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Michael J. Avallone – From Frequent Army Brat Mover to New Mover Marketer

Written by Brittany N. Johnson

Michael J. Avallone already knows the perfect customer for Our Town America, the nation’s premier new mover marketing franchise…because he himself IS that perfect customer. Avallone became an Our Town America franchise owner after a friend moved and told him about the Welcome Package he had received. Immediately, Avallone thought that was an intriguing business concept. Avallone’s father, after all, had been a major in the army, and so Avallone knew a lot about moving as a child, mostly shuttling around cities throughout New York and Ohio. And then, as an adult, Avallone’s career in shipping logistics had bounced him around between New York, Ohio, and Florida. So, when he heard about Our Town America, a business model based on a personalized welcome package catering to new residents of a city or town, it seemed like a genius idea. it’s just a wonderful program, not just for the new mover, but also for local business owners who want to meet those new movers “As somebody who moved a lot, I understand the process of establishing the necessary business relationships to live your everyday life,” Avallone says. “I talk to clients about this all the time now – when I lived in cities like Albany, Rochester, Columbus, Orlando – and now St. Pete – I had a dentist in all of those places. I got my hair cut in all of those places. I did my dry cleaning in those cities. All of these things that I’ve done as an adult and remember my parents doing, you have to find those places when you move to a new community, and so it’s just a wonderful program, not just for the new mover, but also for local business owners who want to meet those new movers.” And as luck would have it, about the time he heard about Our Town America, he was looking to start his own business. And then working with a business broker, Avallone learned that a franchise in his area just happened to be for sale. Which is how earlier this year, Avallone came to be the owner of Our Town America – Tampa Bay. In fact, right now, Avallone is more like his customers than even he probably realizes. As everyone knows, moving is stressful – can be exciting sometimes, but still stressful. And so is starting a new business. As well as raising a family. Avallone has done all three within the span of a year. He only recently moved to St. Petersburg, Florida (just down the way from Tampa Bay). He just bought his Our Town America franchise and is adjusting from being a paid employee (a sales manager) for a shipping company to being a business owner. And he and his wife, Stacey, recently had a little boy named Matthew who just turned 8 months old. “I’ve literally been a mess of stress… I’m a headcase. But I’m learning, and I know it will get better with time,” he jokes, shortly after a visit with a prospective new client. Oh, he’ll do fine – and Avallone admits that he thrives on stress, and that he is very motivated to run a successful, thriving business. Plus, while his last name sounds like “alone” (if you say it quickly… okay, really quickly), he isn’t alone. First, he has a very encouraging spouse (“I can’t say enough good things about my wife,” he says). Avallone also has a very supportive team behind him. “All the folks at the corporate office in Clearwater have been so tremendously helpful at every turn. It’s an amazing group a people and they are a team in every sense of the word. I’m lucky to be a small part of that team,” Avallone says. He also gives a special mention to Mike and Julie Fisher, who owned the Tampa Bay franchise before him. “Even though they aren’t technically required to answer questions, they’ve been so helpful, and I can’t thank them enough. Mike and Julie still love the business and that is a big reason why I bought the franchise. I knew I’d have their support and they continue to provide it any chance they get,” Avallone says. “And the other franchise owners around the country, they’ve been so incredibly supportive, helpful and welcoming – and full of good advice as I try to learn the business and promote to local businesses to do their marketing with Our Town America.” And it sounds like he’s doing a great job. You can hear the excitement in Avallone’s voice when he talks about the Our Town America concept. “You have that audience who, for the first three to five weeks after they move in, are walking to their new apartment or driving to their new condo. They have to grocery shop somewhere. They have to find a doctor somewhere. They need to get their car serviced somewhere. We know that, and that’s a powerful way to not just attract a new customer but to have the first chance to earn their business for as long as they’re going to live in their new home.” Are you looking for the excitement of being a business owner like Michael? More specifically, an Our Town America franchise owner? If this opportunity sounds like it could be for you, learn more at https://www.ourtownamerica.com/franchise-us/.   […]

