Published by Nashville Business Journal

Date:October 14, 2011

You’ve tried it all. Direct mail. Coupons. Door hangers. Anything to increase profits and engage customers with the hopes of turning them into loyal, passionate advocates of your business.

During the recession, many business owners turned to customer loyalty programs as a viable method for obtaining loyal customers.In 2010, Accenture Global Consumer Survey reported a seven percent increase to 52 percent of respondents who opted into customer loyalty programs compared to 2009, and the numbers are expected to increase.

Any good loyalty program starts by reaching out to a demographic that will produce new trials for the business or service. If you haven’t done so already, one way to implement a successful program is to utilize customer demographics to specifically target new movers, people who have recently transitioned into your market area. A study conducted by MoverTrends.com in 2009 stated that new movers spend more on average in their first six months than a typical consumer does in three years, totaling nearly $170 billion every year. Targeting new movers early can result in significant long-term business, especially when data suggests new movers are five times more likely than established residents to become loyal.

To ensure it works properly, it is crucial to do the necessary research and evaluate the customer demographics to attract the customers you want. Start by contacting local marketing firms to find out what types of technology is available in the area. Targeting the new mover demographic is an investment that can increase business and provide steady revenue streams for years to come.

Brian Mattingly is the Founder and President of Welcomemat Services, which provides local businesses access to new loyal customers in their local communities through a combined digital and print marketing program. Welcomemat Services uses specialized, patented technology to store and log customer demographics for use by the local companies it supports. For more information, visit www.welcomematservices.com.