More firepower for a price war
Pest Hanter, a pest control service, strengthens its marketing position in a price war by turning a discount into an incentive for urgent action.
Competing in a Reactive, Price-Driven Market
Pest Hanter operates in an industry defined by stiff price competition. Responding proactively to this market pressure, they come to us with a clear objective: to create a discount campaign that will stand out and drive sales.
Our strategic analysis begins with a simple but powerful observation of customer behaviour. Most homeowners only call a pest service after they discover a problem. This insight reveals the true root cause of customer inaction. The core business challenge, therefore, is not just to compete on price but to develop a new marketing strategy to overcome this reactive mindset.
A Strategy to Reframe the Customer Conversation
Our marketing strategy is to strengthen the client’s campaign by also targeting this root cause of customer inaction. The goal is to reframe how homeowners think about pest control, shifting their mindset from a reactive “cure” to a proactive “prevention”.
Instead of simply selling a discount, we sell peace of mind. The 20% off is repositioned not as the primary reason to call, but as a smart bonus for taking the necessary steps to protect one’s home and family.
A Campaign Platform Built on Emotional Urgency
To execute this marketing strategy, we develop a series of mobile-first flyers. The creative is built around strong, emotionally resonant headlines that tap into the visceral, unspoken fears associated with each type of pest.
The copy doesn’t lead with the discount; it leads with the problem. It transforms a low-interest service into a high-urgency solution, compelling homeowners to consider what might be happening unseen in their homes.
A series of flyers designed to create a sense of urgency by highlighting the real, emotional cost of inaction.
Strategic Foundation for Ongoing Marketing
The primary result of our work is a repeatable campaign platform that transforms how Pest Hanter communicates.
They are no longer just competing on price; they now lead the conversation with the value of proactive prevention. This strategic shift provides them with a more persuasive and sustainable way to engage their market, turning a discount into a tool that builds both urgency and trust.
