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Category: Business Management

Business Management

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. […]

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How Up-to-Date are New Movers Lists?

Written by Brittany N. Johnson
New Mover Mailing Lists Our Town America

As moving trends continue to surge, Our Town America offers a current and accurate new movers list designed to put your small business in front of new residents and generate profits. With the holiday season in our rearview, the roughly $19.8 billion spent at independent retailers and restaurants on Small Business Saturday is now behind us while planning future marketing is top-of-mind. To stay ahead of any supply chain or labor shortage  issues, it’s important for small businesses to ramp up their marketing strategy to help attract customers. Our Town America Targets New Movers To ensure your marketing strategy puts your brand front and center with new customers year-round, it’s essential to use an updated new movers list that generates results. Many companies pedal mailing lists that are outdated and useless. Our Town America has more than 49 years of experience developing new movers lists that convert into bona fide sales.  Maintaining an accurate new movers list requires vigilance. The U.S. Census Bureau estimates that the average American will move 11.7 times in their lifetime, and, in 2019, nearly 31 million people in the United States moved. We get lists of individuals who have recently filed some sort of address change and filter out any duplicate names and addresses to create a direct mailing list that is about 95 percent accurate. By updating its lists on a monthly basis, Our Town America is able to capture accurate information to help small businesses add customers. Our Town America offers a comprehensive New Mover Marketing program designed to help small businesses attract new residents before they form loyalties with competitors. As part of our New Mover program, Our Town America sends a high-quality Welcome Package filled with personalized gift certificates to new movers. Unpacking, meeting work expectations, and helping children adjust to a new residence are challenging endeavors for new residents; they enjoy receiving thoughtful offers from local businesses to help ease the stress and costs of relocating. “The quality workmanship of the product is awesome. It gives that family feel,” said Matt Gallagher, a Precision Tune Auto Care franchisee. “Our Town America personalizes their message and brings it back to a local level, which is what makes it feel right for me.” Pandemic Impacts Moving Trends Although the height of the COVID-19 pandemic is behind us, evidence suggests this unprecedented time is changing the way Americans work and where they live. While the outbreak of the pandemic forced Americans to stay home, it also gave them time to reevaluate their priorities. People packed boxes and relocated primarily to be closer to family and decrease the cost of living, revealed a survey conducted by Neighbor, a self-storage resource.  Having the ability to telework helped untether people from their desks and gave them the freedom to do their jobs from any location. More than one-third of Americans reported working from home at least part of the time since the pandemic struck. Estimates reveal 40.7 million Americans, or 28 percent, will be working remotely on a full-time basis within the next five years, up from 22.9 percent in 2020, according to a report by Upwork. Does this mean we will see an uptick in new movers while people have the ability to move from town to town working remotely? We will know for sure as more time passes, but recent moving numbers do support this ideology. Learn More About Our Town America Our Town America can help you accurately reach new residents with our new movers lists, and make them lifelong, loyal customers. For more information on how you can use New Mover Marketing and our new mover lists, visit ourtownamerica.com. 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. […]

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5 Direct Mail Tips for Driving New Business

