Mover Marketing: An Opportunity Internet Providers Can’t Afford to Miss

Mover marketing is a tremendous opportunity for internet providers to increase market share. Before and during a move is a key time that consumers consider switching internet providers.

Did you know?

  • 38% of movers are likely to try a new internet provider
  • 48% of ALL movers plan to find an internet provider
  • 51% of millennial movers plan to find an internet provider – younger millennials are even more likely to find an internet provider…don’t discount this important demographic segment…they are your key to future growth.

Reaching more movers quickly as they make decisions around choosing an internet provider is key.

  • Reach them faster than the competition to reach them when it matters most.
  • Identify more new movers in your service area to ensure you don’t miss out on any opportunity for a customer.
  • Engage new movers where they make purchase decisions to drive engagement and convert new movers into customers.

Reach Movers Faster Than the Competition

Data Feed, Validation Process, Speed to Print:

  • We receive a DAILY new mover list that has been through the validation process confirming new movers.  Once that list is received, an automation process occurs identifying all the movers that fall within our customers defined trade area.  That final list of new movers is sent to the printer within hours of receiving the daily data feed. The printer then prints and turns those pieces around to the mail stream within 24 hours.
    • Other mover programs do not support daily list and printing feeds.  The data gathering occurs over a week or more before validation. The files are then sent to print where standard printing timelines apply.
  • Days to Mailbox:
    • Mspark uses First Class postage, which ensures the fastest delivery times for your message.
    • Other mover programs use 3rd class mail which typically takes a week or longer to arrive.
  • Many competitive mover programs use a co-op package that includes multiple advertisers.  The standard for these programs is to go to market once a month or quarterly, meaning your message arrives long past their move-in date.

Reach More Movers Than Other Programs

We have MORE sources than the standard mover program.  This means two very important things:

  • The number of data sources allows us to identify as many new movers as possible, meaning you reach 15% more than the competition.  These triggers are based on consumer actions in the marketplace and the timing of when they take these actions.
    • NCOA (National Change of Address form) – only 30% of movers complete an NCOA.  Mover programs that rely on this as their data point are missing 70% of new movers.  Additionally, completion of these forms depends on the consumer, meaning they can occur at any time pre or post move.  This creates an issue with the timeliness of the data and where they are in the moving process.
    • Utility, Phone and Cable connects create a higher quality data source, as these are standard services established by movers and some of the first steps completed after purchasing a home.
  • The number of sources helps validate a true mover.  Other mover programs lack the data sources and validation processes needed to complete this step.

Reaching 15% more movers can mean more revenue.

Consumers Across All Age Groups Engage with the Mailbox

Checking the mail is part of the daily routine for most. No other advertising, including broadcast and the internet, requires you to pay attention and make a decision like the mailbox does.

Coordinated Exposure Boosts Digital Strategies

  • When direct mail and digital advertising are combined in a coordinated campaign, response rates increase up to 118% and conversion rates increase as much as 28% compared to print alone.
  • 92% of consumers are driven to online activity after receiving direct mail.
  • Consumers of all ages are likely to make a purchase after receiving both print and digital advertising from a brand:
    • 50% of millennials
    • 47% of gen X
    • 32% of baby boomers

Scroll through our mover case studies to see how other service providers have benefitted from mover marketing. Reach out today to plan your strategy.

Sources: Speedeondata.com; Millward Brown Print Campaign Analysis; Simplifi; USPS Mail Moments Sprint 2021

 

National Telecom Company Decreases New Mover CPC by 67%

NATIONAL TELECOM COMPANY: NEW MOVER PROGRAM

CLIENT OBJECTIVE:

  • A National Telecom Company was looking for a cost-effective way to accelerate new customer acquisition by targeting consumers who were planning to move in the near future.
  • Client Success Metrics: New Mover Cost Per Call (CPC) target $120-$150

OUR APPROACH:

  • New Mover Postcard: Utilize Mspark’s Quick Connect Program to strategically target Pre-Movers in their serviceable area.
  • Set up a frequency campaign that will mail a personally addressed postcard that will hit the Pre-Mover’s mailboxes within 2-3 days of being triggered.
  • Use a strong offer that addresses the Pre-Mover directly and features a no-contract option.

