Making That Connection

After doing a search on marketing for my small business, I primarily was given options for "internet" marketing. I'm finding that the marketing basics aren't encouraged as much any more. What if most of my potential clientele doesn't use the internet? For my business internet marketing isn't a viable option so I've had to go back to the basics and be creative.

Back to basic, of course, involved a little more leg work but I feel it has paid off and I fortunately I have the data that proves it. My business is located near a growing area with new subdivisions. I needed to find a way to really connect with potential consumers that recently moved in the the area.

My first task was welcoming them and introducing my business and how I can play a role in their getting settled to the new area. By providing helpful information such a listing of local services in the area and a nifty local area map, I was able to provide something free, tangible and hopefully helpful.

How Much Is A Customer Worth?

It typically cost more to attract a customer than it is to keep them.

How do you put a dollar figure on a potential customer? That's a challenge but you could easily put a dollar figure on marketing efforts to appeal to potential customers. Marketing decision are often based on research you conduct on your customer base, the population you are gearing your efforts to. Asking important questions such as "What are people looking for?" and "What do people want?"

A smart move that more companies are making is concentrating their efforts on direct mail. Of course there is no guarantee that your investment will come back more than you put in. However, that is where researching your customer base becomes important. Researching the economic status, gender, age, and cultural of the market you are interested in will help you figure out where to focus your direct mail budget.

Direct mail marketing tools are a great way to ensure you are appealing to your customer base.

Be The First To Introduce Your Business

New movers are often eager to establish relationships with a wide range of businesses. Potential customers have a wide variety of needs. Depending on if they live in a condo, an apartment, a house or a retirement community, new movers may be interested in a daycare, a golf course, or lawn service. Income, culture, and age are some of the demographic factors that are important to consider when introducing your business to potentially new customers.

Knowing these factors can help you to streamline your new mover direct marketing ideas when you are trying to catch the eye of a new mover in your neighborhood. Those of you that live in the area of your business have an advantage. Those of you that don't have a little more foot work to do. But that foot work can pay off.

Being the first to reach new movers in the area means being innovative with marketing ideas that catch the person's eye and caters to the new mover's needs. What do people need when they first move into a new home? Be the first to give it to them.

Advertising Your Business...Give A Gift In The Mail

I like getting a treat in the mail. Whether it be a magnet, a calendar, or my favorite, address labels.

A small retailer about 2 miles from my new home was innovative enough to send a small trial size of lotion with her mailer. As someone that has recently moved in to a new neighborhood that meant a lot to me to know that there are businesses around that want my business and take extra effort to get the word out about what they have that I might want. That is what I call direct mail at its finest.

It's this type of thinking that can keep a business a step above the rest. This is definitely a step above the typical direct mail post card. That's why I like calenders and magnets they are on my frig and I see the names everyday and when I need the information it's imprinted in my memory.

After recently moving to my new home I've been asking neighbors about local business and services available and that are convenient. It's nice to go to the mail and see that someone thought about me being new to the neighborhood and wanting my business.

Check out Mover Mail for help with reaching the recently moved-in consumer through direct mail.

What do you do with your junk mail?

Think about how much junk mail you get in a week, then think about how much you actually open and read, better yet think about how much you throw away or put through the shredder. Now think about the junk mail you look at more than once. This is means thinking about how your potential customer may respond to junk mail.

All the time you spent on high tech looking font and money you spent on fancy glossy paper could easily go from your business to the recycling bin.

How do you make your direct marketing efforts work for you is a widely asked question. It's important to make sure your advertising is not falling into the direct mail abyss.

1. Hone your mailing list as narrow as possible to the market you really want to target. A nearby subdivision with mostly working families are probably not as interested in a recently built retirement community in their area. But a new daycare or pediatrician's office may be of interest.

2. What is the first thing you see when you get junk mail? The headline? The first words that are suppose to catch the readers eyes are the headlines. Avoid being too vague. Think about what mail gets your attention. I got some mail the other day that talked about a new oil and lube shop but the letters were small and there was to much information on the postcard it was hard to read and I tossed it. Then I got a card that read FREE carwash in big and bold bright letters. I opened it and read what was involved.

3. A question that I want answered when I'm reading junk mail is "What are the benefits?" This should be clear and to the point. If it's a reduced price, a convenient location, or added bonus than that is what it should say.

Direct mail isn't rocket science but it does require a lot of forethought, planning, and innovation. For direct mail resources check out Mover Mail.

Direct Mailing to New Movers: A Golden Opportunity

Let's face in today's economy the housing market, food prices, and gas prices has hit a lot of people hard. The middle class has seen a direct hit in many ways. I recently read an article on the increase in shopping at thrift stores, car pooling, using coupon, and overall consumers spending more time shopping around for affordable prices, comparison shopping. Although time consuming when you have a tight budget that time is worth it.

As a small business this is the perfect time to use direct mail as a way to connect and network with people that have recently moved in to the local area and with consumers that have been in the area but may not have known your business existed.

Using direct mail to new movers in the area and including savings in the form of coupons and discounts for referrals can give your business the boost and positive reputation it might need in these tough economic times.