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Category: Local Business

To Get New Dental Patients, It Helps to Go “Old School”

Written by Brittany N. Johnson
Dentistry New Mover Marketing

Dentistry Today (August 2019) — Like any business, if you want to grow your dental practice, you can’t rely only on your existing clientele. Certainly, there are some patients who likely keep you in business—the ones who (despite you and your staff’s entreaties) don’t brush or floss and then need to come in repeatedly for fillings and root canals. Still, ideally, you’d like to see your practice grow by having happy patients with healthy teeth and a steady stream of new patients stopping by. But how do you get those new patients? It’s time to consider new mover marketing. Our Town America, a franchise that targets new movers by direct mail, has a proven business model that helps local businesses thrive even in this increasingly technological and wired world. While many may think that direct mail and paper incentives may already be obsolete, the data shows otherwise. According to numerous reports, the direct mail industry has been steadily, albeit slowly, growing over the last 10 years. In today’s world where everything is digital and it’s easier than ever to delete emails (or even block them from arriving in your inbox in the first place!), offers that are mailed directly to a new resident have proven to be more effective than their electronic counterparts. Now, of course, businesses advertise through social media and reach out to people through their phones. You would think that would have finished off direct mail, but no. In fact, despite being more wired and connected than ever, it’s become clear that direct mail—especially when it is aimed at people who are new to a community—works better than ever. According to the business intelligence company USData Corp, which did a study on direct marketing, 25% of millennials consider reading direct mail a leisure activity. I know. You’re wondering how reading mail could be a leisure activity. But it makes sense if you think about it. If you’re thinking that reading direct mail for enjoyment is nuts, you’re probably a generation X’er or baby boomer who is used to getting letters and bills in the mail and tossing direct mailers in the trash. Nowadays, receiving any mail is rather unique and, yes, it can be fun to open. It’s email that’s become sort of a drag. Adobe, the computer software company, polled more than 1,000 white-collar workers last year and found that millennials spend 6.4 hours a day checking their email, with more than a third checking their work email before they get out of bed. And it’s especially fun to get actual mail in your mailbox when you’re new in town and trying to get acclimated to your surroundings. That’s where targeted new mover marketing comes in. By providing new movers with one-time use housewarming gifts from local neighborhood businesses in a premium welcome package, your business is capturing the new residents’ attention first. The key is to provide an offer that has value. It’s a welcome package, not a flier. The offers can be tracked, so as a business owner, you can feel comfortable knowing your investment is paying off. Once these new customers redeem the offer, they get a followup mailing to improve the chances of them turning into a repeat customer. If your dental practice is part of a beautiful new mover welcome package, consisting of valuable offers from businesses in the area, essentially alerting somebody that, “Hey, welcome to your new home! We’d love for you to consider us to be your new dentist,” prospective patients are going to be far more receptive than if you sent them yet another tweet, text, or email, which will probably go in the spam folder anyway. When we’re on our phones, desktops, or devices, we have countless distractions. When we’re at our mailboxes and then walking back to our apartments or up the driveway to our homes, dentists (as well as pizzeria owners, auto mechanics, hair stylists, and anyone else) have at least a fighting chance for some mindshare. And once you’ve captured their attention, these new residents are far more likely to visit your establishment than that of your competitor. Never underestimate the power of being the first to grab a potential customer’s attention! In other words, these days, if you’re trying to get new customers’ attention, you need to find a marketing strategy that has some teeth. Mr. Plummer is president, CEO, and CTO of Our Town America, the nation’s premier new mover marketing franchise. A US Army veteran and Certified Franchise Executive, he has more than 15 years of experience as a senior-level franchise executive and IT professional in the direct marketing industry. He can be reached at jplummer@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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Why Leading Restaurants Commit to New Mover Marketing