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Omnichannel Marketing — How To Make It Work For Your Business

Written by Brittany N. Johnson

Forbes Technology Council — As technology continues to transform our world, the concept of marketing is constantly evolving as well. Gone are the days when a newspaper ad or a few TV and radio commercials were enough for a business to see results. Now, every time people scroll Facebook or Twitter, search for something online, or watch a YouTube or TikTok video, they are bombarded by advertisements. For marketers, this explosion of media is a double-edged sword. While there are many more avenues available to get your message to the consumer, there’s also a greater chance that it will be drowned out by all the other noise. To effectively reach potential customers, an omnichannel approach can help. Omnichannel marketing is a comprehensive strategy that aims to create a consistent customer experience across multiple channels and touchpoints. Unlike multichannel marketing, which also uses multiple channels to reach consumers, the omnichannel approach ensures the channels are all interconnected. The Benefits Of Omnichannel Marketing Consistent messaging across multiple channels reinforces brand awareness and recall among consumers. When customers encounter a brand on several different platforms, they develop a stronger familiarity and trust in the brand’s values. As a result, they are more likely to recommend the brand to others. This can be very effective in increasing your reach and establishing a positive reputation. The omnichannel approach enables businesses to create a seamless experience for their customers. Customers can begin their journey in one channel and easily move to another without feeling disconnected. For instance, a customer may discover a product on social media, research it on the website and finally make a purchase in-store. With multiple touchpoints, omnichannel marketing allows businesses to interact with their target audience in diverse ways. Customers can choose the channels they prefer, and by having a presence in these channels, brands can foster deeper connections with their audience. Interactive content, personalized messages and targeted advertisements across platforms ensure that the brand remains at the forefront of the customer’s mind, encouraging meaningful engagement. Also, the various digital touchpoints, including social media, websites and mobile apps, allow you to gather data on your customer’s habits and preferences. With this information, you can optimize your marketing strategies by identifying what’s working and what isn’t. Continually refining your marketing efforts will allow you to reach more people and hopefully contribute to a higher ROI. The Challenges Of Omnichannel Marketing While omnichannel marketing may seem simple on the surface, there are many challenges involved with making sure all the moving parts work together so the strategy works effectively. One of the key objectives of omnichannel marketing is to maintain consistency in branding across all channels. However, some businesses make the mistake of presenting varying brand messages, visuals or tones across different platforms. This can confuse customers and dilute brand identity. In today’s digital landscape, mobile devices play a significant role in how customers interact with brands. Failing to optimize your omnichannel strategy for mobile can be a costly mistake. Your website, emails and other digital touchpoints must be mobile-friendly to provide a seamless experience for users on smartphones and tablets. Since omnichannel marketing relies on data to create personalized experiences, failing to integrate data from various channels and touchpoints can be a huge problem. Disparate data sources can lead to fragmented customer profiles and missed opportunities for personalization. Invest in robust data integration solutions to ensure a unified view of customer data. Continuous improvement is key in omnichannel marketing. Many businesses fail to regularly analyze data and conduct A/B testing to optimize their strategies further. Without ongoing assessment and testing, you may miss opportunities to refine your campaigns and achieve better results. While omnichannel marketing is excellent for acquiring new customers, it’s equally vital for customer retention and engagement. Some businesses concentrate solely on attracting new leads and overlook nurturing existing ones. A balanced strategy should cater to both acquisition and retention efforts to build lasting customer relationships. How To Optimize Your Omnichannel Marketing Efforts To get the most from your omnichannel marketing strategy, first identify your audience. Use the data you collect from your digital touchpoints to dial in on who’s buying your product or service and determine the best way to reach them. Next, fine-tune your message. Your branding, your values and your goal need to be clearly defined. Also, the way you present your brand across channels needs to be consistent, from the tone of your copy to the colors and font styles you use in your graphics. You must communicate your strategy to your entire marketing team. If they don’t understand it, they can’t consistently deliver what you need. Be sure you don’t ignore traditional ways of getting your message to consumers. Companies sometimes place all their focus on digital efforts, while overlooking tangible ones. Direct mail marketing has been around for centuries because it works. Especially these days, when consumers receive fewer physical pieces of mail, delivering your message to their mailbox will help you stand out. Integrating direct mail marketing into your omnichannel strategy is easy by adding a QR code that takes recipients to your website. And even if they don’t take that extra step, just glancing at that piece of mail reminds them who you are and what you sell. Omnichannel Marketing Gets Results Investing the time and resources needed to properly executive an omnichannel marketing strategy can help your business build stronger customer relationships, increase customer loyalty and improve overall customer satisfaction. When it’s done correctly, customers benefit from a more convenient and personalized shopping experience, leading to increased engagement and repeat business, potentially providing your business with a larger return on investment. If you’re interested in direct mail marketing, postcard marketing or digital marketing – please complete our Contact Form & we will be in touch within 24 business hours. 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.  […]

