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Spending precious advertising dollars on a mass advertising campaign to promote one's neighborhood business is too risky a prospect for most business owners. Many owners just do not have the budget for a large ad campaign. Moreover, most do not even have the faintest idea where to start in setting up a direct mail campaign. Without being a marketing specialist, it is difficult to know whether one is getting a rate on postage, how to get access to a high-quality mailing list, or whether the selected ads or mailers will be effective in bringing in new clients.
That is why smart business owners on a limited budget look for ways to launch smaller, more precisely-targeted campaigns that push their ad dollar further and result in more customers and higher return on investment. A proven way to achieve these kinds of results is by targeting “new movers”: consumers who have just recently moved into a new home or apartment.
In fact, new movers represent an enormous opportunity for savvy neighborhood businesses looking to get a competitive edge. On average, about 41 million Americans move annually. Consumers who have recently moved into an area for the first time are anxious - even eager - to start relationships with local businesses. Their motivation is to feel right at home in the new neighborhood and get on with their lives. This is where you come in!
Here are 5 tips for generating additional cash for your small business by leveraging new mover lists:
Tip #1: Select a list vendor who specializes in new mover lists:
There are literally thousands of types of mailing lists available in the market today. Each specialty list vendor specializes in different types of lists, segmented by target industry, demographics, and countless ways. Most business owners buy lists through middle-man vendors who know little about the quality or accuracy of the data they are providing. Many lists are not updated for months or years - well past the small, “sweet spot” window of time necessary to target new movers. Therefore, when launching a new mover direct mail campaign, make sure you select a list vendor who specializes in new mover lists.
Tip #2: Find a one-stop shop that takes care of monthly mailings for you:
If you are trying to set up a new mover campaign yourself in a piecemeal fashion, buying a new mover mailing list is only the first step. Next, you will need to find a designer to develop the mailer. Then, you will need to find and negotiate rates with a printer and find a fulfillment house. The better alternative is to leave the entire campaign to a one-stop shop vendor who will agree to care of everything, from the right mailing list to printing to fulfillment - and mailing them to a new set of new movers each month.
Tip #3: Locate a vendor that provides mailers that are market-tested:
Generating effective creative (i.e., the artwork and the look-and-feel of a mailer or ad) is something that is best left to specialists. Marketing experts know what creative is most likely to get a response - after all, that is their job. Instead of trying to develop your own creative that might or might not effectively get new clients to knock on your door, find a vendor who will provide you with multiple options that are proven to work.
Tip #4: Find a vendor that allows you to start your campaign via online setup:
Dealing with traditional, brick-and-mortar print shops can mean a huge time investment for busy owners of small businesses who barely have time to leave their shops. Calling around to find a printer, physically delivering proofs, and picking up the final product for delivery to the mailing vendor can mean a commitment of countless hours of your time. A better option: once you determine new mover lists are right for you, select a vendor who will allow you to run list counts, select creative, customize your mailer, choose a desired monthly quantity and start the campaign - all from the comfort of your home or office and in about 10 minutes' time.
Tip #5: Make sure your vendor buys postage in bulk for the best rates:
The cost of postage makes up a significant portion of any direct mail campaign. Anyone who only plans to buy a few hundred mailers per month will not be eligible for the lowest bulk postage rates available - thereby effectively paying too much for postage. By selecting a vendor who combines multiple orders for better postage rates, you will have the opportunity to launch a much more cost-effective campaign.
New mover direct mail campaigns are an effective, cost-effective way to directly target lucrative new movers in your area. With the lifetime dollar value of a repeat-business client running into the thousands of dollars, new movers represent a ripe marketing opportunity that smart local business owners looking to get ahead.
Building your business can be done effectively with new movers or homeowners list. Most new homeowners when they move in to a new house need all kind of new services. So by having fresh data you can be the first to market your product or service to them. The goal of these lists is to be able to receive as much information as possible to realize the needs of the new members in the community or your geo radius. What this does is gives information to what these consumers may need presently or in the future. Finding a company that provides new mover leads with as much data as possible will provide lead information that converts to sales which brings growth to your business. Finding a list that provides not only names and addresses but also some specifics of the household and phone number will be a help in connecting with them to bring them information or products they may need and the early bird gets the worm.
Connections can be made with detailed data that cannot be made with just a few facts. Finding out if those who have just moved into the community have moved a long distance will help in making sure they have information to services they may need that those who moved within the neighborhood may not need. New mover lists can provide information such as the name and address and where the consumer has moved from and telephone data. Chances are if they have moved a great distance they may need to know how to send a package quickly or how to travel often, lawn services, satellite service, or many other services that new homeowners need when they move to a new house.
Growing communities have needs that change on a regular basis. Some communities may be experience families moving in with more children than every before. Having new mover data that can provide information on children that are moving into the area will allow the area to meet the needs of these children and their parents immediately when they are settled into their new neighborhood. Making the connection with these consumers will let them know what services they will find for their family. This new mover data is vitally important when it comes to providing a the mover with services that are always needed lawn care, doctor care, carpet cleaning, child care, restaurants, and many other products and services.
New mover lists that provide information such as age and gender can open up whole new avenues when it comes to connecting with the growth of the of your business. There is information that younger consumers may need that older ones will not need. Taking the time to have the data that is needed to maintain the growth of the business can be done with specific information such as age and gender. The power of new telephone data with you call centers can be the first one to jump the gun and get them to sign up with your services. Most consumers sign up with the first contact for a product or service and by you having new data you can make this happen.
Converting leads into sales helps in growing your business and knowing what new consumers need within the community. Receiving mover leads with as much data as possible will allow your business to provide for the needs of those who have been in the community and those just moving into the community. Great data equals great sales and power over your competitors. A good leads source can be your businesses best friend. No matter what your business is beat everyone to the jump and you will always win.