Written by Brittany N. Johnson
Direct Mail Tips to Drive Business

Direct mail marketing is an efficient and effective method for driving new business to your establishment. Our Town America, the nation’s leading new mover marketing company, compiled a list of the top five direct mail tips to ensure your strategy adds customers from your local community and generates profits. Small business owners wear many hats, from customer service providers to back-office supervisors and visionaries. It’s inevitable that small business owners will face unexpected challenges as their venture grows. Lately, labor shortages are creating headaches for many small businesses. There are more job openings in the United States than people looking for work. Employers are trying to fill nearly 10 million job openings, but there are only 8.6 million people out of work, which puts a crunch on small businesses searching for workers.  In an effort to attract valuable talent, some small business owners may be neglecting their marketing efforts. Rather than experiment with new advertising trends and techniques, small business owners should rely on proven marketing strategies to get the job done and free up time to train and develop new employees. Direct mail marketing provides an interactive advertising tool that offers a tangible touchpoint for customers to learn about your business. Nearly 70 percent of people prefer receiving information about new businesses via snail mail, and 67 percent feel mail is more personal, the United States Postal Service reported. Taking a tried-and-true approach will help your business flourish during this difficult season. Tips to Plan a Successful Direct Mail Campaign Here are five direct mail tips to help drive new business. Personalize Your Message. Direct mail can be personalized to help create relationships with new customers. People are more inclined to respond to one-on-one communication and personalization can lead to better engagement and enhanced success. Send Your Mail to the Right People. Your direct mail message might be eye-catching and personalized, but if it doesn’t reach the right audience, it will not be effective. Businesses need to make sure they are using direct mail marketing lists that convert. Our Town America specializes in new mover marketing and has 50 years of experience reaching new residents. Our Town America gets lists of every individual who has filed an address change in the past 30 days and filters out the duplicates resulting in 95 percent accuracy. This is very important as a clean list means less wasted advertising dollars.  Include a Special Offer. People love a good deal. Providing new customers with an introductory offer will encourage them to visit your business and put them on the path to becoming loyal customers. Direct mailers with eye-popping promotions will generate better results. You can also use codes on your direct mail to track results when customers visit to redeem a special offer. Tracking the success of your initial direct mail piece will allow you to produce even better results in the future.  Reach New Movers. One way businesses can make the most out of direct mail is by reaching out to customers before they form loyalties to other businesses – specifically your competitors. Nearly 20 percent of the United States population moves each year, and new movers are big spenders. New residents spend more during their first year in a new home than existing residents, the National Association of Home Builders reported. While new residents are busy turning their house into a home, Our Town America welcomes them to the community by sending them a Welcome Package filled with proven offers from local businesses. The upscale welcome gift offers exclusivity for your business by only partnering with one business of each type per zip code. We offer an innovative tracking system that allows you to see your return on investment from your smartphone when customers come in to redeem their proven offer. Follow-up. The best time to make a sale is 7-10 days after a potential customer reads your direct mail piece, according to the USPS. Make sure to have follow-up strategies in place to add customers. Our Town America makes it a priority to send a follow-up mailing to new residents who redeem your initial Welcome Package offer. Learn More About Our Town America To learn more about how Our Town America’s New Mover Marketing program and direct mail marketing services can help your small business add new customers, click here: www.ourtownamerica.com.   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. […]

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Implement Compelling Marketing Ideas to Drive Traffic and Boost Sales

Written by Brittany N. Johnson
Marketing Ideas to Drive Traffic by Our Town America

