A Strata YouTube Channel Original
In our last few blogs (and their corresponding YouTube videos) we’ve gone over the basics of new mover marketing, how to choose the right partner, and some steps to get started. Now, it’s time to take a deeper dive into how you can specifically utilize new mover marketing in the grocery industry and what channels and workflows work best.
A Quick Review of New Mover Marketing
To give you a brief refresher, new mover marketing is a specific, niche marketing tactic that’s designed to reach new residents in your area. It’s one of the most effective ways to bring in new customers that have just recently entered your specific target market. When it comes to new movers, they’re nobody’s customer, yet – so it’s an effective tactic to make a good first impression at the same time they’re looking for your product or service.
What do New Residents Really Want?
To answer the question, new residents are looking for “reliables”. These are goods and/or services that new movers can depend on daily, weekly, monthly, or even yearly. Since they’re new to the area, they’re usually unsure where to start. When it comes to grocery stores, sometimes there can be almost too many options for consumers to choose from. Because of this, you, as a grocery store, are in constant competition with other stores near you. That’s why it’s so important for your grocery store to be the first to reach out and make the consumer aware of your store – before competitors – and show them you’re close by. With immediate outreach, they’ll see you care, are convenient, and have quality goods.
The Best New Mover Channels for Grocers
We’ve deemed ourselves experts in new mover marketing all around – and we’re very practiced in some of the best channels and workflows for grocers (specifically) to reach new movers. One of the best channels you can take advantage of is direct mail. We know direct mail to be vital to the success of new mover campaigns, especially those of grocery stores. When mail is executed correctly, with personalization and attribution tactics, it can cut through all the digital noise and stand out in the mailbox. As we’ve mentioned in past blogs and videos, the average response rate for direct mail can be up to 50% more effective than those of email blasts, so it’s definitely worth your time and money!
Like we hinted at above, not all direct mail is created equal, so we suggest that those in the grocer industry send a “welcome handshake”. This is either a 6×9 or 6×10 postcard or bifold that allows your store to be introduced and represented in the best way possible. Again, the key to a good direct mail campaign is making sure it’s personable and actionable. With personalization and calls-to-action, you can welcome new movers to the neighborhood by first name and provide a personalized offer, which they can access by QR code or PURL. Another option? Provide a personalized coupon that they can redeem in-store, upon their first visit. If you want to go a step further in terms of personalization, include a map that shows the location of your store relative to their new residence. Generally, you want to make it as easy and enticing as possible for new movers to choose and visit your store.
What’s Next?
With this quick read, you now have a look into one of the top grocery industry channels to utilize for your next new mover campaign. But – it doesn’t stop there! We still have more suggestions when it comes to the best channels and workflows for grocery establishments like yours. Head over to our YouTube channel, where you’ll hear these suggestions from Connor, a member of Strata’s Strategic Sales Team. Or, if you’re ready to take these new mover marketing steps with Strata, contact us today.
A Strata YouTube Channel Original
In our last three blogs (and their corresponding YouTube videos) we’ve gone over the basics of new mover marketing. It’s important to remember that new mover marketing can differentiate between industries, so the best plan of action for specific business types may not be the same as others. In this blog and its corresponding YouTube video, we’re taking a deep dive into how you can specifically utilize new mover marketing in the healthcare sector – as well as what channels work best.
A Quick Refresher on New Mover Marketing
To give you a brief refresher, new mover marketing is a specific, niche marketing tactic that’s designed to reach new residents in your area. It’s one of the most effective ways to bring in new customers that have just recently entered your specific target market. When it comes to new movers, they’re nobody’s customer, yet – so it’s an effective tactic to make a good first impression at the same time they’re looking for your product or service.
What are New Residents Actually Looking For?
