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Omnichannel Marketing — How To Make It Work For Your Business

Written by Brittany N. Johnson
Omnichannel Marketing with Our Town America

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.  Brittany N. JohnsonBrittany is the […]

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5 Marketing Ideas for Dentists: Navigating the Digital Landscape

Written by Brittany N. Johnson
5 Digital Marketing Ideas for Dentists Our Town America

Dentistry Today — As technological advancements continue to reshape the digital landscape, dental practices grapple with the need to distinguish themselves amidst a sea of online competitors. With more patients now relying on the internet to discover and vet dental professionals, a dynamic online marketing approach is essential. According to a survey of 500 dentistry professionals conducted by NexHealth, at least 80% of dental offices are using social media to promote their practices. They utilize online marketing to keep existing patients up to date on dental visits and attract new patients with online reviews and active social media accounts. Here are five marketing ideas for dentists to ensure their online marketing efforts convert potential patients into loyal ones: Integrate Direct Mail With Digital Marketing: Traditional marketing methods, like direct mail, still hold significant value. However, when combined with digital strategies, their impact multiplies. Our Town America’s approach integrates direct mail marketing with effective online channels to ensure consistent brand visibility. By supplementing mailings with digital ads, dental practices can increase conversions, serve ads to their target market, and retarget website visitors on platforms like Facebook, Instagram, and Google. This multi-channel approach ensures that potential patients encounter your brand multiple times, increasing the likelihood they’ll choose your practice. Leverage Social Media: A staggering 72% of people access social media to interact, and at least 70% use Facebook daily, as reported by Pew Research. Ensure your ads reach potential patients on their favorite platforms before and during your mailing campaigns. By strategically placing ads on newsfeeds, you can significantly increase conversion rates. Social media isn’t just about ads. It’s also a platform to share patient testimonials, provide dental care tips, and showcase your practice’s culture, further establishing trust and rapport with potential patients. Implement Data Match Technology: Understanding your audience is crucial. Data match technology allows dental practices to receive a list of visitors to their website. This enables more effective campaign tracking and allows practices to retarget more of their website visitors, ensuring potential patients receive consistent messaging and reminders about the services you offer. Track ROI: To understand the effectiveness of your marketing campaigns, it’s essential to track return on investment (ROI). Tracking tools, such as call tracking and QR codes, can help you gather information. They also provide insights into how patients are interacting with your ads and mailings, allowing you to gauge the success of your campaigns and adjust your strategies accordingly. Optimize for Local Search: Local Search Engine Optimization (SEO) is crucial for dental practices. When potential patients search for dental services, they often include local terms, such as “dentist near me” or “dental clinic in [city name].” To optimize your website and online listings, ensure your Google My Business listing is updated and encourage patient reviews. Be responsive to online reviews to ensure your reputation is top-notch. According to ReviewTrackers, customers do not trust businesses with less than four stars. It’s also essential to regularly update your website with content relevant to your local community, such as blog posts on local events your practice is involved in, dental health tips tailored to local events or seasons, or even highlighting patient success stories from the community. New Mover Marketing: Turning New Residents into Loyal Patients One of the most effective ways to grow your patient base is to target new residents in your area. New movers are actively seeking essential services, including dental care. By reaching out to new residents with a compelling message and offer, you can establish a relationship before they form loyalties with another practice. If opted-in by the client, Our Town America’s digital ads play an important role in new mover marketing. When new residents use the internet, they’ll continue to see your ads on other websites they visit, thanks to online follow-up. This repetition ensures that your practice stays top-of-mind, increasing the chances that they’ll choose you for their dental care needs. Dental practices must employ a multi-faceted approach to online marketing. By integrating traditional methods like direct mail with modern digital strategies, dental practices can ensure they reach potential patients at multiple touchpoints, increasing brand awareness and conversions. With the right tools and strategies, dental practices can navigate the digital landscape with confidence, turning potential patients into loyal ones. Source: 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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Connecting Millennial Diners Using New Mover Marketing Strategies