Modern Restaurant Management — While the past two years have been a challenging time in the restaurant industry, there is a light at the end of the tunnel for restaurant owners. Falling Covid-19 numbers and the lifting of mask mandates in many cities is helping give restaurateurs hope for increased traffic this holiday season. However, restaurant operators are now encountering a new set of challenges. Supply chain issues, high food costs, and labor shortages are cutting profits at restaurants nationwide, the National Restaurant Association reported. At least 95 percent of operators said their restaurant experienced supply delays or shortages of key food or beverage items in recent months, according to a September survey of 4,000 restaurant operators. Supply shortages have also resulted in operators having to change their menus on the fly. Additionally, 91 percent of restaurateurs said their total food costs are higher than they were prior to the pandemic. Finding reliable staff is also a challenge. With all the challenges on your plate, implementing a robust marketing plan might not be on your radar. However, taking steps to increase your loyal customer base will ensure your restaurant flourishes during this difficult season. Here are a few unique marketing ideas designed to boost customer traffic and develop loyal customers. Create a Customer Loyalty Program Loyalty programs drive repeat traffic by offering discounts based on the number of visits. Having the prospect of a free meal in the future will make customers more likely to choose your restaurant when picking where they eat out. Host Fun Events to Drive Traffic Customers are eager to attend fun events, especially post-pandemic. Restaurants that offer special events for customers will generate buzz in the community and drive traffic. Adding music bingo, hosting an evening featuring local fare, or simply offering a holiday special will help set your eatery up for success. Offer BOGO Deals Buy-one-get-one deals encourage your customers to introduce your restaurant to their social circle, as well as serve as a great reward for regulars. Send a Thank You Note Current technology enables you to keep in touch with customers when they aren’t at your restaurant. My company, Our Town America, helps restaurants add loyal customers by targeting new movers. We mail new residents a welcome package complete with a proven offer they redeem at your eatery before they’ve formed a loyalty to your competitor. As part of our service, we can send those new customers a thank you note after they redeem their gift to encourage them to return for another meal. It’s an easy and affordable method for enticing customers to not only visit your establishment one time, but return as a repeat customer. Social Media Contests You probably understand the importance of having a social media presence. Social media gives you the opportunity to highlight your fare and engage with diners where they spend their time. In 2020, the average American spent 145 minutes each day scrolling on social media, reported Statista, a provider of market and consumer data. Holding a contest on social media can increase online engagement. Solicit Feedback Encouraging customers to write online reviews or simply getting feedback on their experience shows them you value their opinion. On average, 87 percent of people read online reviews before visiting a new business, according to a survey of more than 1,000 people conducted by BrightLocal, a marketing firm. Reviews are especially important for restaurants; 93 percent of restaurant customers pay attention to reviews, the survey revealed. In addition, 72 percent of people surveyed wrote a review of a business simply because the establishment requested feedback. Support Local Businesses Being a valuable member of the local community impresses diners. Promoting the fact that you buy hamburger buns from a local bakery, serve beer from a nearby brewery or that you are the exclusive pizza restaurant welcoming locals tells customers you understand the importance of fostering local resources and supporting other small businesses. Don’t Forget the Basics In addition to implementing unique marketing ideas to encourage repeat business, there are a few steps every restaurateur should take to create loyal customers and ensure repeat business. Customers return to a restaurant because they received stellar customer service and enjoyed their experience. Make sure your kitchen staff greets customers with a smile, maintains portion sizes and provides the same delicious fare each time. Consistency is key. Focusing on serving delicious meals and implementing unique marketing ideas can help your business thrive this winter and recover sales lost during the pandemic. 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. […]

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5 Direct Mail Advertising Examples for Your Restaurant

Written by Brittany N. Johnson
Quick Service Restaurants Use Our Town America for Marketing

QSR Magazine — Direct mail marketing is a proven method to help gain customers at quick-service restaurants. It provides a tangible method for reaching both loyal customers and potential diners. Internet data privacy concerns and countless pop-up ads are just a couple of the many reasons direct mail is still very relevant in our digital world.  Direct mail can be personalized to increase its appeal and demands attention due to its tangible nature and sporadic delivery. More than four out of five Americans trust print ads in newspapers and magazines, while 80 percent trust television ads, Marketing Sherpa reported. At the time of the study, online pop-up ads were only trusted by 24 percent of Americans. Many Americans are paying more attention to advertisements that offer promotions and deals than in pre-COVID times, according to a survey of 1,000 United States consumers conducted by Valassis, a marketing technology company. The pandemic solidified direct mail marketing’s place as an essential advertising strategy for restaurant operators. While safety concerns were at the forefront of Americans’ minds last year, it didn’t stop people from visiting restaurants. Quick-service chains were in the spotlight as many Americans turned to takeout and delivery options. Approximately 52 percent of Americans tried a new restaurant in the past year, Valassis reported. Reaching Americans by direct mail marketing at home, where they are spending most of their time, provides a reliable return on investment and will help restaurant chains retain market share. Here are five ways to add loyal customers to your restaurant using direct mail marketing: 1. Grand Opening or Special Promotion Postcard Direct mail makes it simple to target your customer demographic when you want to promote your restaurant’s grand opening or tell residents about your specials. Using direct mail to spread the word about the debut of your new restaurant will generate buzz and profits as soon as you open your doors. Saturation Postcards allow you to target customers based on neighborhood, distance from your restaurant, median household income, and median age. The United States Postal Service’s Every Door Direct Mail tool, facilitated by Our Town America’s Postcard Marketing program, allows your campaign to reach your target demographic. 2. Perforated Postcard for Loyalty Program Loyalty programs are a tried-and-true method for rewarding devoted customers. Innovations in direct mail allow you to send customers a postcard featuring a detachable perforated loyalty or membership card. Simply select a demographic or group of prospects, rather than mailing to an entire neighborhood or carrier route, to make your loyal customers feel special. As a bonus, postcards can be addressed individually by name giving your campaign a better chance of success. 3. Birthday Postcard People love getting birthday wishes; show your customers you care by helping them celebrate their birthday.  Americans purchase approximately 6.5 million birthday cards each year, according to the Greeting Card Association, the U.S. trade association serving the greeting card and social expression industry. Highlighting a customer’s special day can help strengthen customer loyalty and give them a nice birthday surprise. 4. New Mover Gift Certificate My company specializes in providing one-time use, no-strings-attached welcome gifts to new residents. Our Welcome Package is attractive and perceived as hospitality rather than advertising. It is filled with proven offers designed to capture new residents before they form loyalties to your competitor restaurants. New movers appreciate the free offer when they are busy unpacking and spending their money turning their house into a home. 5. Thank You Postcard After a new mover redeems their new mover gift certificate, restaurants are able to send a thank you postcard with an optional secondary offer. First-time customers are impressed that you knew they visited your restaurant and took the time to thank them for their business. Our Town America’s new mover marketing program can automatically send that thank you postcard mailing once that initial gift certificate is redeemed. To reach new customers and drive sales, make sure these unique direct mail marketing techniques are part of your quick-service restaurant’s advertising strategy. 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. […]