Written by Brittany N. Johnson
Restaurant New Mover Marketing Our Town America

QSR Magazine (July 2019) — New mover marketing is a fantastic way to reach those new residents and begin building a relationship. Sometimes, being well-known and well-liked can actually work against a restaurant. That may sound like a crazy statement, particularly since brand recognition is an important aspect to consider when buying a franchise. Restaurant owners, after all, spend hundreds of thousands of dollars to purchase franchises with big-time brand recognition. But when it comes to landing customers who are new to a neighborhood, a big name is often a disadvantage for owners of mainstream restaurant franchises. When someone moves into a new house or apartment, they usually want to explore their new neighborhood. After a long day of moving, they’ll have worked up an appetite and be on the hunt for new, local places to eat. Many times, new movers want to know what’s good, trendy and local, rather than settling for the same restaurants they have already been to countless times before. The key is to let the new movers know that, while the brand may be national, the owner is still a local. Marketing to new movers can turn a big brand from being impersonal to personal. New movers may be searching for local mom-and-pop restaurants; however, that doesn’t mean big brands are out of the running. Reaching out to people who have just arrived in town can be an effective way to remind them that the owner of a national franchise is still a vital part of the local community. In fact, it’s something today’s movers are craving. In a recent millennial mover survey, 80 percent of respondents said they’d love to receive a housewarming gift and more than half (57 percent) said they want to live within walking distance of restaurants. Therefore, any neighborhood restaurant who connects with them first gains a huge advantage. Also, by welcoming a new mover to the neighborhood, a big-name brand is suddenly no longer something corporate and impersonal. It’s a brand that cares enough to reach out to somebody new to the neighborhood. That’s presuming the restaurant isn’t just mass mailing a coupon to every house and reaching the new people by chance along with everyone else. Targeted, new-resident offers with appealing offers or freebies are key to drawing in this lucrative demographic. There is more than one big-brand restaurant. Another simple reason to market to new movers is one that is as old as business itself—competition. Customers have a lot of choices, especially when it comes to food. The restaurant industry, along with the economy, continues to grow. Sales at restaurants hit $825 billion in 2018 , according to the National Restaurant Association, and are projected to reach $863 billion in the United States by the end of 2019. There are over a million restaurants in America, and a lot of them have familiar names. Even famous brands need to distinguish themselves from the rest of the pack, simply because the pack is so big. If a neighborhood is full of popular restaurants with notable name recognition, that familiarity will draw some new residents in the door. But in a well-populated area, there’s no guarantee that every new mover will try out each big name-brand dining establishment competing for stomachs and dollars. People develop habits pretty quickly. While people new to a neighborhood may be looking for quirky and unusual eateries, they often get their morning coffee and breakfast sandwiches at the national restaurant franchises that can give people what they want quickly and efficiently. New movers who also work in the area and are grabbing food during their lunch hour will quickly start compiling a list of easily accessible favorite spots. When they don’t want to cook dinner, and they want something simple and easy, they go to the familiar and comfortable. In all of those cases, nationally recognized franchise restaurants usually fit the bill. But big brand names have the same problem as the small, mom-and-pop restaurants have; customers develop daily habits that can be hard to break. Restaurants that miss out on getting new movers to come into their business in those first few weeks may lose out on that customer becoming a regular forever—and that’s a lot of potential profit missed. New mover welcome packages should be full of fun, local offers to nearby businesses—included. New mover marketing is a fantastic way to reach those new residents and begin building a relationship. After all, from a new mover’s point of view, if he or she is enjoying that coffee and breakfast sandwich in the morning and getting to work on time, why go somewhere else where things may not go so well? If a new mover loves “Pizza Fridays” with the family and has discovered the ideal pizzeria to pick up something on the way home, why risk upsetting the kids—who are still adjusting to this move—by trying something different? While part of the excitement of moving is trying new things, what makes people feel at home are rituals that become ingrained in daily life. It’s a mistake for owners of a national restaurant chain to assume new movers will simply walk in the door. It’s always a good idea to put out a welcome mat and make life-long customers in the process. By: Michael Plummer Jr. – a U.S. Army veteran with more than 20 years of experience as a senior-level franchise executive and IT professional in the direct mail marketing industry. In 2009, he took over as the president/CEO of the Our Town America franchise brand for his father, the founder, Michael Plummer Sr.   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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New Mover Marketing: The Critical Competitive Advantage Helping Restaurants Win Hearts and Minds

