreme.

Thanks Team Bulwark for the awesome event and awesome footage.

Are you a Bulwark fan, customer, or employee? Want a sponsor for your local sports event? Contact me:

Bulwark Exterminating
40 N Central Ave #1400
Phoenix, AZ 85004
(602) 652-2251
http://www.bulwarkpestcontrol.com/phoenix/

New Ad Space in Google Maps?

I was doing a little check up on my local maps section for Houston Pest Control, and I came across an ad space that I have never seen before. Google now places ads under a businesses name. Very interesting.

Residential Pest Contol Service in Houston

I wonder how effective this ad is. It does have the benefit of finding an audience that is searching for relevant businesses. Those that buy from Orkin would be potential consumers for Bulwark Exterminating. This could indeed be a great ad space. On the other hand, those that are looking for Bulwark will most likely not be interested in a competitors ad, so long as Bulwark is taking care of it’s customers. In which case this ad will perform poorly. I guess the only way to know is to test. If you are going to test these ads then you may want to consider long and hard about what you will use to differentiate yourself from your competitor. If Google would allow me to create a unique ad for each of my competitors then I could see this as being even that much more effective.

“Have you considered buying from a Family Owned Pest Control company?”

“We offer a guaranteed scorpion control service in writing, do they?”

“Does your service suck? Tired of Corporate pest control?”

“We are the only Houston Pest Control Service with an Angie’s Award.”

As always, test, review, improve.

Related articles

• Update: Google Local Mixed Results Hit the Blender (dreamsystemsmedia.com)
• Google Maps Rolls a Ball Through Cube City in a Video Ad Spot (great-ads.blogspot.com)
• Bulwark Exterminating Customer Comment (pestcontroltulsaok.com)
• Big List of Local SEO’s to Follow on Google Plus (niftymarketing.com)
• Tiger Wood’s Ex Levels House = $12 Million in Pest Control (blogpestcontrol.com)

And if you need Houston Residential Pest Control Service:

Bulwark Exterminating‎
10900 Brittmoore Park Drive
Houston, TX 77041
(281) 668-4930

http://www.bulwarkpestcontrol.com/houstonpestcontrol.php

Images of SOPA Protesters

Today was to be the internet blackout day in protest of SOPA (Stop Online Piracy Act). Mike Halvorsen named some big names in his blog post on those that were going to protest: http://michaelhalvorsen.com/2012/01/google-amazon-facebook-twitter-shutting-day-protest-sopa/

Among those names were Facebook, Twitter, Google, Amazon, Yahoo, and Ebay. None of these have actually closed their sites for the day, but a few are voicing some protest on their site. Other big name websites, like WordPress, Reddit, and Wikipedia have stepped up to the plate. Here are screen shots of websites protesting the “Stop Online Piracy Act”.

WordPress

I actually found WordPress.com to have the more unique and creative protests. Imagine how many wordpress blogs could be in danger of SOPA regulations. In fact, this entire blog could be shut down for even using a screen shot of the wordpress homepage. Clearly wordpress has not blacked out their entire site due to SOPA, as this is a wordpress.com blog, and I am personally grateful they did not.

WordPress.org also strikes in opposition of SOPA. Although at the bottom of the page you can find a link back to the old wordpress.org page.

Amazon

Screen Shot of Amazon Homepage 1-18-2012

In case you missed Amazon’s protesting efforts…

So look again and you will see a small box in the top right hand corner labeled “Reasons to oppose or modify SOPA.” Amazon is walking a fine line here as many authors may have reasons to support SOPA.

Google

Google Homepage SOPA Protest

No doodle from Google in protest of SOPA. The google logo still appears on the google maps vertical, but does not appear in google’s other vertical searches. The link on google’s home page takes you to their page dedicated to protesting the movement and includes the following nifty PDF. < click the image to download it >

Surprisingly YouTube shows nothing in opposition of SOPA.

Wikipedia – Biggest Protester

Homepage of Wikipedia in Protest to SOPA - 1/17/2012

Very compelling message by Wikipedia, a site built upon FREE information. They also implement a great call to action to help push phone calls to “your representatives.” Their goal is to melt Washington D.C. phone lines. Worthy attempt. Although wikipedia did not have a complete blackout, and they are employing a rather sneaky redirect. Although I assume that Google will most likely ignore this black hat tactic. You will notice that the above page loads first then the redirect loads on top of that page. My guess is that Wikipedia understands the damage that could occur to their SEO should they show the search engines a bunch of duplicate content and/or pages down. And if you really need Wikipedia to do your homework then try http://simple.wikipedia.org.

Other Notable Protesting Websites

Mozilla‘s home page:

Mozilla’s blog mentions the protest but their blog and all other internal pages are still live.

_

Reddit‘s Entire Website for 12 hours:

This includes all of Reddit’s internal pages.

_

Wired.com is censored in protest of SOPA

_

Pinterest.com, upon login gives the following message and screen shot in protest.

Only visible upon login.

_

Slickdeals.net adds a notice on their homepage.

_

Congress Woman @RepAnnaEshoo of California is protesting on her site:

http://eshoo.house.gov/

Anna Eshoo represents California’s 14th Congressional District–the heart of Silicon Valley. She is Ranking Member of the Communications and Technology Subcommittee.

_

Craigslist.org is also adding a protest to their local directories, but with a link to click on through.

_

Slashdot.org marks through their logo and posts two articles at the top of their page explaining SOPA.

_

Fark.com Homepage Support for SOPA

Watch Why You should Support SOPA Video. Farks deeper pages are all still active. And instead of a blackout they went with a white-out.

Non Protesting Sites as of Today:

Facebook, Twitter, Yahoo, and Ebay have nothing on their homepages in opposition of SOPA. Bing announced it’s protest, but nothing on Bing shows them as protesting. And while Godaddy was once listed as a supporter, they have nothing on their website going either way.

Perhaps it’s because the bill is nearly dead at this time, but with the exception of Wikipedia and Reddit, I feel that the protesting websites have failed to actually “BLACK OUT”, and their protests are weak. As a business, I can understand the actual costs involved in shutting down for a day. Google would loose millions if it closed it’s doors for one day. Wikipedia has the luxury of being a Non-Profit, so no money will be lost. As for Godaddy, they are smart for staying out of the political heat.

Feel free to add any additional sites in protest to the comments below.

Related articles

• Microsoft opposes SOPA (seattletimes.nwsource.com)
• SOPA blackout list grows, as Google confirms plan to include link on homepage (100gf.wordpress.com)
• Stop SOPA/PIPA Censorship! WCMA Joins the Strike! (wcma2.wordpress.com)
• SOPA to be resurrected after blackout protests (slashgear.com)
• Say NO to SOPA & PIPA! (jeenus.wordpress.com)
• Stop SOPA And PIPA (neilperkin.typepad.com)
• What it SOPA & PIPA ? Why it is matter ? (ictreview.wordpress.com)

And that is a day in online protest, from your local pest control guy, at Bulwark Exterminating.