Our Town America Logo
Skip to content

Category: Blog

Why Dentists Need a Marketing Plan

Written by Brittany N. Johnson
Why Dentists Need a Marketing Plan Our Town America

Marketing for dentists is best executed when a multigenerational approach is taken to appeal to the unique needs of people in the local community. Learn how dental practices can use new technology and techniques to retain patients and drive new business. Dentistry Trends Competing with the rising number of dental chains poses a challenge for many independent dental practices. These high-volume, low-fee models attract patients by offering competitive prices and extended appointment hours. Aspen Dental opened its first office in 1998 and now has more than 1,000 locations. Heartland Dental supports more than 1,600 practices across the country and has plans to roll out 103 new sites this year. Only 73% of United States dentists own private practices, down from 84.7% in 2005, according to the American Dental Association. The drop in the number of private practices comes as overall spending on dentistry services is down. National dental spending dipped 1.8% to $142.4 billion in 2020, the ADA reported. Spending shortfalls can partially be attributed to fallout from the outbreak of COVID-19, but private practice appointment bookings are still not back to pre-pandemic levels. Take a Fresh Approach Unless you are a pediatric dentist, your practice serves the entire community, and marketing for dentists needs to take this into account. Digital efforts will help attract younger generations, but baby boomers may prefer traditional marketing tactics like direct mail. To ramp up business, private practices need a solid marketing approach covering a wide variety of platforms. In addition to traditional advertising and social media marketing, here are a few new marketing techniques to help your practice shine. Tell your story. Your dental practice is not the only game in town. Separate yourself from the competition by telling your unique story and humanizing your practice. Providing a personal approach will amplify what sets your practice apart and help capture new patients. Ditch the glossy stock photos on your website and instead feature pictures of your staff, patients, and, most importantly, you. Highlight what makes your practice unique. Whether it’s offering same-day service, dental sleep medicine, or treatment for TMJ, make sure to maximize your unique selling proposition in your marketing efforts. New Mover Marketing. Direct mail postcards are great for blanketing a neighborhood with your practice’s message, but a targeted approach can yield a better result. Our Town America has more than 50 years of experience helping dental practices add new patients before they form loyalties with the competition. We send a Welcome Package filled with proven offers to new residents to entice them to give your practice a test drive. To get the best results, we compile lists of individuals who have filed some sort of address change in the past 30 days. We filter out the duplicates to increase your return on investment. Lights, camera, action! Did you know that adults are forecast to watch 80 minutes of digital video per day in 2023? Meet patients where they spend their time by posting videos to your social media feeds. Adding video can increase engagement and help give your practice a personal touch. Consider filming interviews with your employees to help people get to know your staff or make a welcome video. Promote oral health by filming a video outlining the importance of proper cleaning techniques or showcase positive patient testimonials. The options are limitless. Rely on referrals. Launch a patient referral program. Word-of-mouth marketing remains one of the best ways to build a practice. People trust recommendations more than advertising — it’s one of the reasons Google reviews are so popular. A patient referral program provides an incentive for current patients who recommend your practice to another community member. Letting your existing patients do the legwork is a no-hassle approach to adding new clients. Throw a party. Let’s face it. Visiting the dentist can be a drag. Experts speculate dental fear or anxiety impacts 36% of the population. You can help alleviate some anxiety associated with a six-month checkup by making your practice a warm, welcoming environment. Host an open house with free snacks or a barbecue in the parking lot. Make sure your party appeals to your target customer demographic. Employee appreciation. The backbone of any successful dental practice is its employees. Your dental hygienists form relationships with customers, and people appreciate familiarity. Make team building and appreciation part of your marketing budget. Showing your employees you are grateful for their hard work will help improve staff retention and create a welcoming environment for patients. Welcome New Movers Learn more about marketing for dentists and how Our Town America’s new mover marketing and direct mail services can help your practice appeal to residents of all ages in the local community. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…

The Law of Reciprocity: Proof that New Mover Marketing is Powerful

Written by Brittany N. Johnson
New Mover Welcome Package Generates Law of Reciprocity