Written by Brittany N. Johnson
Modern Restaurant Magazine and Our Town America Eating Pizza

Restaurant Marketing to Millennials Modern Restaurant Management (July 2019) — We are creatures of habit. If you’re a caffeine junkie, you probably go to the same coffeehouse every day, rather than trying new ones every other day or so. If you find a favorite toothpaste, you probably stick with it. We have our favorite TV shoes and music. Some people even go to the same vacation spot year after year. That can be a scary concept if you’re a restaurant owner looking to win over more customers. It isn’t enough to offer wonderful food. You have to get people in the door, first to try your food — and then, of course, convince them to keep coming back. You have to ensure your food and service are so good that you can break customers’ habits of regularly visiting your competitors’ restaurants and come to yours instead. That’s a worthwhile goal, and of course, restaurants should be trying to draw consumers away from other restaurants. But if you really want to win over loyal customers, an easier approach is to focus on your potential customers who haven’t yet aligned themselves with your competitors. That is, look to the new movers, the people who have just bought a house or put down their first month’s rent in an apartment. They’re new to the community, excited to be there, and they’re hungry for information about your neighborhood. You can give them that knowledge — by targeting your marketing efforts to them. There are probably more new movers in your community than you think. Every year, approximately 40 million Americans move to a new home, and many of them, it should be noted, are Millennials and lately, Generation Z (people born in the mid-1990s). Our Town America, a new mover marketing franchise, recently commissioned an online survey of 652 men and women (born between 1981 and 1996), to get a sense of what’s important to Millennials when they move to a new city. And they are moving. Our research indicates that the most popular places for Millennials are the following cities: Phoenix, AZ Las Vegas, NV San Diego, CA Fort Collins, CO Raleigh, NC Fort Myers, FL Des Moines, IA Boise, ID Charlotte, NC Greenville, SC Wilmington, NC Houston, TX Birmingham, AL In other words, instead of cities like New York City, San Francisco and Boston, which have an exciting and glamorous reputation, many Millennials are opting for places that are known for a more reasonable cost of living and better quality of life. That’s good news for many restaurant owners across the country. Regardless of where you are located, your odds of winning Millennials over increase when you understand them. While individuals are obviously unique, as a group, generations have a lot in common. While baby boomers’ habits have been studied and over-analyzed for at least half a century, we’re arguably still getting to know Millennials. So, if you’re looking to know more about the young people moving to your neighborhood, you’ll do well to keep a few things in mind. Millennials Expect You to be Able to Come to Them Our survey found that 69 percent of Millennials want to live within a range of delivery services. That’s probably not a surprise, given how delivery has taken off. But it does underscore that if you haven’t partnered with a service that can bring your food to your consumers, it may be time. There are countless delivery methods to consider including: adding delivery drivers to your staff, working with Uber Eats, or encouraging customers to use services like Postmates to enjoy your food at their convenience. Despite Their Love of Delivery, Millennials May Still Want to Come to You Fifty-seven percent of Millennials want to be within walking distance to restaurants and stores. Three out of four of them would prefer to meet their neighbors in person rather than just see them online. This means that, while delivery is important, don’t forget to ensure your restaurant has quality table service and a nice ambiance for customers. Owners should be making an effort to get Millennials into their place of business. In fact, our survey indicates that if a Millennial is new to the community, they would love a new business to welcome them with a valuable offer. Millennials Very Much Want to be Part of the Community There’s a lot of talk about how Millennials are always on their phones and don’t take much stock in face-to-face interactions. But our research shows that a majority of them still crave human interaction. Fifty-three percent of those we surveyed say that they want to live in a neighborhood that offers great community events. In order, their preferences are food festivals, concerts, sporting events, bar hopping or wine tastings and family-friendly events. By sponsoring or participating in some of these events, you may be able to reach some new-to-town Millennials and establish countless loyal customers. If you’re involved in these events, Millennials are more likely to see your restaurant as one of their favorite dining spots, and a place that makes them feel as if they’re home. Millennials Are Always Looking for a Good Deal Sure, what generation doesn’t want to get the most bang for their buck? But like their great-grandparents who grew up during the Great Depression, the Great Recession came along when many of these Millennials were in their formative years or just starting out in their careers. The Great Recession made a powerful and often devastating impact, and so Millennials are looking to be part of the community while still being fiscally responsible. In fact, 85 percent of respondents say that they’d take advantage of a local small-business discount or freebie, like a free meal or haircut. Almost all of the survey participants (98 percent) say they’d likely revisit the business after trying out the offer. The point is — getting new Millennial movers in the door can pave the way for a new generation of loyal customers. New mover marketing can help to establish new […]

