Success Story Rentokil
About The Company
Rentokil, the experts in pest control, have stood for effective control ever since founded in 1964 in Singapore and 1927 in the UK. Rentokil, Singapore's leading pest management specialist is dedicated to taking care of residential, commercial and industrial customers' pest control needs.
What services and products do they offer?
Rentokil provides pest control services for residential customers for all kinds of areas.
Rentokil also provides pest control services for businesses ranging from wide range of industries, but largely classified into food providers and non food providers.
How did PurpleClick plan for a successful campaign?
Understanding the nature of consumers' behaviour, would tell us that it does not matter if you are doing research online as an end consumer for a bed bug problem or on behalf of a company for a termite problem, your likely search terms will be pretty similar. Users will most likely search for the various services than searching specifically for a house or workplace.
Therefore, knowing that it is not possible to engineer the type of prospective customers into our website based on whether it is B2C or B2B business – we will not be able to forecast the kind of leads we will receive and the kind of revenue we will eventually gain.
From a business point of view, a B2B customer is more likely to maintain a longer relationship with the company, and will also have a larger scope of work as compared to a B2C residential customer. This means that there will be higher revenue per customer and in turn higher gains.
Through extensive agency-client discussions, we nailed down to using identified pest types to determine our desired lead types and this gives us a likely forecast into what type of leads we will receive. The occurrence of certain pest types are also more likely to be prevalent across either residential or industrial needs, and considerations were also made based on high margin services as our focus for lead generation.
What did PurpleClick do?
Rentokil, the experts in pest control, have stood for effective control ever since founded in 1964 in Singapore. To help gain brand trust and credibility, Rentokil maintained brand presence in the form of banners across top home and décor websites in Singapore. Good content highlighting their market leadership was also seeded to bring intangible brand awareness for Rentokil.
The Purchase Funnel
This consumer focused model illustrates the theoretical customer journey towards the purchase of a product / service.
Platform: Display Banners, Content Marketing
Used to increase brand recall and awareness for Rentokil as the market leader in all things Pest control related
Used to capture intention when users are searching for pest control related services
We focused on Search, Display banners & Content Marketing to target potential customers during these parts of the purchase journey.
Customised Creatives & Content
Customized Banner Ads were served on travel sites and these ads were served to provide travellers information about the services offered, and paired with positive brand associations.