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Meet Michelle Taves
Michelle Taves serves as Group GM of Porch Marketing, leading the integrated marketing strategy of V12 and fellow Porch company, Welcome Wagon. Along with serving as the Group GM, Michelle serves as General Manager of V12, overseeing the company’s strategic direction and day-to-day operations. Following the acquisition of V12 by Porch Group, Michelle played a key role in establishing V12 as a leading product innovator in mover marketing and today is a member of the Porch Group’s senior leadership team.
With over 30 years of product, marketing, and leadership experience, Michelle has developed an in-depth knowledge of product strategy and development, operational efficiency management, omnichannel campaign execution, first-party marketing solutions, and audience development best practices including sourcing, privacy, availability, and reliability.
*The following content has been adapted from V12’s Movers and Shakers Podcast
The State of Mover Marketing | V12 Leadership Insights with Michelle Taves
Michelle: What’s the state of move or marketing today?
The best way to think about mover marketing as a discipline is that it’s in transition.
There are a lot of marketers, particularly at the local level, who still take advantage of mover marketing the way it has been—and that’s terrific. There is no doubt that if that’s working, marketers should continue to do that.
However, brands are experiencing different levels of success based on how aggressively they lean into mover marketing.
Brands that are taking advantage of the advancements in mover marketing are showing better results. For example, our research shows that mover marketing users are more than twice as likely to report best-in-class success from their marketing strategies. Additionally, 41% of organizations with a mover marketing strategy in place report significantly greater increases in both customer acquisition and retention.
I’ll refer to a case study we have with a large national retailer. This retailer is an aggressive mover marketer. They embrace the omnichannel approach and all the data and insights that are out there. By doing so, they’ve experienced gigantic increases in engagement and sales from pre-movers. They’ve seen a 14% sales conversion from using the pre-mover audience. This is just one example of a mover audience that really didn’t exist until V12 and Porch developed MoverTech.
As mover marketing’s evolution goes, there are some marketers that are perfectly content to experience mover marketing the way it’s been. But the majority falls somewhere in the middle, comprised of those that are seeking a better way to market to movers but might not know what that entails or how to get started.
And then, there are marketers who are implementing aggressive mover marketing programs with all the new capabilities that are out there—particularly those that are being delivered to the market by V12 and Porch—and are obtaining the impressive increases that we’ve come across in our market research.
So, if you’re one of those brands in the middle, this is where the opportunity is for you. You may have tried marketing to movers already but lack the insights and resources to leverage your mover marketing program to its full potential. You may hope that there’s a better way out there, and this is where we can help you get the most out of this opportunity.
As you can see, the state of mover marketing today varies a little across the board. There’s the old way, the new way, and then there’s everybody in the middle that’s seeking to develop better strategies and I think that’s really where the opportunity for V12 and a Porch to help lies.
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