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Support Small Businesses during the Coronavirus Pandemic | Phoenix, AZ

Written by Brittany N. Johnson
Support Small Business Community Help during Coronavirus

KTVK Phoenix – Coronavirus (COVID-19) has already made an undeniable impact on the US, so small business owner of Our Town America Phoenix, David Cox, wants to urge consumers to shop local to support the local economy before its too late – whether virtually with delivery or using take-out/drive-up methods. Despite social distancing and restrictions, local businesses are open and need our support. For every dollar spent at a small business, approximately 67 cents stay in the local community, so spending local can be a game changer in keeping businesses afloat during what could be an economically crippling crisis. “Whether we spend online or curbside, we need to keep our dollars in our community, so our favorite shops, restaurants and service providers and their employees and families survive,” says Michael Plummer, Our Town America’s President and Founder of the ‘Shop Local Now’ Movement. “We are leading the charge to remind folks that even though our local mom and pops have new ways to deliver products and services, they’re still alive and kicking and need us to make it through this pandemic. Instead of ordering on Amazon, I urge everyone to buy locally –while following health and safety guidelines,” Cox says. Watch full KTVK News Clip below. — Our Town America supports small businesses across the nation 365 days per year. If you are a small/ local business looking for a way to reach out to new or current customers, visit ourtownamerica.com.   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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Local Businesses Rally to Meet Community Needs During the Coronavirus

Written by Brittany N. Johnson
Think Big Shop Small at Local Businesses during Coronavirus

Yahoo Finance/ PRWeb — As Americans across the country self-quarantine to minimize the spread of Coronavirus (COVID-19), local small business owners are rallying to serve their communities. They’re doing their part to protect the health and safety of their employees and customers while remaining available to provide products and services people need. In this time of uncertainty, Our Town America, a national new mover marketing franchise that helps local businesses create and maintain relationships with customers, salutes these business owners and wants to remind all Americans that it’s more important than ever to shop local – whether virtually, curbside or online – and support businesses that are the backbone of the local economy. “As a consumer, when you purchase from a mom and pop – such as your neighborhood coffee shop – you’re helping pay the barista you chat with every morning,” said Michael Plummer, Our Town America’s President. “You’re helping put food on their children’s plate and helping fulfill their young daughter’s dream of going to college. You are keeping your local community alive and thriving.” Our Town America franchise owners are small business owners themselves, so they understand the importance of shopping local and the direct effects it has on a business and its employees – especially during a time like this. “As Americans, we’re tough and resilient, especially in times of crisis,” said Plummer. “The Coronavirus is real and scary, but it’s not permanent, and we will get through this. In addition to self-quarantining to stop the virus’ spread, we ask all Americans to continue buying local to help small business owners and the employees who depend on them.” There are countless examples of businesses that have adjusted on the fly to continue serving the public while doing everything possible to practice social distancing. These include, but are not limited to: Restaurants offering curbside service and delivery drops at front doors Doctors and veterinarians offering virtual appointments while remaining on call to treat more serious conditions in person Gyms and trainers sharing home-based cardio and strength workouts Commercial and residential cleaning companies working around the clock to disinfect buildings using EPA/CDC recommended products specific to Coronavirus Grocery stores and hotels operated by employees wearing gloves who are making it as safe as possible to access necessary food and accommodations “The method of delivery may be different – from curbside service to virtual appointments – but it’s imperative to support the small businesses doing everything they can to continue serving their local community,” said Plummer. “There are more than 28 million small businesses in the country and all of them could use a little love during this tough time. Please do everything you can to support local businesses so they can keep their employees and continue serving the community you call home.” For more information on Our Town America, please visit https://www.ourtownamerica.com/. For more information on the Our Town America franchise opportunity, please visit https://www.newmoverfranchise.com/.         —— About Our Town America For over 48 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. 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. For more information, visit the Our Town America website at https://www.ourtownamerica.com or call 1-800-497-8360. Media Contacts: Graham Chapman                                 Brittany Johnson 919-459-8157                                     800-497-8360 x229 gchapman@919marketing.com bjohnson@ourtownamerica.com 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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Dentists Build a Sustainable Dental Practice via New Mover Marketing