Persuasion by reciprocation is based on the Law of Reciprocity; use this to your advantage to build a loyal customer base through New Mover Marketing. The art of reciprocity is ingrained in human culture. A part of sociological phenomena, the law of reciprocity states that when a person receives something, they feel compelled to return the favor. It’s a learned behavior that is rooted in childhood when parents focus on teaching their children the practice of sharing as a tool to build relationships. The law of reciprocity was put to the test in 1974 when Phillip Kunz, a sociologist at Brigham Young University, conducted an experiment with Christmas cards. As part of the study, he sent handwritten notes or holiday cards to 600 strangers. Even though the recipients did not know Kunz, he received at least 200 replies from people who felt obligated to reciprocate. The Law of Reciprocity is widely used in the business world by marketing gurus like Brian Tracy and Colin Shaw. To see reciprocity at work in your daily life, simply head to your local coffee shop for a caffeine fix. Notice how people respond when you greet them or the many tips left for the barista who made their favorite drink. The law of reciprocity is alive and well, and it’s a great tool local businesses can use to help drive profits. Our Town America Helps Add Loyal Customers Our Town America’s New Mover Marketing program relies on the law of reciprocity to help businesses obtain new customers. New Mover Marketing puts your business in front of people who are likely to buy now and buy again in the future. We send new residents a Welcome Package filled with free offers to introduce them to their local community. Between unpacking boxes and turning their houses into homes, new movers feel the urge to reciprocate the kind gesture by visiting the businesses who welcomed them and redeeming the offers. The generous welcome also prompts them to speak highly of the business to fellow neighbors, fueling word-of-mouth promotions. Quality customer service encourages new residents to return as repeat customers. To help new residents form loyalties with a local business, Our Town America’s mobile tracking technology can also send a thank you note to new movers once they redeem their welcome offer. New Mover Marketing helps solidify the reputation of your small business amongst local residents. Last year, more than 27.1 million Americans moved, according to the U.S. Census Bureau. People changed residences for a variety of reasons, including lower cost of living, job relocation, and being closer to family. Following the pandemic outbreak, remote work allowed many people who were usually tied to a corporate office to relocate. No matter how well you plan, moving is stressful. Unloading boxes and getting the lay of the land takes time and effort. New Mover Marketing strives to capture new residents before they form loyalties to your competitors and introduce them to your business with a free one-time housewarming offer. “I love helping local business owners grow their businesses by directing new residents through their doors each month,” said Susan Nagi, a multi-unit Our Town America franchise owner in Arizona & Nevada. “New movers truly appreciate the kind gesture from the welcoming businesses and, as response rates demonstrate, the law of reciprocity is in effect”. Focus on Reciprocity to Grow Business Learn more about how the law of reciprocity can help your small businesses become a mainstay in your local community by trying our New Mover Marketing and direct mail services for yourself. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…

