As we previously covered, there are many ways to market and advertise your business. There aren’t many methods which leave an impact as large as our new mover marketing program. What makes new mover marketing different from traditional approaches? The top 3 differences are: It’s no secret that moving can cost a small fortune. It’s estimated that the average move can cost upwards of $9,000! According to an article on Hitwise, movers are “not only a high-spending segment, they are also in a transitional stage which makes them more open to finding useful services and developing new brand loyalties”. Why is that important? New mover marketing is different because we generally aren’t asking the new movers to buy anything today. We invite them to your business with a one-time gift of a product or service. By offering a gift to the new mover today, not only will you see new faces into your business, you can be confident that you’ll have a paying customer tomorrow. Our welcome package is literally a breath of fresh air to the new mover, especially after the family has most likely spent so much on their move already. There are a handful of businesses we consider essential categories: automotive repair, restaurants, salons and barber shops, grocery stores, etc. Almost everyone will eventually need these services. Niche markets also see a windfall from new mover marketing, such as bowling alleys, furniture stores, or family fun centers. By using our proven offers and putting emphasis on business categories that nearly everyone can use, our program creates a genuine and organic connection between your business and the new mover. This strategy really makes your business stand out from your competition. Movers establish their loyalty to most essential business categories within a few months of moving. New movers are nobody’s customer and our goal is to make them all yours. It’s not enough that someone visits your business because they’ve received our welcome package. We invite them to try your business once – you’ll invite them to come back again and again! We believe businesses can create some of their best customer relationships when a family is new to the area. Families can establish over 70 new business relationships shortly after they move. We created our program to help relieve post-moving stress and create a long-term relationship with new customers in your area. New mover marketing is a science; and targeting new movers looking to establish local business relationships is an important marketing strategy. We designed our program to put your business in front of people looking for you. For over 45 years, Our Town America’s new mover marketing program has helped local businesses reach out to new movers with a sincere gift, offer amazing products and services to new movers in essential categories, and create genuine, lasting relationships between local businesses and new movers. If you would like to know how we can help your business reach new movers, contact my team today! Michael Plummer, Jr.Michael Plummer, Jr. is Our Town America’s President and CEO. Michael strategically leads Our Town America while maintaining our core principals of connecting new residents to the local businesses in their communities. www.ourtownamerica.com […]
Michael Plummer, Jr. is Our Town America’s President and CEO. Michael strategically leads Our Town America while maintaining our core principals of connecting new residents to the local businesses in their communities.
Articles by Michael Plummer, Jr.:
Dentistry Today (March 2019) – Attracting new clients can be a difficult and ongoing challenge for many businesses, and it is particularly true in the medical field. Many young patients simply choose to follow in their parents’ footsteps when it comes to selecting a dentist. Older patients are often hesitant to take a risk and switch doctors. Fortunately, fear of the unknown is often assuaged by the recommendation of a trusted friend or family member. As a result, much of the medical industry relies heavily on word-of-mouth referrals. To capitalize on this proven marketing method, dental and medical offices across the country are taking advantage of new mover marketing. Companies such as Our Town America help local businesses draw in new customers with innovative, custom welcome packages. These packages are personalized collections of practical, one-time offers from local businesses that are delivered right to the new resident’s mailbox. The Benefits of Snail Mail Despite an ever-increasing inclination toward digital platforms, studies have shown that many new movers are much more likely to utilize a physically mailed offer than one that is sent electronically. An email offer is often redirected into a spam folder and never even seen by the intended recipient. With paper mail, new residents literally receive a special gift made just for them. Capitalizing on new movers is imperative for dental offices that are looking to grow their client list. Residents who are new to the area often have no prior affiliation with any local businesses. They are actively searching for new opportunities. As a result, it is critical to reach new movers during the introduction phase. An offer they can’t refuse In new mover marketing, the key to success is an appealing offer. Dr. Ethan Brown and his brother Jason have seen the results of an effective offer firsthand. Five years ago, they opened a 24-hour emergency care facility in Katy, Texas. Since then, they have offered a variety of coupons to