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Implement Compelling Marketing Ideas to Drive Traffic and Boost Sales

Written by Brittany N. Johnson
Marketing Ideas to Drive Traffic by Our Town America

Modern Restaurant Management — While the past two years have been a challenging time in the restaurant industry, there is a light at the end of the tunnel for restaurant owners. Falling Covid-19 numbers and the lifting of mask mandates in many cities is helping give restaurateurs hope for increased traffic this holiday season. However, restaurant operators are now encountering a new set of challenges. Supply chain issues, high food costs, and labor shortages are cutting profits at restaurants nationwide, the National Restaurant Association reported. At least 95 percent of operators said their restaurant experienced supply delays or shortages of key food or beverage items in recent months, according to a September survey of 4,000 restaurant operators. Supply shortages have also resulted in operators having to change their menus on the fly. Additionally, 91 percent of restaurateurs said their total food costs are higher than they were prior to the pandemic. Finding reliable staff is also a challenge. With all the challenges on your plate, implementing a robust marketing plan might not be on your radar. However, taking steps to increase your loyal customer base will ensure your restaurant flourishes during this difficult season. Here are a few unique marketing ideas designed to boost customer traffic and develop loyal customers. Create a Customer Loyalty Program Loyalty programs drive repeat traffic by offering discounts based on the number of visits. Having the prospect of a free meal in the future will make customers more likely to choose your restaurant when picking where they eat out. Host Fun Events to Drive Traffic Customers are eager to attend fun events, especially post-pandemic. Restaurants that offer special events for customers will generate buzz in the community and drive traffic. Adding music bingo, hosting an evening featuring local fare, or simply offering a holiday special will help set your eatery up for success. Offer BOGO Deals Buy-one-get-one deals encourage your customers to introduce your restaurant to their social circle, as well as serve as a great reward for regulars. Send a Thank You Note Current technology enables you to keep in touch with customers when they aren’t at your restaurant. My company, Our Town America, helps restaurants add loyal customers by targeting new movers. We mail new residents a welcome package complete with a proven offer they redeem at your eatery before they’ve formed a loyalty to your competitor. As part of our service, we can send those new customers a thank you note after they redeem their gift to encourage them to return for another meal. It’s an easy and affordable method for enticing customers to not only visit your establishment one time, but return as a repeat customer. Social Media Contests You probably understand the importance of having a social media presence. Social media gives you the opportunity to highlight your fare and engage with diners where they spend their time. In 2020, the average American spent 145 minutes each day scrolling on social media, reported Statista, a provider of market and consumer data. Holding a contest on social media can increase online engagement. Solicit Feedback Encouraging customers to write online reviews or simply getting feedback on their experience shows them you value their opinion. On average, 87 percent of people read online reviews before visiting a new business, according to a survey of more than 1,000 people conducted by BrightLocal, a marketing firm. Reviews are especially important for restaurants; 93 percent of restaurant customers pay attention to reviews, the survey revealed. In addition, 72 percent of people surveyed wrote a review of a business simply because the establishment requested feedback. Support Local Businesses Being a valuable member of the local community impresses diners. Promoting the fact that you buy hamburger buns from a local bakery, serve beer from a nearby brewery or that you are the exclusive pizza restaurant welcoming locals tells customers you understand the importance of fostering local resources and supporting other small businesses. Don’t Forget the Basics In addition to implementing unique marketing ideas to encourage repeat business, there are a few steps every restaurateur should take to create loyal customers and ensure repeat business. Customers return to a restaurant because they received stellar customer service and enjoyed their experience. Make sure your kitchen staff greets customers with a smile, maintains portion sizes and provides the same delicious fare each time. Consistency is key. Focusing on serving delicious meals and implementing unique marketing ideas can help your business thrive this winter and recover sales lost during the pandemic. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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5 Direct Mail Advertising Examples for Your Restaurant

Written by Brittany N. Johnson
Quick Service Restaurants Use Our Town America for Marketing