Marketing Ideas for Mechanics

Written by Brittany N. Johnson
Marketing for Mechanics with Our Town America

Marketing for mechanics does not have to be focused on coupons and discounts to be successful. New technology and techniques can boost profits and help build relationships with customers. The aftermarket auto industry is primed for growth. Poor road conditions, aging cars, and production slowdowns are helping drive the industry, according to Precedence Research. The average age of cars on the road hit a record high of 12.2 years in May, further increasing the demand for quality car repair shops. Not only do older cars need more frequent repairs, but customers will also seek quality maintenance to ensure their vehicle lasts for the long haul.  Whether you are just getting your mechanic shop up and running or are already established in your local community, a savvy marketing plan can help you stay a cut above the competition. In the past, auto repair shops relied on a combination of coupons and referrals to help drive new business, and direct mail has remained a tried-and-true tool for small businesses to add customers. However, creating a multichannel marketing strategy makes a huge difference.  Think Outside the Box If you want to mix it up, here are some creative strategies to rev up profits and add new customers. Film Video Tutorials. While there are nearly 284 million cars on the road in the United States, at least 39 million Americans don’t know how to change a tire. Filming video tutorials about minor car maintenance tasks can help draw attention to your auto repair shop and encourage people to schedule an appointment for a tune-up. Giving people insider tips can help build trust and increase customer loyalty. You don’t need a film crew to make a great video. Most smartphones have adequate features to film a short video you can post on your social media channels. Fun Product Recommendations. Let’s face it. There are some wacky accessories out there for our vehicles. Posting a short product review of an LED cup holder light, an air freshener shaped like a cactus, or a crochet steering wheel cover is a fun way to spark conversation. Making it a regular feature will engage followers and provide great entertainment value.  Online Reviews. Finding a trustworthy mechanic isn’t easy. An earlier survey from AAA revealed two out of three drivers do not trust their auto mechanic. To put themselves at ease, many customers read online reviews before they visit a car repair shop. Positive online reviews can help drive traffic to your business. Encourage satisfied customers to write a review of your business or send out a follow-up email requesting a review. Apply for Local Awards. Everyone likes an award winner. Many communities showcase local businesses with special awards. Make sure to apply for the awards in your area to help your car repair shop stand out from the competition. Awards give your business credibility, which can help drive sales. Local awards are an inexpensive way to generate positive PR without any heavy lifting. Find a Partner. Consider teaming up with a nearby local business to increase profits. A reciprocal deal will be a win-win for both businesses. For example, give customers at your car repair shop a $5 discount if they show a receipt from the coffee shop down the road and vice versa. New Mover Marketing. If you’ve had success with direct mail, Our Town America can help you target new residents. New Mover Marketing with us enables you to reach new community members before they form loyalties with competitors.  We have more than 50 years of experience building lists that convert. Each month, Our Town America gets lists of every individual who has filed some sort of address change in the past 30 days. We filter out the duplicates to deliver lists that are 95% accurate, ensuring you get a positive return on investment.  Using our high-quality lists, we send new residents a Welcome Package filled with valuable proven offers. Receiving gift-certificate-style offers is a welcome relief to new residents who are navigating an unfamiliar space and trying to get settled in their homes. As a bonus, the results of a New Mover Marketing program are easy to track. Our Town America developed the TruTrak® app that allows businesses to scan redemptions at the point of sale or at your convenience. The app is easy to download to a mobile device and simplifies your New Mover Marketing effort. Build Relationships With New Residents Click here to learn more about marketing for mechanics and how Our Town America’s New Mover Marketing and direct mail services can help your auto repair shop become a mainstay in the local community. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…

Using a Mailing List to Find New Residents in Your Area

Written by Brittany N. Johnson
Using a Mailing List to Find New Residents in your Area Our Town America

What if you could swiftly greet every new mover household “at their doorstep”, welcome them to the community, introduce them your business and develop life-long relationships before your competitor does? Great news! You can. And, even better, you can automate this process. Our Town America, the nation’s leading New Mover Marketing franchise, has had this very formula down pat for the past 50 years. So that business owners, both small businesses and franchised locations, can grow their businesses efficiently and focus on delivering goods and services, Our Town America offers highly-targeted and customized direct mail outreach programs to welcome new households to the community. “Our customized direct mail marketing program is efficient and highly effective in reaching new households in communities throughout the United States,” notes Brittany Johnson, Chief Marketing and PR Executive for Our Town America. “In fact, our New Mover Program uniquely promotes your business to an entirely new group of new mover households every month”. Direct mail marketing continues to be a leading marketing solution for all industries. Marketing experts know that the mailing list will ultimately make or break a campaign’s conversion rate, customer acquisition cost and overall company growth.  In fact, great creative campaigns and wonderful marketing offers do not convert to sales without first reaching their target market. Johnson added, “The success of any direct mail program is dependent upon the data.  How targeted is the new resident mailing list? How current is the new movers list? How accurate is the data?” In other words, if you are looking to find new movers by direct mail, be certain you are working with a trusted expert so that you will cost-effectively reach those new residents through a quality new movers list.  Don’t burn up hard-earned revenue on great creative that never stood a chance of converting to a sale. Leave the complex elements of a direct mail campaign, such as a quality list, to the experts at Our Town America so you can focus on becoming the town favorite of new mover households each month. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…