To answer the question, new residents are on the lookout for “reliables”, which are goods and services they can depend on daily, weekly, monthly, or even yearly. The healthcare industry is full of these “reliable” services – and these services are much different than those of grocery stores and restaurants. Customers will more likely choose any grocery store or restaurant to at least check out and maybe turn into their new “go-to” spot. If it ends up that they don’t like the spot – it’s really no big deal. They’ll move on and find another. With healthcare, most people don’t want to “try out” 4 or 5 doctors/healthcare services until they find one they like. In general, it’s a lot more work to fill out paperwork and questionnaires at healthcare offices, and most people only want to do that once.
Potential patients want to feel important and valued, so it’s key to be the first to reach out. When you reach out – first, the potential patient can get to know you and your system, while ensuring that you’ll be there in their times of need.
Best New Mover Healthcare Campaign Channels
Based on our years of expertise and data collection, we’ve compiled a list of what we think are the best channels to utilize when reaching out to new movers to hopefully turn them into patients. The first channel we recommend utilizing is direct mail. The average response rate for direct mail can be up to 50% more effective than that of an email blast, when done correctly. For a direct mail campaign to be done correctly, there must be some aspect of personalization, multiple response vehicles (such as QR codes and PURLs) and accurate data lists. The key to quality, effective direct mail is incorporating more than one touchpoint. If you’re able to send more than one direct mail piece, your potential patient will be consistently reminded of you and your business.
The next channel we recommend utilizing? Digital advertising. Targeted, focused ads can show potential patients that you’re close by and welcoming new patients. A benefit to using digital advertising? The level of precision. With digital ads, you can measure performance through impressions served and ad clicks. If you pair with the right new mover marketing partner for your business, you’ll be able to see how many and which customers converted due to your digital ads. This real-time data is vital to the success of your campaigns. It allows you to see what campaigns are working, which ones are not, and make the necessary adjustments on the fly rather than once the campaign is over.
What’s Next?
You now have some potential, optimal channels to utilize as a part of your next new mover campaign. But it doesn’t stop there! We still have more suggestions. Head over to our YouTube channel (by clicking the thumbnail below) to hear from Rob, a member of Strata’s Strategic Sales Team. He’ll fill you in on the rest of our channel recommendations. If your healthcare system is ready to take these new mover marketing steps with the team at Strata, contact us today.
Key Takeaways from SHSMD Connections 2022
Back at it Again!
It was great to see everyone at SHSMD 2022 in National Harbor, MD! With our new, brightly lit and eye-catching booth backdrop, we were able to meet new contacts – as well as catch up with current clients! The light and inviting atmosphere of our booth made it a great space to discuss marketing goals and showcase some of what we do here at Strata.
With SHSMD 2022 wrapped up, we’re excited to see how our connections grow, and how we can continue to help healthcare marketers and others with offerings beyond just new mover marketing. Whether it’s patient acquisition, talent acquisition, or promoting your service lines – we’re here to take your marketing to the next level. With that said, here are a few of our key takeaways in case you missed the show or didn’t get to stop by our booth this year.
The Conference in Review
At the beginning of the show, the team first joined other SHSMD attendees at Monday morning’s keynote — delivered by Suneel Gupta, a bestselling author, host of an American Express docuseries and podcast, and Visiting Scholar at Harvard Medical School. He spoke on the importance of long-term successes coming from short-term embarrassment, and explained that by gathering people who will challenge, encourage, work alongside and coach you, you’re becoming “backable.” He also emphasized that putting yourself out there only helps you get better at what you do – and that it’s important to be “backed” by the team you’ve assembled.
From there, the team moved to breakout rooms to learn a bit more about the needs and challenges that healthcare marketers currently face. We attended sessions surrounding digital and AI learning, nursing acquisition and retention, media buying innovations, and more.
