Westfield business welcomes new residents

Published by The Times – Serving Noblesville & Hamilton County

By Bill Fouts

Date: August 29, 2011

Moving to a new community is a life-changing event for anyone. Getting accustomed to new neighborhoods, new schools, new jobs, etc. is not only stressful, it's expensive.

According to a study published by MoverTrends.com, new movers will spend more on average in the first six months of their move than most consumers do in three years. That equates to nearly $170 billion.

In the rapidly growing communities of Hamilton County, it is a scenario that plays out day after day. Now, a pair of Westfield entrepreneurs may have a solution that can help save new movers some money while simultaneously building a base of loyal customers for local businesses.

Sheryl and Dave Eickman have just started Indiana's first and only Welcomemat Services franchise. The company matches new movers with local businesses offering goods and services of particular interest to the new arrivals. A lifelong Hamilton County resident, Sheryl Eickman has seen new residents become overwhelmed by the ever-shifting commercial landscape.

"People just want to know 'where do I get my hair cut? Where do I get my car fixed?" Eickman said.

Welcomemat builds customer loyalty by targeting recently relocated residents and providing them with a customized mail package containing gift certificates for products and services from local businesses. What differentiates the Welcomemat from other mailers is the gift checks are not merely coupons for discounts. New residents receive their Welcomemat package within 30 days of moving in. Each mailer contains up to 25 gift checks for free goods and services. The gift certificates are tailored to the specific likes and interests of the recipient.

"It's very targeted," Eickman said.

Hamilton County offers a deep well of new customers for businesses. Postal data indicates approximately 1,000 address changes in Hamilton County each month. Certainly, many of those are not new movers unfamiliar to the area, it's still enough potential for most businesses to take seriously.

According to Welcomemat's studies, customers who receive Welcomemat packages are five times more likes to become loyal repeat customers of the businesses who participate in the program.

That statistic resonates with Brian McDermott who knows a thing or two about building a successful business. He owns Original Pancake House franchises in Noblesville, Fishers and Indianapolis. McDermott said he is not usually impressed with most the marketing schemes presented to him.

"This is a quality product," McDermott said.

The gift certificates, or gift checks as Welcomemat calls them, are customized with the recipient's name. Businesses can add location maps or other special information.

Once a gift check is redeemed, the business returns it to Welcomemat. A bar code allows Welcomemat to send out personalized thank you card to the recipient. It also allows Welcomemat to prepare demographic and usage reports for sponsor businesses to gage the effectiveness of the program.

What especially appeals to McDermott is the exclusivity. Only one business per category is permitted. McDermott does not have to worry about recipients also getting gift checks from competing breakfast restaurants.

"I'm it and I really like that," he said.

Deciding which businesses will be included is Eickman's responsibility. She says she uses the same criteria choose a vendor for her own needs.

"I only pick the best," she said.

More information about Welcomemat Services is available on the company's website www.welcomematservices.com.