How to Get the Attention of New Movers
Before the Competition
To put it simply, the new mover market is huge, and it’s growing. 13.8% of Americans, which calculates to over 40 million people move every year. All of these new residents are looking for the same things – doctors, grocers, handymen, pizza shops, dentists, groomers, dry cleaners…we could go on and on. They’re looking for brands they can trust, but they’re also hoping that, during this busy time, brands will make their way to them. Between unpacking, organizing, and settling in, they have enough on their plates already, so they’re relying on word of mouth, marketing, and advertising to speak to them and tell them where to go and who to trust.
The industry itself is growing at a pace of 3% each year – despite rises and falls in the economy. Basically, no matter what, people are moving, and they’re moving more and more as the years roll on.
Not only are new movers looking for new stores and companies, but they’re also looking to spend. In fact, “new mover annual expenditures exceed $150 billion and they’re five times more likely to become long-term customers if you reach them first,” (V12). Statistically, they spend more in the first six months than the average customer spends in three whole years.
Most new movers are within the younger demographic – couples between the ages of 18 and 34 who have one or two children. These small families have various needs, from childcare, to physicians, to dinner. They’ll be looking for several new businesses to rely on and buy from, and if you treat them well, they’ll return to your business again and again. But…to even get this chance, you’ll need to be the first business to catch their eye.
First impressions are everything when it comes to new movers. Not only are they meeting their new neighbors for the first time and deciding who they’d most likely ask over for dinner or get drinks with, but they’re seeing and judging businesses in their area and deciding which ones they’ll give a chance. With one glance at your website, mailer, or advertisement, they’ll decide whether they want to look further into your company, or not. That’s why it’s so vitally important that you have a solid brand that’s accompanied by excellent marketing, such as mailers, emails, and display ads.
The best part about establishing your brand with new movers is that, if you reach out to them correctly, they’re likely to develop brand loyalty. These new residents are looking to establish a routine wherever possible. After all, humans are creatures of habit.
Once they find that hair salon, Italian restaurant, or grocery store they love, they’re liable to adamantly stick with it. “They don’t need to be convinced or heavily marketed to because they already enjoy your products and prefer them even to competitors with similar offerings,” (SproutSocial). But, in order to acquire brand-loyal customers, your messaging needs to be relevant to them, inspire trust, include special offers, and be delivered where customers will notice it (whether that be in the inbox, mailbox, or social feed).
The Buy Out
Now that you understand the new mover potential, here are some of the best techniques to acquire them:
- Use Omnichannel Campaigns like those that Strata offers – using a combination of direct mail, digital ads, emails, and more, can catch and keep the attention of potential customers.
- Think about what will set you apart from the rest of the competition. Use free gifts, rewards programs, personalized landing pages (PURLS), and free samples/analyses to entice.
- Ensure your messaging is on-point and relevant to the customer. Use personalization wherever possible (ex: Amy, come by and try our delicious pizza!) to catch their attention.
And, while omnichannel marketing may be the best way to reach new movers, it doesn’t have to break the bank. Omnichannel campaigns like our SmartMove and SmartMove Lite products can be completely customized based on your budget. And, even though it takes multiple touches to create a lifelong customer with brand loyalty, a few touches to that potential customer are better than none.
So, are you ready to capitalize on the 40 million people moving each year? We can help you reach your new neighbors first, before the competition, and make a lasting impression. Contact us to see how we can help you get started.
How to Digitally Reach New Movers – First
The Digital Age
Year after year, communication and information gets increasingly more digital – and connectivity through devices such as smartphones, laptops, and tablets grows more and more. Although this connectivity is amazing and progressive, especially right now, when we’re forced to solely communicate behind a screen to combat Covid-19, this digital world also comes with its challenges. Marketers like us have so many avenues to connect with current and potential clients, but those clients also have just as many avenues to miss, ignore, or reject us. “The amount of information available makes it difficult for us to focus on one thing,” making it hard to catch the attention of potential customers.