Techniques to Identify Your Key Customer Base

Written by Brittany N. Johnson
Identifying your Key Customer Base

Producing a successful marketing campaign isn’t always an easy task, even for the savviest small business owner. Our Town America can help local businesses get started by suggesting techniques to identify your key customer base. Determining a key customer base is the first step to developing a marketing strategy that converts. A customer base is the bulk of any business’ clientele — it’s the customer demographic that regularly buys your products and services. If a business markets to its customer base, it has a higher likelihood of turning first-time visitors into loyal patrons and, of course, customer retention helps drive profits. Approximately 65% of a company’s business can be attributed to existing customers. Identifying your key customer base can help businesses plan their marketing strategy. If a brand attracts millennials, ramping up online marketing efforts will be essential. On the other hand, seniors may respond to a tried-and-true approach, like radio or newspaper ads. Understanding your key customer base can help separate a business from the competition and offer customers a valuable experience. Many business owners have an idea of the crowd they want to tap into to drive sales. Simply guessing might not be enough to get the job done. It’s vital to do the research. Whether a business is already open or the owners are delving into a business plan for a new venture, determining the key customer base will help drive sales. Our Town America has 50 years of experience helping small businesses attract new customers. Over the years, we’ve learned a few techniques to identify your key customer base to add loyal customers. Visit the Competition. Identify competitors and take a hard look at their audience. Visit similar local businesses to find out what makes your brand unique. If your business is already serving customers, consider creating a survey to help understand why customers prefer your establishment over others. Conduct Market Research. If a business is still in the planning stages, conducting market research can help you identify a target demographic. Learning consumer behavior and economic trends helps reduce risk and improve profits. Make sure to take advantage of local resources, like the local chamber of commerce, to determine trends from other business owners in the community. Networking with other entrepreneurs can provide valuable insights to help identify a customer base. Businesses that are already operating can analyze existing customers to determine the characteristics of their customer base. Build an Ideal Customer. The next step is to compile your research and put pen to paper. Define your products and services from your customer’s point of view and create an ideal target customer. Be specific; your ideal customer should include demographic and behavioral details. Target Your Key Customer Base Identifying your key customer base takes the guesswork out of your marketing strategy. Once you’ve done the research and determined your unique selling proposition and target demographic, you can create a marketing strategy that converts. Our Town America has a variety of marketing tools designed to reach potential customers before they even discover your competition. New Mover Marketing. New Mover Marketing is a niche, lucrative market. Roughly 27.1 million people relocated in 2021. Decades of data have repeatedly demonstrated that the new mover demographic is highly likely to experiment with unfamiliar businesses as they need to find new hair salons, healthcare providers, local pizzerias and more. New Mover Marketing takes building your customer base to the next level. Our Town America is the nation’s premier New Mover Marketing franchise. As part of our program, we send new movers a Welcome Package filled with proven one-time-use housewarming offers introducing them to local businesses. We use proprietary lists that are more than 95% accurate to help local businesses reach new residents as they explore their new area. Direct Mail Postcard Marketing. Even as companies invest in fancy websites and roll out video marketing, any omni-channel marketing effort should include direct mail as it continually generates a solid return on investment. Consumers get overstimulated from crowded email inboxes, which only adds to the effectiveness of direct mail campaigns. Despite having a firm grip on wireless devices, trackable direct mail campaigns like ours have shown an uptick in both foot traffic and sales – proving that consumers appreciate tangible offers. Blanketing a neighborhood with postcards does drive traffic, but sending postcards to your key customer base is usually most effective. Businesses can target their direct mail postcard campaign by a variety of demographic data, including age, income or household size. Technology, such as QR Codes, has helped move direct mail into the digital age by enabling small businesses to create a seamless call-to-action on their direct mail postcard. The QR code can lead to an explanatory video of your business and services or simply to your business’ website. The possibilities are limitless. Customer Service Solidifies Loyalty New Mover Marketing will get new customers to visit your business, but providing stellar customer service to turn them into loyal customers is up to you. At least 96% of customers believe customer service plays an important role in helping them form brand loyalty, according to research conducted by Forbes. A new report from Salesforce reveals that 88% of patrons believe the customer service experience they receive at a business is just as important as the product or services. Expand Customer Base with New Residents If you’ve identified your key customer base and are ready to create a marketing strategy to help you drive sales, contact Our Town America to find out more about how New Mover Marketing or Postcard Marketing can boost profits at your business. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…

Creative Ways to Market to Millennials

Written by Brittany N. Johnson
Creative Ways to Market to Millennials Our Town America Marketing for Local Businesses

