Marketing experts and business consultants who help companies win more market share always urge clients to build customer loyalty. Why does everyone keep harping on customer loyalty? It’s because loyal customers return repeatedly resulting in you making money. They spend more at your store because they trust your products and customer service. […]
Your marketing is underway whether you have a plan or not. That sign above your store? That’s marketing. How you treat customers? That’s marketing. What your customers tell their friends? That’s marketing. Read on for more ways to identify marketing within your business. […]
Fabricare (July/ August 2017) – Let’s face it – the dry-cleaning industry has taken a hit in today’s modern working world. According to recent statistics from IBISWorld, dry cleaners are currently experiencing a marked decline in revenue and traffic. More people are working from home and more employers are relaxing dress codes at the office – meaning fewer people are taking suits, shirts, dresses and slacks to the dry cleaner each week. Of course, for most dry cleaners, this isn’t news, but some strategic dry-cleaning business owners are beginning to fight back. They’ve realized that it’s more imperative than ever to establish credibility and brand awareness with new movers as soon as they get to town so they DO know where to turn when they need a dry cleaner. Their solution? Targeted, category-exclusive New Mover Marketing campaigns that help them gain a critical competitive edge over other dry cleaners in their communities. Why Is New Mover Marketing Powerful? Businesses spanning a wide variety of industries have discovered that direct marketing programs that target new movers are outperforming other tech-based marketing programs, such as eMarketing and mobile offers. Even in today’s increasingly technological world, timing is everything and nothing is more powerful than reaching new movers first as soon as they come to town. New movers are actively searching for replacements to their old “go-to” grocery store, dental practice, and yes, dry-cleaner, as soon as they get to town. The business owners who reach these impressionable new movers first with valuable offers delivered directly to their mailbox are the ones who are top of mind in times of need. From a dry-cleaning perspective, take the example of Keith Kocher, owner of Star Brite Cleaners in Austin, TX, who says his New Mover Marketing program generates a 10:1 or better ROI per month. Numbers/results like that outpace the average ROI of marketing efforts like email, social media and newspaper advertisements. One of the biggest reasons New Mover Marketing has proven to be so powerful in recent years is the uptick in US migration. The US Census Bureau recently stated that migration rates in 2015 approached pre-recession levels, indicating a nearly-recovered housing market following the great recession. Also, just over 35 million Americans moved in 2016, which translates to several million businesses losing and acquiring customers. With so many people on the move, it’s clear that businesses who deliver a compelling offer to new movers as soon as they get to town have a higher chance of converting them into loyal customers. Consider that, according to Data Mentors, new movers will spend about $9,000 on their new moves, and they will look for new vendors of goods and services in the first six months surrounding their move-in. Additionally, these new families will be four to eight times more likely than established residents to respond to offers from local businesses. The bottom line for dry cleaners? It is crucial that you connect with new residents before your competition does. Why New Mover Marketing Works for Dry Cleaners The dry-cleaning industry is not seeing the growth it once experienced. This is due to several concurrent trends, including a relaxation of workplace dress codes, the proliferation of low-maintenance fabrics and the increase in people working from home. Dry cleaners are also seeing more competition than before, from services like self-service laundromats, laundry valet services and household laundry appliances. Because the customer pool is shrinking for dry cleaning businesses, it’s more important than ever to take advantage of effective marketing programs like New Mover Marketing. Here are three examples of dry-cleaning business owners who have used New Mover Marketing to help their business thrive despite today’s industry challenges. Each of these owners has been working with our team at Our Town America for years to battle back against the “dressed-down” working world and cultivate long-term, loyal relationships with new movers who still do need dry-cleaning services. Keith Kocher – Star Brite Cleaners (Austin, TX) – To gain a competitive advantage over four different dry cleaners on the same block, Keith Kocher has been offering new movers a $10 gift certificate on any purchase for more than 10 years. Kocher says he sees an average of 10-12 new movers redeeming their $10 gift certificate each month. He believes he receives a 10:1 ROI or better every month as each new customer spends an average of $100 per month. Jeff Levine – ZIPS Dry Cleaning (Alexandria, VA) – Ever since taking over the ZIPS location in January 2007, Jeff Levine has stuck with New Mover Marketing because he knows he’s reaching a brand-new audience each month…and it’s working. His new mover offer of five free dry-cleaning garments brings in a consistent stream of new customers each month and has helped his business grow 10% year over year in each of the last 10 years. Lee Haskin – Martinizing Dry Cleaning (Dallas, TX): Owner Lee Haskin has been offering new movers $40 worth of free dry-cleaning since June 2015. Haskin says the first customer he received from the New Mover Marketing program spent $400 in his