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How To Maximize Email Marketing Impact

Written by Brittany N. Johnson

Forbes Technology Council —  Did you check your email today? Did you get through all the email marketing messages or leave some unread? How many opened emails have taken up residence in your inbox, waiting for further action? Going through your inbox can be overwhelming, so you most likely delete some messages without reading them. If you own a business and use email as one of your primary marketing tools, this fact is quite concerning. But it doesn’t mean you need to give up on it. According to Statista, in 2022, there were 4.3 billion email users worldwide. By 2025, that number is expected to grow to 4.6 billion, or more than half of the global population. This clearly illustrates the reach of email marketing, but you need to be deliberate in the way you use it and make sure your email efforts sync with the rest of your marketing strategy. Making The Most Of Your Email Campaign Email is a cost-effective way to reach a large audience, especially when compared with television and print advertising. It’s also easy to use email campaigns to target specific segments of the market based on factors like age, location and interests. And email is a great way to drive potential customers to your website or social media sites. But there are a few things to keep in mind: Recipients are more likely to open your email if you have a catchy subject line—something that makes them curious about what you have to say. Keep it simple. Once the email is opened, follow up with something of value. Maybe it’s a worthwhile discount or a link to a blog that teaches something (and ties in your product or service). Be sure to write in a personal, conversational style and avoid using language that sounds like you’re selling something. Make sure your emails have a clear purpose and call-to-action in order to generate the desired results. If, despite all this, your email open rates are consistently low, your email marketing likely isn’t resonating with your customers. It may be time to try a different way of reaching them. Direct Mail: Another Tool In Your Marketing Toolbox Smaller businesses, or those trying to reach a very specific customer base, may find email is not as cost-effective as other marketing strategies, such as direct mail. The average person receives most of their bills and personal correspondence in their email, leaving plenty of room for your physical message to stand out. New Mover Marketing and Postcard Marketing, for example, can be effective for that reason. New Mover Direct Mail Marketing reaches a new audience each month, which helps to avoid wasted coverage. New movers are a niche market—yet a very large market with approximately 28 million people moving in the U.S. in 2021, according to Census data—and, for many services, they have yet to form business loyalties. This is your chance to get them to try your business before they try your competitors. In fact, according to respondents to an Association of National Advertisers survey, direct mail has an ROI of 112%, compared to an ROI of 93% for email. How Digital Marketing Ties It All Together Regardless of what kind of company you own, you’re likely to see your highest response rate if you supplement your direct mail campaign with a digital ad campaign. Direct mail can encourage recipients to explore a company’s website and social media. A consumer who receives a direct mail piece from a business may be more likely to choose that brand if they then see a Facebook ad, as the repeated messaging can reinforce the brand’s presence in their mind. Ultimately, however, the success of any multi-channel marketing campaign depends on keeping your message consistent. You need to know what your brand represents and who your customers are and make sure it’s clear in all your communications with consumers. As mentioned earlier, don’t abandon your email marketing efforts; instead, consider how to make them more effective. In this world of constant messages, combining them with direct mail and digital marketing can help your brand to stand out. 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.  […]