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How to Inspire New Movers to Become Regular Patients

Written by Brittany N. Johnson
Our Town America Dental Marketing

Dentistry Today (May 2019) — Businesses are always on the hunt for new and innovative ways to effectively reach new clients, yet many organizations are completely missing out on arguably the most lucrative portion of the population—new movers. Residents who have just moved to town are actively seeking out new businesses to frequent, including grocery stores, restaurants, gyms, and dental offices. Attracting new customers often can be quite challenging and one of the biggest obstacles a business can face, so it’s crucial to capitalize on this target market and build long-term relationships. The key is to create a personalized offer that will inspire new movers to visit your dental practice and keep them coming back for more! To build a sustainable client base, business owners first need to give their managers and employees the opportunity to spark relationships that last by getting customers in the door. Where Do You Begin? Let’s start with the initial attraction. Targeting new movers can be a tricky endeavor. The first major obstacle is simply locating a new mover. Fortunately, that’s where new mover marketing comes into play. Our Town America helps connect new residents with local businesses through custom welcome packages delivered right to their mailbox. These packages include a collection of one-time, practical, and enticing offers from local businesses. While this paper method of appealing to new movers may seem old fashioned at first, studies have shown that new movers are more likely to utilize a physically mailed offer than one delivered electronically. Despite an increasingly electronic world, paper mailers have shown to be effective. The key is to deliver a new mover marketing offer that inspires action. A simple 10% off coupon usually isn’t compelling enough to pique a potential customer’s interest. Ideally, local businesses will offer a free service or gift if possible, though that isn’t always an option in dentistry. Currently, some of the best new mover marketing offers available from dentists include a free exam or x-ray or a $100 gift certificate for your first visit. Each of these offers will help draw in new customers and give them an added sense of value and appreciation on their first visit. Some dentists even offer new patients a free t-shirt bearing their office’s name and information on the back. This is particularly effective because not only do these new guests feel valued, but each time they wear that t-shirt, the practice gets free advertising. When it comes to crafting an appealing new customer offer or gift, it can pay to think outside the box and get creative. Community involvement is also a terrific way to reach new customers. Many new movers will attend local community events to get a feel for their neighborhood. Hosting events, sponsoring a local sports team, or manning a booth at a festival can be an effective way to get your name out in front of new movers. As you gather more and more happy customers, word of mouth advertising can also be a fantastic method of reaching new customers, including new residents. Much like a new mover welcome package, a friendly neighbor can be a great introduction to the community. Neighbors will recommend their favorite restaurants, veterinarians, and, yes, dentist offices to a neighbor who is just settling in. As the new mover has no other frame of reference, a neighborly piece of advice can be a powerful motivator. While this method of marketing can certainly be effective, it is much harder to target. Many offices have seen success through a referral program. By offering a small discount or gift for both the old and new client, you are killing two birds with one stone. A referral program incentivizes the current resident to spread the word and encourages the new mover to give your office a try. First Impressions New movers are a high-spending target who are actively seeking new dentists. Local practices can’t afford to miss out on this segment of the population. That said, it’s important to reach new residents before your competitors do. Once consumers have chosen a dentist, they typically will not transfer unless given a compelling reason, such as poor service. This disinclination to switch dental service providers stems from a combination of brand loyalty, convenience, and a lack of time, energy, or desire to find a suitable alternative, though that’s not to say that a new customer will never switch locations. When customers have a terrible first experience, they very well may make the effort to find a different dentist who provides better service. The newer the customers are, the weaker their ties to the business are and the more likely they are to leave. It’s no surprise that first impressions can be crucial to long-term success. Sometimes it only takes one bad experience to turn away a customer for good. If you want to see a long-term profit, it’s important to think beyond the initial visit. Lasting relationships, built on a positive foundation, are the key to reaching more people in the community and becoming an established business. Retention rates are important because it is typically far easier (and cheaper!) to keep a customer than it is to draw in a new client. Beyond a tantalizing welcome gift, top-notch customer service and a passion for client satisfaction will keep patients coming back. New mover marketing can be a tricky endeavor, but it is one worth pursuing. Drawing in fresh patients will help keep your practice thriving for years to come, so now is the time to put in the work to grow your customer base. A few years down the road, you’ll be glad you did! Mr. Plummer is president, CEO, and CTO of Our Town America. A US Army veteran and Certified Franchise Executive, he has more than 15 years of experience as a senior-level franchise executive and IT professional in the direct marketing industry. For more than 40 years, Our Town America has been providing new movers with traditional hospitality by mailing warm housewarming gifts from local […]