QSR Magazine — Direct mail marketing is a proven method to help gain customers at quick-service restaurants. It provides a tangible method for reaching both loyal customers and potential diners. Internet data privacy concerns and countless pop-up ads are just a couple of the many reasons direct mail is still very relevant in our digital world.  Direct mail can be personalized to increase its appeal and demands attention due to its tangible nature and sporadic delivery. More than four out of five Americans trust print ads in newspapers and magazines, while 80 percent trust television ads, Marketing Sherpa reported. At the time of the study, online pop-up ads were only trusted by 24 percent of Americans. Many Americans are paying more attention to advertisements that offer promotions and deals than in pre-COVID times, according to a survey of 1,000 United States consumers conducted by Valassis, a marketing technology company. The pandemic solidified direct mail marketing’s place as an essential advertising strategy for restaurant operators. While safety concerns were at the forefront of Americans’ minds last year, it didn’t stop people from visiting restaurants. Quick-service chains were in the spotlight as many Americans turned to takeout and delivery options. Approximately 52 percent of Americans tried a new restaurant in the past year, Valassis reported. Reaching Americans by direct mail marketing at home, where they are spending most of their time, provides a reliable return on investment and will help restaurant chains retain market share. Here are five ways to add loyal customers to your restaurant using direct mail marketing: 1. Grand Opening or Special Promotion Postcard Direct mail makes it simple to target your customer demographic when you want to promote your restaurant’s grand opening or tell residents about your specials. Using direct mail to spread the word about the debut of your new restaurant will generate buzz and profits as soon as you open your doors. Saturation Postcards allow you to target customers based on neighborhood, distance from your restaurant, median household income, and median age. The United States Postal Service’s Every Door Direct Mail tool, facilitated by Our Town America’s Postcard Marketing program, allows your campaign to reach your target demographic. 2. Perforated Postcard for Loyalty Program Loyalty programs are a tried-and-true method for rewarding devoted customers. Innovations in direct mail allow you to send customers a postcard featuring a detachable perforated loyalty or membership card. Simply select a demographic or group of prospects, rather than mailing to an entire neighborhood or carrier route, to make your loyal customers feel special. As a bonus, postcards can be addressed individually by name giving your campaign a better chance of success. 3. Birthday Postcard People love getting birthday wishes; show your customers you care by helping them celebrate their birthday.  Americans purchase approximately 6.5 million birthday cards each year, according to the Greeting Card Association, the U.S. trade association serving the greeting card and social expression industry. Highlighting a customer’s special day can help strengthen customer loyalty and give them a nice birthday surprise. 4. New Mover Gift Certificate My company specializes in providing one-time use, no-strings-attached welcome gifts to new residents. Our Welcome Package is attractive and perceived as hospitality rather than advertising. It is filled with proven offers designed to capture new residents before they form loyalties to your competitor restaurants. New movers appreciate the free offer when they are busy unpacking and spending their money turning their house into a home. 5. Thank You Postcard After a new mover redeems their new mover gift certificate, restaurants are able to send a thank you postcard with an optional secondary offer. First-time customers are impressed that you knew they visited your restaurant and took the time to thank them for their business. Our Town America’s new mover marketing program can automatically send that thank you postcard mailing once that initial gift certificate is redeemed. To reach new customers and drive sales, make sure these unique direct mail marketing techniques are part of your quick-service restaurant’s advertising strategy. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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Sunflour Baking Company Wins Charlotte Small Business Resilience Award

Written by Brittany N. Johnson
Sunflour Baking Company Our Town America Charlotte Small Business Resilience Award Winner 2021