That being said – even when a customer is trying to focus on one company or objective, they’re often bombarded with other advertisements, notifications, and messages. Sometimes, “our own technology gets in the way of us creating that meaningful bond.” Our need for instant gratification can sometimes take us away from what we really want or need, and all of these different avenues of communication can cause an extreme lack of focus. On the other hand, customers are able to find out so much information, when and where they want to, at the push of a button.
Digital’s Effect on Marketing
This digital age has, like we concluded above, had a significant impact on the way we market to potential customers. Today, there’s a lot more to think about when it comes to reaching the correct audience, where and when it’s best to.
Before the digital age, marketing was simpler. Customers were targeted in a more generalized manner and only at times that would make sense to market to them. They were watching TV? They’d see an ad. They were on the train? There’d be a sign in front of them. They were driving? They’d pass a billboard. Different than now, they weren’t as constantly bombarded with information. They could choose to stay away from it entirely, really, if they wanted to.
Back in the day, companies marketed their “manufacturing prowess” – their skill at creating their product. There was no need to create a brand identity or use trendy messaging, because their product worked (and worked well), and that was all it took to convince customers. Companies also worked to reduce costs and limit choices for their customers. And the bigger the better – the more “well known” and big-business you were, the more trust people had in your company.
Fast forward to today, and things are a bit different. Now it’s all about “reducing friction” – making sure that it’s easy to understand, acquire, and/or sign up for your product or services. We’re still all about reducing prices, but not at the expense of quality. Marketing today is less about big companies and large corporations, and more about establishing a brand, a mission, and a community of customers and/or users. Lastly, it’s all about the two-sided network effect: “the effect of an improved user experience creating more demand, leading to more supply and more supply facilitating more demand — a staple of the digital age.”
As we said before, in this new age, consumers and companies can tap into and understand each other far more than before, through research, online tools, social media, analytics, and more. This, along with convenient and common communication platforms, creates a better experience for both sides, for the most part. Because of instant gratification and constant connection with technology, customer service is always on. Customers expect your company to always be available, at a rapid speed, no matter what hour of the day, and if you are or not, they’re bound to leave a review that lives online forever.
Digital hasn’t only given the customer greater access to you – but you greater access to your customer. You now have the ability to meet them with digital ads and other messaging on specific channels you know they’ll be.
Digital for the New Mover Market
Since it’s become a more exact science to meet your customers exactly where they are, meeting a large potential market – in their new homes – can be more accurate than ever before. New residents are in such a unique stage as potential customers, actively looking to establish brand preferences. Statistically, 70% of new movers make a decision on a company within 2 months after they’ve relocated. With this small window, it’s as important as ever to send them the right ads, messaging, and other digital communication to reel them in. In addition, “new movers are 2.8 times more likely to search for ‘How To’ articles after moving.” Make sure your digital messaging and communication is rich in content and out there for these new movers to find. Producing informative and unique content, whether it’s on social, in blogs, or in other online articles, establishes a level of trust that other companies may not be able to provide.
Additionally, you’ll want to make other digital connections with these new movers through social media, online assistance, digital display ads, and loyalty program offers. Try to stay “top-of-mind” without overwhelming them. Especially right now, when face-to-face interactions are extremely limited, ensure they know you’re there for them through reliable communication, and remember that there’s a human, not just an “additional customer” or number, on the other side. Create authentic, memorable experiences for potential customers, like gifts, unique social media communications, and more. Consistently target these possible customers through unique and eye-catching digital ads to slowly but surely establish brand presence. Lastly, let these potential customers digitally “get to know” you and your team by providing an “about us” page and/or personal bios.
Strata’s Digital Connection to New Movers
Strata knows how important it is to digitally reach new movers, first, and create lifelong, loyal customers. SmartMove Lite quickly establishes connections and makes a first and lasting impression. We do the work on the back end to establish who, where, and when you’re targeting these customers to ensure that you’re reaching them before the competition. Then, all you need to do is sit back and enjoy the results.