Written by Brittany N. Johnson
New Mover Marketing by Our Town America for Dentists

Dentistry Today — It’s both a sad and happy fact for every dentist, business owner, patient, and person, for that matter—everything changes eventually. Right now, your dental practice may be thriving, with patients booked for months. Maybe you’re expanding and having trouble keeping up. You might even wake up every morning feeling like you’ve won the dental practice lottery. But realistically, it won’t last forever. It’s completely normal for every business to go through highs and lows. The same goes if your practice is tanking. If the patient chairs are often empty, and your slots aren’t booked, you shouldn’t despair. Things can always get better, and they probably will. Everything changes. The key is to be proactive in your approach to making the good times last for as long as possible. A steady system for attracting and retaining new patients can make a once empty dental practice full again and thriving for years to come. Even if your practice is doing great right now, don’t get complacent. For a multitude of reasons—moving away, change of insurance, even death—you may see a drop in your patient count. Whether business is up or down, you always need to be thinking of ways to bring in new customers to sustain your practice. New Mover Marketing Constant change is why I encourage dentists to actively engage in new mover marketing, regardless of their practice’s current state. Our Town America, the franchise founded by my late father, targets new movers by direct mail and has a proven business model that specializes in attracting and keeping new customers. In today’s digital age, you may scoff at the idea of direct mail. But time and time again, it’s proven to attract new movers to local businesses. When a family moves into a new neighborhood, they likely don’t know where anything is—the dry cleaner, gym, grocery store, pizza joint, and, yes, dentist’s office. The first few pieces of mail can actually be exciting for new movers. It’s a sign that you’ve arrived. You really live here. Meanwhile, email advertisements, more often than not, go directly to a spam folder without even being seen by the intended recipient. New mover direct mail marketing is the perfect way to let potential patients know where your offices are located. New movers want to know which local businesses are nearby. New movers are looking to establish new “regular” spots and basic necessities, including a dentist. By getting your name in front of those new residents so quickly, you are likely beating out your competition and appealing to a portion of the population who are actively looking for a new dentist. New movers truly are an ideal demographic to target with your marketing efforts. Paying Attention to Potential Patients Pays Off When you send a mailing to potential patients, you can increase the odds of them coming in for a checkup. This is true even more so if you give them an incentive, such as a gift certificate for your services or a small gift. You can be creative as long as the offer is appealing. We encourage you to think beyond a measly 10% off coupon. The better the offer, the more likely a new customer is to give you a chance. By appealing to new movers through direct mail, you’ll earn a reputation as a local business who cares. Your offer will come as a part of a bigger welcome package. Your practice may be featured alongside a beloved pizza joint, a favorite hairstylist, a florist shop that locals love, a respected autobody repair shop, and more. And, of course, when you’re appealing to a new set of new movers every month, not just once, that’s when you begin to have a sustainable practice. A constant influx of new patients means a steady stream of revenue for your practice. Just don’t forget to offer quality services to go along with your stellar offer. After all, the key to keeping patients coming back is a great experience, and perhaps even a followup offer to say thank you for stopping by. Marketing isn’t all that different from taking care of your teeth, really. If you want good results, you must be invested and in it for the long run. Over time, investing in marketing will pay off. Just whatever you do, don’t ignore new movers. If you do, you may walk into your dental practice one day and realize it’s not your patients’ teeth decaying, but rather your patient roster. 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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Our Town America Awards $10,000 to New Movers

Written by Brittany N. Johnson
Golden Certificate by Our Town America Check Mailbox Small Business Saturday

