Meanwhile, Orkin- that other pest control giant- adopts a softer, more subtle marketing strategy.

orkin

Screen capture from Orkin’s website, displayed without permission as Fair Use commentary on Orkin’s marketing strategy.

Many people are reluctant to call pest control, perhaps because decades of environmentalism has softened our cultural attitude towards nature, or perhaps just out of guilt towards the wee household insects. In contrast to Terminix’s brute force fear campaign, Orkin projects a feel-good “Bugs are cool, but sometimes we do have to kill them”. I suspect this appeals to a great number of homeowners on the fence about whether they should use a commercial exterminator.

Of course, a company’s marketing front has little to do with the quality of the job they actually perform, so don’t take this as a recommendation.

(Disclosure: Orkin has purchased image licenses from me in the past, but has also used several of my photographs without permission. My relationship with the company is complicated…).