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Dominate Digital with Proven Algorithm Strategies

Written by Brittany N. Johnson

Forbes Technology Council — In the ever-evolving realm of digital landscapes, where Google and social media platforms dictate the rules, staying ahead of the algorithm game is crucial. The dynamic nature of algorithms makes it essential to crack the code and soar above the competition. Fortunately, there are proven strategies to make your mark and captivate your desired audience. Brace yourself as we unveil the secrets to combat these ever-changing algorithms and achieve unparalleled success. The Rise of Social Media: A Business Opportunity Social media platforms emerged as the epitome of connectivity, enabling individuals to forge new bonds and share their lives. Soon, businesses seized this opportunity, establishing their online presence and connecting directly with customers. Today, it’s nearly impossible to find a business without a social media footprint. In fact, a staggering 91.9% of U.S. companies with 100 or more employees harness the power of social media for marketing purposes. Navigating the Algorithmic Maze Google and social media giants employ algorithms to sift through the vast ocean of content, ensuring users find the most relevant and engaging experiences. These algorithms, however, are as diverse as the platforms themselves. Search engines factor in user input, search history, website content and quality of links to rank results. Social media algorithms, on the other hand, focus on user interests, past activity and post popularity to deliver personalized content. Cracking the Code: Strategies for Success To ensure your message reaches the widest possible audience, it’s crucial to understand and outmaneuver these ever-changing algorithms. Here are the keys to unlock the potential of your digital presence: Knowledge Is Power: Stay informed about algorithm updates through industry blogs, expert forums and official sources. Continuous learning keeps you one step ahead. Data-Driven Insights: Analyze your website traffic and social media engagement to uncover what resonates with your audience. Identify the platforms that best reach your target market and optimize your efforts accordingly. The Power of Quality: Algorithms increasingly prioritize content that provides genuine value to users. Invest in generating unique, well-written content that educates and inspires readers. This approach sets you apart and fosters social media visibility and engagement. Keywords and Hashtags: Strategically incorporate relevant keywords into your website to enhance visibility in search results. Utilize trending and industry-specific hashtags on social media to expand your content’s reach. Embrace Diversification: Relying solely on one marketing channel or a digital-centric approach is not enough. Embrace traditional methods like direct mail, as they can yield remarkable results. A well-crafted Postcard or New Mover offer delivered to an individual’s mailbox stands out, leaving a lasting impression. Flexibility for Triumph: Algorithms are known to change suddenly, and adaptability is key. Remain agile in adjusting your marketing strategy to align with the evolving digital landscape. Experiment with new tactics and channels while staying true to your brand identity and values. Embark On A Journey Of Success By implementing these battle-tested strategies, you unleash the full potential of algorithms in your favor. Dominate the digital landscape, captivate your target audience and drive unprecedented growth. Embrace the art of algorithm combat and become a true force to be reckoned with. Your triumph awaits! 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.  […]

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Unleash The Power Of Organic Marketing: Captivating Hearts & Minds

