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LAS VEGAS – At a PestWorld 2021 educational session on November 3, John Lonsbury shared his secret to attracting more customers: knowing the right customers to target and knowing where they are.

In his presentation “Two Incredibly Effective Strategies to Instantly Improve Your Marketing Results,” Lonsbury, Director of Sales and Marketing at Adam’s Pest Control, Medina, Minn., Explained how pest management companies can use segmentation analysis of audience – by grouping customers into segments to predict their behavior – and location marketing to grow their customer base.

By analyzing data such as age, gender, income, ethnicity, residence, interests, values ​​and consumption habits of customers, companies can identify their key customer base and target that specific group, Lonsbury explained. This is the basis of audience segmentation.

So how does a business find this specific customer data? Lonsbury advised hiring a provider who specializes in interpreting this type of information to facilitate the process of audience segmentation. Adam’s Pest Control uses Claritas Prizm Premier.

Claritas analyzed Adam’s current customer base and organized those customers into different audience segments based on their demographic, geographic, psychographic and behavioral data. For example, a customer may be grouped into the “Multi-Culti Mosaic” segment of Claritas. This set of clients tend to live in more urban areas, and many are first-generation Americans striving to improve their economic situation.

Claritas predicts where this group of people might buy, their education level, interests, age range and more. This data allows companies to better define their customer base to better understand how to market to them.

“Your [customer] the outlook could vary considerably, ”Lonsbury said. “You want to be able to take them and put them in these different segmentations. “

Adam’s then works with Claritas and its segmentation data to find like audiences with similar attributes “who may not be your audience right now, but who have a propensity to buy pest control products,” Lonsbury said.

Adam’s marketing team creates a map of lookalike audiences by zip code, identifying specific locations where their ideal clientele lives. By analyzing segmentation profiles, Adam’s is able to develop meaningful marketing content aimed specifically at this audience segment based on their interests, life stages and other characteristics, Lonsbury said.

Adam’s Pest Control pay-per-click rate is three times the national rate because of this marketing strategy, he said.

“It’s because we know who our customers and prospects are, and we know where they are,” Lonsbury said.