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.
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.
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
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.
A Strata YouTube Channel Original
Creating a personally relevant multichannel campaign can be difficult without proper preparation and guidance. Luckily, in this blog, featuring our most recent YouTube video of our Multichannel Marketing series, we go over some marketing personalization statistics, how to create a personalized, cohesive, and seamlessly relevant journey across multiple channels, and ways to better know who your buyers are.
The key to starting is to understand who your audience is and their specific buyer journey. Once you collect this data, it’s time to personalize and make sure the content you’re putting in front of them is relevant.
Map Out Your Customer Journey
When creating the perfect multichannel campaign for your audience, take a look at who your buyers really are and then work backwards to figure out how they became a customer. What high-value acquisition channels did these customers use? Which customers have strong LTV (lifetime value)? Talk to your customer service team and your customers. Once you organize and map that out, you’ll have a much easier time figuring out where the problems are, and where objections are coming from. And finally, discover where customers dropped off in the funnel. Put all of this together, and you’ll have a clear look at the journey your customers take and how you can improve your connections with them.
Establish Your Data
When we say establish your data, we’re talking way more than first names and company names. While those are important – that’s not the personalization customers are looking for these days. You’ll want to start partnering with a company (or using software) that can help you gather info like real-time, on-site behavior, online and offline conversion history, geographic location, product affinities, and device activity. All of this will help you develop a strategy that’s consistent and relevant from one channel to the next.
Ultimately, there’s no one-size-fits-all personalized experience – that’s why customers crave it so much. To see what steps are next in establishing your personalized approach, click on the video below. You’ll hear our Marketing and Social Media Coordinator, Bridget, go through best practices. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe even your first) multichannel campaign started.
A Strata YouTube Channel Original
We’ve all heard the saying “know your audience” before, but what does it really mean, and how will it help you plan your next multichannel marketing campaign? In our most recent YouTube video, we dive into some tips & tricks for targeting your perfect multichannel campaign audience.
Really Know Your Audience
Before you even start your campaign, you need to nail down who your audience is and why you’re targeting them. Recent surveys show that 74% of consumers get frustrated when they receive content that has absolutely nothing to do with their interests, which is the main reason companies are quickly switching to multichannel marketing campaigns – designed to be customer-centric, provide a top-tier experience, and drive high ROI. But success still comes down to how well you know your audience, which is why it’s so important to create accurate customer personas. A persona is simply a fictional character that represents the ideals and motives of your target audience. Some common (and extremely useful) research tactics to create correct customer personas are researching buying habits, consumer preferences, search behaviors, and communication methods. Don’t limit yourself to just one persona if it’s useful to create more! You can utilize several different personas depending on how diverse your target market is. It’s important to think beyond your “classic customer,” and diversify your buyer profiles.
The Buyer Journey
Outlining and creating a framework for your buyer’s journey will dramatically affect your sales. Some key questions to ask yourself to understand their journey are:
- “What purchases are being made?”
- “Where are the purchases coming from?”
- “How are they making purchases?”
These questions will help you build a premium customer experience from campaign start to finish. The more data you’re able to acquire on their buying habits/decisions, the better you’ll be at mapping out their customer journey. After narrowing down your audience, you can better source all imagery, content, and workflows they’ll come across throughout the campaign.
Want to learn more about perfecting your multichannel marketing audience? Click on the video below to hear more on this topic from our Marketing and Social Media Coordinator, Bridget. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe your first) multichannel campaign started.
A Strata YouTube Channel Original
When building a multichannel marketing campaign, one of the first steps is to build a cost structure to set the direction of the project. If you don’t plan ahead, costs can add up quickly, so to help you out, our most recent YouTube video goes over the different costs behind a successful multichannel marketing campaign and how to make your next campaign both cost effective and impactful. Let’s go ahead and take a look at the first cost of a multichannel campaign.
Platform Cost (Managed Service Cost)
Picking a strong technology platform is a make-or-break decision that will determine how successful your multichannel campaign will be. Effective and coordinated multichannel marketing is only made possible through technology, so it’s essential you have access to it. A recent survey revealed that 52% of marketers utilize 3 to 4 marketing channels in one campaign, so the correct platform that can properly track and execute a campaign on many channels is imperative. If this is your first rodeo, pick a vendor to coordinate and manage these campaigns. Doing so will essentially convert the majority of the upfront costs to variable execution costs and will make the campaign easier to manage. Make sure the platform you choose properly aligns with your business strategy, as only 16% of marketers claim they have this alignment. Generally, your company should budget between $20k and $40k for a solid, multichannel-capable platform that will get the job done.
Want to learn about the two other costs associated with multichannel marketing campaigns? Click on the video below to hear from our Research & Development Director, Harrison. Or, if you’d like to discuss this concept with one of our multichannel experts, contact us today to get your next (or maybe your first) multichannel campaign up and running.