Spectrum News | Charlotte, NC – Sunflour Baking Company, a family-run bakery in Charlotte, NC, has been a small business staple in the community for many years so, despite the pandemic bringing on many changes, they did not let it slow them down.  With four locations throughout the Charlotte area, the iconic bakery had their hands full when the pandemic hit, but they came together and showed resilience – as Our Town America of Charlotte owner, Eric Kent, says. Kent has worked to help bring new customers into Sunflour Baking Company on an ongoing basis since 2018. When asked to nominate a handful of his partnered local businesses for the 2nd Annual Small Business Resilience Award, Sunflour was top of mind. Local Charlotte residents voted on their favorite Charlotte business to win the 2021 award, championed by Our Town America. Sunflour Baking Company came out on top with the most community votes! Kent, being a local business owner himself, understands the importance of supporting local businesses to help maintain a healthy economy and hopes others will join him in visiting local stores and restaurants. While this annual award is in honor of Small Business Saturday, it’s encouraged to shop local year-round. Without a steady base of customers visiting the Sunflour Baking Company locations, they would not be able to service the community as they have been for so long. Friendly faces, tasty pastries and unmatched customer service are a few reasons Charlotte residents frequent the bakery. Kent met with Spectrum News at Sunflour Baking Company to discuss the importance of shopping local and the significance of the Charlotte Small Business Resilience Award.  Click here for information on how to be nominated for the Our Town America Small Business Resilience Award next year.  Our Town America supports small businesses across the nation 365 days per year. If you’re a local Charlotte business looking to reach new or current customers, contact Eric Kent at ‭704-999-1330‬‬. If your business is located outside the Charlotte area, please contact our corporate office at 1-800-497-8360 to be connected with your local representative.       Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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Why Dentists Should Have a Direct Mail Strategy

Written by Brittany N. Johnson
Dentistry Today Why Dentists Should Have a Direct Mail Strategy

Dentistry Today — Dental practices with a streamlined direct mail strategy attract new customers and provide a valuable resource for patients who need to schedule overdue cleanings. While dentistry school prepares you to administer high-quality care to patients, leading a dental practice comes with its own set of challenges. As a small business owner, you are tasked with patient retention and acquisition, keeping abreast of the latest technology and advancements, staff management, and administrative tasks. For many dentists, patient care can take a back seat to managing their practice. Having a robust direct mail marketing strategy can help cut down on your workload. Direct mail marketing can result in a healthy return on investment and provide a tangible touchpoint that helps keep your dentistry business top-of-mind for customers. For every $167 a business spends on direct mail marketing, they sell an average of $2,095 in goods and services. Here are the top reasons direct mail marketing can help your dental practice thrive. High Response Rate. Direct mail marketing delivers results for your small business and is a low-cost, high-reward strategy. The average response rate for a direct mail marketing campaign is 9 percent, according to the Data & Marketing Association, a trade organization for marketers. A recent survey from the U.S. Postal Service showed 54 percent of those surveyed tried a new product or business within a 6-month period of receiving a piece of mail. As many businesses solely focus on e-mail marketing and social media campaigns, customers appreciate receiving a tangible reminder to schedule a dental appointment in their mailbox. One option for a dental direct mail strategy is to create a postcard campaign that suits your particular needs. If you want to add new customers, Every Door Direct Mail is an affordable option. EDDM allows you to send saturation postcards to certain demographics and areas of your local community. Direct Mail Improves Multichannel Approach. It’s essential to implement a multichannel approach to achieve the best marketing results. Multichannel marketing allows you to improve connections and increase leads. If you only advertise through social media, you limit the number of people who will see your message. Direct mail is a great way to introduce customers to your business and lead them to your website, where they can learn more about the practice or book an appointment. Many businesses add a QR code on their direct mail postcard for ease of website visits directly from mobile devices. Roll Out the Welcome Mat. Direct mail marketing gives you the opportunity to welcome new residents by implementing a new mover marketing campaign. At least 31 million people move each year, and an increasing ability to work remotely is prompting more people to consider relocating. My company, Our Town America, has more than 49 years of experience helping small businesses introduce themselves to new residents before they form loyalties to competitors. We mail an upscale welcome package filled with proven offers from local businesses, which commonly receives a high response rate. Once you get the new customers through your doors, it is your job to greet them with a smile and deliver stellar service, but you can’t just hope they walk through those doors – you need something to entice them. That’s what we’re here for and, if I can say so myself, we have a very successful method of doing so with thousands of exceptional case studies to show for it. When patients redeem an offer from our welcome package, we send an optional follow-up postcard thanking them for their visit. New mover marketing is easy to track and an excellent method for adding new patients to your practice. Combat Dental Anxiety. People skip dental visits for a variety of reasons, including cost and the inability to find appointment times that fit with their work schedule. In addition, many people put off visiting the dentist out of fear. Nearly 36 percent of people have dental anxiety, and 12 percent suffer from dentophobia, or fear of the dentist. Dentists take steps to provide patients with positive experiences by carefully explaining their actions and allowing patients to take a break if necessary. Direct mail can help provide the encouragement people may need to get an appointment by serving as a reminder when they are overdue for a visit. Dental practices that make direct mail marketing a key component of their marketing strategy will achieve a solid return on their investment. We’d say it’s definitely something to sink your teeth into. — Our Town America supports small businesses across the nation – including, but not limited to dental offices – by welcoming new movers to town and bringing new customers through your business doors. If you’re a local business looking to reach new or current customers, please complete a contact form or contact Our Town America corporate headquarters at 1-800-497-8360 to be connected with your local representative. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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4 Business Mistakes That Can Cost You New Customers