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Marketing Mogul, Tom Feltenstein, and Our Town America Team Up to Empower 60+ Small Business Owners

Written by Brittany N. Johnson
Tom Feltenstein Marketing Mogul Our Town America Keynote Speaker

TAMPA, Fla. (April 2019) – Our Town America, the nation’s premier New Mover Marketing franchise, recently hosted Keynote Speaker, Author and Marketing Visionary, Tom Feltenstein, at their annual franchise convention. Feltenstein has been a Marketing mogul for over 30 years and, much like Our Town America, is known to be an expert in the industry. Our Town America, which was founded in 1972, has been holding annual conventions since 2005 when they first began franchising.  The company hosts a variety of sessions ranging from sales & marketing tips to how to make the most of the tools provided to the franchisees, such as their constantly-improving technology including mobile applications, the CRM, USPS Every Door Direct Mail®, and more. However, the company knows that, for many, the most motivating session can be one that focuses on internal drive. At this year’s convention, Feltenstein’s session focus was ‘how to be remarkable’ and what that can do for your bottom line. At the core of being remarkable is taking customer engagement to a whole new level by going above and beyond expectations to deliver extraordinary value to your customers. This lines up perfectly with Our Town America’s core beliefs. The company’s convention theme this year was ‘Mission Possible: The Code to Success’. The convention was centered on all that is possible for the franchisees if they are relentless in their work ethic & pursuit of excellence. This duo, Tom Feltenstein and Our Town America, as many of the 60+ franchisees noted, is ‘one for the books’. And what’s more: Feltenstein is already a firm believer in marketing to new movers. With decades of marketing and advertising success under his belt, he has a respect for this niche market – knowing just how loyal these new customers can be to searching businesses. The company and their many franchisees look forward to another year of prosperity, fueled by innovation, commitment to excellence & Feltenstein’s powerful and impactful presentation during this year’s Convention: That success will always be based on understanding what the customer wants & needs. ### About Our Town America For 47 years, Our Town America has been connecting new movers with local businesses by helping turn them into long-term, loyal customers.   As the leaders in New Mover Marketing, they use a mix of proven and perfected methods of direct mail and new technologies to focus exactly on the businesses ideal type of customer.  Through their mobile app, they are 100% trackable and also offer demographically targeted full-color postcard mailings, EDDM, and more. Since the company started franchising in 2005, Our Town America has consistently been placed in the Franchise Top 50, ranking top in their category for franchisee satisfaction. Our Town America’s dedication to the “sponsor exclusivity” concept, meaning Our Town America will only recommend one of each business type in any specific zip code within its welcome packages, has been one of the key catalysts for the company’s long-term success. In addition, sponsors consistently rave about other unique aspects of the New Mover Marketing program – such as their ability to reach a brand-new audience of impressionable new movers each month and the insightful data/metrics delivered by Our Town America’s innovative pinpoint tracking system. Due in large part to Our Town America’s devotion to those concepts, thousands of satisfied business owners throughout the United States attest to the success and effectiveness of the program. Additionally, dozens of locally owned franchisees validate Our Town America’s concept as a viable business opportunity. It is Our Town America’s mission to assist new movers adjusting to their community, help businesses gain new and loyal customers and provide franchisees with an excellent opportunity. The eight million households who receive Our Town America’s welcome packages each year prove that Our Town America is committed to following through on that mission statement. For more information, visit the Our Town America website at https://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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Our Town America Announces 2018 New Mover Survey Winner