PRWeb – New movers across America could win a thousand dollars just by opening their mail. In celebration of the 10th Anniversary of Small Business Saturday, Our Town America, the nation’s premier New Mover Marketing franchise, will award 10 certificates of $1,000 each in 10 different cities from coast-to-coast. To win one of these $1,000 “Golden Certificate Giveaway” prizes, new residents in these cities simply must tear open their personalized Our Town America new mover welcome package and call up to claim the money. They’ll receive a check they can spend anywhere, though they’re encouraged to support local businesses during the holiday season. “With this ‘Golden Certificate Giveaway,’ we welcome new movers to our communities across America while encouraging them to buy at local businesses,” says Our Town America’s CEO Michael Plummer, Jr. “Our goal is to help small businesses flourish because these mom-and-pop shops are the backbone of our economy. This holiday season, we ask new movers to learn about their local retailers. Drop in, say ‘hello,’ and spend money with the businesses located right in their own neighborhoods. It’s a win-win for all and a celebration of everything ‘local’ this holiday season.” Here’s how the “Golden Certificate Giveaway” works. In the coming weeks, Our Town America will mail out their December 2019New Mover Welcome Packages full of valuable local business offers. These one-time housewarming certificates give new movers deals at local restaurants, dental offices, gyms and other businesses. For ten lucky winners, a golden certificate of $1,000 will be included alongside the other offers. All each winner needs to do toclaim their prize is call the Our Town America phone number printed on the Golden Certificate. Once claimed over the phone, each winner will be awarded a check for the money as part of a local ceremony during the holiday season. Winners have until January 16 to claim their prize. Our Town America launched the “Golden Certificate Giveaway” because even though things are looking up for retailers this holiday shopping season (The National Retail Federation predicts 2019 November and December in–store retail sales to increase between 3.8%-4.2% over sales in 2018), generating in-store traffic throughout the year remains difficult and many retailers simply struggle to “hang on” until the holidays. Plummer hopes the “Golden Certificate Giveaway” will inspire thousands of new movers to support local retailers, even if they don’t win one of the big prizes. “We support Small Business Saturday year-round at Our Town America,” says Plummer. “Each Welcome Package we deliver represents a new opportunity for a new resident to build long-term, loyal relationships with local business owners offering the goods and services they need. We hope the ‘Golden Certificate Giveaway’ inspires more new movers than ever to open their Welcome Package, take advantage of the offers, and build relationships with some of the best small business owners in their backyard.” For more information about Our Town America and the “Golden Certificate Giveaway” please visit https://www.ourtownamerica.com or call 1-800-497-8360.  ### About Our Town America For 47 years, Our Town America has been providing new residents with warm housewarming savings, from local neighborhood businesses, in a premium welcome package. Since the company began franchising in 2005, Our Town America has consistently been placed in the Franchise Top 50, ranking top in their category for franchisee satisfaction. Our Town America will only recommend one of each business type, in a specific zip code, in its Welcome Package. This has been one of the key catalysts for their long-term success. Sponsors consistently rave about the uniqueness of the New Mover Marketing Program — specifically their ability to reach a brand-new audience of impressionable new residents each month. Because of Our Town America’s devotion to those concepts, thousands of satisfied business owners 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. Our Town America’s mission is to help families and individuals adjust to their new community, while helping businesses gain new and loyal customers. In addition, they strive to provide franchisees with an excellent business opportunity. The eight million households who receive Our Town America’s welcome packages annually prove that Our Town America is committed to following through on their mission. 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 Things You Should Do To Create a Fantastic Work Culture