Written by Brittany N. Johnson
Connecting with Millennial Diners Our Town America Marketing

Modern Restaurant Management — The Millennial generation is a force to be reckoned with, not only in the housing market but also in the dining industry. As Millennial homeownership surpasses Millennial renters for the first time, restaurants have a golden opportunity to engage this valuable demographic through targeted new mover marketing strategies. Millennials have been charting a new course for home ownership, with the number of Millennial homeowners reaching a staggering 18.2 million in 2022. This surge in homeownership came later in life for Millennials compared to previous generations, primarily due to rising home costs, high student loan debt, and stagnant wages. However, with these challenges gradually subsiding, Millennials are now embracing homeownership, providing a lucrative target audience for restaurants. The foodservice industry, set to generate $997 billion in sales in 2023, is fiercely competitive. To stay ahead of the curve, restaurant operators are strategically directing their focus towards Millennial diners. Millennials’ preference for convenience, experiences, and socializing has led them to eat out more frequently than previous generations. With an increasing number of Millennials spending more on dining out each year, it is evident that restaurants that successfully cater to this generation stand to gain a competitive edge. One of the key attributes of Millennials is their affinity for technology and online platforms. To connect with them effectively, restaurateurs must reach out to them in their digital habitats, where they spend a significant portion of their time. Whether it’s discovering and researching new restaurants, reading reviews, making reservations, or utilizing food delivery services and apps, restaurants must adopt a robust online marketing program. For busy restaurant operators, staying on top of an online marketing program can be challenging. This is where new mover marketing comes into play as an additional, hassle-free strategy to tap into the millennial diner market and cultivate a loyal customer base. New Mover Marketing offers several perks for restaurants seeking to engage with Millennial homeowners: High ROI: New movers are in need of various products and services as they settle into their new homes. By reaching out to new residents early, restaurants have a higher chance of converting them into customers. These recent movers are also more open to trying new eateries and establishing long-term relationships, which can significantly contribute to revenue growth. Less competition: New movers haven’t yet formed brand loyalties or relationships with local businesses, presenting restaurants with a unique opportunity to capture their attention before competitors do. With fewer establishments vying for their business, restaurants have a greater chance of standing out and gaining a foothold in the market. Building lasting relationships: Acquiring customers who have recently moved can lead to long-lasting relationships. By providing quality cuisine and exceptional customer service, restaurants can turn new movers into loyal patrons who continue to support the business for years to come, ultimately contributing to sustained business growth. Targeted audience: New mover marketing allows businesses to target a specific audience segment with precision. By focusing on individuals who have recently moved, restaurants can tailor their marketing messages and offers to address the unique needs and preferences of this audience. This targeted approach can lead to higher response rates and increased engagement. Community engagement: Targeting new movers provides restaurants with an opportunity to establish themselves as active participants in the local community. By engaging with new movers through personalized marketing efforts, restaurants can create a positive impression and build relationships within the community, thereby enhancing brand reputation and fostering a sense of trust. To take advantage of this marketing opportunity, restaurants can consider welcoming new movers with a free meal, a gesture that can fill dining rooms and bolster a loyal customer base among new Millennial residents. By embracing new mover marketing strategies and catering to the preferences of the Millennial generation, restaurants can forge lasting connections with this valuable demographic, ensuring their success in the ever-competitive foodservice industry. Source: 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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Loyalty Programs vs. Customer Acquisition

