Bayer hosts Fire Ant Summit

Red imported fire ant worker. Image courtesy Texas Imported Fire Ant Applied Research and Education Program. Eric Whitaker. senior planner with Bayer's advertising agency, Colle+McVoy, tells attendees about recent market research regarding home owners' attitudes toward fire ants. Gary LaScalea, president of GroGreen, Plano, TX, talks about TopChoice with Dan Carrothers, vice president, Chipco Professional Products, Bayer ES. Panelists, left to right: Judi Pittman, NitroGreen; Frank Meek, Orkin; Jim Fetter, director of marketing for Bayer’s Chipco Professional Products division. Panelists, left to right: Scott Williams, Lawn Master, Pensacola, FL; Gordon Morrison, marketing manager, General Insect Control, Bayer ES; Dr. J. Bryan Unruh, associate professor of environmental horticulture with the University of Florida. USDA's 2003 map of counties quarantined for fire ants. Click on the image for a larger view.

ORLANDO, FL — From February 16-18, Bayer Environmental Science brought together landscape and pest management professionals to talk about an unprecedented opportunity: fire ant prevention via its new fipronil-based TopChoice granular insecticide.

Bayer Lawn and Landscape Sales Manager Mike Daly welcomed the crowd of about 100 professionals from the “Fire Ant 13” states of Texas, Florida, Georgia, Alabama, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Arkansas, Oklahoma, Virginia, Missouri, Arizona and California. A bevy of marketing and research professionals spoke at the summit, ranging from Clemson County Extension Agent Tim Davis giving an overview of fire ant biology and behavior to Bayer’s advertising and public relations agencies giving a sneak peek at the marketing campaign behind TopChoice that will support pest management and lawn care professionals in garnering accounts.

Dr. Nick Hamon, director of development and technical services for Bayer ES, noted that TopChoice field trials began in Alabama in 1996. The product originally showed promise for controlling mole crickets (for which it is also labeled). It was soon found to be both curative and preventative for fire ants, however — giving at least 95% control for up to a year with a single application.

“There is nothing in the marketplace or in any company’s pipeline that has the effectiveness of TopChoice,” Hamon told attendees.

Jim Fetter, director of marketing for Bayer’s Chipco Professional Products division, noted that using TopChoice as a fire ant prevention method can open many doors for professionals. He referred to a recent fire ant study that found in the southern US, 70% of schools, 62% of parks and 43% of commercial sites surveyed ranked fire ants as their #1 problem outdoors.

“In fact, an estimated 30 million households are affected, more than 310 million acres,” he said. “We estimate 6 million houses as prime candidates for fire ant control with TopChoice.”

Eric Whitaker, senior planner with Bayer’s advertising agency, Colle+McVoy, reported several insights regarding the public’s attitude toward fire ants, including:

Anger: “People are conditioned to think there’s no new technology to deal with. Everyone self treats — not one focus group person didn’t have something in their garage,” Whitaker reports. “Once they see your results with TopChoice, however, they will become loyal to it. You will have solved a problem that no one has ever been able to solve for them.”

Frustration and resignation: Fire ants are “unstoppable” in the customer’s eyes.

Disbelief: Whitaker notes the focus group expressed the feeling that the typical two-and-a-half weeks of control they get with other products is as good as it gets. “They’re jaded by consumer products you’re supposed to apply twice a year, when they know they have to put it out every month,” he says. “When we tell them we have a product that lasts a year, there’s complete disbelief: ‘No way, we would have heard an announcement from the Pentagon that it exists!’”

Whitaker notes that because Bayer has tremendous brand equity in the consumer marketplace, the public will gradually acknowledge what initially may sound like an outlandish claim: “The consumer sees Bayer as progressive, quality and solution-oriented. We take care of their health with Bayer aspirin; we take care of their termites with Premise and their lawn with Merit. Because TopChoice works, we can gain their trust with protecting them from fire ants.”

Bryan Gooch, Bayer ES' insecticides business manager, announced the company will launch two Web sites in April to support the TopChoice marketing effort. Dan Carrothers, vice president, Chipco Professional Products, Bayer ES, says TopChoice opens up a new business opportunity for lawn care and pest management professionals. Bayer Lawn and Landscape Sales Manager, Mike Daly, opened the Fire Ant Summit proceedings.

Steve Albertini, executive vice president, Tierney Communications, addressed what public relations initiatives Bayer will undertake to get the TopChoice message out to consumers. Last year, the agency did a pre-launch campaign in select markets — underscoring the public health threat fire ants pose. This year will be even more aggressive, with a PR plan known as “Code Red.” Albertini notes the public relations campaign will include national and local media outreach and education (including TV, radio, online and print media outlets), sponsorships, and a grassroots public education campaign, culminating in an eight-city tour. There will be donated treatments for high-profile locales, as well as “Fire Ant Free Zone” block parties in neighborhoods that have found success with the product.

“We want to move the needle and increase sales for your business,” Albertini concluded.

Bryan Gooch, Bayer ES’ insecticides business manager, noted that the company will unveil the Nofireants.com website April 1 as yet another component to the advertising and PR initiatives. The site will feature the TopChoice Certified Professional Locator, where consumers can type in their zip code to find a list of certified firms in their area. The TopChoice partner website will also be launched at that time, with marketing resources ranging from doorhangers to news releases available for professionals.

“Our promise to homeowners is that our program, featuring a revolutionary product called TopChoice from Bayer, provides yearlong control of fire ants,” he told attendees. “And our promise to professionals is, if a callback occurs, Bayer will provide free product to cover the retreat. However, so far we have seen less than 0.5% callbacks.”

Dan Carrothers, vice president, Chipco Professional Products, wrapped up the three-day summit by emphasizing the untapped opportunity TopChoice offers professionals.

“All too often, we talk about price erosion, too much competition. We’re dealing with the same issues. But in this case, we have something brand new,” he said. “I really want to emphasize this is new business, not just running around and stealing it from one another and using price as the only means of differentiation. Who is going to be proactive and passionate enough to go out and get it? If you are motivated and want to go after it, let us help you.

“If nothing else, Bayer is prepared to support and drive new markets that will create new opportunities for you and your organizations,” he concluded. “This is indeed an exciting time.”

Related Links:

USDA APHIS Imported Fire Ant Web Site

USDA ARS Area Wide Fire Ant Suppression Web Site

Annual Red Imported Fire Ant Conference 2004, March 21-23, Baton Rouge, LA.