brand marketing

Pest Control Firm's Marketing Goes Social

Pest Control carIf anyone still needed proof that virtually any topic can find a following on social media, consider your search (so to speak) over.

Although few folks find it funny when their own abodes are suddenly invaded by varmints of the insect or rodent variety, it turns out that quite a few online habitués are into a tongue-in-cheek approach to pest control.

The evidence: Truly Nolen--a large family-owned pest control company with more than 100 U.S. locations and about the same number of international locations--has a blog that's housed on its Web site, a Facebook page, YouTube videos and now ... a presence on Twitter.

While the Web site (trulynolen.com) takes a fairly traditional approach to informing the pest-plagued about their nemeses and how Truly Nolen gets rid of them, the blog ("The Insect Inquirer") weaves practical advice with sometimes esoteric--yet oddly compelling-- tidbits about animal life we all hope never to encounter in our bedrooms. Sample: "One of the most frightening of all common household pests, the scorpion is also one of the most difficult to eliminate. Although scorpions ordinarily do not attack unless disturbed, their sting can be quite painful--and in the case of one species found in the U.S., it can be fatal."

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The other online initiatives don't even try to inform, but instead aim to create brand exposure with often self-deprecating humor and a large dash of (literally) creepy puns that you don't have to be an entomologist to get a chuckle out of.

In this mission, the Tucson, Ariz.-based company--founded by Truly Nolen Senior in 1938 and now run by T.N. Junior--has a powerful weapon: the Mousecar. The Mousecar, the official TN company vehicle, is a yellow VW Beetle (what else?) rigged with black ears and a tail. (what else?)

The car is iconic enough that it has its own Facebook page, which has attracted more than 100 friends since its launch in August. The page features oodles of Mousecar-spotting photos from fans around the world ... and of course a profile of Mousecar, who is a fan of celebrities such as Spider-Man and Mickey Mouse, films like "Batman: The Dark Knight" and bands like Modest Mouse.

TN's current YouTube video, "When Insects Attack," is a hilariously nightmarish "documentary" of a TN technician's first day on the job that has pulled about 400 viewings since its posting in September.

The company joined Twitter on Monday and the bug tweets are already flying--thanks in part to TN's following of tweeters from local media and those with bug-related connections of one sort or another, including competitive exterminators. Sample tweet to local media: "We're keeping our eyes on pests in Sarasota for you--usually with 6 legs or more--greetings!"

What's the ROI on all this activity? TN is taking a low-key, build-it-and-they-will-eventually-come approach.

"Aside from the work involved, it's basically free--and it's getting us some exposure," says TN director of marketing and public relations Barry Murray, who also authors "The Insect Inquirer" blog. "These are the media of communications with the consumer of the future, as well as a good segment of today's consumers. The goodwill is good branding."

And besides, "when your corporate car has ears and a tail, you can pretty much get away with anything," Murray observes.

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