Modern-Day Takes on Classic Marketing Tactics

Dr. Jim Fredericks, Executive Director, Professional Pest Management Alliance (PPMA)

The saying goes, “If it’s not broken, don’t fix it.” But what if, instead of fixing, we enhance it? 
In marketing, time-tested tactics will always remain invaluable and are something we should keep in our year-round strategies, but they can benefit from a modern twist from time to time. As we operate in an increasingly competitive market, pest control companies have an opportunity to amplify their impact by blending proven tactics with today’s innovative tools. This not only helps you connect with customers more effectively but also ensures your business doesn’t just stand out—it really thrives.

Here’s how you can elevate three classic tactics to help your company take off in a modern marketplace.

REINVENTING CANVASSING 

Canvassing—whether through door-to-door flyers, brochures, or direct mailers—has long been a staple of marketing. Traditionally, these materials were physical and static, delivering just the information in hand. But with the rise of mobile technology, consumers have grown accustomed to and now expect instant access to more resources at their fingertips.

Enter QR codes, a simple yet powerful addition to printed materials. These scannable links can direct current and existing customers to your website, booking forms, or even your company’s social media profiles. One example could be providing a flyer with a QR code with the call to action, “Scan to book your next pest control appointment!” This direct link leads customers to a convenient scheduling page, making the process quicker and saving them time compared to manually searching for and navigating the booking options themselves. Plus, dynamic codes are trackable, allowing you to measure how often they are scanned and assess the effectiveness of your marketing materials. 

QR codes are gaining popularity in the U.S., with approximately 89 million smartphone users scanning a QR code on their mobile devices in 2022, reflecting a 26% increase compared to 2020. This growth is expected to continue, with projections estimating more than 100 million users engaging with mobile QR code scanners by 2025, according to Statista. This upward trend makes QR codes an effective and promising way to bridge offline marketing with online engagement.

Adding QR codes to your canvassing materials can not only significantly increase engagement, allowing potential customers to learn more about your services instantly, but also boost your chances of converting them into long-term clients.

INTEGRATING SOCIAL MEDIA AND REFERRAL PROGRAMS

Word-of-mouth marketing has always been effective for service-based industries like pest control. Customers trust recommendations from people they know, with 92% of consumers saying they’re more likely to act on personal referrals from friends and family than traditional ads, according to Nielsen. Social media offers an opportunity to take those efforts a step further. Pest control companies can create referral programs integrated with their social media platforms of choice, offering incentives like discounted services or a free first visit in exchange for customer recommendations.

For instance, you could launch a targeted spring campaign encouraging customers to post on social platforms like Facebook or Instagram about how pest-proofing their home is a top item on their spring-cleaning to-do list. They would share a personalized link or unique code and tag your company in their post. When individuals in their social network use that code to book a service, the referrer earns a discount on their next pest control visit. It’s a win-win: Not only does this expand your reach as we enter peak pest season, but the incentive turns customers into advocates, building trust and increasing brand equity by rewarding their loyalty.

HYPERLOCAL TARGETING FOR A STRONGER DIGITAL PRESENCE

Think of your business’ online presence as your digital storefront. Much like a brick-and-mortar store, it needs to have the right touches—or curb appeal—to draw in customers. To compete locally, your strategy needs to be fine-tuned for the specific neighborhoods you serve. That’s where local search engine optimization (SEO) and hyper­local targeting come into play.

Research shows that 72% of consumers who perform a local search will visit a business within 5 miles of their location, according to HubSpot. For pest control businesses, this means showing up in local searches can translate directly to bookings. Optimizing your website with neighborhood-specific keywords—like “ant control in Philadelphia” or “rodent experts near the Liberty Bell”—helps you appear at the top of search results.

Geo-targeted social media ads are another effective tool. Platforms like Facebook, Instagram, and even Nextdoor allow you to show ads specifically to users in your service area. For example, you can run a campaign targeting homeowners in a newly developed community, offering a “new neighborhood discount” on first services.

NEXT-LEVEL MARKETING

Classic marketing strategies like canvassing, referrals, and a strong digital presence have stood the test of time for a good reason: They’re effective. By modernizing them with tools like QR codes, social media integrations, and hyperlocal SEO, pest control businesses can take these proven methods to the next level.
And the best part? These approaches can be tailored to fit your specific goals, ensuring your marketing efforts are both impactful and cost-effective. Blending the old with the new creates a winning formula for your business to thrive in a crowded and ever-evolving field.