The millennial generation is becoming a force to be reckoned with as they are important customers for small business owners. As their buying power rises, small business owners need to develop creative ways to market to millennials to tap into this lucrative demographic.  Millennials range in age from 26 to 41 years old. Propelled by the addition of young immigrants, the millennial generation surpassed baby boomers as the largest population in 2019. Growing up during the Great Recession helped define their character. The millennial generation learned to cope with stagnant wages, high student loan debt, expensive medical bills, and skyrocketing home prices. Although millennials are achievement-oriented and tech savvy, current events initially prevented them from achieving the financial gains of older generations. However, older millennials are now the most financially confident generation, according to research conducted by Investopedia. They have significant buying power, and many of them are buying homes and supporting local businesses.  As the spending power of millennials continues to rise, marketers are learning how to capture this unique demographic. Marketing to millennials requires creativity and skill. They prefer a personalized approach from a person or brand they trust.  Digitalization drives the behavior and habits of millennials, who are unable to recall a time before the internet. More than 93% of millennials have a smartphone, and at least 48% reported being online “almost constantly.” To capture this digital demographic, here are a few creative ways to market to millennials. Get Optimized. Millennials unlock their smartphones an average of 63 times per day, according to Statista. At the very least, small businesses need to make sure their website is optimized for mobile users. It needs to be easy to navigate on a smartphone or tablet and download quickly. Highlight Your Values. Millennials are socially conscious and environmentally aware. They want to support businesses that share their values. Small businesses can look at the success of socially responsible companies such as Toms or Warby Parker. Toms donates a pair of shoes with every purchase, and Warby Parker donates a pair of glasses. While in-kind donations might not be part of your business model, local businesses can attract millennial customers by supporting valuable causes in their community and highlighting the charitable efforts of employees. Focus on Content. Content marketing is a great tool for small businesses to engage customers and tell them about their products. One of the advantages of social media marketing is the ability to engage customers and receive real-time feedback. Small businesses can benefit by having their customers review their products and tell users about their experience at their business. Small businesses can create brand hashtags, run special contests, and encourage customers to post pictures with their products on social media.  Market to New Movers. Millennials make up 42% of homebuyers in the United States, up 37% from the prior year, according to the National Association of Realtors. Following the outbreak the pandemic, many young Americans plumped up their savings accounts and paid down debt, which enabled them to buy their first home. Nearly 48% of older millennials bought their first home in 2020. In addition, nearly 27.1 million people moved in 2021.  Small businesses can use New Mover Marketing to capture new homeowners before they form loyalties with competitors. Our Town America has 50 years of experience welcoming new residents to their community by sending them a unique welcome package filled with proven offers to local businesses. To deliver results, Our Town America combines superior services with seamless technology to make each campaign a success. Accurate Lists. Our Town America compiles clean New Mover Lists featuring accurate and timely names of people who have filed some sort of address change in the past month. We make sure to remove any redundancies to keep mailing costs low, increase accuracy and decrease wasted advertising dollars. Proven Offer. Our proven offers allow businesses to make a great first impression. Our Town America’s Welcome Package is a sign of hospitality – it is not perceived by recipients as an advertisement. We encourage all local businesses to offer a housewarming gift certificate in our Welcome Package to stand out from the competition. Tracking Tools. Our Town America’s TruTrak® app can be downloaded to a smartphone or mobile device to accurately track redemptions to determine return on investment in a timely manner. The app allows you to scan redemptions at the point of sale or at your leisure. It can also trigger a second mailing to encourage repeat visits and keep your business top-of-mind with the new resident. Getting creative to attract millennial customers by engaging them online and giving them tangible offers will help your local business flourish. If you’re ready to begin adding millennial customers, visit Our Town America today. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…

Rev Up New Mover Marketing During Hot Moving Months

Written by Brittany N. Johnson
How to Market during Summer Moving Months Our Town America

