CO2 Blast Cap - Fear Marketing
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Fear is persuasive. Brands and marketers alike use fear as a motivator to convince a consumer to take action. Learn how pest control and lawn service businesses can take advantage of this tool in their marketing efforts.
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CO2 Blast Cap - Fear Marketing
- 2. FEAR MARKETING Katie McCaskill, Inbound Specialist Coalmarch Productions
- 4. Using fear as a motivator for getting people to respond to marketing efforts WHAT IS IT?
- 5. Fear triggers your target audience to take action HOW DOES IT WORK?
- 6. Consumers are afraid of things that make them uncomfortable, things that can harm them, and fear of the unknown WHAT ARE THEY AFRAID OF?
- 7. SERVICE BASED INDUSTRIES How can you use fear marketing in your service based industry?
- 8. Focus on preventative measures your customers can take to protect themselves and their homes from potential harm PEST CONTROL AND LAWN CARE
- 9. Provide customers with the tools and information they need to make sound decisions for themselves STOP THE SPREAD OF ZIKA
- 10. Educate your customers on the potential damages and costs they could incur PROTECTION FROM TERMITE INFESTATION
- 11. Remind customers about potential health concerns that could put their family in danger AVOID HARMFUL CHEMICALS
- 12. HOW DO YOU DO IT?
- 13. Tell your customers what to do to prevent their fears from happening PROVIDE A SPECIFIC ACTION
- 14. Portray the solution to the fear as something that they can easily do OFFER A SIMPLE SOLUTION
- 15. No one is more qualified than you and your technicians! SHARE YOUR KNOWLEDGE
- 16. Use credible statistics and facts to back up your claims and concerns BE RESPONSIBLE AND ETHICAL
- 17. FEAR MARKETING Katie McCaskill, Inbound Specialist Coalmarch Productions kmccaskill@coalmarch.co m linkedin.com/in/katielmccaskill
Editor's Notes
- Hi everyone! My name is Katie McCaskill and I am an Inbound Specialist at Coalmarch. This afternoon we’re going to talk a little about fear marketing, what it is and how it works for your business.
- Fear sells and we’re all buying. Whether you realize it or not, you have somehow been motivated to make a purchase by fear. Some tactics and efforts are more obvious than others, and fear appeals don’t have the same effect on everyone Try to think of a time where you bought a product or service because you were afraid of what could happen if you didn’t. Here’s an example: I recently purchased my first home with my husband. Shortly after we bought the house, a sales representative from ADT knocked on our door to talk to us about their home security systems. It wasn’t the low price or “easy to operate control panel” that pushed my husband from a prospect to a buyer -- it was the salesman’s illustration using fear that compelled my husband to buy it. He said, “Imagine your wife is coming home alone one day. She opens the door to find a man sitting in your living room. ADT can prevent that from happening.” Until that moment, we never considered buying a security system. But now guess who has a home security system and a terrifying mental picture of a stranger sitting in my living room? We realized the potential dangers we faced without it, so fear was a driving force in our purchasing decision.
- So what exactly is fear marketing? Fear marketing is appealing to consumer’s emotions and using fear as a motivator for getting them to respond to marketing efforts.
- There’s a psychological factor involved in a consumer’s decision to buy, so effective marketing appeals to their emotions, including fear. Fear triggers your target audience to make a purchase sign up for your newsletter, or request a service from your company. In order to appeal to those fears, you have to understand what consumers are afraid of.
- They’re afraid of many things, like the unknown, things that make them uncomfortable, and especially of things that put them in danger. Discovering those fears is key for marketers. We need to figure out what they’re afraid of so we can motivate them to take action to alleviate those fears.
- It’s easy to picture how fear marketing works for some industries or brands, like a home security company or an anti-smoking campaign. But how can a service based industry like yours take advantage of this motivator?
- You can leverage fear marketing to your advantage anytime a customer risks losing money, time, property, or life. So what are your pest control and lawn care customers afraid of? Sometimes they’re aware of their fears - like fear of having bugs in their homes - and other times they need to be educated on what they should be afraid of. The key to fear marketing in pest control and lawn care is to focus on preventative measures to protect their homes and lawns before it’s too late. Let’s talk a little about how you can do that.
- This year Zika was a newsworthy topic that everyone was talking about. The Zika outbreak has created business for some companies, but has hurt others. For example, there was some concern in the travel industry that people would cancel some trips to places like Brazil because of the Zika virus. On the flip side, businesses like yours were getting calls in historically slower months from customers looking for more information. Now the buzz has died down a little, but customers are still searching for information and looking for ways to be proactive. Of course the most assured way to stop the spread of the virus is to prevent mosquito bites and one way to do that is through the use of mosquito control treatments from lawn care and pest control companies. You can include some general information about what Zika is and what steps to take to prevent it from spreading on your mosquito service page.
- What about termites? Your customers probably don’t think about termites all that often. In fact, many homeowners might not be searching for termite service until it’s too late. It’s your job to educate your customers on the risks they face, especially your customers that live in high activity zones. Use language on your website that encourages them to protect their homes before infestation strikes. Share statistics about the cost of damages to homes due to termite damage each year. You can offer free termite inspections and sell the peace of mind that comes with knowing their homes are safe from harm.
- Using fear to market your lawn care service is a little less intense, but that doesn’t mean it can’t be done! Focus on your customer’s families. Their number one priority is to keep them safe, so suggesting that they currently AREN’T safe can motivate them to learn more about your service. For example, asking “Do you know what’s being sprayed on your lawn? What you don’t know can hurt you!” might compel them to reevaluate their current situation. Promote your pet-safe, eco-friendly service as a solution to their fears.
- There's a few things to remember as you incorporate fear into your marketing. You need to find the balance between making them aware of their fears and educating them on what to do the prevent them from happening.
- It’s not enough to arouse a fear - provide your customers with a way to eliminate them. After you’ve educated your customers on their potential risks and negative outcomes you need to tell them what steps to take to prevent their fears from becoming a reality. You should also mention what will happen if they don’t take action. Make sure the portrayed consequence of not taking action is severe, but not exaggerated.
- The solution needs to be simple. Your customer is afraid of their home being damaged by termites? Great - guess what! You offer a variety of termite control packages and all they have to do is give you a call. It’s as easy as that.
- You are the most qualified source to answer questions and provide information on the services you offer. You also know what’s going on in your service areas, so focus on fears that are relevant to your customers. If you’re not in an area where Zika is a major concern, don’t spend your time trying to convince your customers they should be afraid of it. Tailor your marketing to fit your audience and share your knowledge on how your service can help them.
- Most importantly, be responsible and ethical in your fear marketing efforts. You cannot guarantee your service as a solution to their fears, but you can offer your service as an extra layer of protection from them. Remember to balance their fears with all the positive things that will result from purchasing your service -- keeping their families safe, protecting their investment, and more. Give your customers what they need to decide for themselves if their fears of Zika or termite infestation is great enough to cause them to purchase your service. You’re a reliable source of information and you don’t want to turn your customers off by making it obvious you are trying to take advantage of them by using fear tactics.