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Sunflour Baking Company Wins Charlotte Small Business Resilience Award

Written by Brittany N. Johnson
Sunflour Baking Company Our Town America Charlotte Small Business Resilience Award Winner 2021

Spectrum News | Charlotte, NC – Sunflour Baking Company, a family-run bakery in Charlotte, NC, has been a small business staple in the community for many years so, despite the pandemic bringing on many changes, they did not let it slow them down.  With four locations throughout the Charlotte area, the iconic bakery had their hands full when the pandemic hit, but they came together and showed resilience – as Our Town America of Charlotte owner, Eric Kent, says. Kent has worked to help bring new customers into Sunflour Baking Company on an ongoing basis since 2018. When asked to nominate a handful of his partnered local businesses for the 2nd Annual Small Business Resilience Award, Sunflour was top of mind. Local Charlotte residents voted on their favorite Charlotte business to win the 2021 award, championed by Our Town America. Sunflour Baking Company came out on top with the most community votes! Kent, being a local business owner himself, understands the importance of supporting local businesses to help maintain a healthy economy and hopes others will join him in visiting local stores and restaurants. While this annual award is in honor of Small Business Saturday, it’s encouraged to shop local year-round. Without a steady base of customers visiting the Sunflour Baking Company locations, they would not be able to service the community as they have been for so long. Friendly faces, tasty pastries and unmatched customer service are a few reasons Charlotte residents frequent the bakery. Kent met with Spectrum News at Sunflour Baking Company to discuss the importance of shopping local and the significance of the Charlotte Small Business Resilience Award.  Click here for information on how to be nominated for the Our Town America Small Business Resilience Award next year.  Our Town America supports small businesses across the nation 365 days per year. If you’re a local Charlotte business looking to reach new or current customers, contact Eric Kent at ‭704-999-1330‬‬. If your business is located outside the Charlotte area, please contact our corporate office at 1-800-497-8360 to be connected with your local representative.       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. […]

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Why Dentists Should Have a Direct Mail Strategy

Written by Brittany N. Johnson
Dentistry Today Why Dentists Should Have a Direct Mail Strategy