A big topic was the idea that – as we’re continuing to traverse the digital age, it’s important that healthcare providers meet their potential patients and talent where they are. Whether someone is looking for an urgent care center, a primary care provider, or employment, the goal is to remain end-user focused. When marketing healthcare services to people in your area, it’s vital (no pun intended) to utilize demographic and psychographic data for the targeted population that your healthcare center serves. Because of this idea and the rise of ethical marketing, we’re seeing just how tactful marketing campaigns – both print and digital – need to be in order to be successful and worthwhile. Strata is well versed in this notion, and the atmosphere and chatter at SHSMD 2022 simply reiterated and expanded upon what we know to be true. Whether you need marketing that will facilitate patient acquisition, talent acquisition, or service line promotion, we’re here to make smart happen. We can help streamline your marketing to reach the talent you need and the customers you want. Right where they are.
Some Final Thoughts
Last but not least – the conference reinforced the importance of good design to reach and engage your target audience! We’re glad that, here at Strata, personalized, eye-catching campaigns are right up our alley – and we have the experience and design talent to make them happen. Using demographic and psychographic data, as well as eye-catching imagery and layout, we create compelling pieces of print, direct and digital mail that follow branding specific to our clients and incorporate unique touches that help your system stand out among competitors.
Didn’t get to discuss your healthcare needs with us at SHSMD 2022? No worries. We’re happy to have a quick chat or set up a call. Contact us today!
A Strata YouTube Channel Original
In our past two blogs and their connected YouTube videos, we’ve given you a ton of basic information on new mover marketing. Now, it’s time to get into the first steps of starting a new mover marketing campaign. If you’re not super familiar with new mover marketing, it can be difficult to determine where and how to start, but we’ll lead you through the first things to do and ensure you’re well prepared.
A Quick Refresher on New Mover Marketing
To give a brief refresher, new mover marketing is a specific, niche marketing tactic that’s designed to reach new residents in your area. It’s one of the most effective ways to bring in new customers that have just recently entered your specific target market. When it comes to new movers, they’re nobody’s customer, yet- so you must make a good impression at the same time they’re looking for your product or service.
First, Answer the Question – Is a New Mover Campaign Right for Your Company?
New mover marketing is continually gaining popularity, and fast. It’s currently up 3% since last year, despite any economic rough patches. Why? Because people are always moving. Whether it’s for a new job, family changes, the need to start fresh, or anything else – and that will never change. When someone moves to a new area, they’re almost solely focused on unpacking, organizing, and settling in. They’ll heavily rely on word of mouth (WOM) marketing and other advertising to learn and figure out all their new go-to spots.
However, all this doesn’t mean that new mover marketing is fit for every business. It’s important to realize how (and if) your business can benefit from new mover marketing, and when another type of campaign would make more sense. At Strata, we typically say that if your product or service is needed within the first 6 months of a move, you should be targeting new movers. Anything within that 6-month mark would be something that new movers need in their day-to-day lives after a move. For example, think grocery stores, dentists, vets, salons – the list is endless. On the flip side, anything after that 6-month mark will typically be something they already own/have and are looking to buy new, now that they’re settled in. A good example of this? A new car. The majority of people don’t move to a new town and automatically search for and buy a new car. New mover marketing is all about the new movers’ priorities, so it’s important to understand where your business falls within those priorities.
Start with the Right Data
The use of data is incredibly important for new mover marketing, but it’s even more important to target the right people rather than all the people. You want your efforts to pay off – so sending new mover campaigns to residents who’ve already been established for years or have moved within the same zip code will more than likely be a waste of your time (and money). Sometimes, a smaller list will produce higher ROI, since you’re targeting actual, definite, new movers. Make sure you work with a reliable and well-versed company to ensure quality data over quantity of data. To learn more about the importance of quality over quantity, check out this blog.
What’s Next
Now you have the first few steps to starting your new mover campaign – but don’t stop there! In the video below, Connor, a member of our Strategic Sales Team at Strata, will go into the next set of steps you’ll take to create the best new mover marketing campaign possible. Check out the video by clicking below, and if you’re ready to take these first new mover marketing steps with Strata, contact us today.
A Strata YouTube Channel Original
In one of our recent blogs and its connected YouTube video, we went over the basic ideas behind new mover marketing. Now you may be thinking, what do I do with all this information? The next step is choosing the right new mover campaign partner. It can be overwhelming deciding on a marketing or new mover business that’s right for you to partner with. Luckily, we’ve compiled a list of all the different qualifications you should be looking for in a partner.