Written by Brittany N. Johnson
Our Town America Work Culture

  Authority Magazine (October 2019) — I, Jason Malki, had the pleasure of interviewing Michael Plummer, Jr., the President and CEO of Our Town America. A U.S. Army veteran and Certified Franchise Executive (CFE), he has more than 20 years of experience working as a senior-level franchise executive and IT professional in the direct marketing industry. For more than 45 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. Thank you for joining us Michael! More than half of the US workforce is unhappy. Why do you think that number is so high? I believe that more than half of the U.S. workforce is unhappy because the majority of Americans aren’t living out their dream career. Life can take many unexpected turns, and employees may find themselves in a different role or even different industry than they truly desire. As a result, employees can feel unsatisfied or unfulfilled by their careers. Additionally, I think employees often feel ignored and unappreciated. As a leader in my company, I try to make a point to lead by example, go the extra mile and always make sure my employees feel acknowledged and appreciated. Based on your experience or research, how do you think an unhappy workforce will impact a) company productivity b) company profitability c) and employee health and well being? An unhappy employee can drastically affect the morale of the entire office. Their dissatisfaction and unease can be contagious to those around them. This general drop in mood will inevitably impact productivity as employees feel less motivated to get their work done. As productivity slows, company profitability will plunge. Can you share 5 things that managers and executives should be doing to improve their company work culture? Can you give a personal story or example for each? Care — At Our Town America, we care greatly about the well being of our employees. We want to be there for our employees for major life events — the passing or sickness of a family member, a birth or a major operation — and offer support any way we can. Communicate — We like to keep the lines of communication open and encourage employee feedback. I love to hear what we are doing right and what needs improvement. Boost Morale — We like to do catered lunches for our staff and encourage them to eat together. We also like to coordinate fun activities to liven things up every now and then. Team Building — It is very important for our team to work together to accomplish goals. I like to encourage team bonding through fun out-of-work team experiences like go-karting, top golf or arcades. Stay True to Core Values — Finally, we started as a family business, and as we’ve grown, we’ve kept those original values. We are committed to ensuring our employees are happy and healthy, and our customers receive the best possible service. It’s very nice to suggest ideas, but it seems like we have to “change the culture regarding work culture”. What can we do as a society to make a broader change in the US workforce’s work culture? Big change starts small. A broader change in the culture regarding work culture can start in your office. I like to lead by example and mentor my employees to nurture a positive work culture. Not everyone will be eager to embrace the change, but those that do can make a difference, even if it’s slowly. Change can take time. How would you describe your leadership or management style? Can you give us a few examples? I prefer to lead through mentorship. I explain the goal and help find a solution, but I encourage the individual to accomplish the task themselves. Many times, I’ve been surprised and impressed by the creative solutions my employees propose. It’s very rewarding to watch my employees take on new challenges successfully. Additionally, I do not believe in micro-managing. It’s unrealistic to expect an employee to grow and learn if you do everything for them. None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that? I have been very fortunate to have many amazing people surrounding me, but one of my biggest supporters was my father, our founder. He was my best friend up until the day he died. Growing up, he taught me to always try to do the right thing for the right reasons; don’t be tempted by an easier path, but instead, keep your eye on the long-term goal. His mentorship helped me become the business leader I am today, and I am incredibly grateful. How have you used your success to bring goodness to the world? At Our Town America, we do it every day, one mover at a time. We are all about building relationships. We regularly reach out to our clients in need, like during recent hurricanes, snowstorms and floods to see how we can help. Through the nature of our business as a new mover marketing franchise, we have a connection to hundreds of communities across the country. When a community is in need, we turn out in force. We have volunteered at food pantries and collected donations for the holidays. We know the importance of community and practice what we preach in a very tangible way. Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life? “Show me your friends; I will show you your future.” I love this quote because in life, as in business, so often your success is linked to the relationships you have built. It is incredibly important to surround yourself with driven individuals who will challenge you and push you to be your best. When we […]

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To Get New Dental Patients, It Helps to Go “Old School”

