As new families unpack boxes and settle into their new homes, a warm pizza welcome can be a great way to get through the hours of unpacking and organizing.
For local pizza shops, this is a great opportunity to tap into a fresh customer base actively seeking their new favorite pizzeria!
Why New Mover Marketing Matters
Did you know?
- New movers are 2.6 times more likely to try new restaurants than established residents.
- 64% of new movers dine out 1–4 times per week.
- 90% of new movers are open to trying new brands.
High Conversion Potential: New movers are more likely to change their purchasing habits and service providers after a move. They are actively seeking new businesses to meet their needs, which means they are receptive to marketing messages.
Lack of Local Knowledge: New residents often lack knowledge about local businesses, making them open to exploring new options. This is a great opportunity for your pizza shop to establish yourself as the go-to choice in the area.
Customer Loyalty: Acquiring new customers during their early days in a neighborhood can lead to long-term loyalty if they have positive initial experiences with your business.
New Mover Marketing Strategies for Pizza Shops
New Mover Direct Mail Campaigns
Sending personalized welcome packages or postcards to new residents with special offers can create a positive first impression. Make sure your messaging is clear, concise, and highlights the value you provide.
Learn about Welcome Wagon’s Gift Book for New Movers.
5 examples of how a pizza shop can use direct mail to target and attract new movers:
- Offer a Free Pizza!
Send a direct mail postcard that offers a free pizza as a warm welcome to the neighborhood. It’s a great way to make a positive first impression and encourage new residents to try out your pizza shop.
- New Resident VIP Card
Send a direct mail piece that includes a personalized “New Resident VIP Card.” This card could entitle the recipient to exclusive benefits, such as free appetizers, discounts on future orders, or priority delivery.
- Monthly Pizza Subscription
Offer new movers a monthly pizza subscription service. Send them a direct mail piece with details about how they can subscribe to receive a different pizza every month at a discounted rate. Include a tear-off order form for their convenience.
- Loyalty Program Invitation
Send a personalized invitation to new movers encouraging them to join your loyalty program. Explain the benefits of being a loyal customer, such as earning points for each purchase, receiving exclusive offers, and getting a free pizza after a certain number of orders. Include a membership card or QR code that they can easily use to sign up.
- Family Pizza Night Package
Create a direct mail piece promoting a “Family Pizza Night Package.” This package could include a large pizza, sides, and drinks for a family of four at a special price. Emphasize the convenience of ordering everything they need for a family pizza night in one go.
Key tips for effective direct mail marketing:
- Personalize your direct mail pieces by using the recipient’s name and addressing their specific needs or preferences.
- Use high-quality images of your pizzas to make your mailers visually appealing.
- Ensure that your contact information, website, and ordering details are clear and easy to find.
- Include a clear call to action, such as “Order Now,” and create a sense of urgency with limited-time offers.
- Monitor the success of your direct mail campaigns through tracking methods like unique coupon codes or QR codes to evaluate their effectiveness.
Ensure your business is easily discoverable online. Update your website, create a Google My Business profile, and maintain an active presence on social media platforms. New movers are likely to search for local businesses online.
Optimize your website for local search. Use keywords that new residents are likely to search for, such as “best pizza near [neighborhood].”
Reach out to new movers with personalized welcome emails and coupons. Tips to consider include:
- Develop an email series that spans several weeks or months to nurture new mover relationships.
- Share your pizzeria’s story, values, and commitment to quality.
- Highlight your signature pizzas and popular menu items.
- Share positive reviews and testimonials from satisfied customers.
- Provide ongoing exclusive discounts and promotions for new movers.
Encourage satisfied customers to leave positive reviews on platforms like Yelp and Google. Positive reviews can significantly impact potential customers’ decisions.
New movers are in the process of forming fresh alliances with local businesses. They are actively seeking places to eat, shop, and unwind. By tapping into this segment early on, pizza chains can secure loyal customers who turn to them each time they crave a slice of cheesy goodness.
For more information and ideas for your direct mail and digital campaigns, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.