So, are you ready to start turning your new movers into new clients? Contact us to start brainstorming your new mover digital strategy.
How New Mover Marketing Generates Loyal Customers
With so many options, retail marketing has taken on an entirely consumer-centric approach to sales and has created a battleground for businesses, particularly when it comes to courting and retaining loyal customers.
With so many brands and products to choose from, a campaign to develop a loyal customer base is the primary objective of many businesses.
This is particularly true for grocers, where a single loyal customer shopping for a family of four can equate to thousands of dollars per year in consistent revenue, year after year. Throughout this blog, we’ll discuss the age of consumerism, how new mover marketing acquires loyal customers, and why it’s a tool one should be careful not to overlook.
The Age of Consumerism
When we say “The Age of Consumerism,” we’re referring to the current trend in retail sales that caters to the consumer before the business. The competition is fierce – particularly in our digital world – and consumers are expecting choices (lots of them), all coming from the same retailer.
It makes sense – this is more or less that natural progression that gave rise to grocery stores in the first place, largely doing away with consumers visiting the dairy, the butcher, the bakery, etc.
The key takeaway is that consumers are expecting options – not just in terms of products, but also in terms of accessibility, technology and delivery – and there are plenty of grocers delivering, particularly when we look to retail ecosystems, like Amazon’s purchase of Whole Foods.
New Mover Campaigns to Better Target Consumers
A great example of a campaign designed to acquire and retain new loyal customers is our new mover product – SmartMove. It relies on three core elements – targeted outreach, personalization, physical and digital integration.
There’s little more reassuring than going into a stressful event – a first day at a new school, a new job, moving into a new neighborhood – and being greeted by someone instantly and warmly. One of the best ways to develop loyal customers is to simply introduce yourself to new consumers just entering your market.
Let’s look to our SmartMove campaigns.
In our SmartMove campaign, the first step in creating loyal customers focuses on digital methods like geofencing for precision targeting of new movers, then we use variable-data to create advanced personalization campaigns, creating an immediate connection with potential customers.
The next step in creating loyal customers is courting and retention. Reaching out to new movers is good, but reaching out to new movers with attractive offers is even better. Better still? Reaching out in both physical and digital mediums, seamlessly integrating multiple channels to optimize their shopping experience.
Benefits of SmartMove
So now that we’ve gone over the strategy of SmartMove, let’s look to its benefits.
The first benefit is a jump on the competition. In order to effectively compete for business where consumers have nearly unlimited options all offering a similar variety of choices, one of the few concrete advantages a grocer can have in customer acquisition is getting to those potential customers first. Using geofencing and proactive outreach, SmartMove makes this possible.
The second benefit is the level of connectivity SmartMove affords to grocers looking to court new movers. With advanced personalization techniques, coupled with attractive offerings via digital and direct mail outreach, SmartMove allows you to build the connections you need to gain new, loyal customers.
Want to explore the Strata’s systems for creating and retaining loyal customers? Contact us to see how SmartMove can make a difference for your business today.
Understanding How it Impacts Everything from Customer Acquisition to Back-office Operations
Industries are shifting, whether that’s a demand for goods and services, the way we deliver those goods and services, or new emergences in the way we do business. This is true for every business, including grocers.
Let’s take a look at some of the drivers shifting industry standards and how we can leverage one specific driver to create better opportunities for grocers.
Three Drivers of Retail
1. Shifts in Consumer Expectation
There’s perhaps nothing that changes more constantly than consumer expectation, and in the era of home delivery and subscription meal prep services, consumer demands are varied, and quite frankly, challenging.
Consumers expect the ability to buy anything, anytime, and from anywhere. Finding ways to cater to these new expectations is a major driver of business for grocers.
2. Stiff Competition and the Emergence of Ecosystems
An even more pronounced trend is the sheer level of competition that’s out there. Grocery chains are collapsing under the pressure of large-scale competition and the emergence of ecosystems. A great example is Amazon purchasing Whole Foods and using the Amazon infrastructure to fold Whole Foods operations into its business model.