Written by Brittany N. Johnson

Forbes Technology Council — In a world bombarded by advertising messages, it’s become increasingly challenging to capture the attention of consumers. Traditional marketing tactics are often met with skepticism, causing businesses to seek innovative ways to engage their audience organically. Join us on a journey to unlock the secrets of unforgettable marketing, where authenticity and genuine connections reign supreme. Discover how to captivate hearts and minds, leaving a lasting impression that sets your brand apart in a sea of noise. Providing Genuine Value: Inspire, Educate And Empower Step away from the traditional sales pitch and focus on providing genuine value to your audience. Offer insightful content that resonates with their interests and needs. Become a trusted source of information, guiding them through their challenges and empowering them to make informed decisions. By putting their needs first, you establish credibility and build a loyal following that views your brand as a valuable resource. Entertaining Experiences: Spark Emotions And Forge Connections Imagine if your marketing efforts could evoke laughter, bring a tear to the eye or ignite a sense of wonder. By framing your messages within captivating stories, you can create memorable experiences that go beyond mere promotion. Touch the hearts of your audience, make them laugh or inspire them to take action. When marketing becomes an emotional journey, your brand becomes intertwined with their lives, ensuring a lasting connection. Authentic Conversations: Listen, Engage And Inspire Break down the walls between your brand and your customers by actively listening and engaging in meaningful conversations. Embrace social media, forums and comment sections as platforms for dialogue. Respond genuinely to their inquiries, concerns and feedback, showing that their voices matter. By fostering authentic interactions, you build trust and loyalty, transforming customers into brand advocates who will enthusiastically spread the word about your business. The Power Of User-Generated Content: Real Stories, Real Impact Harness the power of your customers’ voices by encouraging them to share their experiences through reviews, testimonials and social media posts. User-generated content adds a layer of authenticity and credibility to your marketing efforts. It demonstrates that real people have benefited from your products or services, creating a sense of trust and making your brand feel more relatable. Let their stories inspire and influence others, amplifying the organic reach of your marketing efforts. Transparency And Integrity: Honesty That Builds Trust In a world of exaggerated claims and empty promises, stand out by embracing transparency and integrity. Acknowledge that you are marketing your products or services, but do so in a way that highlights the genuine benefits for your customers. Avoid hyperbole and misleading tactics, as honesty fosters trust. Consumers appreciate brands that are open and authentic, making them more likely to engage and connect with your message. The Timeless Appeal Of Direct Mail: Cutting Through The Digital Noise While digital methods have their place, don’t overlook the power of traditional marketing methods like direct mail. In a world dominated by email and social media, receiving a physical piece of mail stands out. Personalize your direct mail campaigns to make recipients feel special and valued. Utilize creative designs and compelling copy to capture attention and leave a lasting impression. Direct mail allows you to cut through the digital noise and create a tactile, memorable experience that engages your audience on a deeper level. In a world where traditional marketing approaches often fall flat, the key to success lies in organic engagement that captivates hearts and minds. By implying the tactics mentioned above, you can create a marketing strategy that is engaging, memorable and genuinely connects with your audience. Embrace the power of organic marketing and watch as your brand flourishes in the hearts and minds of consumers. 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.  […]

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2023 Marketing Trends You Should Be Paying Attention To