Written by Brittany N. Johnson
Four Mistakes That Cost Businesses New Customers Our Town America Marketing

Forbes Technology Council — In order to gain new customers, businesses need to combine a solid marketing strategy with a memorable customer experience. As a specialist in new mover marketing, my company offers businesses an important tool to get new residents into their locations. Our new mover marketing program mails new movers a welcome package with proven offers to local businesses. The upscale gift encourages customers to visit businesses in their community before they form loyalties with competitors. While we specialize in getting customers in the door, the rest is up to the business. Over the years, I’ve had the opportunity to see businesses excel at capturing new customers, and I’ve witnessed some that failed to hit the mark. Here are four common mistakes that can cost your business new customers. 1. Failing to develop a unique selling proposition.  You opened your doors to offer customers a service they couldn’t obtain at other establishments. Whether it’s your family’s secret pizza recipe or your skill at providing a top-notch cut and color, your business has something that makes it stand out from the crowd. It’s important to develop and market your unique selling proposition (USP) to gain a loyal following. In addition to providing stellar service, your customers need a clear picture of why they need to become repeat visitors. In our digital world, customers have the opportunity to research businesses online to help decide where they are going to shop. Having a USP can allow your business to shine. To develop your business’s USP, spend time taking a deep dive into the competition and determine your target customer demographic. Your USP should focus on what customers value and should offer a solution they can’t dismiss. It should help put your business on the shortlist when people are deciding where to shop. 2. Making a bad first impression. Customer service is key for any small business trying to build a loyal customer base. If a new customer comes into your business and doesn’t feel welcome, it’s game over. Proper employee training is key to ensuring your customer service is top-notch. It’s vital that your employees listen to customer concerns and for you to give them the tools to handle problems. Many companies across the country are having difficulties finding workers to fill roles. Offering performance-based incentives and a positive work environment are proving to be effective tools for keeping employees satisfied on the job and maximizing profits in the long run. 3. Neglecting your online presence.  There are more than 294 million smartphone users in the United States. Americans spend an average of four to six hours per day on their smartphones, according to a survey published by Statista. Businesses need to make sure their websites provide current information. Failing to update your website with the correct hours, menus or services can be a detrimental mistake for small businesses. Thankfully, the majority of what needs to be kept current is able to be updated via smartphone by either the small business owner or a dedicated employee skilled in digital marketing. In addition to staying on top of your website, small businesses need to employ a social media strategy. At least 68% of adults are active Facebook users, and 72% of U.S. adults use some form of social media, according to a report by the Pew Research Center. More than half of users check their social media accounts at least once per day. Engaging customers on social media should keep your business top of mind. 4. Forgetting to market to loyal customers.  In the rush to find new customers, many small businesses neglect marketing to their existing, loyal customers. A survey referenced by the Small Business Administration revealed that marketers only spend 21% of their budget marketing to existing customers. With numbers like that, it’s no wonder customers may feel neglected. It’s essential to analyze your customer data to create a marketing plan that encourages customers to become repeat visitors. For example, my New Mover Marketing company designed its program to offer customers a second incentive after they visit a small business. The second mailing reminds new residents about the business and encourages them to return. Loyal customers admire companies that listen to their reviews and provide innovative solutions that deliver value over time. Businesses can remedy this problem by offering special events and sales for existing programs and allowing existing customers to weigh in on new items or services you are considering launching. Avoiding mistakes that prevent you from turning new customers into loyal patrons can help your business flourish and profits climb. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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Tips to Fit in to Our Town: Sacramento Edition

