TERMINIX CASE STUDY

Lead generation without discounts

Terminix’s largest franchise faced stiff competition from companies who appear to perform the same services for less money. We needed to persuade consumers (who don’t even think about pest control unless there’s a visible problem) to see the value in preventative treatment vs. just jumping at a cheap offer. So we created a unique position for the brand – a Carolinas-based, family-owned company that’s backed by the power of Terminix International’s science and technology.

We brought this position to life in a variety of digital and traditional media and connected emotionally with the target influencer: women.

TERMINIX
CASE STUDY

Lead generation without discounts

Terminix’s largest franchise faced stiff competition from companies who appear to perform the same services for less money. We needed to persuade consumers (who don’t even think about pest control unless there’s a visible problem) to see the value in preventative treatment vs. just jumping at a cheap offer. So we created a unique position for the brand – a Carolinas-based, family-owned company that’s backed by the power of Terminix International’s science and technology.

We brought this position to life in a variety of digital and traditional media and connected emotionally with the target influencer: women.

RESULTS

Online leads jumped 50-70%

Cost-per-lead dropped 84%

Terminix recorded their best year ever for pest control sales

All without discounting

Brand Messaging

Strong, simple and memorable. The new brand message not only inspired customers and prospects, but the Terminix team as well – a critical factor
to success in home services businesses.

Online Ads

We asked viewers the hard questions in a simple format, and hit them with a strong call-to-action to drive clicks and leads.

Online Ads

We asked viewers the hard questions in a simple format, and hit them with a strong call-to-action to drive clicks and leads.

Videos

From inspirational brand messages to informational tips from a likeable on-camera spokesman and quick data-based motion-graphic clips, the 20+ videos in the Terminix video library have a strong role in both paid advertising and social media campaigns.

Email

With more than 200,000 customers buying a variety of services, consistent email marketing helps cross-sell mosquito management to termite customers, moisture mitigation to pest customers, and on and on.

Email

With more than 200,000 customers buying a variety of services, consistent email marketing helps cross-sell mosquito management to termite customers, moisture mitigation to pest customers, and on and on.

Traditional Advertising

From bold brand radio commercials to eyecatching billboards and strong print sales support materials, these offline elements provide critical touchpoints.

Interactivity

How do you get people excited about mosquito management? Give them a real-time interactive mosquito forecast that’s as easy to use as Weather.com. And promote it ON Weather.com!

Interactivity

How do you get people excited about mosquito management? Give them a real-time interactive mosquito forecast that’s as easy to use as Weather.com. And promote it ON Weather.com!