Written by Brittany N. Johnson
Dentistry New Mover Marketing

Dentistry Today (August 2019) — Like any business, if you want to grow your dental practice, you can’t rely only on your existing clientele. Certainly, there are some patients who likely keep you in business—the ones who (despite you and your staff’s entreaties) don’t brush or floss and then need to come in repeatedly for fillings and root canals. Still, ideally, you’d like to see your practice grow by having happy patients with healthy teeth and a steady stream of new patients stopping by. But how do you get those new patients? It’s time to consider new mover marketing. Our Town America, a franchise that targets new movers by direct mail, has a proven business model that helps local businesses thrive even in this increasingly technological and wired world. While many may think that direct mail and paper incentives may already be obsolete, the data shows otherwise. According to numerous reports, the direct mail industry has been steadily, albeit slowly, growing over the last 10 years. In today’s world where everything is digital and it’s easier than ever to delete emails (or even block them from arriving in your inbox in the first place!), offers that are mailed directly to a new resident have proven to be more effective than their electronic counterparts. Now, of course, businesses advertise through social media and reach out to people through their phones. You would think that would have finished off direct mail, but no. In fact, despite being more wired and connected than ever, it’s become clear that direct mail—especially when it is aimed at people who are new to a community—works better than ever. According to the business intelligence company USData Corp, which did a study on direct marketing, 25% of millennials consider reading direct mail a leisure activity. I know. You’re wondering how reading mail could be a leisure activity. But it makes sense if you think about it. If you’re thinking that reading direct mail for enjoyment is nuts, you’re probably a generation X’er or baby boomer who is used to getting letters and bills in the mail and tossing direct mailers in the trash. Nowadays, receiving any mail is rather unique and, yes, it can be fun to open. It’s email that’s become sort of a drag. Adobe, the computer software company, polled more than 1,000 white-collar workers last year and found that millennials spend 6.4 hours a day checking their email, with more than a third checking their work email before they get out of bed. And it’s especially fun to get actual mail in your mailbox when you’re new in town and trying to get acclimated to your surroundings. That’s where targeted new mover marketing comes in. By providing new movers with one-time use housewarming gifts from local neighborhood businesses in a premium welcome package, your business is capturing the new residents’ attention first. The key is to provide an offer that has value. It’s a welcome package, not a flier. The offers can be tracked, so as a business owner, you can feel comfortable knowing your investment is paying off. Once these new customers redeem the offer, they get a followup mailing to improve the chances of them turning into a repeat customer. If your dental practice is part of a beautiful new mover welcome package, consisting of valuable offers from businesses in the area, essentially alerting somebody that, “Hey, welcome to your new home! We’d love for you to consider us to be your new dentist,” prospective patients are going to be far more receptive than if you sent them yet another tweet, text, or email, which will probably go in the spam folder anyway. When we’re on our phones, desktops, or devices, we have countless distractions. When we’re at our mailboxes and then walking back to our apartments or up the driveway to our homes, dentists (as well as pizzeria owners, auto mechanics, hair stylists, and anyone else) have at least a fighting chance for some mindshare. And once you’ve captured their attention, these new residents are far more likely to visit your establishment than that of your competitor. Never underestimate the power of being the first to grab a potential customer’s attention! In other words, these days, if you’re trying to get new customers’ attention, you need to find a marketing strategy that has some teeth. Mr. Plummer is president, CEO, and CTO of Our Town America, the nation’s premier new mover marketing franchise. A US Army veteran and Certified Franchise Executive, he has more than 15 years of experience as a senior-level franchise executive and IT professional in the direct marketing industry. He can be reached at jplummer@ourtownamerica.com. 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 to Inspire New Movers to Become Regular Patients