Written by Brittany N. Johnson

Forbes Technology Council — It’s been said that if you are standing still, you are moving backward. This is especially true today. Consumers are more informed and often make purchases based on their values. Plus, the constantly evolving digital age has ushered in a whole new way to reach consumers. If you aren’t considering recent trends and new technologies, you risk losing customers to your competitors. As you plan your marketing strategy for 2023, it is worth thinking about innovative approaches and how adding new tools to your marketing toolbox might impact business. Here’s a look at some of the hottest marketing trends right now and how incorporating one or more of them may help you get the attention you’re looking for. Influencer culture continues to rise. Social media is here to stay, and those businesses that can harness its power can potentially get an edge on their competitors. One way to do this is by using influencers—people who have a large following on sites like Instagram, Facebook, Twitter or TikTok—to use your products or services and build a buzz about them. You don’t have to partner with a big-name celebrity for your efforts to pay off. Influencers with a smaller reach are often more valuable to a business if they reach the types of consumers likely to buy your products or service. A reel is worth a thousand words. The increasing popularity of Instagram, YouTube and TikTok shows that the best way to get consumers’ attention is to give them something to look at. Facebook Reels in particular grew by 220 million users between July and October of 2022, and TikTok’s 732 million users are expected to continue growing. People may ignore large blocks of text, but they will pause to watch a video. You can provide more information in less time by using moving graphics or short videos in your social media posts and on your website. Take advantage of user-generated content. When a customer posts an online review of your business or shares something you’ve posted on social media, that’s user-generated content. When someone outside your business praises it, it can carry more weight with customers as opposed to you blowing your own horn. Take advantage of this trend by suggesting customers post pictures of themselves enjoying your product/service on their social media feeds and then link to your business’s own social media. Also, encourage satisfied customers to review your business on sites like Google or Yelp. Email is still an efficient engagement method. Just because it’s been around for a while doesn’t mean that email is not an important part of your digital marketing toolbox. According to research by marketing software developer HubSpot, the average return on investment for email marketing is $36 for every dollar spent. Projections show that by 2025, there will be 4.6 billion daily email users. An email is a way to connect directly to current customers. By personalizing the email based on their past purchases, you have an even better chance of keeping them engaged. Direct mail continues to make an impact. Your 2023 plan shouldn’t rely totally on digital marketing. One of the earliest forms of business-to-consumer marketing, direct mail, will continue to make an impact in 2023. The latest data from the United States Postal Service show that 73% of all households read their mail daily. This tried-and-true method of reaching consumers where they live is even more valuable when combined with the technology available today. It allows you to target specific consumers who are likely to patronize your business. For instance, if you run a school or day care, you can target families with children. Local businesses have been very successful using new-mover marketing campaigns to encourage new residents to become their customers. Combine strategies for an omnichannel approach. Whatever strategies you decide on for your 2023 marketing plan, remember that they need to all work together to present a consistent brand. The first step to this is making sure your branding, audience and goals are clearly defined. Companies that try to be all things to all people sometimes fail to make an impact. Next, communicate the specifics to your marketing team. They must understand exactly what you are trying to do so they can in turn get your message out to the public. When you are laying out your marketing plan, don’t compartmentalize it. If it’s to work properly, it needs to be represented by a circular flow. For instance, your emails and direct mail should send recipients to your social media sites where you’ve shared user-generated content. This way, each campaign reinforces the next, increasing the likelihood that consumers will remember you when it’s time to decide which business to patronize. The bottom line is that your marketing strategy needs to be reviewed regularly to make sure it is growing and changing along with your business. By staying abreast of the latest trends, you will best position your company to catch the attention of the consumers who may one day become your customers. 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.  […]

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The Importance Of Becoming A Disruptor In 2023

Written by Brittany N. Johnson

Forbes Technology Council — You’ve most likely heard the following expression: Insanity is doing the same thing over and over again and expecting different results. Think for a minute about how this applies to your small business marketing. Relying on the strategies that have served you in the past is not the way to build your business in the future. To stand out from the competition, you shake up the way you do things. In other words, you need to become a disruptor. What is a disruptor? The concept of “disruptive innovation” was introduced in 1997 by Harvard Business School professor Clayton Christensen. It describes a creative product or idea, usually by an up-and-coming company with fewer resources, that disrupts an existing market, sometimes even taking it over. Disruptors are most often associated with the fast-moving tech industry. For instance, consider Netflix. It started in the late 1990s as a service that allowed customers to rent DVDs by mail. It was so successful that brick-and-mortar video rental stores couldn’t compete; it eventually put Blockbuster, the largest of them, out of business. Then, Netflix pivoted again; in 2007, it forever changed the way we watched movies when it added a streaming service. Wikipedia is another good example of a disruptor. Dismissed as unreliable when it first started 20 years ago, it has grown into a trusted source, replacing encyclopedias as the go-to research tool. And after more than 200 years in business, Encyclopedia Britannica stopped publishing those heavy volumes. Now, it, too, can be found online. Disruptors focus on solutions, not problems. To create a disruptive mindset, you and your team need to start thinking differently. Instead of focusing on a problem, disruptors brainstorm solutions. Their ideas are likely unconventional—the ones that work often set precedents. Disruptors look at their existing products in a new way. While your company may not have the next big thing that’s going to take the world by storm, you can still disrupt the market by using what you have and presenting it differently. The pandemic has changed consumers’ needs and buying habits and created supply chain issues, forcing some companies to think outside the box. For instance, many fine dining restaurants started offering take-out or delivery for customers who stopped eating in restaurants during the pandemic. And some hotels rented out rooms to remote workers seeking a quiet place to conduct business. Disruptors don’t compare themselves to the competition. Like a jockey on a winning racehorse, you don’t want to keep pace with your competitors; you want to pull out ahead. Yet by consistently measuring yourself against them, you can’t help but wind up with a similar marketing strategy. If you want to be an industry leader, don’t worry about the competition; worry about the customers and find what they really value. Disruptors create new markets for their products. Your potential customer base is most likely much larger than the number of people served by your business combined with those served by your competitors. Instead of fighting for a bigger share of the pie, it’s time to bake a larger pie. To do this, you need to identify potential customers and find ways to meet their needs. New technologies like artificial intelligence and machine learning can provide you with valuable data about consumer needs. This will help you identify segments of the market that are ripe for disruption. Disruptors are continually evolving all aspects of their company. To truly be considered a disruptor, it’s not enough to adopt a new mindset. You must also adapt your business model and your company culture. To do this, you need to create an atmosphere where creative, outside-the-box thinkers can thrive. The right people can make all the difference, whether they are new hires or current employees who’ve been trained in this new way of thinking. If you continue to challenge your employees to keep your company ahead of the curve, you will set the pace for the market, and your competitors will be working to keep up with you. 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.  […]