Written by Brittany N. Johnson
Tips to Fit In to Our Town: Sacramento Edition

ABC 10 Sacramento — Since the pandemic, thousands of people have moved to the beautiful Sacramento area in search of a better life and a better cost of living. At first, some new movers have a tough time fitting in because they say and do things that rub locals the wrong way – real ‘NO NOs’ that make a bad impression on natives… or at least make them laugh.😆 For example, it’s not great to compare Sacramento to Southern California as there’s a big rivalry between the two areas. Sacramento is better after-all, isn’t it?😁  Another bad idea is to talk about how much “better the pizza was in New York!” That’s why Our Town America, a national franchise focused on helping new movers connect with local businesses, has created ‘Sacramento’s ‘How to Fit in to Our Town’ list. This is a fun list to help new movers avoid putting their feet in their mouths for a friendlier transition to our beloved Sacramento area. David Frisch, owner of Our Town America Sacramento, sat down with ABC to discuss this fun list! Whether you’re in Sacramento or another US city, we would love for you to add to this fun list!  Please visit https://www.ourtownamerica.com/tips/ to submit your list for new movers.   ‘Sacramento’s How to Fit In to Our Town’ Checklist Learn how we pronounce the city. The “T” is silent. It’s Sacramenno! We do not like Southern California. Yes. The rivalry is a thing. We don’t want to see you in a Dodgers hat or a Rams jersey. You may as well be in another state’s gear altogether.😆 Learn to love Northern California traditions. If someone tells you they are “Going to the city” they mean San Francisco. No, they aren’t going to New York. A trip to “the city” involves a trip to see downtown San Francisco. Learn to love rivers! We have several great rivers to enjoy here –  a popular activity during the summer is floating down a river. It’s a great area to live if you love being outside. We have seasons! Unlike some places in California, Sacramento actually has seasons. This is one of the few places in the state where you will see nice Fall foliage. You will be hot in the summer months and a bit chilly during winter. It’s ideal weather if you’ve moved here from the east and want a taste of home without the big snow storms. — Our Town America supports small businesses across the nation by welcoming new movers to town and bringing those new customers through your business doors. Local Sacramento businesses looking to reach new or current customers can contact David Frisch at 916-474-1494 or submit a Contact Form. Businesses located outside the Sacramentoarea can contact Our Town America corporate at 1-800-497-8360 ext. 226 to get connected with your local representative. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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3 Ways To Turn New Movers Into New Patients

Written by Brittany N. Johnson
Turn New Movers into New Patients with Our Town America via Dentistry Today