May is National Moving Month — Our Town America’s favorite time of year! Mark the start of the summer moving season by implementing a new mover marketing program to add loyal customers and boost sales. Summer is right around the corner, and the end of the school year heralds the beginning of the busy moving season. As many as 56% of Americans move each year and nearly 70% of all moves take place in the summer. People pick summertime to move because the weather is optimal, schools are on vacation, and workplace productivity slows.  The surge of summer moves put a crimp on the moving industry last year, and many of the top moving companies struggled to keep up with demand. Like many other service providers, moving companies felt the labor crunch and had difficulty finding reliable employees. Approximately 63% of moving companies reported a drought of drivers during the busy summer months in 2021.  Tap into the New Mover Market to Increase Profits As summer rolls around, local companies can welcome the influx of new residents and increase foot traffic by adding new mover marketing into their marketing strategy. Our Town America is the nation’s premier new mover marketing franchise. Our franchise owners help small businesses in their local community tap into the new mover market. Our Town America enables small businesses to convert new residents to loyal customers by sending them a welcome package filled with proven offers.  Here are some of the benefits of launching a new mover marketing program this summer. 1. Strike First. New mover marketing allows businesses to capture new residents before they form loyalties with competitors. One of the first things new residents do when they move is explore their new community to find local businesses that provide the services they need. New movers scout the area for a grocery store to stock their refrigerators. New residents also need to find a hair salon and a dry cleaner to help them put their best foot forward at their new job. Ordering pizza while unpacking boxes is the norm for many new residents. Having an upscale Welcome Package filled with proven offers from these establishments arrive on their doorstep gives them a place to start. Our Town America’s Welcome Package helps build brand awareness, and people appreciate the opportunity to give businesses in their new area a test drive. We get new customers through the door and allow you to give them a superior experience as usual. 2. Accurate Mailing Lists. A variety of companies offer mailing lists to help businesses reach new customers. Unfortunately, many mailing lists offer low response rates and are outdated or inaccurate.  Our Town America’s new mover marketing lists convert. We update our lists each month to ensure we capture accurate information enabling you to deliver your message to new residents. Our Town America compiles lists of individuals who recently filed some sort of address change. Then, we make sure to filter out any duplicate names or addresses, which allows us to deliver a direct mailing list that is about 95% accurate.  3. Trackable Solution. Being able to track your return on investment is an important component of any marketing strategy. It’s easy to track results of a new mover marketing program because customers bring in their offers for redemption.  Our Town America streamlined the tracking process by developing our TruTrak® mobile app. TruTrak® makes it easy for businesses to track ROI and gather detailed demographic data about their customers. It can be downloaded to your smartphone and allows you to validate and scan redemptions at the point of sale, or at your convenience.  Learn More About Our Town America Approximately 27.1 million people moved in 2021. The rise in teleworking is giving people the opportunity to relocate. People are moving primarily for a lower cost of living or to be closer to family. Other considerations include better schools and more job opportunities. New movers can help your business thrive this summer.  If you want to target this unique demographic by implementing a new mover marketing program or to learn more about Our Town America, click here. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…

Revisit Your Marketing Plan as You Spring Forward

Written by Brittany N. Johnson
Spring Forward Marketing Plan Our Town America

As temperatures rise and flowers start to bloom, Our Town America has some small business marketing tips for your business to implement this spring. The spring season is a time of renewal. People come out of hibernation after a long, dreary winter to enjoy the sunshine and balmy temperatures. Signs of spring can be seen as people dust off patio furniture and start the process of spring cleaning. Rather than turn on Netflix to chill after a long day, people gather up the family and head out for evening walks. With the prospect of swimsuit season looming, people planning beach vacations or summer pool days dig their sneakers out of the back of the closet and hop back on the exercise bandwagon. Spring is also a time when people return to the stores. After a busy Christmas buying season, many customers put spending on hiatus during the winter months. Bolstered by longer days and nicer weather, customers open their wallets to prepare for the new season. Customer traffic in the home and garden industry soars in the spring as people tackle home repair projects and turn their yards into showplaces. Sales at lawn and garden stores jump 61% during the week of spring break in mid-March. Clothing retailers see sales grow as people refresh their wardrobes and ditch their sweaters for short sleeves and dresses. Spring is also a time when people celebrate loved ones and mark milestones. Mother’s Day spending was slated to reach a record $28.1 billion in 2021, the National Retail Federation reported. Spring Clean Your Marketing Strategy If you took Our Town America’s advice and created a marketing strategy for the new year, it’s time to do some spring cleaning. Over the past few months, your campaigns generated data you need to analyze. If your social media efforts did not help build sales, it may be time to reduce the number of posts or eliminate a platform. If a BOGO deal you sent out via direct mail garnered positive redemption rates, consider sending another direct mail deal.  Here are a few small business marketing tips to help increase foot traffic and boost profits. Target New Movers. Spring marks the beginning of the moving season. Capturing new residents before they form loyalties with the competition is an advantageous way to add new customers. More than 27 million Americans, or 8.4% of the population in the United States, moved last year. At least 60% of moves take place during the summer months. Weather, kid’s summer vacation, and a slower pace at the office make summer a booming time for moving. Spring is the time when customers are checking out new communities, house hunting, and reserving moving vans.  Our Town America recommends setting up your new mover marketing campaign before the moving season is in full swing. We have just shy of 50 years of experience helping local businesses attract new customers. As part of our new mover marketing program, we mail recent arrivals a welcome package filled with proven offers shortly after they relocate.  Local businesses can track their new mover marketing campaign using Our Town America’s mobile app, TruTrak™. The app allows businesses to validate and scan redemptions at the point of sale and can trigger a ‘thank you’ postcard to customers after they redeem their welcome offer. Celebrate the Season. Tying your marketing message to important events in the spring, such as Daylight Saving Time, International Women’s Day, and Earth Day can help your message stand out and engage your audience. As spring rolls around, tax day also looms. Many Americans are contemplating how to spend their tax refunds. Encourage them to spend their bounty at your business by incorporating a tax theme into your messaging. If your service is deductible, such as healthcare charges, now is the time to let your customers know.  Focus on Community. Rebirth, positive energy, and growth are hallmarks of the spring season. Now is an ideal time for your business to participate in a charity event or donate to an important cause. In addition, farmers markets and other outdoor community events return to center stage. Put your business in front of customers during this time by becoming an event sponsor or setting up a table.  Launch a Contest. Spice up your spring marketing efforts by launching a contest to entice customers. Contests are an easy way to generate traffic and buzz about your business. Promote your contest in your local community by sending a direct mail postcard to your target demographic. Every Door Direct Mail® allows you to blanket a zip code with your message or filter your postcard by age, income, or household size. A competitive contest can draw new customers and give your business a leg up on the competition. Click here to learn more small business marketing tips and how Our Town America’s new mover marketing program and direct mail services can help you expand your loyal customer base this spring. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…