The last driver for grocer-specific retail is technology. As technology advances, it opens doors to help grocers better compete for the attention of consumers. With the introduction of AI, advance analytics, and IoT, grocers have more capability than ever to analyze and connect with consumers.
Technology, more than any of the other three drivers above, can stand out as a primary factor in operational effectiveness with the ability to reduce overall cost in the value chain.
This is particularly true in the realms of customer acquisition, customer engagement, commercial effectiveness, and warehouse/back-office operations.
Customer Acquisition and Engagement
When it comes to technology’s role in customer acquisition and engagement, the benefits are obvious. Better analytics leads to better targeted messaging across multiple delivery vehicles, such as digital ads.
Technology is also crucial to creating highly targeted and hyper-personalized offerings, enabling grocers to connect with consumers on a more specific level, resulting in better customer acquisition, engagement, and loyalty.
Another area of advertising where technology plays a crucial role is in enhancing digital direct marketing properties, like the addition of promotional QR codes attached to emails or digital coupons.
Technology can also help grocers maximize their commercial effectiveness by using advanced analytics to make better choices. These choices can include everything from the products grocers carry to the way they’re priced.
It can also help in making decisions related to promotional initiatives, helping to take the guesswork out of what promotional offers to run.
One of the most appealing aspects of heavy technological integration within grocer systems is the potential for higher efficiency in day-to-day operations. Technology opens the door to automating warehouse functions, as well as in-store and back-office operations.
Why it Matters
If there’s nothing else to take away from this article, let it be this: technology allows you to compete for business in a market driven by choice, increasing existing customer loyalty, and driving customers to physical stores instead of online ordering sites.
These three benefits make it imperative that grocers embrace technological solutions for many of their day-to-day operations and needs. In an era so heavily dependent on technology for communication and promotion, without it, grocers will fall behind.
Interested in learning more about the role of technology in the value chain for grocers? We have the tools that can help ensure your tech is where it needs to be.
Whether that means operational efficiency with an MRM system or acquiring new customers with our SmartMove, new mover program, contact us to see what Strata can do for you.
Quick Tips to Help Your New Mover Strategy
Capturing new mover market share depends on immediate outreach using an approach that elevates your business above the rest. This is a receptive audience ready to spend on new products and services.
But retailers face inherent challenges, including a limited window of time and a lot of competition from other businesses. Moreover, evolving consumer purchasing habits demand that retailers adjust traditional marketing approaches.
If you haven’t evaluated the effectiveness of your new mover program recently, it’s time to check that your strategy is up to date.
- Direct Mail: Timely, Targeted and Action-InspiringDespite skyrocketing consumer preferences for all things digital, direct mail is still the best method as an initial point of contact for reaching new movers. According to a report from Marketingprofs, an industry research and education firm, 40% of consumers try new businesses after receiving a direct mail piece.
- Precision in-home dates: Timing is everything. Your “welcome” direct mailer has to reach new residents immediately, or you risk falling to the bottom of the mail pile. Retailers can gain an edge by partnering with a direct mail vendor who’s perfected targeted in-home dates.
- Clean data and list management: By nature, new mover mailing lists are in a constant state of flux and quickly become stale. Select a list vendor that sources from multiple providers and uses extensive hygiene practices to validate the accuracy of data.
- Personalized: Personalized direct mail commands higher response, agree industry leaders and researchers such as the Data and Marketing Association. Go beyond first names – mine your available data to include variables such as:
- Closest store
- Locator map
- Mileage to your nearest location
- Compelling offers: Include a strong call to action that’s hard for new movers to resist, and make it easy to for them to act on. Make them feel welcome and valued – present the offer as exclusive to their status as a new resident. For inspiration, check out this Target Marketing article that analyzes several successful direct mail approaches businesses use to market to new movers.
