This page contains a Flash digital edition of a book.
»


MARKETING CORNER


of pests. Consider cartoon-like images or messages with text rather than graphics. For example, on a calendar, rather than showing a photo of a mouse in December, feature a snowy landscape scene with text stating that mice may try to get in out of the cold in the winter.


■ In most cases, promotional items will be cheaper if you get more of them, since the bulk of the cost is the one-time cost of setting up the imprint. If you can decide on something you like and will want to use long term, it will be highly cost effective to order a very large quantity at one time.


■ Whatever item and design you choose should be consistent with the look and feel of your company’s existing brand. For example, if your logo is angular with bold coloring, it wouldn’t make sense to put it on a calendar with a pastel background and flowing, script-like font.


■ Ask vendors to send a sample of an item before you decide to order it so you can get a real sense of where


logos and text will appear, as well as an idea of the item’s true size and quality.


■ Be sure to ask for “mock-ups” and proofs of your item before signing off on production and paying the invoice.


■ Many vendors offer the same or similar products, so be sure to shop around to make sure you’re getting the best deal and best quality for your money.


The Bottom Line Promotional items can pay for themselves long after they’ve gone from your hand to a homeowner’s. You know your business and you know your clients—use this knowledge when deciding what product would best serve you both. If you wouldn’t keep some- thing on your desk or in your kitchen, your clients probably wouldn’t either. If you provide them with something they can use, they are that much more likely to turn to you when the occasion to call a pest professional arises.


«


28 PESTWORLD MARCH/APRIL 2011


www.npmapestworld.org


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52