Dentistry Today — Dental practices with a streamlined direct mail strategy attract new customers and provide a valuable resource for patients who need to schedule overdue cleanings. While dentistry school prepares you to administer high-quality care to patients, leading a dental practice comes with its own set of challenges. As a small business owner, you are tasked with patient retention and acquisition, keeping abreast of the latest technology and advancements, staff management, and administrative tasks. For many dentists, patient care can take a back seat to managing their practice. Having a robust direct mail marketing strategy can help cut down on your workload. Direct mail marketing can result in a healthy return on investment and provide a tangible touchpoint that helps keep your dentistry business top-of-mind for customers. For every $167 a business spends on direct mail marketing, they sell an average of $2,095 in goods and services. Here are the top reasons direct mail marketing can help your dental practice thrive. High Response Rate. Direct mail marketing delivers results for your small business and is a low-cost, high-reward strategy. The average response rate for a direct mail marketing campaign is 9 percent, according to the Data & Marketing Association, a trade organization for marketers. A recent survey from the U.S. Postal Service showed 54 percent of those surveyed tried a new product or business within a 6-month period of receiving a piece of mail. As many businesses solely focus on e-mail marketing and social media campaigns, customers appreciate receiving a tangible reminder to schedule a dental appointment in their mailbox. One option for a dental direct mail strategy is to create a postcard campaign that suits your particular needs. If you want to add new customers, Every Door Direct Mail is an affordable option. EDDM allows you to send saturation postcards to certain demographics and areas of your local community. Direct Mail Improves Multichannel Approach. It’s essential to implement a multichannel approach to achieve the best marketing results. Multichannel marketing allows you to improve connections and increase leads. If you only advertise through social media, you limit the number of people who will see your message. Direct mail is a great way to introduce customers to your business and lead them to your website, where they can learn more about the practice or book an appointment. Many businesses add a QR code on their direct mail postcard for ease of website visits directly from mobile devices. Roll Out the Welcome Mat. Direct mail marketing gives you the opportunity to welcome new residents by implementing a new mover marketing campaign. At least 31 million people move each year, and an increasing ability to work remotely is prompting more people to consider relocating. My company, Our Town America, has more than 49 years of experience helping small businesses introduce themselves to new residents before they form loyalties to competitors. We mail an upscale welcome package filled with proven offers from local businesses, which commonly receives a high response rate. Once you get the new customers through your doors, it is your job to greet them with a smile and deliver stellar service, but you can’t just hope they walk through those doors – you need something to entice them. That’s what we’re here for and, if I can say so myself, we have a very successful method of doing so with thousands of exceptional case studies to show for it. When patients redeem an offer from our welcome package, we send an optional follow-up postcard thanking them for their visit. New mover marketing is easy to track and an excellent method for adding new patients to your practice. Combat Dental Anxiety. People skip dental visits for a variety of reasons, including cost and the inability to find appointment times that fit with their work schedule. In addition, many people put off visiting the dentist out of fear. Nearly 36 percent of people have dental anxiety, and 12 percent suffer from dentophobia, or fear of the dentist. Dentists take steps to provide patients with positive experiences by carefully explaining their actions and allowing patients to take a break if necessary. Direct mail can help provide the encouragement people may need to get an appointment by serving as a reminder when they are overdue for a visit. Dental practices that make direct mail marketing a key component of their marketing strategy will achieve a solid return on their investment. We’d say it’s definitely something to sink your teeth into. — Our Town America supports small businesses across the nation – including, but not limited to dental offices – by welcoming new movers to town and bringing new customers through your business doors. If you’re a local business looking to reach new or current customers, please complete a contact form or contact Our Town America corporate headquarters at 1-800-497-8360 to be connected with your local representative. 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. […]

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Nominate a Resilient Small Business in Your Community

