Nuts & Bolts: Case Study
Challenge: Reach the pre-mover market
Solution: Place offers in a mover’s guide distributed by realtors
Results: A 42 percent increase in conversions over SEM and direct mail efforts
For many, moving is a process fraught with time-consuming chores, seemingly endless packing, unpacking, organizing and canceling and setting up utilities. For customers working to get settled so they can move on to more interesting tasks, such as finding the best running trail or deep dish pizza in their new town, services that simplify the moving process are often well-received. The challenge for marketers is, “How do you determine who is moving and when?”
According to Greg Presson, CEO of The American Alliance of Ethical Movers (AAEM), one tool that has solved this arduous challenge for his company is The Official Mover Savings Guide. Created by Berwyn, Pa.-based International Direct Response Inc. (IDR), the guide helps companies like AAEM capitalize on new movers’ purchasing needs. Including how-to tips, offers and coupons from companies such as Lowes and Sherwin Williams, Presson says the guide gives him the ability to reach an audience of 2 million households a year that was previously very difficult, if not impossible, to identify. In March 2006, AAEM started placing offers for “a free quote on a moving or van-line service” in the guide because it contains moving resources all in one place, is provided to new movers by a realtor before they move and presents an opportunity to be the first offer new movers see. Since it began advertising in the guide, AAEM experienced a 42 percent increase in conversions over its search engine marketing and direct mail efforts.
How It Works
By working with six brands in the real estate industry, IDR compiles a list of new movers, then uses the list to provide new movers with the guide. Timing is everything when handing out the guide, provided to consumers when they are preparing their current house to maximize resell value and at the same time thinking about making major purchase decisions for their new home. According to Presson, the guide reaches 100 percent of homeowners and 0 percent of apartment dwellers, which is key for the guide’s advertising base because it has an upscale appeal.