New movers: A recession-proof consumer category

Moving to a new home – whether for work, family, or just more space – is a major catalyst for consumer spending. The average new resident spends about $ 7300 in treatment of everything from take-out window in the three months following a step.

This spending sweet spot on a new movement is prime time to reach consumers when they are most receptive to the trial and, indeed, offers seeking to forge new connections. As a trigger of marketing, few transitions lifestyle with this type of impact-resistant to the recession in consumer spending.

Our new analysis engine of buying patterns has been found that the new engines are big spenders on home decoration and household goods to the catering and domestic electronics and appliances. On average, during the years of their movement, the new move households spend 52% more than non-drivers in home decor and furniture. Among the drivers who simply moved into the city, one in five develop new relationships with cable television, telephone, internet and insurance providers.

People in this transition phase to respond most strongly to a combination of push and pull strategies. When companies look for in their new communities, new references cited neighbors engines as the main driver, followed by Internet, direct response programs, friends and family, real estate and local newspapers. Fifty-five percent of the new engines to answer direct mail and 60% respond to special offers targeted to new drivers.

Effectively for the new engine is not as simple as purchasing lists of real estate transactions, which do not account for the tenants and do not provide much granularity in the demography of the family moving. Neither the phone number of the lists of changes reflect adequately the new engines, as many homes – just like cell phones and VOIP users in homes – and there are no published phone numbers. Effectively targeting the new engine requires access to many sources of information from motor.

Marketers want to think about things like the relevance of their campaigns to different segments of the new engine of the market – which are rising, they are reduced and those who are looking for a new beginning. The move will lead to different types of expenditure within each of these three groups, and a truly effective campaign will take into account these differences when modeling target lists.

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