Top Businesses New Movers Visit After Moving

Written by Brittany N. Johnson
Top Businesses New Movers visit after Moving Our Town America New Mover Marketing

New mover marketing gives small businesses the opportunity to help residents feel at home in their new community while elevating profits. More than a third of recent movers say it’s harder to find a house than a spouse, according to a recent survey of more than 2,000 people by Zillow Group, a real estate and lending company. As high demand met limited supply, the housing market in the United States gained a record $6.9 trillion in 2021, nearly doubling the largest annual gain of $3.7 trillion back in 2005. Despite a tight housing market, Americans continue to pack boxes and relocate to places where they can get more bang for their buck. More than 27 million people moved in 2021, the U.S. Census Bureau reported, representing 8.4% of the U.S. population.  After the stress of finding their dream home in the competitive real estate market, the real work begins for new residents. As new movers unpack boxes and hang pictures, an important step of relocating is seeking out essential businesses to help make their new neighborhood feel like home.  Our Town America, the nation’s leading new mover marketing company, has been welcoming new residents to their communities for more than 49 years. We help small businesses drive profits by targeting new residents who have not formed loyalties to competitors. Is your business one of the first stops for new residents? Here are some of the top businesses new movers visit when they’re new to town. Restaurants. Settling into a new home requires a lot of heavy lifting. Furniture needs to be arranged, rooms need to be painted, and boxes need to be unpacked. New residents have little time to think about meal planning as they get settled. Our Town America revealed that the first industry people check out in their brand-new community are restaurants. Takeout food is extremely popular. While the number of restaurants offering delivery has skyrocketed since the outbreak of the pandemic, new residents typically turn to tried-and-true delivery staples, like pizza and Chinese food, after a long day working on their homes. Grocery Stores. One of the first steps new movers take is to re-establish their daily routine. Next on the list for area businesses is finding a grocery store that meets their needs to fill the refrigerator and refresh the pantry. Healthcare. Part of getting established in a new community is finding pediatricians, doctors, and dentists to keep family members healthy. While finding new doctors is not something new movers do on the first night in a new home, it is at the top of their to-do list. Making sure they have an established doctor for a sick visit is key, especially for parents with young children.  Hair and Beauty. Women spend approximately $313 per month on beauty, including hair care. New residents want to look their best as they meet people in their new community or start a new job. Finding the right hair stylist is top-of-mind.  Pet Care. At least 70% of households in the United States own a pet and estimates indicate American pet owners spent $109.6 billion in 2021, the American Pet Products Association reported. Pet lovers are willing to open their wallets to ensure their pets receive high-quality food and care. In addition to veterinarians, pet owners need to secure groomers, kennels, and pet supplies for their furry friends. Our Town America can help small businesses tap the new mover market by sending them an upscale welcome package filled with category-exclusive proven offers. Each month, Our Town America prints more than a million personalized gift certificates and welcomes more than 500,000 new movers nationwide to their new communities by introducing them to local businesses.  In addition to the businesses listed above, new mover marketing can help mechanics, wine shops, fitness centers, home service providers, dry cleaners and more. And, statistics show, at least 95% of new movers would visit a business that welcomed them to their new home, according to survey results from Our Town America. Track Your ROI If your business is one of the first stops for new residents, new mover marketing can drive sales. The next step is to track your results. Our Town America’s tracking app can help you see results in real-time on your mobile device. Our TruTrak® mobile app allows you to validate and scan redemptions at the point of sale or whenever is best for your business. The app allows you to track your return on investment and can trigger a second mailing to first-time customers to encourage them to return. It also is equipped to gather detailed demographic data of new customers you can use to improve your marketing efforts.  Learn More About Our Town America To learn more about new mover marketing and how Our Town America can help your business increase profits, visit www.ourtownamerica.com to start adding loyal customers. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…

