New Mover Programs: An Excellent Way To Find and Replace Customers

WHO ARE NEW MOVERS?
- They're 20% of all the households in the U.S. every year

- All demo’s, all age groups

- Just moved within 30-days of being placed on the list

HOW BEST ARE NEW MOVERS IDENTIFIED?
Multi-sourced compiled lists are most reliable. Single sourced lists (like phone connects) assume a household is a new move when all they’ve done is add a land-line. Examples of sources for new mover records are utility hook up; subscription notification; phones, public records like deeds, real estate closings, etc.).
HOW DO NEW MOVERS BEHAVE?
- They change their shopping habits (estimated 3x more likely to change purchase behavior)

- They spend 10 times more in the first six months after a move than established residents spend in two years.

- They spend 8 times more in their immediate neighborhood than a neighbor spends in the same time period

- They try new brands and establish new loyalties

- They are the most responsive prospects among all direct marketing lists

WHAT DO NEW MOVERS PURCHASE?
New Movers statistics for specific purchases are more readily available for big ticket items. Furniture, appliances, etc. However, one of the most prolific users of our New Mover file is a home improvement/hardware company. Grocery Stores are a growing category for New Mover promotions: Many movers are also “dyi-ers” and the local grocers are not what they were 20 years ago. Most grocers offer a large variety of home items, in addition to the shelf liners, these retailers offer shelves.

See counts below of the number of new mover households per month in major U.S. markets. The tried-and-true, old media methods of reaching people within 30 to 60 days of moving into a new home continue to work well. It's an excellent method for attracting new customers to your store and if you use a "trackable" offer ... you can measure the results.
New mover programs are apropriate for:

Any business-to-consumer enterprise that needs to find new customers and replace lost customers.

Home Improvement (goods and services)

Food, Drug and Liquor

Specialty Retail

Restaurants

Counts of New Moves Per Month: The MSA (Metropolitan Statistical Area) is listed below with two numbers: the first number is the count of new movers living in Single Family Households the second number is the count of new movers living in Multi Family Households.
Boston 14,648 3,633
Chicago 20,589 4,773
Las Vegas 8,631 1,527
Los Angeles 23,357 6,326
Minneapolis-St. Paul 10,232 1,948
Orange County 4,594 882
Philadelphia 17,522 1,358
San Diego 9,049 2,871
St. Louis 11,417 1,274
Washington 18,562 4,022

138,601 SFD New Movers; 28,614 MFD New Movers

Time Magazine Sells Their Email List of 187,223 Style and Design Subscribers

This is just one example of thousands of postal, telemarketing and email lists that are available to marketers. Many are overpriced, but some can become a valuable source for generating leads. This list might be good for a high end ecommerce retailer. We find that email works best for ecommerce and direct mail is better for brick and mortar promotion (no big surprise !).
If you go this route for customer acquisition - renting lists and direct marketing - then tread cautiously! Be sure to test small. Lists sound great but they don't always pay off. And, there are many resellers of lists who simply rename the list and mark up the price. Get help from a Direct Agency that is experienced in purchasing lists (that would be us ! sorry for the commercial message). There should be no extra cost to you to purchase a list through an Agency because the list owner pays the Agency's service fee. And, for some important clients, Agency's share the discount with their client.
Email addresses of readers of TIME Style & Design edition reaching TIME's most affluent and style-savvy subscribers.
30% male
70% female
average age 44
LIST SOURCE Controlled circ. SELECTIONS WITH COUNTS Active TIME Style & Design subscribers 187,223

Retailers: Identify Your Primary Trade Area And Create Top-Of-Mind Awareness

It’s all about top-of-mind awareness so that people think of you when they’re ready to buy. And the first step is clearly defining your trade area because if you’re a brick and mortar retailer, you’re dependent on the households within a reasonable drive-time of your store. Once you know where your customers are located you can begin the process of making certain they know who you are and what you have to offer.
Today’s mapping software makes it easy to see your trade area, but just seeing a pretty map isn’t enough. You need to apply some logic based on where current customers live, where your competition is located and the travel behaviors of shoppers in the marketplace.
If you don’t have a customer database then you’ll need to test to figure out your optimum trade area: But once you have a clear target, you’ll stop wasting advertising dollars on long-shots. What’s more important, effective trade area targeting means you’ll spend dollars wisely and begin to establish top-of-mind awareness that will give you an edge over the competition.
This strategy is appropriate for:
Brick-and-Mortar Business to Consumer Retailers
· Restaurants
· Dry Cleaners
· Hardware and Home Improvement Retailers
· Rental Services
· Soft Goods
· Food, Drug and Liquor
· Discount Stores
· Specialty Retailers
Objective: Establish top-of-mind awareness in a store’s primary trade area.
Method: Geocode the customer database and map (scatter plot and measure) to define the optimum trade area or execute test mailings and use the results for a second test mailing
Define trade area by:
· Concentrations of customers per carrier route
o Rank carrier routes
o By recency, frequency and monetary value (if available)
o By type of promotion / offer (if available)
· Calculate the average drive-time of a customer
· Plot competitors and identify shared trade areas
· Establish shopping travel-pattern behavior
· Identify prospects and develop a direct mail or general advertising contact strategy targeted geographically to the highest ranking carrier routes