Dentistry Today — With the Fall season upon us and back-to-school routines commencing, new movers are settling into their homes and forming habits in their new communities. This is an ideal time for dental offices to reach out to impressionable residents with a new patient offering. Nearly 40 million people move each year, so even if your practice is already established in your community, ramping up your advertising efforts to factor new movers into your marketing strategy is essential to replacing patients that have moved away. As with any business, attracting new patients is key to growth. As mentioned, a new mover direct mail marketing campaign will target new residents and encourage them to schedule an appointment as they restart their routines this Fall season. Here are just a few reasons why new mover direct mail marketing helps dental practices across the nation attract new patients. 1. Direct Mail is Personal On average, American adults spent seven hours and 50 minutes in front of a digital screen in 2020. With that in mind, it seems logical to turn to email marketing as a tool to attract new patients. However, the amount of time spent on computers is causing many Americans to experience screen fatigue and email overload. What may have been an attractive, eye-catching offer becomes just another ‘junk email’ amongst the hundreds received that day. Many Americans don’t have the time to sift through every single email. It’s easy to hit delete or skim past it and promise yourself you’ll read it later. Direct mail is a surefire method to reach new patients where they are. And, with remote work being so common these days, people are home more and checking their mailbox more often. Research reveals direct mail is easier to understand and more memorable than digital media. It elicits a higher brand recall and requires 21 percent less brainpower to process. Direct mail also offers a tactile, personalized experience that people appreciate. 2. Target New Movers Moving is a stressful time, and it can be difficult for new residents to find businesses they enjoy visiting. Getting your practice set up with a new mover marketing campaign that will send a Welcome Package to new movers on your behalf is a great way to introduce them to your dental office before they establish loyalties to your competitors. By sending new movers proven offers, you graciously welcome them – striking an emotional reaction – and have a greater chance of turning them into loyal customers than you would with a repeat mailer once they’ve already found a dental practice on their own. My company, Our Town America, relies on new mover direct mail marketing to help businesses bring in new customers. Our Welcome Package commonly generates an 8 percent response rate. All you have to do is provide solid customer service to turn new patients into loyal patients. 3. Don’t Neglect Marketing Basics Before my company helps you design your new mover gift certificate and decide what proven offer will get you the best response from new movers in your area, your dental office needs a solid marketing plan to ensure success. It’s essential to establish a vision for your practice, create a mission statement, and identify your target demographic. Determining your long-term goals as a first step will help you in employing a sound advertising strategy that will attract loyal patients. About the Author After serving our country as a US Army Medic, Michael Plummer, Jr. returned to the family business (Our Town America – the nation’s premier New Mover Marketing franchise started by his father in 1972) in 2001 to work in the IT department. 15+ years later, Plummer now leads the business as its CEO and CTO – using his extensive technology/data experience to make Our Town America the savviest analytical player in the industry. A technology expert with more than 15 years of leadership experience, Michael Plummer, Jr. has helped Our Town America establish itself as the nation’s fastest-growing and most successful New Mover Marketing franchise. With dozens of franchise partners located from coast to coast, Our Town America helps thousands of local business spark long-term, loyal relationships with countless new movers each and every year. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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How Great Storytelling Makes Your Business Stand Out

Written by Brittany N. Johnson
Storytelling in Business Marketing Our Town America

Forbes Technology Council — If you are searching for the best way to build brand loyalty and separate your business from the flock of competitors, it’s time to reconsider how you tell your company’s story. Humans have learned through storytelling since the beginning of time. It’s knitted into the fabric of our history. Thousands of years ago, cave dwellers used paintings to tell stories of their adventures. Then people started writing their stories down and distributing the news. From folktales to newspapers and television, we’ve developed ways to keep the art of storytelling alive. Over time, we’ve relied on technology to offer innovative new ways to tell stories. Whether it’s a social media post, a carefully crafted direct mailer, a report on the local news or simply a family chat around the dinner table, stories are part of our everyday conversation and an integral part of our lives. Stories from the heart can be a valuable business tool. Your company’s story should be the backbone of your marketing strategy and will help raise the value of your brand. We all recall how the founders of technology giants Microsoft and Apple got their start building computers in their garages. The first glass of Pepsi was served by a pharmacist in historic New Bern, North Carolina, and James L. Kraft began his cheese business selling door-to-door before it became a grocery store staple. Many businesses offer a unique and personal story, but it’s up to you to use a variety of platforms to convey your history and tell your brand’s tale. Here are some tips to tell your story and grow your business. Don’t Just Scratch The Surface You created your business to help fill a need in the community. It’s not enough for you to simply tell customers what products and services you offer. You must share the real-life reason behind the idea for your business or a new product. Making it personal will help your customers relate and drive sales. Imagine if the owner of Spanx never revealed her desire to look slim in a new dress or Trader Joe’s stopped touting new products in its creative newsletter. Get Up Close And Personal Let your customers see behind your company’s logo. No matter the size of your company, it’s important to allow customers to get an inside look at your employees and daily operations. One only has to look at their television lineup to see the popularity of reality television and the demand for a behind-the-scenes approach. This tactic will help drive sales. Your customers identify with people at their level and appreciate hearing from employees in all positions. Not only does this strategy appeal to customers, but it shows your staff that you value their input. Get Customers Involved Smart brands are already letting their customers tell their story. New technology like GoPros, smartphone apps and social media tools provide businesses with the opportunity to let customers show others how the brand shapes their lives. Companies can rely on social influencers for storytelling by way of contests held online designed to engage customers, for example. Co-creating content is a great way to humanize your brand and provide authenticity. Emphasize How Your Business Promotes Social Change Customers like to know that the brands they support are also doing their part in the community. Whether you are committing a portion of your profits to charitable causes or simply supporting a youth softball league, customers like businesses that promote social change. Make your efforts part of your company’s story. Think About Direct Mail Your company can use a variety of marketing tools to tell its story. In addition to a robust social media presence, you can implement a New Mover Marketing program to introduce your business to new residents. What’s better than introducing your brand through a personalized gift made possible by technology-backed data? This unique marketing avenue tells a clear story to the customer: Your business is tech-savvy, thinks outside the box and cares about new community members. New mover direct mail marketing is a cost-effective way to target your customer demographic and get your message out to the community. Great storytelling is a skill that shouldn’t be overlooked by new business owners, as it’s key in building a loyal customer base that is excited about what you are selling. Following these tips for telling the story of your business through social media, print advertising and email marketing will help your business flourish. Article by Forbes Technology Council Member and President/CEO/CTO of Our Town America, Michael Plummer Jr. Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives.  Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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How Restaurants Can Capitalize on New Movers to Find Loyal Customers

