How to Win with Direct Mailing Lists in a Losing Economy
Republicans, Democrats, Independents and all non-affiliated Americans are all secretly, and not-so-secretly rooting for newly elected President Obama and his political Agenda to take successful steps to stop the bleeding and begin the much needed repairing of our anemic economy.
But until that day comes--and hopefully it is soon--it's survival of the fitest. At last look at The Dow, the meek are destined to inherit nothing. Those brave enough to embrace change will prosper--everyone else will do their level best to tread water.
What kind of business are you? The meek? The brave? Or are you a fan of the doggie-paddle?
Quick Business Assessment
1. Customer Value is down. Customers are just spending less. The profitability of individual customers is off 30% or more.
2. Customer Erosion. Typically, Merchants experience annual churn of 20% 1
3. Layoffs, cutbacks, down-sizing, gurding for survival over the long-haul, these are the moral crushing realities of almost all of our businesses as we proceed through Q1 of '09.
In With The New
Replace the old with the new. Not an original concept by any stretch of the imagination; just a sound one. But how do you do it?
For local or regionalized businesses (after all this is a Blog for small to mid-size business) finding new customers comes two ways. Develop a new relationship with an established resident(s) living within your geographic footprint, or grab them when they're new. Success with existing residents comes with tweeking your existing sales and marketing efforts, and one that I can't personnaly speak to on your behalf.
But the second one...revolves around identifying and targeting New Movers to your business trade area. Now New Movers is not a "new" thing. And in fact, there is intense competition to curry the favor of New Movers everywhere these days. And the chief problem with targeting New Movers as an acquisition strategy today is that New Moves themselves are off by 20% 2 or more. Hence, the available pool is diminished, while the competition has exponentially increased.
How To Win
The concept is simple. Get to the New Mover BEFORE they move. Introduce yourself and your business to your future new trade area resident before they move. Avoid competing with the glut of New Mover offers that irritate and inundate every new mover today.
OK, so "How do I do that?" you ask?
Pre Mover mailing or per inquiry phone leads.
So maybe you're thinking, "I've already tried "Pre Mover" lists and they just aren't dependable. Especially in today's abysmal Housing Sale Market! And if you are thinking this, you would be Absolutely Correct! Today's Pre Mover lists are predicated on Real Estate Advertising...and that is not a valid indicator as to when someone will be moving today.
But there is a solution. And it is coming soon. Very soon. It is a Pre Mover list that is triggered by a Moving Services quote request. These soon-to-be-moving to a neighborhood close to you leads will be available on a weekly basis and typically become available 5-7 weeks prior to the actual move date. Plenty of time for the prepared marketer to send one, even two direct mail solicitations, or to execute a well planned phone introduction/conversion campaign.
I'll be announcing the availability date of this Fabulous new customer acquisition tool in the coming weeks. Send me an email with your contact info and I'll contact you a week before I Blog about it.
You can Win, even in this Economy!
1: Page 1. "How to Overcome Retail-Customer Erosion by Capturing New Residents", Moving Targets, 2006.
2: Page 1. "Fewer People Are Moving, Epsilon Report Shows", DIRECT Magazine Chief Marketer Online, Feb. 9, 2009.