Written by Brittany N. Johnson
Our Town America Dental Marketing

Dentistry Today (May 2019) — Businesses are always on the hunt for new and innovative ways to effectively reach new clients, yet many organizations are completely missing out on arguably the most lucrative portion of the population—new movers. Residents who have just moved to town are actively seeking out new businesses to frequent, including grocery stores, restaurants, gyms, and dental offices. Attracting new customers often can be quite challenging and one of the biggest obstacles a business can face, so it’s crucial to capitalize on this target market and build long-term relationships. The key is to create a personalized offer that will inspire new movers to visit your dental practice and keep them coming back for more! To build a sustainable client base, business owners first need to give their managers and employees the opportunity to spark relationships that last by getting customers in the door. Where Do You Begin? Let’s start with the initial attraction. Targeting new movers can be a tricky endeavor. The first major obstacle is simply locating a new mover. Fortunately, that’s where new mover marketing comes into play. Our Town America helps connect new residents with local businesses through custom welcome packages delivered right to their mailbox. These packages include a collection of one-time, practical, and enticing offers from local businesses. While this paper method of appealing to new movers may seem old fashioned at first, studies have shown that new movers are more likely to utilize a physically mailed offer than one delivered electronically. Despite an increasingly electronic world, paper mailers have shown to be effective. The key is to deliver a new mover marketing offer that inspires action. A simple 10% off coupon usually isn’t compelling enough to pique a potential customer’s interest. Ideally, local businesses will offer a free service or gift if possible, though that isn’t always an option in dentistry. Currently, some of the best new mover marketing offers available from dentists include a free exam or x-ray or a $100 gift certificate for your first visit. Each of these offers will help draw in new customers and give them an added sense of value and appreciation on their first visit. Some dentists even offer new patients a free t-shirt bearing their office’s name and information on the back. This is particularly effective because not only do these new guests feel valued, but each time they wear that t-shirt, the practice gets free advertising. When it comes to crafting an appealing new customer offer or gift, it can pay to think outside the box and get creative. Community involvement is also a terrific way to reach new customers. Many new movers will attend local community events to get a feel for their neighborhood. Hosting events, sponsoring a local sports team, or manning a booth at a festival can be an effective way to get your name out in front of new movers. As you gather more and more happy customers, word of mouth advertising can also be a fantastic method of reaching new customers, including new residents. Much like a new mover welcome package, a friendly neighbor can be a great introduction to the community. Neighbors will recommend their favorite restaurants, veterinarians, and, yes, dentist offices to a neighbor who is just settling in. As the new mover has no other frame of reference, a neighborly piece of advice can be a powerful motivator. While this method of marketing can certainly be effective, it is much harder to target. Many offices have seen success through a referral program. By offering a small discount or gift for both the old and new client, you are killing two birds with one stone. A referral program incentivizes the current resident to spread the word and encourages the new mover to give your office a try. First Impressions New movers are a high-spending target who are actively seeking new dentists. Local practices can’t afford to miss out on this segment of the population. That said, it’s important to reach new residents before your competitors do. Once consumers have chosen a dentist, they typically will not transfer unless given a compelling reason, such as poor service. This disinclination to switch dental service providers stems from a combination of brand loyalty, convenience, and a lack of time, energy, or desire to find a suitable alternative, though that’s not to say that a new customer will never switch locations. When customers have a terrible first experience, they very well may make the effort to find a different dentist who provides better service. The newer the customers are, the weaker their ties to the business are and the more likely they are to leave. It’s no surprise that first impressions can be crucial to long-term success. Sometimes it only takes one bad experience to turn away a customer for good. If you want to see a long-term profit, it’s important to think beyond the initial visit. Lasting relationships, built on a positive foundation, are the key to reaching more people in the community and becoming an established business. Retention rates are important because it is typically far easier (and cheaper!) to keep a customer than it is to draw in a new client. Beyond a tantalizing welcome gift, top-notch customer service and a passion for client satisfaction will keep patients coming back. New mover marketing can be a tricky endeavor, but it is one worth pursuing. Drawing in fresh patients will help keep your practice thriving for years to come, so now is the time to put in the work to grow your customer base. A few years down the road, you’ll be glad you did! Mr. Plummer is president, CEO, and CTO of Our Town America. A US Army veteran and Certified Franchise Executive, he has more than 15 years of experience as a senior-level franchise executive and IT professional in the direct marketing industry. For more than 40 years, Our Town America has been providing new movers with traditional hospitality by mailing warm housewarming gifts from local […]

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New Mover Marketing Generates Word-Of-Mouth Referrals for Dentists

Written by Michael Plummer, Jr.
Dental Office New Mover Marketing Our Town America