What’s New Mover Marketing Again?
As a quick reminder, new mover marketing is a specified, niche marketing tactic that’s designed to reach new residents in your area. It’s focused on bringing in new customers that have recently entered your target market. Why’s it so important – and furthermore, why does it work? It helps your company make a strong first impression at the same time someone is looking for your service.
The Qualities that Make a Good Partner
You don’t want to just choose a random new mover partner or even the first one you stumble upon. It’s important to put thought and consideration into your choice, so that you can make the best decision for your business. Make sure your partner has a bit of background on your company and understands your budget, time, size, and end goals. Remember, what you put into your search is what you’ll get out of it.
What if I Still Don’t Know Where to Start?
While you might have tons of information in front of you, deciphering this information and sifting through it all can be difficult and overwhelming. Here are a few things to do to make your search just a bit easier.
First, figure out the size of your industry, how sales have been, and what goals you want to set. All of this will allow you to pick a business that’s best suited for your type of company. The more information you can collect, the easier it’ll be to compare the strengths and weaknesses of each potential partner.
Additionally, you’ll definitely want to choose a partner that has a focus on lists and good data. This data should include demographics, psychographics, behavioral, and business-to-business firmographic information. The more specific data you can get, the better you’ll be able to target new movers and bring in more loyal customers!
While all this might seem like a lot to tackle, it’ll be worth it in the end when you have successful and effective new mover marketing campaigns.
Next Steps
You now have a baseline of how to choose the right new mover campaign partner for your business, but it doesn’t end there! Be sure to watch the video below, where you’ll hear from Rob, a member of our Strategic Sales Team at Strata. He’ll explain choosing a partner that best represents your business, in a bit more depth. Or, if you’re ready to choose your next new mover campaign partner and think it may be Strata, contact us today.
& Why They Matter
As you may know, new mover marketing is a big segment for Strata and an offering we’re quite proud of. We believe we do it best – not only because of our experience and skill, but because of the multiple channels we use, the data we provide and incorporate, and the digital touches we implement. We’ve had trust in, and have been executing, great new mover campaigns for several years now. It’s no wonder we have an eye on new mover trends that may arise and behaviors within this segment – but we’re not sure anyone predicted or was prepared for the shift in the new mover market that happened at and after the onset of the pandemic. Today, we’re looking at how the new mover market has changed since March of 2020, and the increased need for new mover marketing solutions that it’s caused.
Stats You Need to Know
To get started, we wanted to give you a few recent new mover statistics to take in and think on:
- A fifth of US adults moved or knew someone that did due to the pandemic.
- Over 110,000 people moved away from New York City between February and July of 2020.
- 487% more people moved out of NY in 2020 than in 2019.
- Although there was no “exodus” away from urban areas that some were claiming, people did and do seem to generally be “drifting towards the suburbs”.
- Families have mostly chosen to move to the suburbs, while those living alone have more often chosen to move to metropolitan areas (In the first half of 2021, 7 in every 10 people who moved into urban areas were those living on their own).
- 35% of moves related to Covid-19 happened because of financial hardships.
- 36% of movers in a recent study claimed their reasoning for moving to a new place was because they felt safer there.
- 10% of them indicated that they moved to places with less stringent Covid-19 restrictions.
Overall, the pandemic has shown to accelerate some moving trends that have already been underway – and also create a few new ones. This, of course, has also had an impact on the effectiveness of new mover marketing (marketing specifically targeting new residents in your area).
What’s Causing all the Movement?
There are several reasons people are moving, some of them which we stated in the statistics above – and others that we’ll get into now. First and foremost, a big reason many have moved and are moving is financial stress. Many are moving to less expensive housing and apartment living to cut costs during these financially tough times. Additionally, apartment amenities or “big city” expenses that were previously valuable became almost meaningless during the peak of Covid-19, causing apartment-dwellers to rethink their living expenses.