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How to Reach New Movers In The First Three Months

Written by Brittany N. Johnson

Forbes Technology Council — Customers can be very loyal to businesses they’ve been patronizing for a long time. That’s great news if they’re your customers but not if they’re your competitor’s customers. Because it requires more marketing efforts to get people to change their habits, it’s essential to target consumers who are not yet anyone’s customers—otherwise known as new movers. Marketing to new movers is designed to target people who have recently moved—people who have yet to become customers of the businesses in their new town. According to data from the U.S. Census Bureau, 8.4% of Americans (or roughly 27 million people), moved from state to state in 2021. They all needed to find a new dentist, new hair salon, new auto mechanic and so on. They also needed to find new restaurants they liked. To stand out from the competition, you need to make sure these potential new customers are familiar with your business name as soon as possible, optimally within the first three months. One of the simplest and most effective ways to reach new movers is through direct mail. American businesses have been successfully using direct mail to reach customers for over 100 years. Sending them an offer to your business increases the likelihood they will patronize it. Mass mailings were once thought to bring in the best results. The wider the net, the more fish caught. Now, with the technology available to us, direct mail lists can be targeted to reach a specific demographic best suited for a particular business. Using targeted data allows organizations to identify the people in a certain neighborhood most likely to use their services. For instance, if you run a tutoring service or daycare, you want to target families with children. And if you own a chimney cleaning and repair business, it wouldn’t make sense to send coupons to homes without fireplaces. But direct mail, even highly-targeted direct mail, should be only a part of your new mover marketing strategy. Direct mail targeted to new movers produces a great redemption rate but is even more effective in conjunction with targeted digital ads. Mailings can encourage potential customers to visit your website. They can even use QR codes for the recipient to scan, both giving them more info about your business and giving you an idea of who is engaging with your message by use of QR code tracking capabilities. Another technology that may help draw attention to your mailing is USPS’s Informed Delivery service. This enables residents to get a digital preview of the direct mail in their email inbox before it arrives in their physical mailbox. Social media, once considered something people did for fun, is now being embraced as an important marketing tool. According to a recent report from the Pew Research Center, 70% of Americans use social media, especially Facebook and Instagram, to connect with each other, get their news and share information. If these users get an offer in the mail, then see your business name on social media or their search engine, they are more likely to recognize your business and try it out. As technology continues to evolve, so will new mover marketing, providing businesses with higher-targeted data, allowing them to cut marketing costs by better reaching their intended customers. 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.  […]

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Our Town America Rolls out Digital Program to Celebrate 50th Anniversary