first visit and has since become a loyal customer. Additionally, he says he typically sees five or more new customers per month redeeming their $40 new mover gift certificate in-store. How You Can Get Started with New Mover Marketing Consistently sending greetings and deals out to new movers by hand would be a Herculean task for any small business owner…and no owner has time for it. A New Mover Marketing partner, like Our Town America, already has vendor relationships, on-the-spot tracking infrastructure, graphic designers, and mailing lists in place, so businesses simply need to work with them to define their goals, specify their offer and select their targeted zip codes. Equipped with that information, your New Mover Marketing company will be able to accurately target new residents in your area with valuable welcome packages designed to introduce them to the services they need to feel at home following their move. Here are three […]
The Gold Rush of the 1860s brought thousands of people to what is now Colorado, all trying their luck at striking it rich. Towns sprung up like Butterfly Milkweed flowers, including Denver, where prospectors panned for gold in Cherry Creek and the South Platte River. […]
WBTV Charlotte (July 2017) – As Independence Day celebrations came to a close, Our Town America of Charlotte and all franchisees and employees of Our Town America began gearing up to help movers during the busiest time for new moves (more than 40 million moves will occur this year, most of which will be completed in July and August). As the nation’s first and fastest growing new mover marketing franchise, Our Town America is excited to help thousands of local businesses welcome millions of new movers to their new homes and new communities this summer. In honor of Our Town America’s 45th Anniversary, we are celebrating the 45 fastest growing American cities with the “Top 45 Fastest Growing American Cities” list. Our Town America has identified the “Top 45 Fastest Growing Cities in 2017” – the 45 cities with the highest mover activity in the last 12 months (May 2016 – April 2017) when compared to the previous 12 months (May 2015 – April 2016). This list, ranked in order with the fastest growing at the top, is comprised of the 45 fastest growing cities and neighborhoods nationwide. Each of these cities is filled with forward-thinking business owners who are eager to form long-term, loyal relationships with impressionable new movers of all ages. Fortunately, most of these cities are also served by an Our Town America franchise owner who helps local business owners spark those relationships by delivering personalized and thoughtful offers direct to new residents as soon as they move to town. Below are the North Carolina cities that made the list. Rank City-Neighborhood 2 Charlotte, NC 4 Raleigh, NC 11 Wilmington, NC 14 Fayetteville, NC 17 Durham, NC 20 Greensboro, NC 22 Winston-Salem, NC 27 Jacksonville, NC 31 Gastonia, NC 34 Huntersville, NC 36 Concord, NC Our Town America applauds each of these cities and neighborhoods for generating the highest mover activity over the past 12 months. Clearly, local political leaders, business owners, and established residents from each of these places have worked hard to make their city or neighborhood a great place to live and work. Charlotte-area businesses looking to team up with Our Town America of Charlotte can contact the McElhaney’s at 704-341-4982 or complete an online Contact Charlotte Form. Small businesses in any U.S. market can reach out to Our Town America’s corporate team to get in touch with their local representative. Call by phone at 800-497-8360 or complete a Contact Form. Jane McElhaney, owner of Our Town America of Charlotte, was featured on WBTV Charlotte discussing these moving trends. Watch full clip below. —– Methodology The “Top 45 Fastest Growing American Cities in 2017” list was determined based on data derived from Our Town America’s new mover database that tracks new moves (including property deed transfers, change of address, new utility connections and other proprietary sources). As the nation’s first and fastest growing new mover marketing franchise celebrating 45 years in business in 2017, Our Town America has established itself as the leading expert on moving trends and statistics. Our Town America worked with its industry leading IT team to compile highly targeted new mover data that serves as the foundation for these rankings. Equipped with this data, Our Town America identified the 45 cities with the highest mover activity in the last 12 months (May 2016 – April 2017) when compared to the previous 12 months (May 2015 – April 2016). This list is comprised of the 45 fastest growing cities and neighborhoods nationwide and is in rank order with the highest at the top. The ranking criteria was restricted to the amount of moves into or within each city and does not take into consideration any other factors. 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. […]
As we approach the first day of summer (June 21), all employees and franchisees at Our Town America are gearing up for the busiest time for new moves (more than 40 million moves will occur this year, most of which will be completed in June, July, and August). As the nation’s first and fastest growing new mover marketing franchise, Our Town America is excited to help thousands of local businesses welcome millions of new movers to their new homes and new communities this summer. […]
In a time when a smart phone and a palm-sized Wi-Fi speaker can fill a home with digitally enhanced music, a growing swath of Americans search classified ads, estate sales, and vintage record stores for vinyl LPs (that’s “long-playing” for you Millennials). […]
