WFLA News —After decades of success connecting local businesses with new customers, Our Town America is celebrating their 50th Anniversary. The President/CEO of the successful national franchise, Michael Plummer Jr., has continued to level-up the company each year by introducing new technologies to this tried-and-true marketing strategy, but how did they get here?
In 1972, Plummer Jr.'s father, Michael Plummer Sr., opened a pizza shop in Newton, Iowa. He soon realized that people moving to town didn't know where to get good pizza. Using a list of names retrieved from the power company, Plummer family members personally delivered free pizza certificates to new neighbors by foot. After seeing the success, Plummer Sr. started doing this for other businesses and the rest is history.
Fast forward to today, twelve years after the unfortunate passing of his father, Michael Plummer Jr. has stayed loyal to this simple concept of welcoming families to the neighborhood and helping local businesses gain new, loyal customers each month.
Businesses like restaurants, dentists, salons, veterinarians, and others want to gain new customers. They are losing approximately 15-20% of their customers, whether they realize it or not, simply because they just moved. New movers are a lucrative market as they don't have established habits yet, and Our Town America gives businesses the opportunity to make a great first impression with a strong one-time offer before their competitors have a chance. This type of marketing is powerful and people appreciate being noticed upon move-in. Month after month, year after year, is a new opportunity for businesses to reach a new set of new customers. Article continued below video...
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Our Town America's 50-Year Evolution
While Our Town America started as just a small print shop with a list, they evolved into a data warehouse that personalizes every piece that is mailed out. They went from only being able to segment by a ZIP code, then homes and apartments, to being able to hyper-target into neighborhoods and demographics like age, income, and family size --thus maximizing a business' reach within its budget. And not only does Our Town America offer New Mover Marketing, but they also offer Postcard Marketing — both Targeted and Every Door Direct Mail® Postcards blanketing the neighborhood.
Their mobile app presents analytics and information such as who responded, written feedback, and the best types of offers, follow-up postcards, and social media targeting. Our Town America's developments are always proprietary and printed in-house at their Clearwater, FL headquarters.
"What we offer now is worlds away from what wasn't even a dream decades ago, or even when my father passed," says Michael Plummer Jr. "I believe if you aren't innovating, you aren't going to grow. We went from just a few cities to mailing in 28 states with 65 franchisees."
Plummer Jr. says Our Town America is in the relationship business. "From the families to the companies we serve. From the businesses and the franchisees and even ourselves at corporate," he says. "We have businesses who have been marketing with us for a decade, some even two. Even people at our corporate office have been there that long. Our kids have grown up seeing this - just as I did."
What was once just his father's legacy is now a part of his and many others within the franchise system.
Our Town America enters their 50th year with gratitude for their success, hope for the future and an everlasting remembrance of their founder Michael Plummer Sr.
Our Town America supports small businesses across the nation 365 days per year. If your business is looking to gain new customers, please contact Our Town America corporate at 1-800-497-8360 to be connected with your local representative.
Brittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations.