Hitting the Moving Target
Most marketers would
agree that identifying and reaching new prospects
tops their list of challenges when it comes to
executing marketing plans.
But what can be even more difficult is
timing your connection with prospects when
they're most likely to respond — and doing
so before your competition.
A responsive niche that is starting to
appear on marketing radars is new movers.
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Almost 14 percent of the US population moves
annually, with movers listing lifestyle changes —
including graduation, a new job or promotion, a
larger home, the birth of a child, marriage, divorce
or retirement; as their primary reason for
Of the 14 percent of people who move annually, 82
percent remain in the same state, while 14.2 percent
move to a different state. Additionally, nearly 33
percent of renters and 9 percent of homeowners move
In further research, 91 percent of new movers
reported that the Internet reduced the stress of
After visiting a moving-related site, 14 percent of
people go on to search for information about
mortgages, education, credit cards, and auto loans.
An average mover has a 56-item “to do” list, and
movers will spend, on average, more than $9,400 on
goods and services related to their move, regardless
of their reason for moving.
Experience and research show us that new movers
spend more on goods and services immediately
following their relocation than non-movers spend on
similar goods and services in five years' time.
They're in the market for home furnishing and home
improvement products, as well as information about
local restaurants, services, and newspapers.
Reaching this audience with information and offers
first and fast is critical.
To reach new movers, work with a good data service
provider who will be able to help identify this
viable prospect group. Find a partner who can
provide detailed segmentation, such as income and
dwelling type, to more closely match your offer to
the recipient. Your provider should also update
files frequently—weekly, for example, for the
freshest and most accurate data — and be able to
turn them around quickly for use. An excellent
provider checks data regularly to ensure that data
hygiene and quality control benchmarks are in place,
and removes Do Not Call files as well as suppression
files collected from the Direct Marketing
Choosing the right data solutions partner will help
your company identify and reach this responsive
prospect group when they're most likely to respond
to your offers. From there, you can better target
customers with messages tailored to fit their needs,
which will help maximize your ROI.
By Kevin Akerman, director of marketing and product
development for Experian Marketing Services. Reach
him at email@example.com. Reprinted by DM
News Dec. 27, 2008 issue (www.dmnews.com).