Coke Solutions

Getting new customers in the door is a challenge for any restaurant owner or manager. Marketing efforts can be hit or miss in attracting new business. However, there is one customer segment that can be viewed as the Holy Grail of new patrons. Who are these people and where do you find them? Look no further than those who recently moved into your community.

• The average newcomer spends approximately $7,300 on everything from household items to take-out meals during the three months following a move*.
• About 80% of movers try new products and services from local businesses within the first six months of their relocation**.
• New residents eat out an average of three times per week**.
• New movers change their purchasing habits three times more often than established residents**.

You'll have limited time to lure them in before they establish fresh buying habits in their new backyard. Seize this window of opportunity to make new neighbors aware of your restaurant, encouraging them to adapt it as one of their favorite eateries. A new mover mailing program sets you apart from the competition, especially if your restaurant uses this tactic consistently while others in the area do not. Approximately 20% of the population moves annually, so there's ample opportunity for growth***.

New movers are highly responsive to direct mail advertising from local merchants. They appreciate learning about what is available nearby. Such a program helps you drive short-term business, as well as develop life-long customers. Moving Target case studies demonstrate that a strong, risk-free offer can receive response rates of 15% to 20% and higher. This is most impressive as a traditional direct mail campaign typically generates only a 1% to 3% response.

To draw potential guests to your restaurant, make them an offer they can't refuse. Go beyond a coupon for a dollar amount off your standard fare. It's more effective to send a letter welcoming the new resident to the community and include a gift certificate for a free item. Treat them to taste the best of what you have to offer, whether it's a pizza, a sandwich or an entree.

Giving away something for free is not too big of a discount when you consider that new residents are on the lookout for places that will become their regular haunts. After you attract a new mover, blow them away with your good food, welcoming wait staff and memorable customer service - turning first-time customers into loyal diners.

To generate sales opportunities with this unique target audience, tap reliable direct mail marketers who offer new mover mailing programs. They have excellent databases that track newcomers to your area, and are skilled at designing letters and gift certificates that will drive traffic to your door.

* People Who Move Want to Keep Getting Their Favorite Catalogs...And Then Some, United States Postal Service, December 1, 2005
** New Movers Attitude Survey, Ideal Media Research Center, July 2005
*** 66 Deadly Small Business Marketing Mistakes, David Frey, 2005

BIO 
Jay Siff is CEO of Moving Targets (www.movingtargets.com), a leading provider of new resident direct marketing programs. The company's strategic business partners, Birthday Connections (www.BirthdayConnections.com) focuses on customized birthday promotions and Loyal Rewards (www.LoyalRewards.com) helps restaurants encourage repeat visits through its unique, email-based business marketing service. For more information, contact 800-926-2451 x111 or jay@movingtargets.com.

LINK:
www.movingtargets.com