Written by Brittany N. Johnson
Our Town America 2019 New Mover Survey Winner with Jet's Pizza and Our Town America Owner

Franchising.com (April 2019) – Our Town America, the nation’s premier New Mover Marketing franchise, recently named Patrick and Carey Clinton as the 2018 New Mover Survey Drawing Winner. Patrick and Carey, along with their three children, Lucas, Caleb and Amelia, were awarded the grand prize of $3,000. The Clinton family recently moved to Tampa, FL from San Diego. Upon arrival in Florida, the Clintons were welcomed with an Our Town America New Mover Welcome Package, a personalized collection of useful, one-time offers from local businesses such as Jet’s Pizza. This welcome package helps new residents acclimate to their new neighborhood while supporting the local economy. Carey was one of tens of thousands of new movers from across the country who completed the annual survey found within the package. “We are so excited to have won this award! Filling out the survey was so easy; it was definitely worth it,” says Carey Clinton. “I’m a huge fan of Our Town America. As a military family, we’ve moved around quite a bit. As we settle into a new town, we are always on the lookout for new places to eat in our neighborhood. Through Our Town America, we found our favorite pizza, lunch and date spots around town. I can’t recommend Our Town America enough to other new movers.” The check presentation ceremony took place on Wednesday, April 3 at Jet’s Pizza, located at 14624 N Dale Mabry, Tampa, FL 33618. Local Our Town America franchisee Michael Avallone presented the check on behalf of Our Town America. “Throughout my childhood and early career, I was constantly moving from town to town. I know how hard it can be to settle into a new neighborhood, which is why I have such a passion for helping movers connect with local businesses,” says Avallone. “I am so proud to be a part of the Our Town America team as a franchisee. And I am thrilled that this year’s big winner was in Tampa, so I have the opportunity to participate. I was very excited for the opportunity to show our appreciation for local new movers and present the Clinton family with the $3,000 check!” Our Town America has been helping businesses across the nation capture the attention of new movers for 47 years. Capitalizing on new residents gives local businesses a competitive edge. By providing new movers with unique coupons and deals straight to their mailbox, Our Town America helps stimulate the economy on a local level. Tampa-area businesses who are interested in the Our Town America program can complete a contact form or call franchise owner Michael Avallone at (614) 378-2977. For more information on the New Mover Survey, visit OurTownAmerica.com. About Our Town America For 47 years, Our Town America has been connecting new movers with local businesses by helping turn them into long-term, loyal customers. As the leaders in New Mover Marketing, they use a mix of proven and perfected methods of direct mail and new technologies to focus exactly on the businesses ideal type of customer. Through their mobile app, they are 100% trackable and also offer demographically targeted full-color postcard mailings, EDDM, and more. Since the company started franchising in 2005, Our Town America has consistently been placed in the Franchise Top 50, ranking top in their category for franchisee satisfaction. Our Town America’s dedication to the “sponsor exclusivity” concept, meaning Our Town America will only recommend one of each business type in any specific zip code within its welcome packages, has been one of the key catalysts for the company’s long-term success. In addition, sponsors consistently rave about other unique aspects of the New Mover Marketing program – such as their ability to reach a brand-new audience of impressionable new movers each month and the insightful data/metrics delivered by Our Town America’s innovative pinpoint tracking system. Due in large part to Our Town America’s devotion to those concepts, thousands of satisfied business owners throughout the United States attest to the success and effectiveness of the program. Additionally, dozens of locally owned franchisees validate Our Town America’s concept as a viable business opportunity. It is Our Town America’s mission to assist new movers adjusting to their community, help businesses gain new and loyal customers and provide franchisees with an excellent opportunity. The eight million households who receive Our Town America’s welcome packages each year prove that Our Town America is committed to following through on that mission statement. For more information, visit the Our Town America website at https://www.ourtownamerica.com/. Source: 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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New Mover Marketing Generates Word-Of-Mouth Referrals for Dentists

