New Movers


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Do you remember the last time you moved? Do you remember all the additional expenses that went into your new home? How about the hassle of finding a new mechanic, a new handyman, or financial service provider? Chances are, you remember those scenarios, and the reality is: every month there are many consumers moving into your area in the same situation.

Some studies have shown that a consumer, who just moved, usually spends three times as much money as someone who is well established in their place of residence. And those who have just moved in, are looking for businesses to trust, to meet their needs.

Are you introducing your company to these new neighbors? Are you giving them a friendly welcome, and presenting them with the benefits of engaging in business with your company?

This is an excellent way to find new customers, and establishing a relationship with them before your competitors do will help your business tremendously.

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  • Good morning. Thanks for joining us for Cole Information’s Small Business Marketing 101 Webinar—5 secrets to video marketing that the agencies & production companies won’t tell you.
  • Thanks for joining us. My name is Lora, I’m the digital media specialist for Cole Information. Thanks for joining us for today’s Small Business Marketing 101 webinar on targeting new movers. Some housekeeping items if you have a question during today’s webinar, you can ask it in the question box located in the Go to webinar dashboard at the right of your screen.
  • Discuss today's session. Why new movers are so important to target. A recommended way to reach out to them. Close it out with 5 action points. Also, we are recording today’s webinar, so we will get that recording out to you in 24 hours after the end of this session.
  • Before we get started, just a little background on Cole Information. In 1947, Jack Cole created Cole Directory, a directory of people by their address and phone number. Jack’s considered the father of direct mail. While companies had dabbled in this type of directory in the past, what made Cole Directory revolutionary was that he used IBM punch cards to streamline the process and thus created a searchable database. This type of crisscross directory was groundbreaking & invaluable to a number of industries including telemarketing, debt collection and law enforcement. Today, through a number of our products, including Cole X-Dates & Cole Lists, we have continued to provide small business owners this searchable database of addresses and phone numbers that allows them to target consumers and businesses in their own neighborhood. We also want to provide small businesses with the necessary tools and information they need to grow their business. We do that through Cole and also these small business 101 webinars.
  • We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
  • Create opportunities for people to learn and talk about you. Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it’s FREE! We invite you to take a look around, check out the site & use it as a resource for your needs.
  • As a small business owner, you don’t have time money or energy to waste on things that don’t bring about new customers. That’s being efficient, right? So that’s why it’s important to focus your energies on targeting the prospects that will be the most profitable for your business Who is that? on
  • The United States Postal Service says that in 2010 they processed 41.5 million address changes. On average these new homeowners spend more than $9,400 on things for their home like décor, furnishings and appliances. The president of a Chicago-based data solutions firm said new movers spending more money in the first 3 months in their new resident that most people do in 3-5 years. I can remember when I bought my new home 6 years ago, I bought all new blinds, appliances, curtains, paint, you name it—I bought it.
  • What does that mean for your small business? Plenty! New movers are already expecting to spend money for things like blinds, appliances, home décor, paint, etc…so this gives you a great opportunity to begin a long-term relationship with them. If you’re not doing it, your competitors will beat you to it.
  • With all of their purchases, this is a great opportunity for small businesses to help these new homeowners get settled in their home by offering them: Relevant promotions Product offers Coupons and freebies That are applicable to them. So in other words—if you’re a pizza shop, offer them a coupon for a free pizza or if you’re a home service, 10% off welcome to the neighborhood. That way you can establish a relationship with them, let them get familiar to their new surroundings—where the closest coffee shop, café, etc. is and come to you for their business. "New movers typically make substantial purchases within a short period of time on products and services for their new homes, including home improvement projects and major appliances. Redi-Consumer New Movers File enables companies to connect to this powerful and motivated group of consumers and provides an opportunity for local businesses to introduce themselves to potential customers. Shortly after moving into a new home is the ideal time to establish brand loyalty with new residents by initiating long-term, relationship-building communications," stated Senior Vice President of Sales at Redi-Data, Marc Sabatini.
  • So when you’re coming up with a strategy, you must act fast—be the first in the door to welcome them to the neighborhood The Offer: Must be something of value Think of the long term investment, not just the short term cost. ex. Welcome Basket
  • Since you only have a small window of time, you need a product that provides a way for you identify those new movers. Cole Information has a product—cole lists--that allow you to identify those new movers. Pull your list & start with a direct mail campaign. Since you only have a small window of time, reach out to those new neighbors a couple times per month with a coupon, incentive or other offer. And make sure you position this direct mail piece as moving is stressful we can help— If you’re a pizza shop, offer an incentive to call in & order a pizza you deliver & since you’re new, we’ll give you a discount or throw in breadsticks for free. If you’re a dry-cleaner, you don’t have time to clean your clothes, come in & your first couple dress shirts are on us with an additional purchase Or maybe you’re a local home services, a small do-it-yourself place, offer a coupon for coming in to buy—pottery barn does a great job of this—they offer a 10% off new movers welcome—it’s a one-time opportunity to get those home furnishings you need.
  • 5 action points you can implement today include: 1) figuring out a way to communicate your small business to those new movers. Come up with six unique ways to talk to them & how you can make their life easier with coupons, incentives, incentives, etc. 2) Next contact an inexpensive printer & detail out these communications to them and buy in bulk to get the best deal. 3) Next pull a new mover’s list using a product like ours. 4) Execute your plan. 5) Don’t bite off more than you can chew.
  • New Movers

