What Our Brand Says About Our Company

In the crowded consumer marketplace of 2016, having a strong brand presence is more important than ever. As a company, your brand is your promise to customers. It’s the first impression people have of your business and the image they will carry throughout their time as your customer. Your brand goes beyond the product you provide to tell people how you deliver that product, what your company believes in, and how you want to be perceived.

You may not realize how important this component of a business is, but what comes to mind when you think of some popular brand names? Nike commercials may make you feel more confident and athletic, like their products are just what you need to achieve your fitness goals. The Mercedes brand exudes luxury and makes consumers want to drive it to achieve a certain status or wow factor. Branding has the power to give incredible meaning to an intangible and trivial object. A t-shirt with the Coca-Cola logo on it is really just a piece of fabric with some stitching. But that symbol says much more; happiness, unity, refreshment.

Company’s build brands with innovative messaging and consistency. They know what they believe in and apply it to every facet of business from advertising and customer service to email signatures and how they treat their employees. A strong brand will not only catch a consumer’s eye in the beginning, but it will work as an asset to keep he or she as a long-term customer. Essentially, a brand is a company’s personality. The more developed and consistent it is, the more customers will feel like they know what a company is about and can trust in it to bring them the desired results.

But this is no small task for a new business. Establishing a solid brand and spreading awareness takes creativity, strategy, and usually a significant budget. This is one of many advantages to investing in a franchise; the brand is already built for you! A franchisor should have the team, materials, and messaging you need to hit the ground running with your business. Mosquito Joe, for example, has an experienced team dedicated to training and ongoing support so that each of our franchisees can carry out our brand consistently in their local areas.


It helps that our brand is one of our strongest assets. The tagline “Outside is fun again.” says it all. Our messaging focuses on the lifestyle that our services can provide customers, enjoying time outside with family and friends without the worry of getting bit by mosquitoes. It removes the ick factor usually associated with pest control and helps consumers focus on the positive end result of our barrier spray services.

This carries over into our other messaging and imagery. Most new franchisees comment on our “look”, saying it’s what got their attention in the first place and roped them in to the character of Mosquito Joe.  Some of our other taglines such as “Stop smacking yourself in the face.” and “Don’t worry, you’re safe in here.” let customers and prospects know that our company has a relatable personality, that we understand your mosquito control needs, and that we have the expertise necessary to meet them.

We train our franchisees extensively before they open for business, so that our brand messaging is consistent throughout the entire system. Any materials we create and distribute, from our website to local flyers, have (what we think is) a perfect mix of humor, outdoor fun, and mosquito control expertise.

We want our customers to not only love the service, but to love the people and the company behind it. We are very proud of the brand we’ve built over the years and the growing recognition it’s receiving nationwide. If you or someone you know would like to learn more about Mosquito Joe and what we’re all about, please visit our franchise information page. Then give us a call! We are happy to answer your questions and get you on the path to joining the Mosquito Joe family.

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Why It’s Important to Attend a Franchise Decision Day

As with many franchises, Mosquito Joe requires franchise candidates to attend a Discovery Day at the MoJo Corporate office in Virginia Beach, Virginia. Candidates spend a day with our Corporate team, getting to know our franchise better, and asking final questions they’ve gathered throughout the sales process. We see this as an integral part of developing the Mosquito Joe franchise family. Candidates not only get the chance to learn more about us, but we have the opportunity on that day to evaluate how he or she would contribute to our system.

To get a better understanding of why Decision Days are so important and why most franchises require them of candidates before signing the dotted line, we spoke with our CEO, Kevin Wilson:

Decision DayWhat is the purpose of a Decision Day?

This comes at the very end of the process after all the calls and research has been conducted by the candidate and franchise salesperson. We have two primary goals throughout the course of the day. First, we want to ensure that the candidate has all their remaining questions answered. Second, both the candidate and the Corporate team each get an opportunity to make a final assessment of one another. Will this person be a good fit with our team? Will we be a good fit for this candidate?

How can a candidate prepare for a Decision Day?

Write down all remaining questions they have. Ideally, they should break them into various functional areas such as marketing, operations, finance, etc. so they can be sure to address them to the right department throughout the day.