Due to increases in work-from-home life and more flexible working hours and situations, people are craving more space. Because of this change, many are moving to larger spaces where they can work more comfortably. Additionally, they’re moving to where they truly want to be instead of where they previously “had” to be for their in-office employment.
For some people in different areas around the country and different industries within the workforce, finding employment during the pandemic has been tough, so this has caused some to find employment elsewhere and relocate.
And lastly, throughout the pandemic, the realization or reminder of the importance and need for family support during times of crisis and distress has been prominent – so many have moved and are still moving to be closer to the ones they love.
Overall – no matter where, when, or why they’re moving, people are definitely on the move since the onset of Covid-19.
How These Numbers (And the Causes Behind Them) Make Marketing to New Movers Essential
As you can probably imagine, as people move out of your area, you lose those customers, but as people move in, the opportunity arises for new customers to replace the old. So, more movers mean more new opportunity – but not if a competitor snatches them up by getting to them first and making a good impression.
That’s why it’s so important to be the first to put your brand in front of this niche audience, and to deliver quality marketing that welcomes, attracts, and entices them. New mover marketing programs are made to keep you connected with these new residents on a consistent basis, so that you’re never missing out on a new customer that, if targeted correctly, could become a loyal, repeat one.
Strata’s program, SmartMove, is a robust, multichannel, multi-touch, new mover marketing program that helps you find the right time and place to reach your target audience, right as they move into your surrounding area. We’ll help you reach this audience throughout their customer journey to build brand loyalty and trust and turn them into long-term, devoted customers. Interested in hearing more of our thoughts on the new mover market, or ready to start your first (or next) new mover campaign? Give us a call.
A Strata YouTube Channel Original
New mover marketing is all the rage right now, and for good reason – but getting started can be a bit confusing if you’re new to the game. That’s why in this blog, along with in our most recent YouTube video, we’ll help you achieve a clear understanding of what New Mover Marketing is, and how it could be used for your business. First, we’ll go over how new mover marketing is defined, what a new mover is, and how this marketing technique can be utilized to reach and acquire new customers.
What’s a “New Mover”?
In general, a new mover is someone who’s recently moved to your area, and since they’re new, is looking for a new doctor, dentist, grocery, vet, and more, to establish trust in – and hopefully frequent.
Is New Mover Marketing the Same as Regular Marketing?
In short, no! New mover marketing is a specified, niche tactic that helps you reach new residents in your area while they’re actively establishing new routines and purchasing habits. It’s all about making a strong, quality impression at the same time someone is looking for your services. Different than regular marketing – where you’re mostly informing current customers about new products, services, or promotions, new mover marketing tactics focus solely on bringing in new customers that have just entered your target market.
The Importance of New Mover Marketing
New mover marketing is one of the best ways to gain and retain more customers. If you really think about it, new movers have no customer loyalty to any specific business – yet. They tend to be more receptive and open-minded to marketing campaigns from any business in their new area. They’re also more likely to listen, and are easily attracted to the first business that reaches out to them (so you need to act fast)! Yet, don’t act too fast, because it’s also important to market yourself correctly and effectively. Remember, you typically only get one shot at a first impression, so make sure you present your business the right way.
Let’s quickly go through an example of how exactly a new mover marketing campaign helps you attract new customers. Suppose a new family moves into your town. They’re unfamiliar with what services/businesses are available. Soon after move in, they see a mail campaign for your grocery store in their mailbox. Because they’ll (sooner rather than later) need to go get some groceries, they may be more inclined to visit your store instead of another because you reached out and introduced your store and its services, first. As long as you market yourself correctly, you now have a new, and potentially loyal, customer!
Next Steps
With new mover marketing, the opportunities are endless! Be sure to watch the video, below, to dive a bit deeper. You’ll hear from Strata’s Director of Marketing, Caitlin, as she goes through more specifics. Or, if you’d like to get started on your next new mover marketing campaign and discuss this concept with one of our experts, contact us today.