Written by Michael Plummer, Jr.
Dental Office New Mover Marketing Our Town America

Dentistry Today (March 2019) – Attracting new clients can be a difficult and ongoing challenge for many businesses, and it is particularly true in the medical field. Many young patients simply choose to follow in their parents’ footsteps when it comes to selecting a dentist. Older patients are often hesitant to take a risk and switch doctors. Fortunately, fear of the unknown is often assuaged by the recommendation of a trusted friend or family member. As a result, much of the medical industry relies heavily on word-of-mouth referrals. To capitalize on this proven marketing method, dental and medical offices across the country are taking advantage of new mover marketing. Companies such as Our Town America help local businesses draw in new customers with innovative, custom welcome packages. These packages are personalized collections of practical, one-time offers from local businesses that are delivered right to the new resident’s mailbox. The Benefits of Snail Mail Despite an ever-increasing inclination toward digital platforms, studies have shown that many new movers are much more likely to utilize a physically mailed offer than one that is sent electronically. An email offer is often redirected into a spam folder and never even seen by the intended recipient. With paper mail, new residents literally receive a special gift made just for them. Capitalizing on new movers is imperative for dental offices that are looking to grow their client list. Residents who are new to the area often have no prior affiliation with any local businesses. They are actively searching for new opportunities. As a result, it is critical to reach new movers during the introduction phase. An offer they can’t refuse In new mover marketing, the key to success is an appealing offer. Dr. Ethan Brown and his brother Jason have seen the results of an effective offer firsthand. Five years ago, they opened a 24-hour emergency care facility in Katy, Texas. Since then, they have offered a variety of coupons to new movers including a free first aid kit, $75 off the ER copay, and a $25 gift card. In one such offer, the Browns encouraged new residents to come and simply take a tour of the office in person to receive a free gift. That way, should new residents fall ill, they know exactly where to go to receive treatment. As an added incentive, these new customers would receive an additional discount on their first medical visit. “We’ve seen tremendous results working with Our Town America, consistently seeing four or five new patients every month. That’s huge for us because of the ripple effect,” said Jason, general manager and marketing director of the practice. “I’m willing to bet that word-of-mouth advertising alone pays for Our Town’s services. That new mover offer entices people to physically drive to the facility, see how great it looks, and interact with our staff. They also get a free gift embossed with the ER Katy logo as a take-home reminder. That in itself is incredible,” he said. New Neighbors = New Clients It’s well known that obtaining new clients is often far more expensive than retaining current customers. New mover marketing is a cost-effective way of drawing in a new crowd and establishing a long-term relationship. This is a big deal when you consider that each new customer secured by a dental practice is worth an average of $1,000 a year. As these new clients settle into their community, they will inevitably discuss their experiences with new friends in the area. This verbal affirmation of their local dental services could inspire their friends to try new things—like a new, top-notch dentist—rather than stay with their current one out of convenience. In the medical field, this is a common phenomenon. Many people simply stick with what they’ve always done. That’s why it is so important to capitalize on new movers! This demographic is actively seeking new businesses for the necessary staples in their lives, such as grocery stores, veterinary offices, gyms, and, of course, dentists. From there, the new movers can spread valuable, firsthand testimonials to their friends and family. Such is the case for Dr. Nate Bonilla-Wardord, owner of Bright Eyes Family Vision Care in Tampa, Florida. In 2006, Bonilla-Wardord purchased and rebranded a small practice. The previous owner had been working with Our Town America with amazing results, so Bonilla-Wardord decided to continue the relationship. In the 13 years since acquiring the practice, Bright Eyes Family Vision has expanded and opened a new satellite office, with very little marketing other than new mover marketing. “We offer new movers a $50 voucher. With insurance, that $50 would cover their copay and some glasses purchases. Without vision insurance, it can go a long way toward the overall cost of the exam,” said Bonilla-Wardord. Effective and convenient “Not only is working with Our Town effective—we see referrals come in all the time—it’s convenient. Independently, it would take a lot of time to do marketing well. With Our Town, they do the leg work and provide us with a simple, powerful solution that really gets folks in the door! We get monthly status updates and reports to showcase the power of the program, so I can feel comfortable knowing our money is being used wisely,” Bonilla-Wardord said. Our Town America’s new mover marketing can be a powerful tool for any local dentist office looking to expand its client base and reach new members of its community. Capitalizing on new movers will inevitably cast a much wider net of impact as those residents settle into their new town and share their experiences with friends and neighbors. Source: Michael Plummer, Jr.Michael Plummer, Jr. is Our Town America’s President and CEO. Michael strategically leads Our Town America while maintaining our core principals of connecting new residents to the local businesses in their communities. www.ourtownamerica.com […]