Written by Brittany N. Johnson
Loyalty Programs vs. Customer Acquisition

A successful restaurant business strategy balances both customer acquisition and retention efforts as they are equally important. New Mover Programs aim at customer acquisition, while loyalty programs focus on retention. Here are a few reasons why restaurants should consider customer acquisition with a New Mover Program, in addition to implementing loyalty programs for retention: Expanding Customer Base: The primary goal of any business is to grow and expand, which requires attracting new customers. A New Mover Program targets people who are new to the area and likely searching for their new favorite spots, providing a perfect opportunity to increase your customer base. Generating Awareness: New movers might not be familiar with the local restaurant landscape. By focusing on these potential customers, restaurants can generate awareness about their offerings, build their reputation, and position themselves as the go-to spot in the local community. Profit Potential: The profitability of restaurants is not just reliant on existing customers. While it is true that retaining a customer can be less expensive than acquiring a new one, the lifetime value of a new customer can be substantial. If a new mover becomes a regular, the income generated over time can far exceed the initial cost of acquisition. Competitive Advantage: Targeting new movers before your competitors do provides a competitive advantage. This strategy might enable you to convert these new residents into regular customers before they establish loyalties with other businesses. Diversification: Relying only on current customers can be risky. Economic fluctuations, change in customer preferences, or other unforeseen circumstances may cause a decline in visits from existing customers. Diversifying the customer base can help mitigate this risk. Revitalizing Business: New customers can bring fresh perspectives and new energy to your business. They can provide valuable feedback, spread the word about your restaurant in their social circles, and increase your online presence with reviews and ratings. While loyalty programs for retention are crucial, solely relying on them can limit a restaurant’s growth potential. By implementing a New Mover Program, restaurants can continuously attract and cultivate new customers, thereby ensuring a more robust and sustainable business. To learn more about the benefits of New Mover Marketing, reach out to us at Our Town America. Your journey toward crafting meaningful customer relationships and propelling your business toward unprecedented success can begin today! 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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Gifts vs. Discounts: Crafting an Unforgettable Brand Experience

Written by Brittany N. Johnson
Gifts vs Discounts Our Town America Marketing

Imagine you’re a discerning customer faced with two choices: Business A offers a run-of-the-mill discount, while Business B surprises you with a personalized gift. In this battle between discounts and free gifts, it’s the latter that prevails as the true game-changer. Our Town America knows the value of going beyond the ordinary with our New Mover Marketing program. We understand that a well-thought-out gift can set your business apart, leaving a profound and lasting impression on new customers. In a world saturated with choices, the power of a thoughtful gift cannot be underestimated. While discounts might be a common marketing go-to for many businesses, offering a personalized gift transforms a transaction into a memorable experience, leaving an indelible mark on customer consciousness. Distinguishing Your Brand in a Crowded Marketplace Amid fierce competition, the art of gift-giving shines as a beacon of differentiation. While discounts are conventional, a carefully chosen gift becomes a testament to your commitment to excellence. This approach fosters brand recognition and cements your business’ identity in customers’ minds. The Illusion of Value: Gifts as a Symbol of Quality Gifts wield the power of perceived value. A thoughtful gift, meticulously tailored to your customers’ needs, can evoke a sense of worth beyond mere monetary transactions. This perception of value translates to heightened customer satisfaction and loyalty, illustrating your unwavering belief in your product’s caliber. Cultivating Emotional Bonds Through Gifting A well-chosen gift has the potential to establish emotional connections that transcend transactions. By aligning gifts with customers’ interests and needs, you are nurturing relationships rather than facilitating transactions. Offering gifts during pivotal moments, such as relocations, crystallizes your brand as a source of comfort during significant life transitions. Amplifying Brand Visibility Through Word-of-Mouth Gifts breed positive experiences that beg to be shared. Satisfied customers, touched by your thoughtful gesture, become vocal advocates for your brand. The resulting word-of-mouth marketing amplifies your brand’s presence, driving referrals and organic growth. Beyond Transient Gratification: Gifts for Long-term Impact Discounts might lure customers momentarily, but their focus often remains fixated on price. In contrast, a gift cultivates enduring positive sentiments. The resonance of a gift extends far beyond the initial interaction, fostering a lasting and favorable impression. The Pinnacle of New Mover Marketing: A Gateway to Lasting Customer Relations In the whirlwind of modern business, forging authentic connections and nurturing lasting customer relationships is paramount. This is where the brilliance of New Mover Marketing takes center stage, offering businesses a strategic edge. By targeting individuals who’ve recently relocated, you position your business as the obvious industry go-to in the area – before the new mover has established loyalties to any of your competitors. This is key. Data-Driven Precision in New Mover Marketing Leveraging rich data and analytics, New Mover Marketing empowers businesses to precisely identify and engage with recently relocated individuals. Armed with reliable data, you can craft highly personalized marketing campaigns that resonate with the unique circumstances of new residents, paving the way for meaningful connections. Real-world Impact: Testimonials Speak Volumes Patrick Foster, owner of two Jet’s Pizza locations in Michigan, has experienced the transformational power of New Mover Marketing firsthand. “I’ve been introduced to over 1,900 customers redeeming gift certificates for a free large pizza,” he attests, a testament to the tangible impact of this strategy. Foster has been utilizing Our Town America’s New Mover Marketing Program for 13 consecutive years. He continues to gain a new set of new customers every moth. Selecting the right New Mover Marketing partner can be daunting, but with over 50 years of experience, Our Town America stands out. We champion the power of gifts in establishing customer loyalty. Our carefully curated lists, cutting-edge technology, turnkey program and more set us apart from direct mail companies who follow suit. We are confident that, with our help, your business will make a great first impression on new movers and will experience growth as a result. To learn more about the benefits of New Mover Marketing, reach out to your local Our Town America representative. Your journey toward crafting meaningful customer relationships and propelling your business toward unprecedented success can begin today! 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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Unleash The Power Of Organic Marketing: Captivating Hearts & Minds

