Glenn Polyn//May 1, 2022//
Glenn Polyn //May 1, 2022//
Implementing a new mover marketing campaign can help your pet business conquer the challenges it faces this year by adding new customers before they form loyalties with your competitors.
Small businesses that managed to weather the pandemic are facing an uphill battle. At least 34 percent of business owners are worried about generating enough revenue this year, according to a survey of 750 business owners conducted by the U.S. Chamber of Commerce and MetLife. Employee shortages, skyrocketing inflation and supply chain issues are also creating speed bumps for many businesses. Despite a challenging environment, businesses remain optimistic about the future. Approximately three out of every four business owners reported having a positive outlook for 2022.
While the challenge applies to all small businesses, brands catering to our furry friends have a leg up as the industry continues to flourish. Estimates indicate nearly 70 percent of households in the United States own a pet, the American Pet Products Association reported. Customers were willing to open their wallets and spend more on food, wellness-related products and other pet care items than in the prior year. Pet spending increased 35 percent in 2021 versus the prior year, and the number of people shopping for ethically sourced and eco-friendly products is trending up. The U.S. pet industry was forecasted to generate $109.6 billion in 2021, and the number of people who count their fur babies as valued family members continues to grow.
The booming pet market is fostering an increase in competition, and small businesses are feeling the squeeze. Big-box pet stores and online delivery services are keeping small businesses in the pet industry on their toes. Creating a marketing strategy that converts can help separate you from the competition.
Drive Customer Traffic
Finding the best tools to increase visibility and generate quality leads can turn into a full-time job. Navigating the evolving social media landscape and creating quality content to engage followers can also be time-consuming. New mover marketing is a hassle-free option that helps welcome new residents to the community with a welcome package filled with proven offers.
As Americans spend more time on the home front, direct mail is providing a tangible offer in their mailbox. Direct mail generates a response rate of nine percent, the Data and Marketing Association reported, and that number has been known to be even higher when the mail pieces are targeted. It is also proving to be a valuable tool to prompt customers to learn more about a business. The number of people who check out a business’s website after receiving direct mail is on the rise. Small businesses can blanket a neighborhood with direct mail postcards or target it by zip code, income, and household size. Using direct mail to target new movers taps a lucrative audience willing to try new businesses and offers a solid return on investment.
In 2021, 8.4 percent of the population, or 27.1 million people, moved. New movers are also big spenders. An earlier analysis determined new movers who purchase a new build spend $12,023 during the first year to turn their house into a home. As they create their new routine and settle into their community, new movers will start the hunt for essential businesses, such as doctors, dentists, mechanics, grocery stores, pet supply stores and more. New mover marketing can help small businesses greet new movers and entice them to visit.
A successful campaign: Our Town America has 50 years of experience helping small business owners attract new residents. Over the years, we’ve learned a few tricks of the trade when it comes to creating a new mover marketing campaign. Here are a few things to remember as you get started.
Use up-to-date lists: Reaching new residents is doable, but you need to have the right lists. Pick a new mover marketing company that updates their lists on a monthly basis and weeds out duplicates to help cut costs.
Track your results: Tracking the results of your marketing effort will help you determine whether it is a good fit for your business. New technology allows people to track redemptions at point-of-sale to get accurate results.
Create an appealing offer: The better your offer, the more likely it will be to get redeemed. The most successful proven offers welcome new residents with a free gift, not just a discount. K-9 Resorts Luxury Pet Hotel in Apex, North Carolina, introduces new residents to their business by offering two free days of doggie daycare or one free night of boarding.
Follow up: Once a customer comes in to redeem their proven offer, the ball is in your court. Offering quality products and service will ensure they return. It’s also a good rule of thumb to choose a marketing company that sends a follow-up offer to customers after their first visit to keep your business at the top of the list.
New mover marketing can help you improve efficiency, generate measurable results and turn your business into a destination for new residents.
After serving our country as a U.S. Army Medic, Michael Plummer Jr. returned to the family business, Our Town America, in 2001 to work in the IT department. He 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. He 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 from coast to coast.