What makes the Mosquito Joe Decision Day experience unique?

We believe the experience is unique because it’s genuine! What you see is what you get. We pride ourselves on being transparent and answering any and all questions directly.

What is expected of the candidate after a Decision Day is complete?

At the end of the day, we let the candidate know if we believe he or she is a good fit with us as a franchisee. Assuming they have the same interest level, a member of our development team will schedule a call for 24 – 48 hours later with the goal of receiving an actual decision. Assuming the candidate agrees to move forward, documents are sent out for signature (usually the same day!)


We believe the Mosquito Joe Decision Day experience is unique and allows candidates to get a true glimpse into our franchise that they can’t get via phone, email, or video. But don’t take our word for it! Some of our franchisees gave feedback on the most beneficial aspect of their Decision Day experiences at Mosquito Joe.

Decision Day

Very organized and on target! It gave us a good, all-around idea of a day in the life of Mosquito Joe. – Marla Carruth, Owner of Mosquito Joe of Baton Rouge

Being able to meet everyone at Mosquito Joe personally to ask questions and to get to know everyone better. – Jeff Sommers, Owner of Mosquito Joe of Springfield (photo to the right)

Meeting the people behind the vision and knowing they are excited about the company. Also, meeting the technicians and learning about their views of the job helped with respect to future hiring. – Kate Gould, Owner of Mosquito Joe of NW Houston

All of it! It was great to be able to meet everyone and get time alone to speak with each department/person – Matt Lemke, Owner of Mosquito Joe of Coastal Georgia

Meeting the team, seeing the software in action, and meeting the guys (technicians) in the field was great. Professionalism was everywhere. – Elio Chiavola, Owner of Mosquito Joe of Wayne


As you can see, attending a Decision Day is vital to making a well-informed choice about a franchise. Meeting the people behind the operation, learning more about important softwares, and seeing some of the day-to-day operations helps candidates envision themselves as a franchise owner. We treat each Decision Day uniquely and want to make the best possible impression on a candidate while also learning more about him or her. And we think owning a Mosquito Joe franchise is a pretty awesome opportunity, so we’re very proud of what we have to offer.

If you or someone you know is interested in learning more about franchising with Mosquito Joe, please visit our franchise information page. We’d love to talk with you, answer any questions you have, and get you on the path to joining the MoJo family!

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Using Influencers in Local Marketing

Nowadays, positive word of mouth marketing is one of the most powerful tools a business can have in its marketing arsenal. Paid advertisements and targeted campaigns are also extremely useful, but generating recommendations and referrals throughout a community or customer base can go a long way.

Think about it. You want to try a new restaurant in town and do your research to find the right place. What influences your final decision more – the restaurant’s website with the full menu, prices, and professional photos or the Yelp and Google reviews talking about customers’ previous experiences? Statistically, the latter of the two will carry the most weight. According to Nielsen, 68% of people trust online opinions from other consumers. Likewise, 88% of people trust online reviews from other consumers as much as they trust recommendations from personal contacts. So, hearing about someone else’s personal experience with a brand, service, or product is highly influential to future customers making a decision.

People in the community that have attracted a loyal following via blogging or social media and have the power to move their followers to action are called Influencers. As previously mentioned, people care about others’ opinions when it comes to services and products, which makes Influencers with audiences that care what they have to say dynamic business partners.

What is an Influencer?

Influencers can take many forms, so identifying them successfully will vary depending on your community and what matters to it. Influencers can be successful bloggers or writers on a certain topic, local newspaper or magazine critics, as well as academics, consultants, and beyond. It’s important to remember that celebrities are not the same as Influencers. According to TapInfluence, “Influencers are real people who are really good at something and earned the respect of others because of it.” An Influencer’s expertise and experience with a product or industry gives them an authentic authority that many celebrities do not have.

Hopefully some local Influencers immediately come to mind for you. In order to utilize this tool effectively, you need to identify Influencers that align with your company’s values and can reach an audience that you either cater to already or are looking to target. Their message will resonate more for your business if it can supplement and boost things you’re already saying.

How do you get Influencers on board?