Written by Brittany N. Johnson
Restaurants Capitalize on New Movers

Modern Restaurant Management — Tap into the lucrative new mover market to build loyal customers and increase profits at your restaurant. Summertime is a busy season for the moving industry. Nearly 40 million people move each year, and more than half of them opt to move during the months of May through September, according to Allied Van Lines, a national moving company. Nearly 60 percent of moves in the United States take place between May and August. The decision to move in the summer is typically sparked by school calendars and favorable weather. Many corporate workers find that their schedules are lighter during the summer months, which gives them more time to unpack boxes and get settled in their new homes. This past year has been a sobering time for restaurants across the country. More than 100,000 eating and drinking establishments closed in 2020, Fortune reported. Following the pandemic outbreak, many restaurants were forced to limit hours and operate on skeleton crews offering curbside pickup and delivery to stay afloat. During this unique time for the restaurant industry, many Americans were packing up their belongings and relocating to be near family or cope with job loss. While some of these moves were temporary, the pandemic helped accelerate existing trends of people leaving big cities to move to the suburbs. As mask mandates and capacity restrictions have been lifted, restaurants can target new movers to help recoup sales lost during this unprecedented time. An online survey conducted by Our Town America revealed 70 percent of people who moved due to the pandemic were open to trying businesses in their new community. What Is New Mover Marketing? New mover marketing connects local businesses with new residents by introducing them to businesses in their area. This is done through direct mail and includes gift certificates with special incentives designed to get people who are new to the area to sample the restaurants near their homes. Top Three Reasons to Try New Mover Marketing If your restaurant is still on the fence about giving new mover marketing a try, here are the top three reasons to try marketing to new residents. Strike First. New mover marketing captures customers before they form loyalties to the competition. New movers are big spenders. Buyers of new homes spend at least $7,400 more during the first two years in their new home than people who don’t move, according to the National Association of Home Builders. While new homeowners are busy painting walls, buying new furniture and scouring stores for accessories, they also need to find dentists, hair salons and their new favorite local pizzeria. Restaurants that welcome new residents to the community with a proven offer often see them turn into regular customers. Target Your Ideal Diner. Every restaurant has a target customer demographic. Fast food establishments vie for customers on the go, while steakhouses choose to reach upscale diners willing to open their wallets and splurge. A new mover marketing program can target your customer demographic by ZIP code to make sure your message reaches your ideal customer. Capitalize on Technology. Innovative technology allows businesses to track results of new mover marketing campaigns, analyze return on investment and gather detailed demographic data in real-time. Some new mover marketing programs even allow clients to validate and scan redemptions at the point of sale. Restaurants can use creative marketing efforts to help rebuild their customer base not only as they recover from the hardships of 2020, but ongoing – as residents moving away is a permanent issue restaurant owners have to combat by adding new customers every month.   Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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Why Direct Mail Still Works In A Digital World