Written by Brittany N. Johnson
Organic Marketing by Our Town America

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.  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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Marketing Ideas to Help Your Burger Joint Stand Out

Written by Brittany N. Johnson
Marketing Ideas to Help Your Burger Joint Stand Out by Our Town America QSR Magazine

QSR Magazine — Local burger joints hold a special place in the community; they’re the perfect place to gather to watch the big game or an easy, quick dinner option when the customer doesn’t want to cook. IBISWorld finds that there are nearly 92,000 burger joints in the country. So, it’s vital that your restaurant uses the best of the best QSR Marketing ideas in order to influence customers to choose them over the other option down the street from them. Direct Mailers These campaigns are a powerful tool for burger restaurants to reach potential customers in their local market. Eye-catching mailers that showcase enticing food visuals and irresistible offers pique the interest of potential customers and encourage them to visit the restaurant. Personalization is key. Segmenting the mailing list based on demographics and preferences ensures the message resonates with the right audience. New Mover Mailers Similar to direct mailers, New Mover Mailers are a great tool to put your restaurant’s name in front of potential new customers. New Mover Mailers provide a unique opportunity to introduce your burger joint to individuals who have recently moved to your area before they check out any of your competition. These people are actively searching for new places to dine and explore, making them receptive to local restaurant suggestions and mailers. By offering a warm welcome and an attractive introductory offer through targeted mailers, you can effectively capture the attention of these potential customers and convert them into loyal customers. Our Town America mails new residents a welcome package filled with one-time-use housewarming offers, such as a gift certificate to a local burger joint. The gift certificate gets them in through your doors. Then, with exceptional customer service, you can earn their repeat business. Lastly, to encourage continued interest, the program sends a follow-up postcard mailer to get them back through your doors. Loyalty Programs Loyalty programs can be a game-changer for your burger joint. As humans, we love that personal connection. By offering rewards, exclusive discounts, and personalized experiences to repeat customers, you build a bond with them that makes them feel connected and appreciated. First, offer a deal when they sign up for the loyalty program or app, so it’s worth their time and effort to sign up. Then, encourage customers to spread positive commentary on your restaurant and incentivize referrals with the loyalty program. Leverage mobile apps or physical loyalty cards to make the program accessible and user-friendly. The mobile app gives you another advertising channel. You can send push notifications to keep you in front of loyal customers. Social Media, Digital Ads and Google Review Engagement In today’s world, it’s crucial for QSRs to meet their customers where they spend their free time — social media. Use location-based digital advertising on Facebook and Instagram to target local customers. Then, engaging with your target audience through platforms like Facebook, Instagram, and Twitter, you can share mouth-watering images of your burgers, interact with customers in real-time, and build a community around your brand. You can encourage customers to post content of them enjoying your restaurant by offering them deals or chances to win something.  BrightLocal reports that 87% of people checked Google reviews to evaluate local businesses last year. That means a majority of your potential customers will look at what people are saying on Google. Responding to those reviews in a quick, positive manner shows potential customers that you care. To increase the number of your quality reviews, encourage people to leave reviews while they’re at your burger joint.  In the crowded QSR and burger restaurant markets, standing out is essential for your business to thrive. By employing effective QSR marketing ideas, such as direct mailer campaigns, new mover mailers, loyalty programs, digital advertising, and social media engagement, you can carve your niche and attract a loyal customer base. Embrace and show off your brand. Make it authentic and build that relationship with your community. From there, you’ll watch your restaurant become the go-to destination on burger night for locals. Contact us today to reach new customers! 1-800-497-8360 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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The Power of In-Person