    1. 1. Target: New Movers
    2. 2. Lora Ullerich Digital Media Specialist @coleinformation [email_address] Session Framework
    3. 3. Session Framework <ul><li>Why new movers are so important to target. </li></ul><ul><li>Recommended targeting strategy. </li></ul><ul><li>Close with five action points to start on today. </li></ul>Session Framework
    4. 4. <ul><li>Cole Directory published in 1947. </li></ul><ul><li>Crisscross directory of addresses & phone numbers. </li></ul><ul><li>Invaluable information for a number of industries: </li></ul><ul><ul><ul><li>Telemarketing </li></ul></ul></ul><ul><ul><ul><li>Debt collection </li></ul></ul></ul><ul><ul><ul><li>Law enforcement </li></ul></ul></ul><ul><li>Today, web-based lead generation for businesses. </li></ul>Background
    5. 6. <ul><li>Free </li></ul><ul><ul><li>Playbook download </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Buddy’s blog </li></ul></ul><ul><ul><li>Webinars </li></ul></ul>
    6. 7. Efficiency <ul><ul><li>Don’t waste time, money & energy . </li></ul></ul><ul><ul><li>Focus resources on targeting profitable prospects. </li></ul></ul><ul><ul><li>Who is that? </li></ul></ul>
    7. 8. New Movers <ul><li>41.5 million moved in 2010.* </li></ul><ul><li>Home-related spending $9,400. </li></ul><ul><ul><li>Décor </li></ul></ul><ul><ul><li>Furniture </li></ul></ul><ul><ul><li>appliances </li></ul></ul>*
    8. 9. <ul><li>Are already expecting to spend money. </li></ul><ul><li>Opportunity to begin a long-term relationship. </li></ul><ul><li>Your competitors are beating you to them. </li></ul><ul><li>Great prospects for all kinds of products and services. </li></ul>New Movers: Importance of Targeting
    9. 10. Help them get “settled in”: <ul><li>Relevant promotions. </li></ul><ul><li>Product offers. </li></ul><ul><li>Coupons & freebies. </li></ul>Meet the Neighbors
    10. 11. <ul><li>Act Fast: </li></ul><ul><ul><li>Be the first to welcome them. </li></ul></ul><ul><li>Three month window: </li></ul><ul><ul><li>1-2 times per month. </li></ul></ul><ul><li>Right way to communicate: </li></ul><ul><ul><li>“ Moving is stressful. We are here to help.” </li></ul></ul><ul><li>Positioning: </li></ul><ul><ul><li>Friendly neighbor, help them get settled. </li></ul></ul>Targeting Strategy
    11. 12. <ul><li> </li></ul><ul><li>Inexpensive printer: </li></ul><ul><ul><li> </li></ul></ul><ul><li>Don’t bite off more than you can chew. </li></ul>Direct Mail Campaign
    12. 13. <ul><li>Come up with unique offers for new homeowners. </li></ul><ul><li>Contact an inexpensive printer. </li></ul><ul><li>Pull a new mover list. </li></ul><ul><li>Execute your plan. </li></ul><ul><li>Don’t bite off more than you can chew. </li></ul>5 Action Points
    13. 14. 8