new movers including a free first aid kit, $75 off the ER copay, and a $25 gift card. In one such offer, the Browns encouraged new residents to come and simply take a tour of the office in person to receive a free gift. That way, should new residents fall ill, they know exactly where to go to receive treatment. As an added incentive, these new customers would receive an additional discount on their first medical visit. “We’ve seen tremendous results working with Our Town America, consistently seeing four or five new patients every month. That’s huge for us because of the ripple effect,” said Jason, general manager and marketing director of the practice. “I’m willing to bet that word-of-mouth advertising alone pays for Our Town’s services. That new mover offer entices people to physically drive to the facility, see how great it looks, and interact with our staff. They also get a free gift embossed with the ER Katy logo as a take-home reminder. That in itself is incredible,” he said. New Neighbors = New Clients It’s well known that obtaining new clients is often far more expensive than retaining current customers. New mover marketing is a cost-effective way of drawing in a new crowd and establishing a long-term relationship. This is a big deal when you consider that each new customer secured by a dental practice is worth an average of $1,000 a year. As these new clients settle into their community, they will inevitably discuss their experiences with new friends in the area. This verbal affirmation of their local dental services could inspire their friends to try new things—like a new, top-notch dentist—rather than stay with their current one out of convenience. In the medical field, this is a common phenomenon. Many people simply stick with what they’ve always done. That’s why it is so important to capitalize on new movers! This demographic is actively seeking new businesses for the necessary staples in their lives, such as grocery stores, veterinary offices, gyms, and, of course, dentists. From there, the new movers can spread valuable, firsthand testimonials to their friends and family. Such is the case for Dr. Nate Bonilla-Wardord, owner of Bright Eyes Family Vision Care in Tampa, Florida. In 2006, Bonilla-Wardord purchased and rebranded a small practice. The previous owner had been working with Our Town America with amazing results, so Bonilla-Wardord decided to continue the relationship. In the 13 years since acquiring the practice, Bright Eyes Family Vision has expanded and opened a new satellite office, with very little marketing other than new mover marketing. “We offer new movers a $50 voucher. With insurance, that $50 would cover their copay and some glasses purchases. Without vision insurance, it can go a long way toward the overall cost of the exam,” said Bonilla-Wardord. Effective and convenient “Not only is working with Our Town effective—we see referrals come in all the time—it’s convenient. Independently, it would take a lot of time to do marketing well. With Our Town, they do the leg work and provide us with a simple, powerful solution that really gets folks in the door! We get monthly status updates and reports to showcase the power of the program, so I can feel comfortable knowing our money is being used wisely,” Bonilla-Wardord said. Our Town America’s new mover marketing can be a powerful tool for any local dentist office looking to expand its client base and reach new members of its community. Capitalizing on new movers will inevitably cast a much wider net of impact as those residents settle into their new town and share their experiences with friends and neighbors. Source: Michael Plummer, Jr.Michael Plummer, Jr. is Our Town America’s President and CEO. Michael strategically leads Our Town America while maintaining our core principals of connecting new residents to the local businesses in their communities. www.ourtownamerica.com […]
Most business owners don’t consider is the power of a well-crafted new mover marketing program. There are many options so how do you choose the best one? […]
Forbes — Direct mail may sound old-fashioned and outdated in today’s technological world, but if we only utilized new forms of advertising, there would be no Super Bowl ads — or TV ads, period (television has been airing for the masses since the 1940s). There would be no radio ads (America has been listening to radio programs since the 1920s). We wouldn’t do trade shows (those have been around since the 1800s). Even some modern-day marketing strategies are growing gray hairs, as email has been around since the early 1970s and internet advertising was launched in the 1990s. Direct mail — especially niche-based, targeted direct mail such as the new mover marketing program we offer at Our Town America — has endured because it works. Helping local businesses create valuable, long-term relationships by delivering thoughtful and personalized gift certificates direct to new mover doorsteps is what we do. It’s in our DNA. Sure, it’s old-school, print-based advertising, but it’s effective because it can reach a niche customer base when they’re interested in finding new, go-to solutions for everyday needs (groceries, hair care, restaurants, etc.). That’s the key to effective marketing, both online and offline: the ability to reach customers when they’re actively searching for answers. And in today’s world, technology plays a pivotal role in determining who those customers are and where/how they’re searching for solutions. You must always be open to