The Droll Side of Death
SENTRICON CLOSES THE COFFIN ON TERMITES
The Sentricon® system had a goal to increase brand awareness in the pest control market, but a fresh consumer opportunity remained elusive. A focus group discussion gave Sentricon the “aha moment” it needed: female homeowners had a completely visceral reaction to termites.
THERE CAN ONLY BE ONE QUEEN IN THE HOUSE AND IT’S NOT THE SIX-LEGGED VARIETY
Sentricon discovered that women 35+, with a strong stake in household decisions, felt particularly vulnerable talking termites. These women wanted termites out of their thoughts – and their homes, forever.
As a result of this highly emotional reaction, a cheeky two-fold campaign was born.
Getting the Sentricon salesforce on the hearse
First, the Sentricon salesforce gained marketing materials to bolster their marketing efforts. To get them engaged, they received top-of-the-line Bluetooth earbuds, along with materials explaining the opportunity and promotional events.
SENTRICON CAMPAIGN UNEARTHS 122,000 NEW USERS
Second, the Sentricon salesforce used these cheeky, high-impact materials in their own marketing – and saw 122,000 new consumers educate themselves through the Sentricon website.
Good Termites are Dead Ones
The Sentricon tour began with a 17-foot hearse with a 100-pound termite on top. Key customers in seven states learned about the Sentricon system through tips and testimonials.
Connecting customers with professionals
33,000 web sessions resulted in reaching the “Find a Termite Professional” page.
Bader Rutter put an amazing tongue-in-cheek spin on termite control with our Sentricon system. Our salesforce gained terrific materials to effectively drive sales and grow customer retention. Increasing consumer brand awareness and engagement has been possible, thanks to some very inventive marketing communications.
- David Maurer, Product Marketing Lead-Pest Management
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