With over 40 million people moving every year, there’s a huge market for new customers moving into your target area. That said, many shops have no idea where to start when it comes to targeting and reaching these new movers.Today, we’ll give you an overview of what new mover marketing is, the customer journey a new movertakes,and the best ways to reach them.
From Movers to Customers
One of the most important things to realize about new movers is that they’re currently nobody’s loyal customer (yet). They’re a key group to target because they’re open to new businesses and shops, and on average, develop 72 or more new business relationships within one year of moving. They’re also 5 times more loyal than your regular customer due to being new to the area. Once they find something they like, they’re willing to frequently buy it with ease.At 17% of the U.S. population, you can’t afford to miss these walking (and unpacking) opportunities.
So, how are their (frequently loyal) buying habits formed? New movers are heavily influenced by timing. Whether you contact them before or after their move decides how they feel about your communication, and what they’ll do about it…
Post-Move Buying Habits
After their move, new home buyers are likely to spend an average of $9,400, while renters spend around $4,700. Still, this number varies with age, area and demographic. Most of these buying decisions are made within the first few months of moving, which makes it the best time for your shop to make contact, introduce yourself, and showcase your product.
A new mover’s first purchase will depend on their personal needs and priorities. For instance, a mover with medical needs may find a doctor immediately, while a mover with a large family may first find a new grocery store. Either way, they’ll have to find both eventually – and it’s likely they will within the first few months.
You’ll be happy to hear that new movers are also looking for potential restaurants and take-out establishments, and – you guessed it – pizza shops. That’s where you come in. Thankfully, you won’t have to convince these new movers to buy (they’re already more than ready to buy pizza), you’ll just need to convince them to make the right buy (specifically – your shop’s pizza).
Staying (and Keeping) in Touch with Movers
It’s not only important to get in touch with these potential loyal customers, but to stayin touch. After making a strong first impression, you’ll want to make more points of contact to ensure your shop stays top of mind. It’s essential you have a good combination of marketing across several channels that are strategically picked and placed.
New Mover Marketing Tactics for Your Shop
There are several ways to reach these new movers, first, but since we’re experts – we’ll tell you the best ones. First is our specialty, direct mail with coupon offers. Direct mail ideally arrives at the same time or a few days after new movers enter your neighborhood. Delivering direct mail that welcomes and attracts the new mover while introducing your shop is a great way to begin an ongoing relationship. And the stats back this up – as 40% of consumers try new businesses after receiving direct mail. Direct mail is perfect as a first touch to new movers, as it’s personalized, meets them in their new home, and catches them at the right time.
The next best channel for reaching new movers? Digital advertising. Hand in hand with direct mail, digital ads can create brand awareness, link to a chosen landing page (such as your website or menu), and target specific online audiences. Digital advertisement placement and audience targeting are the top optimization tactics used by advertisers today.
Email is next – and combined with both direct mail and digital ads, email can be that final touch that brings new customers through your door. Using either the BRC information or engagement with digital ads, emails are easy to obtain, making it almost effortless to add new customers to your automated or personalized promotional email campaigns.
The Visible Influence
New mover marketing allows you to influence movers’ buying decisions, from the beginning of their move all the way until they walk into your shop’s doors. It’s about building immediate and vital relationships – because once a new mover buys from your shop, they’re 90% more likely to become a repeat customer.
If you want to dig even deeper, it’s smart to use a program that gives you insight into your customers – such as live statistics and touchpoint behaviors. These meaningful insights will allow your shop to make enhancements on the fly and improve your campaigns, ultimately increasing ROI.
If you successfully target new movers, create convenient touch points that meet their needs, and maintain conversation as they have questions and reach out, the new mover will not only finish their journey as a customer, but a loyal, repeat one.
Looking for ways to reach new movers? Contact us today.