creditcards.com (May 2017) – Starting a business, paying for education and even financing a once-in-a-lifetime trip – sometimes credit cards allow people the freedom to take a risk they couldn’t otherwise afford. “There are times when making a charge that is beyond your ability to promptly repay makes sense,” says Martin H. Lynch, director of education for Cambridge Credit Counseling Corp., in Agawam, Massachusetts. Financing a dream is one such case, but while dreaming big is good, having a repayment plan is better. After you’ve exhausted other payment options such as low-cost loans, crowdfunding and asking loved ones for help, funding a risky or dream venture with a credit card may be your best option. Here are seven rules to help you determine if the risk is worth it, and how to avoid ruining your financial life in the process. 1. Determine the value of the risk. Make sure you’re spending your money on something that has value. One example: Paying for a training course that could increase your future earning potential. There may be intangible benefits to using credit to finance a risky venture to consider, too. Investors often look favorably upon those who are willing to take on debt themselves for their businesses, says Clifford R. Ennico, small-business expert and author of “Small Business Survival Guide.” “As one investor once told me, ‘Don’t ask me to put my house at risk if you are not willing to do so yourself.’” 2. Consider your credit history. Your credit score influences the amount that new debt will cost you. With a high credit score, you can take your pick of loan offerings with low interest rates. Case in point: Susan Nagi of Tempe, Arizona, took out $52,000 in personal loans and used credit cards for living expenses when she started a business in 2014. She says owning an Our Town America franchise – a company that helps local businesses connect with new residents in a community – was a success partially because with a credit score in the 800s, “Everybody wanted to give me money.” 3. Make sure you understand the downside. Credit card interest rates are rising in the wake of the Federal Reserve’s interest rate hikes, so know that paying for your dream will cost you more in the months ahead. Also, taking on debt will likely lower your credit score. Talk over your plans with loved ones, too. If you’re not single, “Make sure your spouse and family are on board before you do this – they may not have the same appetite for risk that you do,” Ennico says. 4. Imagine the worst-case scenario. Think about what you would do if your dream failed. Would you be able to pay the debt you’re getting ready to take on? When Dallas-based small-business funding expert Myra Good used credit cards to finance a handbag line back in 2010, she was still working full-time so she knew she’d have a salary to help pay off the debt even if the venture did not succeed. Having multiple streams of income or the ability to pick up contract work in a pinch can also minimize the risk of going into debt. 5. Start with the end in mind. Calculate a time frame to pay down your credit card balance quickly by paying more than the minimum. Josh Skolnick used credit cards to spend $75,000 on advertising and marketing costs for his southeastern Pennsylvania tree removal business Monster Tree Service in 2008. He paid off all of that within six months out of the profits he made from his business. “When I put the charges on the credit card, it was never meant to be a long-term play,” Skolnick says. 6. Look for a promotional rate. Shop around for a business credit card. Your best bet is a business card offering 0 percent for an introductory period, which is basically a temporary interest-free loan. Several business credit cards currently offer 0 percent interest for nine or 12 months. Matthew Blackmon of Long Beach, Mississippi, used credit cards to help cover living expenses while he got his pool service franchise, America’s Swimming Pool Co., off the ground in 2012. “If you have 24 months of 0 percent interest, make a plan to get it all paid off, or a large majority of it paid off by the time that interest kicks in,” Blackmon advises. 7. Find tangible things to sacrifice. When Good used credit cards to finance her handbag line, she gave up trips to Dubai and other exotic locations she enjoyed visiting. Look for ways to cut back in order to speed up the repayment process. Ask yourself: “Are there expenses that you could significantly reduce or eliminate, at least temporarily?” Lynch says. “Make those cutbacks now to make paying yourself back easier.” Read article on creditcards.com. By: Tamara E. Holmes — Looking to open your own Our Town America franchise? Call 800-497-8360 ext. 236 or complete an online Franchise Application. 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. […]
Direct mail marketing is one of the oldest forms of marketing. According a 1921 business primer, “Effective Direct Advertising”, the world’s first example of direct “mail” was a piece of papyrus distributed to residents of an Egyptian town around 1000 B.C. The papyrus contained a written plea from a landowner for the return of his runaway servant. […]
“As the nation’s premier new mover marketing franchise, our continued success hinges on our ability to support our franchisees and connect new movers with reputable local business around their new home,” says Plummer. “And considering our unprecedented growth in recent years, it’s imperative we find and hire passionate and talented people who can help us do just that. Additionally, it’s equally important that we continue to evolve our service offerings and go above and beyond to show our appreciation to our loyal sponsors.” […]
If you refer a business who partners with our new mover marketing program, we'll send you a $50 Visa gift card!
We only need a little info! If our database can validate and qualify your move, you will receive your welcome package in approximately 2-6 weeks!