embracing new technology — even if it’s in conjunction with an old-school form of advertising — that helps you efficiently reach and influence target audiences. So what if you own a direct mail company and know you need to evolve? Or perhaps you’re a business owner considering direct mail marketing and you want to be sure the company you choose “gets it.” Keep these three things in mind: Technology Is Still Essential To Key-In On Target Audiences Direct mail efforts without demographic-based strategies can be a waste of money. These days, you can use technology to pinpoint target audiences. If your core customer group is within two miles of your place of business, don’t send to a 10-mile radius. If your products are best-suited for senior citizens, don’t send offers to millennials. And if you want apartment dwellers, it’s silly to send direct mail to McMansions. Too many businesses throw money to the wind because they aren’t specific about reaching their core audiences at the right time. Technology affords us the ability to only send to specific zip codes, neighborhoods, etc. Create Human Connections With Customers Ready To Act … And Track Redemptions That is, when you send potential customers gift certificates to try out your business, include a tracking mechanism (like a QR or barcode on the certificate that you can scan). This should be done so that if they redeem your offer, you will know it’s being used. This also helps you secure their contact info, so you can follow up with an additional offer, thank them for being a customer and invite them back. All customers want to feel appreciated. But they don’t just want discounts or coupons — they want real, thoughtful offers (such as a free pizza, not just 10% off). That’s the key to inspiring action and increasing redemptions — getting them in the door when they’re ready to act and delivering an unbelievable in-store experience that keeps them coming back for years. This is the human factor of direct mail that technological advancements don’t compromise — the opportunity to send a real, tangible, personalized offer delivered directly to someone’s doorstep. Don’t Let Technological Advancements Scare You Away From Direct Mail Look, it’s easy to think that direct mail doesn’t work because everyone’s using the internet to find out where they’re going and what they’re buying. But that’s actually a reason direct mail could be beneficial. Potential customers can be overwhelmed by all the information they find online and don’t know where to turn. You’ve got that person’s mailbox, sometimes to yourself, and you can use technology as a facilitator to help connect with potential customers in a direct way. So it’s important to remember that technology is your friend. Implement tiny aspects of it to create a personal touch and avoid bombarding potential customers with emails and push notifications. The internet is a technological marvel, but everyone uses it. Seeing an ad on the internet is like looking at the night sky and picking out a favorite star. They all look the same after a while. But that’s where direct mail — if you use it properly — can separate your business from the crowd … especially when you’re using technology to elevate the reach and impact of direct mail programs. And, besides, as the saying goes: Everything old is new again! Michael Plummer, Jr.Michael Plummer, Jr. is Our Town America’s President and CEO. Michael strategically leads Our Town America while maintaining our core principals of connecting new residents to the local businesses in their communities. www.ourtownamerica.com […]
New Mover Marketing can be a powerful tool in the toolbox of a dental practice. In order to increase the impact of your New Mover Marketing plan, I suggest that you make the most of your investment by following up with new movers after they redeem their first offer. This article showcases a few ways you can do just that! […]
According to the United States Census Bureau, nearly 40 million people move every year, meaning countless people are moving away from local cities and towns each year.1 This can spell trouble for your dental office, which could lose dozens of loyal patients each year due to population moves. Patients may be loyal to your practice, but their loyalty will be useless if they move miles away. […]
Where have all the good neighbors gone? It seems that as we become busier, our neighborhoods become more disconnected. We used to roll out the welcome mats for new arrivals to our neighborhood. Today, we’re lucky if we ever meet new neighbors as most folks are so busy they don’t even have time to simply ring the doorbell. […]
Remember the days when the new family in the neighborhood received a homemade pie and directions to all the cool spots around town from the family next door? Sadly, in today’s increasingly mobile and tech-savvy world, housewarming gestures are rare. And with moving numbers back on the rise, millions of movers are forced to explore their new town on their own and blindly seek out new relationships with area businesses. […]
The neighborhood welcoming party for new movers sure isn’t what it used to be. Most Americans are so busy in today’s world that they hardly have time to say “hello” to neighbors they’ve known for years, let alone deliver pies, flowers, and other gifts to the door of their new neighbors. […]