Written by Brittany N. Johnson
The Power of In-Person Marketing Our Town America

While online ordering and digital ads undoubtedly have their place, in-person shopping and traditional marketing techniques remain a powerful, immersive experience. The In-Person Advantage Staying current on the news, finding directions, and completing a shopping list can all be done online with a few clicks, and at least 85% of Americans rely on smartphones to get the job done. Two-day shipping and free delivery make shopping online an attractive option for people who are crunched for time. Technology makes it easier than ever to check boxes off the to-do list. The average American spends 4.5 hours per day on their smartphones, surfing social media, streaming entertainment and online shopping. As we turn to digital services, many small businesses focus solely on digital advertising. Online ads reach customers where they spend the bulk of their time and can be a cost-effective way to get the word out about a brand.  Despite living in a digital world, there’s no replacement for in-person experiences. In-person shopping allows you to make purchases in real-time and experience the product immediately. It removes the guesswork of ordering online, limiting the need to make a return.  The same in-person shopping advantages apply to traditional marketing. Receiving a tangible offer remains one of the most effective ways to get the message out about your brand. Some “experts” may try to tell you we’ve evolved past direct mail. But they’d be wrong. Research reveals Americans would be disappointed if they stopped receiving mail, according to a United States Postal Service study. Across the generations, people perceive direct mail as being more personal. It’s trusted more than email alternatives, and many prefer to read promotional messages via direct mail.  Welcome New Residents Our Town America takes it a step further by focusing on new movers to help you attract new customers and build your loyal customer base. New movers spend more during their first year as they turn their house into a home. A new homeowner of a single-family home spends an average of $9,250 more than an existing resident, according to the National Association of Home Builders.  Recent movers need to secure new doctors, dentists, hair salons and their favorite new grocery stores. They’ll also be on the lookout for their new favorite grocery store, pizza joint and coffee shop. Capturing new movers’ attention before they visit your competitor makes all the difference. Benefits of New Mover Marketing We send new residents a Welcome Package filled with proven offers to local businesses. The gift arrives as they unpack boxes, adjust to new routines and venture out into the community. Let’s explore the advantages of Our Town America’s New Mover Marketing program. Proven offers. We don’t send potential customers discounts. Our proven offers are free gifts designed to entice them to visit your establishment. Once they come through the door, it’s up to you to provide a memorable customer service experience to make them repeat visitors. Clean lists. At Our Town America, our mailing lists are updated each month to remain current. We collect data from at least 11 sources to ensure our lists are accurate and effective. This means no wasted coverage – no lost advertising dollars. High ROI. New Mover Marketing is a cost-effective strategy with a high return on investment. The one-time, upscale mailing makes a lasting impression. Targeted. New Mover Marketing allows you to target new movers. Our other direct mail programs allow you to send your message to customers depending on their income level, location, and household size, and our digital marketing program allows you to hit either or, or both!  Learn More About Our Town America To learn more about making valuable connections with your customer demographic and the benefits of direct mail marketing, find your local Our Town America representative. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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2023 Marketing Trends You Should Be Paying Attention To