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Red Salon Celebrates Small Business Saturday

Written by Brittany N. Johnson
Red Brick Salon Our Town America Fort Myers Small Business Saturday

WINK News Ft. Myers (November 23) — Sally Hanson of Our Town America Fort Myers is a small business owner, and decided to thank her partnered local businesses for Small Business Saturday. Featured on WINK News, Our Town Southwest Florida and Red Salon have a mutually beneficial relationship. If you’re a business in the Fort Myers area and looking to team up with Our Town America Fort Myers, please contact Sally Hanson at 919-349-7611. Our Town America is a national franchise who supports small businesses across the nation 365 days per year. Non-Fort Myers area businesses can reach out to Our Town America directly to get in touch with their local representative at 800-497-8360 or visit us online. Watch full WINK clip below, as well as Behind the Scenes below. 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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Welcome Package Encourages People to Shop Local

Written by Brittany N. Johnson
Small Business Saturday Our Town America Indian Trail Hardware

Spectrum News Charlotte (November 28) — Small Business Saturday is all about shopping local and one group is working with local stores to spread the word about their business in Indian Trail. Our Town America sends out monthly packets to new neighbors full of coupons to local shops. Stores like Indian Trail Hardware have been including coupons to their store for eight years. On November 24, Indian Trail Hardware customers got Small Business Saturday deals and coupons to a pop-up shop featuring local artists at the store next week. “We’re just glad that they want to participate and be here. Hoping to bring more people for us and for them too,” Karen Wingo, owner of Indian Trail Hardware said. In honor of Small Business Saturday, Our Town America gave Karen Wingo, and the Indian Trail Hardware store, a community service award for their support of local businesses. Watch full video from Spectrum News below. 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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Tavern 14 Reopens, Served Free Thanksgiving Buffet

Written by Brittany N. Johnson
Tavern 14 Wilmington North Carolina

Wilmington Business Journal (November 21) —Tavern 14, at 6309 Market St. in Wilmington, reopened last week following extensive repairs. Owner Christyne Nagaishi said last month that the building sustained significant water and mold damage as a result of Hurricane Florence. In addition to the damage, Nagaishi estimated a loss of more than $12,000 in food and spirits. She was unsure whether the business would survive. Then, in mid-October, she was informed that Bassam Safi, owner of the Wilmington branch of Our Town America, a national marketing company that targets new residents, had launched a Facebook fundraiser to help a local business get back on its feet following the storm. Nagaishi was recipient of his efforts and received a check for $1,500. “Aside from the money, the donation provided me with a glimmer of hope,” Nagaishi said. “At that point we didn’t know which way to go. We were struggling to get answers from government agencies and insurance companies. This generous gift lifted us up and gave us the kickstart we needed.” Tavern 14 now has a new roof and new floors and ceilings throughout. Nagaishi credits family and friends with helping to get the restaurant back open last week. “It’s been so good to see everyone,” Nagaishi said. “We really wanted to reopen by Thanksgiving so we could give back.” Nagaishi will offer a free Thanksgiving buffet with all the traditional fixings beginning at 4 p.m. on Thanksgiving Day. “Because of the economic toll the storm has taken on so many in our region, many people may not be doing what they normally do,” Nagaishi said. “We want them to know they can come here and enjoy themselves and maybe we can provide that glimmer of hope for someone else that is struggling.” Tavern 14 is open from noon to 2 a.m. daily, with a full menu served until closing. 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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