First Up: Newlyweds
When you purchase a new home, chances are your mailbox will be stuffed with direct mail offers for services related to your move, such as home furnishings, lawn care, and cable or internet service. If you think about it, marketing to new movers is a great strategy, as their names are available in the public domain and they are poised to make tons of purchases.
"Life-stage events as a general term are always excellent sources for prospects, because when you go through a major life event, that's when you're most likely to consider making significant purchases," comments John Riley, head honcho of Trigger Direct, a direct marketing firm based in San Diego.
Newlywed is another life-stage event that has profit written all over it. While marketing to newly engaged couples is somewhat limited to wedding and honeymoon planning, reaching those same prospects in their first years of marriage can net marketers valuable lifetime customers. "If you are looking to establish a relationship with a couple, there's no better time to do it then now, because this is a moment when you can get them and you can create some brand loyalty for life," says Miriam Alexander, VP of research for The Nest. Below, Riley and Alexander share insights into the newlywed market and what influences their purchase decisions.
1. The Newlywed Demographic
The Nest is a publication and website focused on the newly married lifestyle and is one of three sister publications/sites; the other two are The Knot, centered around wedding planning, and The Bump, for expecting and new moms. Alexander says that out of The Nest's audience, six out of 10 readers own their primary residences, and about 20 percent of those who are renting plan on purchasing homes in the next 12 months. The median age is 29, 81 percent are college graduates and their incomes skew on the high side, as most are living in dual-income households. A majority of readers are not pregnant but are thinking about having children in the next three years. Six in 10 are thinking about changing their careers to make their new married lifestyles work better.