Confessions of a New Mover
I have known for years about the all-important “New Movers” lists and how marketers can best target and engage with this group of ready-to-buy consumers. Now, it’s personal.
A few weeks ago, Denny and I moved from our historic row-home (with five flights of stairs) to a lovely one-floor apartment nearby. The move also landed us smack into this important data-driven demographic.
In fact, according to Epsilon’s "2015 New Mover Report," 11.7 percent of Americans moved last year — totaling nearly 36 million people. What’s more, the report goes on to say that new movers typically spend $9,000 on goods, services, and financial and insurance products.
Well, we can attest to that! We made so many trips to Lowe’s that I thought the car could drive itself. And, without a doubt, the Container Store has become my new BFF.
So, how are the marketers doing?
Here are a couple of standouts from the New Movers mailings we’ve recently received:
Of course we got many catalogs offering furniture and accessories. They all touted discount offers, but Ballard Designs added a welcome message to its cover: “Welcome to Your New Home. Let Us Help You Decorate. Save 15% on EVERYTHING.” Nice.
But, my favorite came in an 8-page self-mailer from Target. The cover is a bright red front door with the welcoming message, “Hi, Neighbor Let’s start fresh, together.” Attached is gift card inviting you to “Enjoy a housewarming gift of savings" with 10 percent off on storewide purchases.
Inside pages offer spreads highlighting furnishings and accessories, food purchases and housecleaning products. I think the only thing missing was showing me where the nearest Target store is located. The peel-off gift card really was the crowning touch.
Medical and Health Services
Another category of mail I received was for medical services. We got some of postcards touting various practices, but here are two standouts to tell you about.
The first is from Jefferson Hospital. It arrived in a self-mailer where the outer looks to be wrapped in brown kraft paper tied with rough string. (Don’t really get that!) But, open it up and there is a large “Welcome to the neighborhood!” with bright smiling faces of happy children.
Inside of the interior pocket is a tri-fold card with Jefferson Hospital wishing us health and happiness in our new home and providing a summary of its services. A large magnet is also tipped in. The goal: To have us select a primary care physician from the Jefferson medical team.
And for all you publishers out there, the other mailing was the annual Health & Fitness Guide called Be Well Philly from the Editors of Philadelphia Magazine. A “Welcome to Greater Philadelphia” message from the Editor greets you followed by with some very good content all about living a healthy lifestyle in Philly. The top places every runner needs to know about, yoga studios around town, where to shop for a new bike, and lots more. Also included is a list of "Top Doctors" – the 758 best physicians in the Philadelphia region chosen by their peers.
But what is this really? It is a very smart advertising vehicle for a variety of medical institutions, physicians, fitness centers and other health-related institutions throughout the area. The back "Special Advertising Section" is a collection of small space ads of health experts. With the good content, this issue is one that will be saved and referred to again and again.
How can you tailor your marketing message for the New Mover? It will certainly be worth the effort.