A Strata YouTube Channel Original
Multichannel campaigns can be complicated to create, and once you create them, even more work needs to be put in to make them as effective as possible. In the last YouTube video of our Multichannel Marketing series, we’ll go through how to optimize your multichannel campaign for the best success and highest ROI.
What’s an Optimum Multichannel Campaign?
An optimum multichannel campaign is a campaign or workflow that converts every possible campaign member. Keep in mind – that doesn’t mean every person in the campaign, as there will always be some members that are truly impossible to convert. Why? Things happen. People start new jobs, financial positions change, people move, etc. The list goes on. The point of optimization is to optimize for what can be controlled, and in this instance, that’s the customer journey or workflow.
Two Categories of Multichannel Campaign Optimization
- Theoretical: This category happens before starting your campaign. It’s the last but usually the most time-consuming portion of actually building your workflow. It’s done through effective use of assumptions and historical data from similar campaigns. The steps to do this? Assign estimate conversion rates to each of your workflow components and then use them to calculate expected conversions – taking the output of one component as the input of the next. Although it’s very time consuming, it’s worth it in the end. Theoretical optimization helps you optimize both your campaign and create stronger projections for your campaign’s performance.
- Empirical: This category happens while the campaign runs. Instead of using historical data from other campaigns, you’ll use historical data from this campaign. So, factors like audience and creative can be held constant. You’ll still go through the same process – assigning your empirical conversion rates to each of your components, and going through the calculations to more accurately predict overall campaign outcomes. Measure your component’s KPIs while simultaneously updating projections based on the changes to your workflow.
To hear from our Director of R&D, Harrison, on what else you’ll want to do, as well as what tools you can use to optimize your campaign, click on the video below. Or, if you’d like to discuss multichannel marketing optimization with one of our experts, contact us today.
A Strata YouTube Channel Original
Figuring out your multichannel campaign workflow can be difficult (at first). At its core, a workflow should be a living, breathing thing, and you most likely won’t come up with the optimal flow right from the get-go, and that’s alright, you’re not really supposed to. When building a workflow, your goal should be getting to a point where you’re tweaking it throughout the campaign, not reengineering it. That said, in our most recent YouTube video of our Multichannel Marketing series, we go over best practices for creating this flow, and the ways in which you can make it work well for you and your company.
Are All Workflows the Same?
The answer’s no. Look at the construction of your workflow as an iterative process. Something you sit down with, leave, come back to, leave for another cup of coffee, come back to and test out, make calculations for, leave, come back to, leave for more coffee, etc. Go in with the expectation of optimizing it a handful of times. Remember, it’s personalized to you and your company’s goals.
Its Importance
Having the most effective campaign from the get-go is one thing, but building a workflow and truly thinking through a theory for that workflow is another. It allows you to better test and evaluate your campaign’s goals. If you begin to see a disconnect between your campaign goals and what you currently have after constructing a workflow and calculating your multichannel KPIs, you have a problem. But, the good news is that you can work to solve it before spending money, and possibly disrupting your reputation. This is one of the main reasons workflows are important to have – so you can catch any kinks before launching your campaign.
First Steps
When starting to create your workflow, there are a lot of framework options you can build upon. The video that we’re referring to in this blog is for building a ‘base’ workflow, but, for information on how to tweak your ‘final’ workflow, check out this video when you find some time.
A commonly used workflow strategy formulation starts with defining the highest and lowest levels of the marketing funnel that you want to address. You can have as many ‘funnel buckets’ as you want, and they’ll vary based on your industry and business model. Here are some basic ones that can be used:
- Awareness
- Consideration
- Evaluation
- Purchase
We recommend laying these out as lanes in a flowchart. It helps to visualize the different stages of engagement for your campaign members.
To see next steps for building your multichannel workflow, click on the video below. You’ll hear our Director of R&D, Harrison, go through best practices and tips and tricks for getting yours set up. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today.
