Get Moving On This Neighborhood Marketing Program

Every year, one fifth of all households in the United States move to a new residence. And as consumers move into their new home, they immediately begin to try to connect with their new surroundings like finding a new bank, seeking restaurants to frequent, where the local grocery store is located, and what utility company to call. During this move-in phase, movers are also establishing new loyalties and new purchasing patterns.

Increase your sales by targeting this group. And as you plan your neighborhood marketing efforts, look for inventive ways to reach out to this group of customers. Here are a few ideas to consider:

1) Develop relationships with successful REALTORS in your area. Encourage them to purchase a gift certificate from your place of business to give to the new homeowner as a gift.

2) Work on a program with a well-respected moving company. Provide the moving company with a gift certificate from your store so they can, in turn, give it to the new homeowner to welcome them to their new home.

3) Obtain a list of new homeowners from a list broker or list company. Mail a letter, gift certificate or special offer to homeowners who have just moved into the neighborhood.

4) Many parts of the country have Home Owners Associations. Try to find a HOA near you and find out if they publish a newsletter or some form of communication that goes to homeowners. If so, place an ad or insert a flyer into the newsletter. Another option is to inquire about new homeowner packets or folders. This may be an opportunity for you to include a gift certificate or offer.

Marketing From the Inside Out

On April 3, 2006, MSNBC ran an article entitled Biggest Customer Service Blunders Of All Time . The story serves as a reminder that marketing starts from the inside of a company. And that the employees on the frontline are critical to the success of an establishment.

Think about your own purchasing habits. Is there a restaurant that you frequent because the staff recognizes you each time you dine? Are you a loyal customer of a particular dry cleaner because you like the way the manager asks how you are and thanks you for being a loyal patron? Do you take your car to a certain service station because you trust them and always vacuum your car out before you pick it up?

When developing a marketing plan, don’t forget to include an employee marketing plan. Key components could include things like morale-building programs, reward-based initiatives, employee point-based programs and team recognition. Whatever programs you choose, be sure to execute year round.