Pinellas Park, FL – Feb. 4, 2014 – As the Great Recession and real estate crisis continue to loosen their grip on the country, more Americans will be looking to move in 2014 than in recent years and most of these people will be very, very stressed out. Regardless of the reason for the move, the Employee Relocation Council suggests that moving is the third most stressful event in a person’s life, trumped only by death and divorce. And considering the top three reasons for a move are new housing, family reasons, and work, some of these people will be making a move while dealing with the emotional strain of a death or divorce. Unless you have personally been there, one can only imagine how difficult it is to plan a funeral, or deal with a divorce, and complete a move at the same time. That’s why Michael Plummer Jr., CEO of Our Town America, the nation’s premier new mover marketing franchise, has released the company’s “14 for 14” – a comprehensive list of top moving tips to help relieve much of the stress for new movers. According to Plummer, these tips are an extension of the heart-felt packages his company and its sponsors send to new movers each and every day. “For more than 40 years, we have been introducing new movers with reputable and reliable local businesses with our heart-warming new mover marketing program,” says Plummer. “However, we know that finding new go-to product and service providers is just one of many stressors associated with a move. So, this year, we wanted to kick off February, a month filled with kindness-related holidays like ‘Thank a Mailman Day,’ ‘Wave at Your Neighbor Day,” and ‘Random Acts of Kindness Day,’ with our “14 for 14” tips to help Americans take more of the stress out of moving.” Our Town America’s “14 for 14” Moving Tips Play for the “Long Haul” – Every move is a big move, regardless of whether you’re moving cross country or cross county. Give yourself at least 6-8 weeks of time to minimize stress and thoroughly prep for the move. Take Paperwork and Organization Seriously – Let’s face it – few people like tedious paperwork and organizational processes. However, a move can quickly become overwhelming when important papers, documents, and other items are misplaced. Take the time to create a binder for all moving records, get copies of all important medical/school/work documents, and plan how you will move all of your personal items. Don’t Forget Bills and Utilities – It’s easy to forget bills and utilities when you’re simply caught up in pressing tasks related to everyday life, much less when you’re in the middle of moving. Go ahead and schedule disconnections, connections, and/or transfers for all bills and utilities on the front end so they don’t become unnecessary stressors when you get to crunch time. Go All-In on the Packing Supplies – Few aspects of moving are more irritating than returning to the store to pick up that extra roll of tape or box at the store. Don’t go crazy, but stock up on more tape, boxes, padding, wrap, labels, etc. than you think you need. Cut the Clutter and Reap the Reward! – If you don’t use it, sell it! Host a garage sale or sell unwanted items online so you can put some extra funds toward the move. Or, if you prefer, donate the items and give yourself a much needed tax break. No need to cart around items that can help alleviate the financial burden of your move! Just Keep Packing, Just Keep Packing – Who doesn’t love a little “Finding Nemo” inspiration? Use Dory’s attitude as your motivational speech in the weeks leading up to your move. Divvy up duties with your family, tackle the packing one room at a time, and give yourself a few weeks to get everything in boxes. Manage and Track your Inventory – Approach this aspect of moving like a store manager. Include serial numbers for major items in your moving records binder. Also, use this as an opportunity to determine which critical household items require an upgrade. Don’t Forget the Mailman! – It may seem trivial, but filling out a Change of Address form at your local post office (or on the USPS website) is one of the most important tasks prior to a move. This will help protect your identity and ensure no important mail (like paychecks) goes to your old address. Additionally, it will remind you to change your address with all credit card, insurance, and utility companies. Keep your Network in the Loop – Don’t keep your friends, family, and business contacts guessing! Provide your employer, attorney, accountant, etc. with plenty of professional notice so as to protect your career and well-being. Take Care of Your Car so it Takes Care of You – This is the perfect time to take your car in for the tune-up, oil change and realignment you’ve been putting off. This is particularly true if you’re making a big move and will be travelling a long distance. You’ve Got to Have your Essentials – In your packing frenzy, it’s very easy to lose track of essential items like tools, toiletries and clothes. Set a few boxes aside for these very items and label each one as “Do Not Move” so you can easily locate them. Take some Time Off – Even if you are keeping your job during your move, plan to take a few days off to complete your move and get settled into your new home. One of the best ways to reduce the stress associated with a move is to give yourself the time to unpack and organize before getting submerged in your new daily grind. Clean as You Go – Make things easier on yourself and pick up the trash as you unpack. If you don’t, you’ll end up with twice the work and a harried unpacking effort will be followed by a frenetic cleaning effort. Be on the Lookout for Your House Warming Gift! – Last, but not least, […]