Written by Brittany N. Johnson

Digital Journal — Our Town America, the nation’s premier New Mover Marketing franchise, is celebrating its 50th year of helping local businesses create and maintain relationships with customers who are new to the area. Since 1972, Our Town America has been welcoming new movers with one-time gifts, inviting them to sample neighborhood businesses upon move in. This unique model has helped local establishments across the nation grow loyal customer bases while allowing Our Town America to thrive for generations. Unheard of in the marketing industry, the franchise is partnered with businesses who have been employing their marketing strategy for over two decades. These businesses, with the outreach of the New Mover Marketing program, cultivate relationships with a new audience of new movers every month. “Not many business owners are able to say their business has been around for 50 years,” said Michael Plummer Jr., Our Town America’s President/CEO. “My father started this company with a simple idea to help local small business owners while he was running his own retail company. We’ve been able to take his simple idea, add in technology, and run with it for five decades and that’s something we are proud of.” Over the years, Our Town America evolved into a data-driven company using the latest technology available to help small business owners target specific geographic areas, interests, or even income levels. This creates a high return on investment for local businesses looking to maximize their marketing budgets. And for those small businesses who don’t have a large marketing budget, Our Town America built their Budget Billing program allowing them to spend within their means by capping their monthly invoice. This year, the company is proud to introduce its newest program, Our Town Digital, which combines a direct mail push with digital marketing to target consumers in different spaces at the same time. “This service greatly enhances our direct mail offerings. Our Town Digital allows businesses to share their message via direct mail, social media ads and Informed Delivery emails. And, for those businesses who want to stick with just a direct mail postcard or our trackable New Mover package – that option will always be there as well,” says Plummer. Expanding their offers is something they’ve been eager to do, but Our Town America remains steadfast in their data-backed belief that direct mail holds unparalleled potential to reach consumers where they’re at. “As a consumer, there’s just nothing like holding that piece of mail in your hands and yet, in the same token, digital ads impact your subconscious,” says Brittany Johnson, Chief Marketing & PR Officer of Our Town America. “So, it just makes sense to pair the two and get the best bang for your buck”. “You see an ad for Pete’s Pizza on Facebook, you open your email and see a Pete’s Pizza postcard coming your way, you receive a tangible postcard in your mailbox, & days later you see that ad again on Google?,” says Johnson. “I don’t know about you, but I’m going to be craving pizza that night, and the first place that comes to mind will be Pete’s”. Aside from pizza, the fusion of direct and digital marketing is what customers are craving today – and Our Town America is proud to deliver. For more information on Our Town America, please visit ourtownamerica.com. For information on Our Town America franchising, please visit ourtownamerica.com/franchise.     About Our Town America For 50 years, Our Town America has been providing new movers with traditional hospitality by mailing warm housewarming gifts from local neighborhood businesses in a premium welcome package. Since the company started franchising in 2005, Our Town America has consistently been placed in the Franchise Top 50, ranking top in their category for franchisee satisfaction. The franchise is also the #1 Advertising & Sales Franchise as ranked by the Franchise Business Review. Our Town America’s dedication to the “sponsor exclusivity” concept, meaning Our Town America will only recommend one of each business type in any specific zip code within its welcome packages, has been one of the key catalysts for the company’s long-term success. In addition, sponsors consistently rave about other unique aspects of the new mover marketing program – such as their ability to reach a brand-new audience of impressionable new movers each month and the insightful data/metrics delivered by Our Town America’s innovative pinpoint tracking system. Due in large part to Our Town America’s devotion to those concepts, thousands of satisfied business owners throughout the United States attest to the success and effectiveness of the program. Additionally, dozens of locally owned franchisees validate Our Town America’s concept as a viable business opportunity. It is Our Town America’s mission to assist new movers adjusting to their community, help businesses gain new and loyal customers, and provide franchisees with an excellent opportunity. The eight million households who receive Our Town America’s welcome packages each year prove that Our Town America is committed to following through on that mission statement. Visit the Our Town America website at ourtownamerica.com or call 1-800-497-8360 for more information. […]

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