Written by Brittany N. Johnson
Small Business Resilience Award 2021

Come November, Americans nationwide will be shopping locally to celebrate Small Business Saturday, but per usual, Our Town America is extending the holiday by honoring local businesses through their 2nd Annual Small Business Resilience Award. Community members throughout the nation can nominate a neighborhood business that they believe deserves this distinction. Unfortunately, many small business owners are now facing a labor shortage. In June 2021, the number of open jobs reached an all-time high of 10.1 million, up from 9.2 million in May, the U.S. Bureau of Labor Statistics reported. At least half of small businesses reported it is harder to find qualified employees than it was last year. As the cost of finding and retaining employees increases, supply costs are also rising. Seven out of every 10 businesses are seeing a rise in supply costs, according to a report by CNBC. Numerous factors play into the labor shortage, but small businesses are tackling the issue by increasing wages, adding benefits and offering signing bonuses to attract employees. Improving workplace satisfaction by offering job flexibility and rethinking job requirements to widen qualified candidate pools has been effective for many small businesses across the country. Help Our Town America Applaud Small Businesses Small businesses are the heartbeat of the American economy. There are more than 30 million small businesses in the United States employing 60.6 million people, according to the U.S. Small Business Association. Our Town America is once again searching for local businesses who are beating the odds; those who are successfully conquering the challenges of 2021 to provide a valuable service to their local communities. Last year, we rolled out our Small Business Resilience Award to honor local businesses who triumphed during 2020, and we are continuing the tradition in 2021 by searching for local businesses who found a way to conquer the labor and supply cost hurdles of 2021.  We need your help. There can only be one winner in each listed community. Simply being nominated is an accomplishment to be proud of and is a symbol of hard work during this difficult season. If you are wondering which small business in your community to nominate, Our Town America has some suggestions to get you started. Nominate a dry cleaner that still makes on-time deliveries despite driver shortages. Nominate a restaurant that has servers working double-time to deliver meals during the lunch rush. Nominate a local business that keeps prices down for customers even though supply costs are rising. Nominate a Small Business Shop Local, Shop Small, and Support a Business in your community by nominating your favorite establishment for Our Town America’s 2nd Annual Small Business Resilience Award at the button below. Voting ends November 19th, just before Small Business Saturday.     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. […]

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4 Business Mistakes That Can Cost You New Customers

Written by Brittany N. Johnson
Four Mistakes That Cost Businesses New Customers Our Town America Marketing

Forbes Technology Council — In order to gain new customers, businesses need to combine a solid marketing strategy with a memorable customer experience. As a specialist in new mover marketing, my company offers businesses an important tool to get new residents into their locations. Our new mover marketing program mails new movers a welcome package with proven offers to local businesses. The upscale gift encourages customers to visit businesses in their community before they form loyalties with competitors. While we specialize in getting customers in the door, the rest is up to the business. Over the years, I’ve had the opportunity to see businesses excel at capturing new customers, and I’ve witnessed some that failed to hit the mark. Here are four common mistakes that can cost your business new customers. 1. Failing to develop a unique selling proposition.  You opened your doors to offer customers a service they couldn’t obtain at other establishments. Whether it’s your family’s secret pizza recipe or your skill at providing a top-notch cut and color, your business has something that makes it stand out from the crowd. It’s important to develop and market your unique selling proposition (USP) to gain a loyal following. In addition to providing stellar service, your customers need a clear picture of why they need to become repeat visitors. In our digital world, customers have the opportunity to research businesses online to help decide where they are going to shop. Having a USP can allow your business to shine. To develop your business’s USP, spend time taking a deep dive into the competition and determine your target customer demographic. Your USP should focus on what customers value and should offer a solution they can’t dismiss. It should help put your business on the shortlist when people are deciding where to shop. 2. Making a bad first impression. Customer service is key for any small business trying to build a loyal customer base. If a new customer comes into your business and doesn’t feel welcome, it’s game over. Proper employee training is key to ensuring your customer service is top-notch. It’s vital that your employees listen to customer concerns and for you to give them the tools to handle problems. Many companies across the country are having difficulties finding workers to fill roles. Offering performance-based incentives and a positive work environment are proving to be effective tools for keeping employees satisfied on the job and maximizing profits in the long run. 3. Neglecting your online presence.  There are more than 294 million smartphone users in the United States. Americans spend an average of four to six hours per day on their smartphones, according to a survey published by Statista. Businesses need to make sure their websites provide current information. Failing to update your website with the correct hours, menus or services can be a detrimental mistake for small businesses. Thankfully, the majority of what needs to be kept current is able to be updated via smartphone by either the small business owner or a dedicated employee skilled in digital marketing. In addition to staying on top of your website, small businesses need to employ a social media strategy. At least 68% of adults are active Facebook users, and 72% of U.S. adults use some form of social media, according to a report by the Pew Research Center. More than half of users check their social media accounts at least once per day. Engaging customers on social media should keep your business top of mind. 4. Forgetting to market to loyal customers.  In the rush to find new customers, many small businesses neglect marketing to their existing, loyal customers. A survey referenced by the Small Business Administration revealed that marketers only spend 21% of their budget marketing to existing customers. With numbers like that, it’s no wonder customers may feel neglected. It’s essential to analyze your customer data to create a marketing plan that encourages customers to become repeat visitors. For example, my New Mover Marketing company designed its program to offer customers a second incentive after they visit a small business. The second mailing reminds new residents about the business and encourages them to return. Loyal customers admire companies that listen to their reviews and provide innovative solutions that deliver value over time. Businesses can remedy this problem by offering special events and sales for existing programs and allowing existing customers to weigh in on new items or services you are considering launching. Avoiding mistakes that prevent you from turning new customers into loyal patrons can help your business flourish and profits climb. 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. […]