- Cross-channel Outreach to Crystalize Brand Presence
For maximum impact and continued engagement, new mover programs need strong follow-up via digital channels.
- Landing pages and PURLs: Directing new movers to eBRCs helps retailers build in-house email lists and track consumer preferences.
- Segmented email follow-up: Again, relevance and personalization are key: Consumers welcome emails they perceive as providing valuable information or offers, with open rates for segmented emails averaging 14.32% higher than non-segmented emails. Once you start collecting new mover email addresses and information on interests and preferences, you can send targeted offers and information, promote your customer loyalty program and stay in touch to nurture engagement.
- Online presence: New movers are using the Internet in ever-growing numbers to research goods and services. Establish a strong online presence with:
- Targeted digital ads served up to households on your mailing list
- Strong SEO practices
- Close monitoring of reviews and ratings
Join the Next Generation of New Mover Marketing
Strata Company, a Greater Philadelphia area marketing services and technology solutions company, has 25 years of experience creating and managing multi-channel new mover marketing campaigns. Our SmartMove program merges the power of physical and digital touchpoints so you can quickly reach the right audience and keep them engaged with your brand. Contact us to learn more.
Email Marketing Tips to Nurture and Engage New Movers in Your Area
Automated email workflow campaigns, when used as a component of new mover marketing, have the potential to accelerate new-patient engagement. In fact, according to online publisher MediaPost, healthcare email drip campaigns may result in triple the engagement as compared to a traditional email blast.
What are some characteristics of an effective segmented email campaign for new movers?
- Responsive to health needs, interests and preferences expressed via direct response vehicles such as direct mail or landing pages (PURLs).
- Delivered at key points in the new mover’s quest for healthcare, beginning with a kick-off email sent immediately after opt-in is received.
- Adjusted over time with insight from tracked responses.
Here are five strategies to nurture patient relationships through segmented email.
- Demonstrate You’re Tuned in To Needs and Interest
You’ve sent a series of “Welcome” mailers introducing your healthcare organization. Now the responses have started flowing in, and you can begin segmenting your email lists according to areas of interest expressed in BRCs and eBRCs (typically in the form of personalized landing pages).The first communication must signal to recipients that future emails will be relevant and therefore of value. Segment respondents by relevant demographics and health interests, needs and conditions. Make a plan to develop tailored content. Create personas to guide copywriting of your segmented emails.
- Share Information on Available Health and Education Resources
This can include relevant health education seminars, blog posts, newsletter articles, health tools and resources on your website. Include a short, personal message, and direct email recipients to links to the full content, or to sign-up forms in the case of educational programs.
- Promote Hospital Events
Help new movers feel connected to your organization with personal invitations delivered to their inboxes. Health fairs, physician meet-and-greets, hospital foundation events, community events the hospital is sponsoring… promote these and any other events to the appropriate audience segment, and make newcomers feel like they’re part of the community fabric.
- Build Physician Affinity
Show that your physicians are accessible by making it easy for new patients to get physician information, schedule appointments and obtain referrals. For example, perhaps you have a category of respondents who express interest in finding a primary care physician close to home. Send an email with nearby physician office locations, hours and contact information, and the option to schedule an appointment.
Develop emails spotlighting physicians in service lines relevant to the patient subset. If physicians author blogs, highlight that fact and link out to them. These steps can all help build trust and affinity for your physician staff.
- Service Line Promotions
Again, relevance is key. For example, develop an email that highlights your cardiovascular program for senior respondents; an email with information on pediatrics for young families.
Do they have extensive healthcare needs right now – e.g., have they been newly diagnosed with a condition? Interested in intensive services like bariatrics? Seeking prenatal care? Develop email content tailored to service lines and the point of a patient’s journey with them.
Unlock the Potential of New Mover Marketing
Strata Company, a Greater Philadelphia area marketing services and technology solutions company, has 25 years of experience creating and managing multi-channel new mover marketing campaigns. Our SmartMove program utilizes the combined power of physical and digital touchpoints so you can quickly reach the right audience and keep them engaged with your brand. Contact us to learn more.
