Trigger Marketing Strategy: Targeting Movers Should be Part of Your Marketing Blueprint

The 35 million people who move each year are a huge audience offering a tremendous amount of purchasing power. The key is to strategically target and time messaging to resonate with these consumers and gain their loyalty as they move.

Reaching these consumers at the right time as they are making purchase decisions before, during, and after their move is key to acquiring them as new customers and retaining them for a lifetime.

Did you know?

  • 70+ brand decisions are made during a move
  • More than 30% of movers are upsizing to a bigger home
  • $9,000 is the average spend during a move–$6,000 on products and $3,000 on services
  • Movers are 5x more likely to become long-term customers

The opportunity doesn’t end when the boxes are unloaded and furniture is arranged. It starts before the move and lasts as long as 12 months after the move.

What are movers buying?

Pre-Move

  • Landscaping for curb appeal
  • Home staging and improvements
  • Mortgages
  • Homeowner’s insurance
  • Planning to move services and utilities such as cable/internet
  • Moving services

In the pre-move phase, buyers are also researching major purchases such as furniture, appliances, and bedding for their new home.

Post-Move (immediate needs)

  • Appliances, furniture, mattresses, and bedding
  • Home improvements such as paint, lighting, flooring, etc.
  • Phone, cable/satellite and home
    security services
  • Self-storage
  • Groceries
  • Banking
  • Landscaping
  • Homeowners insurance

Post move (6-12 months after)

  • Renewal of subscription services
  • Outdoor furniture
  • Home décor

Movers spend more in the first 6 months after a move than the average consumer spends in THREE YEARS.

Why partner with Mspark for your trigger marketing mover campaigns?

  • We offer 15% more new mover records than competitors.
  • 18+ data sources are used to validate our new mover records.
  • Your message arrives 6 days sooner than your competition’s.

Scroll below to learn how other clients have benefitted from a trigger marketing strategy focusing on movers. Connect with us today to learn how to strategically target this important consumer segment. We can help you win moments that matter and gain customers for life.

Source: Speedeon

 

 

 

Read Our Case Studies to Learn How Other Clients Have Benefitted from Trigger Marketing with Quick Connect

Dental Group Decreases CPA by 44% with Integrated New Mover Program

DENTAL: INTEGRATED NEW MOVER POSTCARD + DIGITAL DISPLAY

CLIENT CHALLENGE:

  • This dental group wanted to increase their new patient numbers for 5 of their Illinois locations focusing efforts on new movers coming into area.
  • Wanted to communicate with new movers before their competition to ensure best possible response.
  • Client Success Metric: Cost per acquisition (CPA) goal of $50

OUR APPROACH:

  • New Mover Postcard + Geo-Fenced Digital Display targeting new movers within a 5-mile radius of each location. 6-month test.
  • Offer: $49 New Patient Special, $169 In-Office Whitening
  • Key Takeaways: 
    • This integrated marketing approach had the lowest cost per acquisition vs. other print only methods.
    • Client doubled their monthly investment in this program as a results of the success of the program.

The Results

$13 ROAS

for every $1 spent

$22 CPA

savings of 44%

5.5%

response rate

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

Local Pizza Client Achieves 6x Greater CTR than Average 

PIZZA: INTEGRATED NEW MOVER POSTCARD + DIGITAL DISPLAY

CLIENT CHALLENGE:

  • Operating since 2016, this local pizza business serves authentic NY Style Pizza and was looking to increase their sales during traditionally slower Summer months.
  • They wanted to supplement by establishing brand loyalty with new movers in the area.
  • Client Success Metrics: .20% CTR

OUR APPROACH:

  • New Mover Postcard + Geo-Fenced Digital Display targeting new movers in key geography.
  • Offer: $5 OFF order of $25 or more
  • Key Takeaways:
    • Integrated new mover programs generate much higher CTR’s than industry averages.
    • We can identify more new movers, quicker, almost a full week ahead of the competition.  Thus, establishing brand awareness and engagement faster.

The Results

300%

ROAS

.64% CTR

3.2x greater than client goal

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

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