As you probably know, “new movers” are individuals and families who have recently purchased or rented a home in your local area. What you may not realize is that “new movers” can be immensely lucrative for your business (especially over time).
Sending a highly personalized welcome package to these prospective customers is a highly regarded practice that most small business owners fail to neglect. I recently moved to a new home (in the same city) and I received packages from Lowes, Best Buy, and several national restaurant chains. More importantly, we used more them all within the first two weeks of moving (to purchase furniture, a lawnmower, etc). These offers were very helpful during a very hectic time of moving, packing, and unpacking.
Maintaining similar program for your business is highly effective and it puts the name of your restaurant “top of mind” from the very beginning. Connecting with a new customer is much the same as making new friends; it’s a matter of gaining their trust by establishing credibility and helpfulness.
One way to do that is with a personalized message just for them, welcoming them to the community with an offer designed just for new neighbors.
For Example:
“This is Just Our Little Way of Saying,
WELCOME TO THE NEIGHBORHOOD.”
(Scroll down to see the full New Mover Letter)
Something Helpful Just for You
Contacting the new movers with a targeted message is the best plan of action. Although your goal is to sell pizza, you want to establish good will and trust so that you can earn a customer for life, not just once. Often a letter that provides helpful information about the community is more appreciated than a free pizza (although the pizza is great too!). After all, they know you want their business – consumers weren’t born in the dark ages, they know what advertising is all about.
Go one step further and include some information that might come in handy for the new mover such as where the local hospitals are, what schools are in the area, and even where the nearest post office and fire stations are. You can also include phone numbers to utility companies, cable/internet providers, and any other local “must know” resources. You would be surprised how many people will tack this letter to a bulletin board or stick it on the fridge with a magnet. Every time they refer to that letter they will see your pizza restaurant logo on the letterhead.
We Value Your Business
Approaching the new mover with a unique message puts your pizza restaurant in a great position. New movers are excellent prospects for pizza sales and new revenue. Pizza represents convenience and fun, especially with take out or delivery. New movers can be a bit pressed for time and overwhelmed while unpacking their house and getting used to the new route to school (and possibly even getting established in a new job). All of this does not leave them with much time and energy to cook. You will be their solution, by providing almost instant, scrumptious meals, that may not even require silverware or dishes to wash. Pizza is perfect! And of course they can serve it, or stop by several times a week because you have so many different choices of pizza, no two meals need be alike. Make sure to stress all these points in your targeted communications.
We Have Excellent Pizza & Small-Town Quality Service!
This is your basic message, which you will embellish with the personalization strategies mentioned above. But basics are important too! Make sure the graphics on everything you mail, including the actual letter and the envelope itself, pop out! Bright colors on a light background are great for this. A full color photo of pizza is an excellent idea, and of course, feature your logo prominently. Make sure a new mover discount offer is easy to see at a glance. Make sure the contact info is large and easy to find, especially your phone number. Possibly include a small map showing where your restaurant is located because most new movers won’t know the area. Don’t take the chance they well get lost and end up at the competition!
Once you have established what works best in the area where your pizza shop is located, it’s time to find a full service printer that can take your new mover strategy from start to finish. Most good printers have access to targeted mailing lists, design services, photos, and marketing experience that is highly useful. They can provide free templates, samples, and help you design your advertising packages with ease! Move forward this year, send out New Mover Packages every month to 100 or more new customers. Do so with confidence, knowing that a new mover campaign is one of the best investments a pizza restaurant can make.
“My New Mover Mailers average approximately 25% response rate. I get 35 new customers per month!”
-Mohammed A.
Owner, EMilanos Pizza
How Does It Work?
1. Target New Movers By Store Radius (Call 1-800-481-1656)
2. Choose A Design Template (Or we’ll create one for you!)
3. Send Us Your Menu Items & Pricing (Email or FAX us)
4. Review A Proof of Your Mailer (You can make changes)
5. Mail Directly to Local New Movers! (We handle all mailing processes for you!)
6. Automatically Send Out New Mover Packages Every Month! (Set it and forget it!)
How Much Does It Cost?
New Mover Mailer package are “all-inclusive” and highly affordable.
Includes design, printing,envelopes, letters, new mover mailing list, ink jetting, personalization, and postage. The cost for each mailer is only $1.89 per home. For example, you can design, print, and mail 100 new mover packages for only $189 per month.
What Type Of Response Rates Do New Mover Packages Get?
As with any advertising, response rates and/or ROI are not guaranteed. Be wary of any company, product, or service that guarantees your success. There are many factors involved in response rates such as food quality, demographics, location, time of year, competition, and reputation, and these factors are not measurable. Instead approach your advertisements with research, local knowledge, and aggressive offers to maximize your response rates.
Many of our pizza clients report 20 to 30 new customers per month for each 100 new mover mailer packages they mail, however, these numbers very from restaurant to restaurant.