Stay Top of Mind with New Movers with a Multichannel Approach
New movers are a direct marketer’s dream. New mover campaigns are notable revenue drivers for customer acquisition strategies, because new movers are spending money to get established in their new home. They’re open to testing out new service providers, and receptive to money-saving offers.
However, it seems that new movers are every direct marketer’s dream, which means their mailboxes aren’t empty for long. Today’s successful new mover marketing campaigns capitalize on a multichannel approach that wraps in digital components to stay top of mind with targets.
A compelling, stand-out direct mailer is still essential, but it’s time to think outside the (mail)box. Here are some tips on integrating digital components for a holistic, multichannel approach that can help your new mover marketing capture attention, increase response and nurture lifelong customers.
- PURLs and Landing Pages
- Include a personal URL (PURL) on direct mailers to make it as easy as possible for targets to respond to offers.
- Since PURLs link to a landing page, recipients can respond according to the campaign objective. They can opt in to an email list, access special offers (e.g., free service estimate), download valuable information, complete a form to receive a premium item, or other action.
- Follow Up with Segmented Email Outreach
- Email reminds new movers about your products and services. This will help you learn more about their interests and preferences so that you can continuously tailor communications.
- Send customized content to collected email addresses once direct mail responses start flowing in.
- Personalize content and offers according to data you’ve gathered through your response vehicles.
- Targeted Digital Ads
- Invest in technology that allows marketers to serve up digital ads. The ads can be matched to specific household IP addresses. You may also want to consider partnering with a vendor that specializes in this area. Consider the potential benefits:
- Placing digital ads in front of the customer before and after your direct mail drops builds awareness and has been shown to increase response rates.
- Digital ad services usually have built-in tracking capabilities that allow you to see what’s working – or what isn’t – and adjust accordingly.
- Invest in technology that allows marketers to serve up digital ads. The ads can be matched to specific household IP addresses. You may also want to consider partnering with a vendor that specializes in this area. Consider the potential benefits:
- Go Mobile
- Include QR codes that direct mail recipients can scan for immediate access to coupons and other offers.
- Mobile coupons provide a level of convenience that busy (and often overwhelmed) new movers will appreciate.
- Optimize customer emails for the mobile environment.
Get More Advice on New Mover Marketing
As an established leader in new mover marketing, Strata Company has helped clients develop campaigns that generate some of the highest response rates in the country. With SmartMove, our latest next-generation marketing program, you give your brand the power to capture the right audience and keep respondents engaged. Contact us to learn more about our new mover campaign that drives new connections.
8 Simple Secrets to an Effective New Mover Marketing Campaign
Unpacking New Mover Marketing Opportunities
It’s no secret. New Movers provide Great Opportunities. One in five households in a given neighborhood are new residents. They’ve left the comfort and efficiency of their old routines and now are facing uncharted territory (literally). They have to establish new patterns, identify and test out new local services, and start building their new lives and network of resources. In this article we unpack 8 new mover marketing tactics that will help you capture their attention from day 1, and begin building brand loyalty that can last a lifetime.
Establish Your Brand as the Preferred Local Choice
It’s an exciting time. It’s all fresh and new. It’s an expensive time. New movers spend heavily as they set up their new homes. As a marketer, you are uniquely positioned to help make this process smoother for them, while also profitable for your business. In fact, some businesses craft promotions specifically geared toward new movers.
But it’s also a tentative time, in which they must find their new favorites – the new “reliables” they’ll turn to for the goods and services they need on a daily basis. They’re actively seeking stability; to establish the patterns and connections they lost by moving out of the routines they lived in their old neighborhoods. They have a lot of information to gather… but they’re open; they’re creating new shopping and buying habits and the time is ripe for your business to generate awareness, build your brand presence, and make a connection. Take for instance, Home Depot’s approach. They’ve developed a trove of information to help new movers settle in, establishing themselves as a go-to resource, so when those movers are buying gallons of paint and all of those new home essentials, they are more apt to consider Home Depot over a competitor who may not have developed a robust strategy that speaks directly to them.
