Pest Management Professional, January 2015
Photo istock com jhorrocks Marketing Matters Q a By Harvey F Goldglantz Contributor Q Our company is preparing its advertising budget for 2015 How much should we allocate The short answer is it depends Your budget should be based on a percentage of next years projected sales Generally speaking it should be between 5 percent and 9 percent of anticipated revenue The smaller the company the larger the budget needs to be Some companies make the mistake of basing advertising budgets on the prior years sales which is a flawed strategy and doesnt allow for growth Dont be limited by the 9 percent ceiling If your growth plan demands it go for it Q I own a small company and have a limited advertising budget Where can I get the most bang for my buck Small is a relative term If youre really small networking is your best bet Join local chambers of commerce civic organizations realty boards and networking groups You also need a website because thats where most leads are originating for pest management companies Invest in a professionally designed site Hire a search engine optimization SEO company to help keep your web presence rankings competitive Also invest in a limited pay per click campaign in season Q I thought traditional phone book ads were DOA Why do large companies still use them Its a strategic decision The older demographics still reach for printed phone directories when searching for local businesses Its all about the return on investment ROI If youre not getting a minimum 2 1 ratio on your investment pull out pmp You can reach Goldglantz president of Pest Control Marketing Co and author of Marketing Matters at hgpcmcinc@ aol com Buy Marketing Matters by Harvey F Goldglantz from the PMP bookstore at mypmp net Stop Spraying Money Down the Drain GET SMARTER WHEN IT COMES TO YOUR SPRAY EQUIPMENT INCREASED PRODUCTIVITY AND PROFITABILITY AWAITS STOP Spraying Money Down the Drain is a must read reference guide for pest management and lawn care professionals Chock full of photographs and diagrams the 150 page book is the blueprint to increasing productivity and prof tability by deploying simple strategies for purchasing using and maintaining spray equipment PURCHASE THIS BOOK AND MORE AT MYPMP NET BUSINESSBOOKS Available now 24 99 Order your copy today www mypmp net businessbooks Volume discounts available Please contact Antoinette at asanchez perkins@ northcoastmedia net or call 216 526 6072 www mypmp net pest management professional January 2015 67
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