Written by Brittany N. Johnson
2023 Marketing Trends You Should Be Paying Attention To by Our Town America

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.  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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Affordable Marketing Ideas for a New Year

Written by Brittany N. Johnson
Affordable Marketing Ideas Our Town America

To cope with high supply costs and above-average inflation rates, implement affordable marketing ideas designed to add loyal customers and boost profits. Businesses were hit hard in 2022 as inflation reached record rates, gas prices shot up, and supply costs increased. Labor shortages prompted small businesses to raise wages and offer incentives to retain staff. But relief is on the horizon. Research indicates wage increases are starting to level off. Hourly earnings growth over the previous 12 months slowed to 4.95% in December, its weakest level since March 2022. Optimism is rising, but fear of a recession and ongoing high supply costs make it likely you’re still crunching the numbers and searching for ways to cut costs in 2023. Over the last 50 years, we’ve helped small businesses open their doors to new customers in both lean and boom times. Our Town America recommends keeping a robust marketing strategy in place to drive traffic and, thankfully, there are affordable marketing ideas you can implement to save money and grow your business.  Direct Mail. We offer both budget-friendly New Mover Marketing and Postcard Marketing. Our New Mover Marketing program welcomes new residents to your business before they form loyalties with the competition. This Welcome Package filled with proven offers is an incentive to encourage them to visit your business – new movers love this personal touch. With Postcard Marketing, you can blanket a ZIP code with your message. You can target people by neighborhood, median income and age. Our Town Digital. Our Town America’s new “Our Town Digital” program provides an affordable tie-in to your direct mail piece.  The average American spends two hours and 14 minutes on social media each day. Sending a tangible offer delivers a solid impact. Reinforcing the message with a digital component provides seamless, hassle-free results. The digital ads will reach the people who received your direct mail and others who match similar demographics in your targeted area, such as commuters and frequent visitors, to increase foot traffic to your business. Build influencer relationships. Influencers play a significant role in helping small businesses promote their brands. The influencer market was forecast to reach $16.4 billion in 2022, up from $13.8 billion in 2021. By offering a free product or service to an Instagram influencer, you can showcase your brand experience to their cultivated list of followers. Find a podcast. At least 41% of Americans listen to a podcast, according to Pew Research. Being a guest speaker on a local podcast showcases your authority and expertise and generates buzz about your business. Local SEO. Improve your local SEO to ensure your business appears at the top of Google searches. Simply create and optimize a Google My Business page. Google offers tips to improve your ranking. Apply for business awards. Raise awareness about your establishment by applying for local small business awards. Many awards allow customers to vote for their top picks. People are more likely to visit a business if they receive a recommendation. Receiving an award will help introduce your brand to new customers and get some free press in the local media. Vehicle branding. Create a mobile billboard advertising your business by installing a vehicle wrap on your ride. Vehicle branding is a one-time cost with a high potential reward. Press releases. Newsroom staff shortages provide the perfect opportunity for small businesses to get local news coverage. Don’t underestimate the power of a well-written press release or full article to inform the media about exciting events or new products at your location. Build a customer database. Offer discounts to customers who sign up for your customer database. Having access to your loyal customers’ email and text information will allow you to blast out new menu offerings or special deals to help encourage them to pay your business a visit. Learn more affordable marketing ideas and ramp up sales by adding Our Town Digital and/or a Direct Mail Strategy to your lineup. Find your local Our Town America rep to get started. 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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