How to Get the Attention of New Movers Before the Competition
The Large Pie
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 their new favorite pizza shop, 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.
An ExZallent Impression
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 (and give them the delicious pizza they desire), they’ll return to your shop again and again. But…to even get this chance, you’ll need to be the first one 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 shop, or not. That’s why it’s so vitally important that you have a solid brand that’s accompanied by excellent marketing, like mailers, emails, and display ads.
Loyal Pizza Lovers
The best part about establishing your shop’s 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, pizza shop, or grocery store they love, they’re liable to adamantly stick with it like cheese on a pie. “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 Chef’s Specialties
Now that you understand the new mover potential, here are some of the best techniques to acquire them:
- 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 offers, rewards programs, and special discounts.
- 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 direct marketing may be the best way to reach new movers, it doesn’t have to break the bank. ZaHub’s services are completely customized based on your budget. So, 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.
Now that you know about the potential, 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 turn them into loyal pizza lovers. Contact us to see how we can help you get started.