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3 Ways To Turn New Movers Into New Patients

Written by Brittany N. Johnson
Turn New Movers into New Patients with Our Town America via Dentistry Today

Dentistry Today — With the Fall season upon us and back-to-school routines commencing, new movers are settling into their homes and forming habits in their new communities. This is an ideal time for dental offices to reach out to impressionable residents with a new patient offering. Nearly 40 million people move each year, so even if your practice is already established in your community, ramping up your advertising efforts to factor new movers into your marketing strategy is essential to replacing patients that have moved away. As with any business, attracting new patients is key to growth. As mentioned, a new mover direct mail marketing campaign will target new residents and encourage them to schedule an appointment as they restart their routines this Fall season. Here are just a few reasons why new mover direct mail marketing helps dental practices across the nation attract new patients. 1. Direct Mail is Personal On average, American adults spent seven hours and 50 minutes in front of a digital screen in 2020. With that in mind, it seems logical to turn to email marketing as a tool to attract new patients. However, the amount of time spent on computers is causing many Americans to experience screen fatigue and email overload. What may have been an attractive, eye-catching offer becomes just another ‘junk email’ amongst the hundreds received that day. Many Americans don’t have the time to sift through every single email. It’s easy to hit delete or skim past it and promise yourself you’ll read it later. Direct mail is a surefire method to reach new patients where they are. And, with remote work being so common these days, people are home more and checking their mailbox more often. Research reveals direct mail is easier to understand and more memorable than digital media. It elicits a higher brand recall and requires 21 percent less brainpower to process. Direct mail also offers a tactile, personalized experience that people appreciate. 2. Target New Movers Moving is a stressful time, and it can be difficult for new residents to find businesses they enjoy visiting. Getting your practice set up with a new mover marketing campaign that will send a Welcome Package to new movers on your behalf is a great way to introduce them to your dental office before they establish loyalties to your competitors. By sending new movers proven offers, you graciously welcome them – striking an emotional reaction – and have a greater chance of turning them into loyal customers than you would with a repeat mailer once they’ve already found a dental practice on their own. My company, Our Town America, relies on new mover direct mail marketing to help businesses bring in new customers. Our Welcome Package commonly generates an 8 percent response rate. All you have to do is provide solid customer service to turn new patients into loyal patients. 3. Don’t Neglect Marketing Basics Before my company helps you design your new mover gift certificate and decide what proven offer will get you the best response from new movers in your area, your dental office needs a solid marketing plan to ensure success. It’s essential to establish a vision for your practice, create a mission statement, and identify your target demographic. Determining your long-term goals as a first step will help you in employing a sound advertising strategy that will attract loyal patients. About the Author After serving our country as a US Army Medic, Michael Plummer, Jr. returned to the family business (Our Town America – the nation’s premier New Mover Marketing franchise started by his father in 1972) in 2001 to work in the IT department. 15+ years later, Plummer now leads the business as its CEO and CTO – using his extensive technology/data experience to make Our Town America the savviest analytical player in the industry. A technology expert with more than 15 years of leadership experience, Michael Plummer, Jr. has helped Our Town America establish itself as the nation’s fastest-growing and most successful New Mover Marketing franchise. With dozens of franchise partners located from coast to coast, Our Town America helps thousands of local business spark long-term, loyal relationships with countless new movers each and every year. 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. […]

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