Fresh Marketing Ideas for 2022

Written by Brittany N. Johnson
Fresh Marketing Ideas for 2022

As we leave 2021 in the rearview and start fresh, it’s time to head back to the drawing board and figure out ways to spice up your marketing strategy for the months ahead. Your marketing efforts help build your company’s reputation and boost sales. Insights gleaned from marketing will enable you to make decisions about your operations and stay ahead of the competition. Marketing can help you reach your target demographic and create paying customers. It’s vital to take time on a regular basis to review your marketing strategy and ditch components that aren’t yielding results, as well as test new ideas.  Our Town America has been helping small businesses add loyal customers since 1972. Over our 49-year history, we’ve garnered insights into successful marketing strategies. We know what converts and the steps small businesses can take to increase profits. Here are some ideas of fresh marketing strategies you need to consider adding to your advertising toolkit. Text Ads. Americans spent five to six hours a day on their mobile devices in 2021. Businesses rely on texting to communicate everything from appointment times to prescription refills. If you aren’t already using texts as part of your marketing strategy, it’s time to get started. Customers prefer receiving texts about discounts, special offers, and loyalty promotions, a survey of more than 1,000 people revealed. Keep your message short and sweet and send it during regular business hours. Make sure to research new rules and regulations regarding text ads before getting started. Focus on Content. Many small business owners establish themselves as authorities in their industry by using content marketing. Creating relevant content for your customers will help raise brand awareness and build relationships. At least 82 percent of people who work in marketing actively use content marketing for their clients. Content marketing can also help you take advantage of search engine optimization to increase traffic to your website. Not only is content marketing an effective tool to have in your arsenal, but it also costs less than traditional advertising and generates more leads, according to the Content Marketing Institute. Creating content can be a challenge for small-business owners who are already stretched for time. Taking time at the beginning of the year to create a content calendar will ensure your efforts don’t fizzle out as the months go by. Make it Personal. Nearly 52 percent of the world’s population uses social media, spending at least 145 minutes scrolling on a daily basis. Social media helps small businesses get personal by putting a face on their business. It enables them to connect with customers to build brand loyalty. Make it a priority to include personal posts on your social media platforms. Showcase your employees, teach a lesson, don’t be afraid to add humor, and make sure to reply to customer comments. Welcome New Movers. Direct mail remains a steadfast method for generating foot traffic and increasing sales. In addition to direct mail postcards, Our Town America helps businesses add loyal customers by targeting new movers. As part of our program, we welcome new residents to their community by sending them a Welcome Package filled with category-exclusive proven offers from local small businesses. New movers spend more on goods and services and have not formed loyalties to your competitors. Our Town America’s strategy gets customers through your doors, and the rest is up to you. Create a Referral Program. In our digital world, small businesses that strive to create connections stand out from the crowd. Small businesses need to pay attention to what is happening in the lives of their customers to ensure their marketing message hits home. Being proactive and having the tools in place to receive customer feedback can help generate repeat business and increase profits. Creating a referral program is a simple way to connect with your customers. Rewarding loyal customers for spreading the word about your business is a win-win. Your loyal customers will be grateful for the accolade, and your sales will rise. Go Back to Basics. Grassroots marketing helps people put a face to your business and raise brand awareness in person. As we all try to put the pandemic on the back burner, going back to the basics and attending community events or sponsoring sports teams can help get the word out to potential customers. Form Loyalties With New Residents If you are ready to create a marketing strategy that will help boost sales, contact Our Town America to find out more about how our new mover marketing program delivers results. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

Read More…