So, what are other ways to market to new movers? Chances are, the decision to select the neighborhood they’ve chosen has to do with access to amenities they already have identified as important to them: schools, banks, supermarkets. Proximity plays a big role, so choose your demographic accordingly. But there’s much more to marketing to new residents than buying a list of zip codes and sending out a flier.
The Tried and True Channel That Moves Movers to Act
That’s not a dig on direct mail – on the contrary. Done correctly, direct mail is a powerful driver for everything from engagement to acquisition, and to this day it continues to produce strong results. And, if you’re tempted to bypass ‘snail mail’ for an all-digital campaign, keep in mind that according to statistics reported in Direct Mail News, average response rates for direct mail can be up to 40 times higher than email blasts. Which makes even more sense for new homeowners whose mailboxes are still relatively empty, so something eye-catching and valuable has the best chance to end up in their hands. Be first in their mailbox with a friendly “Welcome to the Neighborhood” greeting. By being there immediately, you stand out from the competition and help ensure Yelp is not their only resource.
8 Housewarming Tricks to New Mover Marketing
- Start At The Beginning
Identify clearly, or revisit and validate, your objectives and strategy. Refine your message as needed, and connect audience, message and components to your agenda.
- Target Your Target
Spend the time and money up front to identify the correct new movers for your service. For example, if you’re a hospital or health system marketer focused on connecting new patients with pediatricians in your network, families more so than single adults may be a more targeted approach to consider. The return on investment is worth the extra effort up front, to gain a potentially lifelong patient or customer.
- Target Your Data
It can be worth your while to partner with a direct marketing company who specializes in building the best new mover list for your target audience and strategy. It’s a quality vs. quantity approach; data-driven marketing can pay off exponentially, vs. “shots in the dark” across a less defined audience.
- Target Your Message
Take the time to carefully craft a campaign that will resonate with your audience. For example, a local restaurant could offer new movers a discount on a deal tailored to those who want a break from unpacking boxes. If you’re targeting a family, you could specifically reference kid-friendly menu options.
- Be Generous
New movers are spending heavily – statistics suggest anywhere from two to five times as much is spent by new movers in the first months of residency than established residents spend over the course of a year. Study results showed that 80% of new residents gratefully redeem gift certificates from local vendors. Offer $50 off free groceries, or 5% off of a medicine-cabinet or other home-stocking trip to your pharmacy.
- Establish Trust
New movers are changing everything. They have severed routines and relationships from a network they leaned on and trusted. Convey compassion and offer stability in an accessible and trustworthy way. For example, the local branch of a bank might talk about special savings and checking accounts with low introductory minimums or ATM fees; a pharmacy might focus on personal touches and connections with clients.
- Stay Top Of Mind
You won’t be the only business trying to entice them to make these kinds of connections. So reach out more than once. Response rates for single touch direct mail campaigns tend to yield an industry standard of 1-2% but we have found with a second, highly targeted touch – particularly for our healthcare new mover marketing campaigns – clients have enjoyed response rates up to 5-6%.
- Measure and Optimize
Use your data, not only to carefully select your target new mover audience, but to glean insights from your audiences’ responses to refine future campaigns. For example, if a particular demographic responds best to “Buy One, Get One” offers rather than “Percent Off,” you can utilize this to streamline efforts going forward and serve up exactly what they want.
If you’re looking for quick, effective ways to raise awareness and acquire new customers, a New Mover marketing campaign offers great opportunity. At Strata, we specialize in data-driven, ominchannel marketing campaigns that produce some of the highest response rates in the industry and deliver quick wins for leading marketers in healthcare, grocery, restaurants and similar industries with strong ties to their community.
Contact us to learn how our direct marketing team can help you generate new traffic, build long-term customer relationships and accelerate revenue.