Speedeon Data Blog

The Key to Comedy and New Movers

Jim Iott   |  0 Comments   |  May 2, 2012 12:00:00 PM

When it comes to comedy and new movers… timing is everything. 

Like a great punch line, a successful new mover campaign requires that the right message be delivered to the right audience at just the right time.

When it comes to new movers, the common approach is to communicate with movers as soon as they relocate; to reach them while they are unpacking boxes.  But this isn’t necessarily the best strategy.
 
Movers have defined, need-based purchase patterns regarding certain products and services before and after their move. For example, movers don’t consider new flatware in the first forty-eight hours after a move. At the same time, waiting two weeks to offer cable TV service won’t work either. Some retailers vary offers based on the time since relocation. A major “Do-It-Yourself” home improvement chain has a set strategy of communicating special offers on items like trash cans within the first week of a move, and on painting supplies and similar items at the end of the first month following a move.

When embarking on a new mover campaign, consider a data provider who maintains comprehensive, accurate and timely
 new mover data. A data provider who is able to append demographic data or modeled demographic data will further enable you to more effectively message communications and target offers to the right new mover audience. The idea is to test and understand when movers are most receptive to the offer after the move. It can be the most critical element when staging a mover campaign…and that’s no joke.

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Topics: Demographic Data Modeled Demographic Data New Movers

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