Dentistry Today (March 2019) – Attracting new clients can be a difficult and ongoing challenge for many businesses, and it is particularly true in the medical field. Many young patients simply choose to follow in their parents’ footsteps when it comes to selecting a dentist. Older patients are often hesitant to take a risk and switch doctors. Fortunately, fear of the unknown is often assuaged by the recommendation of a trusted friend or family member. As a result, much of the medical industry relies heavily on word-of-mouth referrals. To capitalize on this proven marketing method, dental and medical offices across the country are taking advantage of new mover marketing. Companies such as Our Town America help local businesses draw in new customers with innovative, custom welcome packages. These packages are personalized collections of practical, one-time offers from local businesses that are delivered right to the new resident’s mailbox. The Benefits of Snail Mail Despite an ever-increasing inclination toward digital platforms, studies have shown that many new movers are much more likely to utilize a physically mailed offer than one that is sent electronically. An email offer is often redirected into a spam folder and never even seen by the intended recipient. With paper mail, new residents literally receive a special gift made just for them. Capitalizing on new movers is imperative for dental offices that are looking to grow their client list. Residents who are new to the area often have no prior affiliation with any local businesses. They are actively searching for new opportunities. As a result, it is critical to reach new movers during the introduction phase. An offer they can’t refuse In new mover marketing, the key to success is an appealing offer. Dr. Ethan Brown and his brother Jason have seen the results of an effective offer firsthand. Five years ago, they opened a 24-hour emergency care facility in Katy, Texas. Since then, they have offered a variety of coupons to new movers including a free first aid kit, $75 off the ER copay, and a $25 gift card. In one such offer, the Browns encouraged new residents to come and simply take a tour of the office in person to receive a free gift. That way, should new residents fall ill, they know exactly where to go to receive treatment. As an added incentive, these new customers would receive an additional discount on their first medical visit. “We’ve seen tremendous results working with Our Town America, consistently seeing four or five new patients every month. That’s huge for us because of the ripple effect,” said Jason, general manager and marketing director of the practice. “I’m willing to bet that word-of-mouth advertising alone pays for Our Town’s services. That new mover offer entices people to physically drive to the facility, see how great it looks, and interact with our staff. They also get a free gift embossed with the ER Katy logo as a take-home reminder. That in itself is incredible,” he said. New Neighbors = New Clients It’s well known that obtaining new clients is often far more expensive than retaining current customers. New mover marketing is a cost-effective way of drawing in a new crowd and establishing a long-term relationship. This is a big deal when you consider that each new customer secured by a dental practice is worth an average of $1,000 a year. As these new clients settle into their community, they will inevitably discuss their experiences with new friends in the area. This verbal affirmation of their local dental services could inspire their friends to try new things—like a new, top-notch dentist—rather than stay with their current one out of convenience. In the medical field, this is a common phenomenon. Many people simply stick with what they’ve always done. That’s why it is so important to capitalize on new movers! This demographic is actively seeking new businesses for the necessary staples in their lives, such as grocery stores, veterinary offices, gyms, and, of course, dentists. From there, the new movers can spread valuable, firsthand testimonials to their friends and family. Such is the case for Dr. Nate Bonilla-Wardord, owner of Bright Eyes Family Vision Care in Tampa, Florida. In 2006, Bonilla-Wardord purchased and rebranded a small practice. The previous owner had been working with Our Town America with amazing results, so Bonilla-Wardord decided to continue the relationship. In the 13 years since acquiring the practice, Bright Eyes Family Vision has expanded and opened a new satellite office, with very little marketing other than new mover marketing. “We offer new movers a $50 voucher. With insurance, that $50 would cover their copay and some glasses purchases. Without vision insurance, it can go a long way toward the overall cost of the exam,” said Bonilla-Wardord. Effective and convenient “Not only is working with Our Town effective—we see referrals come in all the time—it’s convenient. Independently, it would take a lot of time to do marketing well. With Our Town, they do the leg work and provide us with a simple, powerful solution that really gets folks in the door! We get monthly status updates and reports to showcase the power of the program, so I can feel comfortable knowing our money is being used wisely,” Bonilla-Wardord said. Our Town America’s new mover marketing can be a powerful tool for any local dentist office looking to expand its client base and reach new members of its community. Capitalizing on new movers will inevitably cast a much wider net of impact as those residents settle into their new town and share their experiences with friends and neighbors. Source: Michael Plummer, Jr.Michael Plummer, Jr. is Our Town America’s President and CEO. Michael strategically leads Our Town America while maintaining our core principals of connecting new residents to the local businesses in their communities. www.ourtownamerica.com […]

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What are proven offers?