The Results

-67% CPC

over 5 months, achieving $49 CPC

Fitness Club Generates 335% ROAS with New Mover Campaign

FITNESS: TRIGGER-BASED NEW MOVER POSTCARD

CLIENT CHALLENGE:

  • Operating 6 different locations in central AL, a regional fitness club wanted to capitalize on the new movers coming to their target market during the spring and summer months to increase new annual members at one of their locations.
  • Client Success Metric: Return on Ad Spend (ROAS)

OUR APPROACH:

  • Trigger-Based New Mover Postcard targeting client’s key geography over 5-month period.
  • Offer: First personalized workout is FREE
  • Key Takeaways: 
    • Targeting New Movers with an integrated approach leads to higher response rates and CTR’s.
    • Client continued to utilize this marketing tactic after seeing initial results to capitalized on new movers
      coming to the area.

The Results

335%

return on ad spend

$37,728

total annualized return

131

new memberships

Dental Practice Generates 382% ROAS Targeting New Movers

DENTAL: INTEGRATED NEW MOVER POSTCARD + DIGITAL DISPLAY

CLIENT CHALLENGE:

  • Opening their doors in early 2020, this local dental practice needed to acquire new patients quickly, while establishing their brand presence as a holistic practice that can treat any oral ailments.
  • Client Success Metric: Return on Ad Spend (ROAS)

OUR APPROACH:

  • Integrated New Mover Postcard + Geo-Fenced Digital Display targeting new movers surrounding their dental practice.
  • Offer: $89 New Patient Exam, X-rays & Cleaning
  • Key Takeaways:
    • Client added additional marketing tactics after seeing success of the campaign.
    • Targeting New Movers with an integrated approach leads to higher response rates and CTR’s.

The Results

$3.82

for every $1 spent

0.97%

CTR

53

website leads

4

foot-traffic leads in 3 weeks

Furniture Retailer Achieves 875% ROAS By Targeting New Movers 

FURNITURE RETAILER: TRIGGER-BASED NEW MOVER POSTCARD

CLIENT CHALLENGE:

  • A local furniture retailer was looking for a cost-effective way to attract consumers who had never been in their store to come in and make their furniture purchases with them over the competition.
  • Client Success Metrics: Return on Ad Spend (ROAS)

OUR APPROACH:

  • Trigger-based New Mover Postcard targeting client’s key geography within delivery area.
  • Offer: 10% OFF entire purchase | Financing Options
  • Key Takeaways: 
    • Reaching movers as early as possible during their decision-making
      process helps gain new customers during a critical, high spend,
      trigger-based purchasing event.
    • Client continues to utilize this New Mover marketing tactic as part of
      their marketing mix.

The Results

$8.75

for every $1 spent

Moving Company Sees 259% ROAS by Actively Targeting Pre-Movers

Client Challenge

A moving company needed an effective marketing program that would reach and engage homeowners preparing to move within their serviceable markets to drive new customer acquisition.

Client Success Metric: Return on Ad Spend (ROAS)

Our Approach

  • Trigger-based Pre-Mover Postcard + Geo-Fenced Digital Display targeting households at list & at contract from March 2021 to June 2021.
  • Offer: Up to $250 OFF; Up to $500 OFF
  • Key Takeaways:
    • There is a shorter window between Pre-Mover At List and Pre-Mover At Contract mailings with houses going up for sale and selling immediately. This frequency play has a proven positive effect on response.
    • Program ran for 4 months during peak moving season. Client added additional frequency after initial success

The Results

259%

ROAS

5x

Click-through rate vs. industry average

+20%

Web traffic visits