First, you have to get their attention. This can be done directly by sending them an email or calling to ask about their interest in a partnership. In a more subtle fashion, you can follow them on social media, send shoutouts to them about recent accomplishments or publications you enjoyed, recommend them to your customers and followers on social media, etc. There are endless possibilities! Most importantly, be authentic in your outreach and demonstrate genuine interest in the Influencer’s work.

The terms of the partnership are up to you both. Oftentimes, businesses will provide a service or product to partners at a discounted rate in exchange for a review or mention to their larger audience through a video, blog article, formal review, or podcast. Influencer’s could also offer to bring a business owner in and talk about the service or product personally. For longer term partnerships, you can agree to provide new products at discounted rates in exchange for reviews or guest blog on each other’s sites about agreed upon topics. The end goal in partnering with an Influencer is to “influence” members of their audience to try your product or service and hopefully become loyal customers of yours too. The Influencer will probably have creative ideas as well to make the most of your partnership based on their past experiences. It’s what they do after all!


Now it’s time to hit the ground running! Do some research of your own into the Influencer marketing strategy and how it can work for your business. And be creative. Influencers are excited to hear from potential business partners and quality services they can offer their audiences. It could be the missing piece your marketing plan needs to really shine.

These types of marketing tips are exactly what our franchisees receive from the Mosquito Joe Corporate marketing team on a daily basis. If you or someone you know is looking into a franchise with exceptional marketing support, check out our franchise information page for more detail. We’d love to chat and fill you in on the difference you can make by making outside fun again for your community.

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Women of Mosquito Joe: Lindsay Horsman

If there is one thing we have learned it is that there are many misconceptions about women in the pest control industry! So while we could write a blog post about the pest control industry and why women are a good fit for Mosquito Joe, we thought there were a few people who could do a better job. In our blog series the Women of Mosquito Joe, we highlight the incredible women that are a part of the MoJo family and why it is no longer a man’s world!

This month we chatted with Lindsay Horsman of Mosquito Joe of Frederick. Lindsay and her husband Chris had always wanted to own their own business, and after becoming frustrated with her job, they took the leap and purchased a Mosquito Joe franchise. She oversees the day to day operations of the business and every once in awhile can even be found servicing a customer’s yard!

What is your role in the Mosquito Joe business?

I am the office manager and run the business on a daily basis. I handle 90% of customer calls and emails, all of the bookkeeping, and marketing. I share the responsibility of all hiring and training of technicians with my husband, Chris.

What is your most memorable moment from your first season?

We participated in a parade and took our son to ride along in the van. I had a great time handing out frisbees to kids and koozies to adults and everyone shouting “Mosquito Joe” at us. It was fun for us as a family and great to be out in the community for our business. But, it was the moment where we both really realized that we could be and were becoming small business owners and active members of these new communities. It was a very exciting experience and what finally made the whole process seem real and a permanent part of our lives.

What do you find most empowering about your job?

My husband and I make all decisions regarding the business, what’s more empowering than that? I am the boss for all the good and bad that comes with it. This business is mine which makes all the difference when I have an unpleasant task to complete because I’m reaping all the benefits. Instead of slogging through day after day at another company and not feeling like my hard works makes a difference to my company, I know what I’ll get out of it is directly related to how much time and energy I put in.  And it’s very freeing to work for yourself, it’s a different sense of independence.

There are often misconceptions around the pest control industry and in particular with women working in that industry. What are your thoughts on those?

The pest control industry certainly isn’t glamorous and not something I ever thought I’d work in, but I find myself very excited about it now. On a day-to-day basis I work in an office setting, so it’s no different than working in any other office really, I just happen to talk to people about bugs all day! I’ve gone out with Chris for some treatments, and it’s not really as “dirty” as most people see it. It can certainly get hot, and I’m sure the pack seems heavier to me than to my husband, but it’s not something I can’t or won’t do if we ever need an extra technician! There’s no reason a female shouldn’t or can’t be part of this industry.

We’re so proud Lindsay and Chris are a part of the Mosquito Joe family. If you would like more information about Mosquito Joe of Frederick and their mosquito treatment services in Maryland, be sure to check out their website and read more about what they offer. And if you’re interested in the Mosquito Joe franchise opportunity, we’d love to hear from you. You could be the next Woman of Mosquito Joe!

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