Written by Steven Sgroi
We all get coupons in the mail that we will never use

When talking about new mover marketing programs, we often mention proven offers. But what are proven offers and why do they matter? We all get coupons in the mail- it’s practically a fact of life. We are all familiar with the coupon books and bundles delivered in our mailbox every week. Most of these coupons are for a fixed dollar amount off a purchase, buy one get one free offers, or a percentage off. These coupons are often mixed and it requires effort to go through them all. We know that these types of coupons and mailers carry low response rates. Only a tiny percentage of people will redeem an offer for a free soft drink with a purchase or a dollar off a lunch buffet. A tiny percentage of people will redeem an offer for a free soft drink with a purchase… Since 1972, we have worked with hundreds of thousands of businesses to bring new customers through their doors with our new mover welcome package. This welcome package is full of gift certificates that invite the new mover in to various local businesses to try their products and services. While that may sound simple, there is a science behind it. Our goal is to make our new mover marketing program bring you great results, so how do we determine what works and what doesn’t? Through our proven offers! So what are proven offers? Our proven offers are gifts to new movers which historically have an exceptional response rate, which allows us to accurately determine future response rates. To put it another way, let’s look at an example for pizza shops. When we set up a new mover marketing campaign for a local pizzeria, we look at what has worked in the past. We know offering a free large pizza is all but guaranteed to get redeemed over a coupon for 25% off the customer’s entire purchase. Imagine for just a moment you have recently moved to a new city. You only know of major pizza chains in the area and you know nothing about any of the locally owned pizza shops. If you’re like me, the national chains are fine if that’s all there is, but there is nothing like a great locally owned pizza shop. You get a coupon in the mail for 25% off an entire purchase at a national chain and a gift certificate for a free pizza at a local pizzeria. Which one are you going to be quickest to redeem? If your family has the opportunity for a free pizza at a local pizza shop, no strings attached, do you think you would act upon it? You bet you would! Each redeemed certificate contributes to the data used to calculate our proven offers. The same holds true for other industries too! Which would you make a priority to redeem: $5 off a haircut or a free haircut? $10 off an oil change or a free oil change? You get the picture. We compare the certificates scanned to the number of mailings that have gone out… How do we know these certificates get redeemed? Through our TruTrak® software, each business scans certificates and our database instantly updates to reflect the redemption. We compare the certificates scanned to the number of mailings that have gone out to help determine if an offer is successful. We have over 45 years of historical data on-hand to help us accurately predict the success rate of every new mover marketing campaign. That’s data from millions of certificates redeemed at thousands of businesses at our disposal so we know what works and what doesn’t. This all plays an important role in how we determine a proven offer. Besides knowing which gifts are being redeemed, we take it a step further. Each new mover is invited to take part in a new mover survey which gives us unbiased ratings and reviews for the businesses in the welcome package. The data collected from the survey allows us to know exactly what people are saying about the offer they’ve redeemed and their experience at the business, good and bad. If an offer has a high response rate, but a low customer satisfaction rate we know that there are adjustments to make. We receive thousands of survey results every month and they are all reviewed by real people. Using proven offers is vital to your new mover marketing campaign and we have nearly half a century of data at our fingertips to make the best recommendations for your business. Contact me today for a free, no-obligation market analysis so we can determine which of our proven offers will make your campaign a success! Steven SgroiSteven is Our Town America’s corporate sales manager and oversees the national sales team. www.ourtownamerica.com […]

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