Spring is almost upon us yet again, which means only one thing: moving season is right around the corner. Beginning in April, countless people around the country will break free from the winter blues and move into new homes in a veritable tidal wave of activity that lasts until the end of September.
The most important thing for franchises like yours to understand about this is that according to one recent study, during this period new movers are literally five times (!) more likely to change their buying habits and give your business a try than they are at any other point of the year. They’ve just moved into a new area, they don’t really know where all the cool stuff is yet, and they’re ready to experiment. So if you really want to capitalize on that and use it to improve your ROI, there are a few key things you’ll want to consider.
Getting the Best Response During Moving Season
Moving season is naturally stressful for your audience members, particularly as far as their financials are concerned. Therefore offers, discounts, promotions and even freebies need to become a core part of your targeted mailing efforts if you really want to get someone’s attention.
Another study revealed that about 80% of new movers will redeem coupons from franchises that they get via direct mail. This is especially true right after they move into a new house or apartment, while their mailbox is still relatively empty. If your business can help solve their problems or make their lives easier via your products or services in some way, that’s just a bonus.
But keep in mind, you shouldn’t wait until moving season begins before you start sending out that well designed collateral. New movers are willing to change their buying habits and potentially redeem your offers before, during and even after the move. To really help cement your brand in someone’s mind, consider sending them a few different offers during this period. The first one will get their attention, the second one will allow you to keep it and the third one will cement their loyalty for as long as possible – even after the move itself has long since passed in their rearview mirror.
If you’d like to find out more information about how to best take advantage of moving season, or if you’d just like to discuss your own particular direct mail marketing needs with someone in a bit more detail, please don’t hesitate to contact us today.