Written by Brittany N. Johnson
Direct Mail in a Digital World - It Still Works

Forbes — As businesses adapt to consumer shopping habits in the post-pandemic world, it’s important to evolve your direct mail marketing strategy to stay relevant and ensure your direct mail list converts. Last year saw the rise of teleconferencing, remote working, binge-watching and grocery delivery across the globe. Even before the pandemic hit, the average American worker spent five hours per day on email, according to an Adobe study. While the rollout of the vaccine and dropping Covid-19 numbers are fueling consumer confidence, many Americans expect to continue to telework, and at least 26.7% of the workforce will be fully remote by the end of 2021, according to an Upwork survey of more than 1,000 hiring managers and chief executives. By 2025, 36.2 million Americans will be working remotely, an increase of 16.8 million people from pre-pandemic rates. As our digital footprint hits overdrive and Zoom fatigue kicks in, Americans are craving experiences outside of their computer screens. Email inboxes are overflowing, and people are growing numb to online ads. Direct mail marketing continues to deliver a personal and tangible alternative for customers suffering from screen overload, which will be more important than ever as the country slowly returns to normal. It allows small businesses to reach customers in their community at home, where they spend their time, providing a physical touchpoint of their message. As technology continues to innovate, direct mail marketing is evolving to provide businesses with real-time marketing analytics to help improve targeting and cut marketing costs. Direct mail can also include unique codes or barcodes to track individual responses to your mailings. Combine Accurate Direct Mail Lists With Technology Enhancements Small businesses can leverage their direct mail lists by taking advantage of digital enhancements. The USPS developed a unique feature for your direct mail postcard. Informed Delivery allows residents to get a copy of their direct mail piece in their email inbox before it arrives in their physical mailbox. Marketers can capitalize on this trend by including unique links in the message or videos about the deal. Voice activation technology allows businesses to use their smart speakers, like Amazon Alexa and Google Assistant, to respond to advertising offers. Focus On Sensory Experience Direct mail marketing allows businesses to focus on the sensory experience of their customers. Sensory marketing plays a major role in buying decisions, as it can help strengthen B2C connections. Both vision and touch are key senses that influence product perception, according to a report by IE University in Spain. Your direct mail marketing message can stand out and engage customers by offering an offline sensory experience in our increasingly digital world. Direct mail messages can further stand out by including increased personalization and physical touches like foiling, embossing and even scent. For example, my company provides an enhanced sensory experience for new residents in the community. We send an upscale, ribbed texture welcome package filled with oversized colorful proven offers from local businesses. Our businesses appreciate the high-quality design, and new movers receive a tangible offer giving them the opportunity to engage with new brands. Stumbling Blocks To Direct Mail Marketing While it’s clear direct mail is an important tool in your marketing arsenal, it’s important to remember that it’s not foolproof. Still, the high return on investment that a direct mail marketing campaign can bring makes these stumbling blocks worth conquering. Here are some of the most common hurdles businesses encounter and how to fix them: • Frequency. Determining the frequency of mailings is difficult to attain. Send out a postcard too often, and customers will cast them aside. Splitting up your list and sending postcards at different frequencies can help ensure you avoid saturation and find that sweet spot. Sending to a new, niche audience each time can also help with this. • Up-to-date lists. It’s also important to keep your mailing lists up to date. USPS can validate the addresses in your database to make sure they’re current. Routinely doing a database validation can help make your campaign more effective and could increase returns. If you’re working with a company that provides a mailing list, check with it to determine list accuracy. • Going over budget. Make sure your direct mail marketing campaign generates results. Overspending your marketing budget isn’t an option. Many providers offer apps to track the success of your campaign while also providing detailed demographic data to help streamline your next mailing. As Americans continue to weather the pandemic, reaching them at home with direct mail marketing can provide a solid return on investment for your business and a welcome respite from the digital overload. Article by Forbes Technology Council Member and President/CEO/CTO of Our Town America, Michael Plummer Jr. Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives.    Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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