Mover Marketing Challenge #2: Making Data Actionable

Welcome to the Movers and Shakers podcast. Join us as industry leaders and experts discuss important marketing topics and share actionable insights and unique perspectives on the latest marketing, strategies, technology, and trends.

Podcast Host: 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.

Podcast Guest: Luci Rainey

Luci Rainey, former SVP of Marketing at PODS and Comcast, joins us to offer her insights and real-world experience on how to overcome the challenges of mover marketing and leverage your program to its full potential.

*The following content has been adapted from V12’s Movers and Shakers Podcast

Challenge #2: Making Data Actionable

Luci: No company is without data. In fact, most companies have a lot of data. But what do you do with that data? How does that data provide you with insights? How do you turn that insight into action? Essentially, you need to build the case to start testing and reaching out to consumers and leveraging all your different tactics.

This is not necessarily just a mover marketing problem. This is often a problem in general for marketers. They have so much data. How do you make it actionable? What’s the most important data?

This is important to know for the move process to inform your strategies. If you map your customer journeys, some of the most important data are those signals that somebody is getting ready to move, the timing of their move, and the “move to and from” location. Those are really the most imperative pieces of data that you want to look at for your campaigns, in addition to how do you talk to your movers differently. And they should be talked to differently. They’re in a different mindset. 

Moving is stressful. There’s a lot to do. There’s no way to really aggregate all that needs to be done during a move. It’s a really heavy lift when somebody moves. As marketers, the more you can make that easy for consumers, the more likely you’re going to be to attract the mover.

Making data actionable is the number two thing that marketers say is a huge challenge for them. So you can imagine, if you don’t have the data, it’s hard to then take the data and make it actionable.

I look at where I would start. I’d start simple. I like to keep things straightforward and start with the most simple things. Start with items that don’t even cost you anything. For example, start with email subject lines, email content, and even segmentation.

These are all things that don’t cost any additional budget. You can also look at developing SEO content specifically for movers – especially if you can localize it.  You can also take your existing paid search spend and do some testing with local messaging that really speaks to movers.

You have to be careful and not do generic mover testing because that is such a huge, robust area of paid search and can become expensive. You need to make it more contextual. But there are so many things you can do with that data to make it actionable that don’t necessarily cost you budget. As you get more sophisticated and have learnings, then you can talk about where to invest.

Michelle: We see clients that are global in scale in industries where movers have proven themselves to be a big deal. They have teams making this data actionable. Your point is right on that movers, at the beginning of the process, can be viewed as a segment or an offer. The important thing is to start.

If there are new sources of data and insights around movers and they spend money, you need to carve out bandwidth and budget to begin that testing process. Movers’ value and worth will prove itself out over time, particularly if you have a plan in place to measure the outcome. I don’t mean just engagement, but also sales, so certainly work with a partner or your internal teams to set up the regime where you can see not only whether the mover engaged or responded, but also what they spent. When you do that, you will see that movers are incredibly valued.

Luci:  One thing that I find really interesting based on V12’s research, is that marketers engage movers in their loyalty and rewards programs. I love the idea of letting your customer know you get it, you understand. 

For example, restaurants.  When you’re moving, you want takeout. You’re busy, you’re unpacking boxes, so offer them a moving coupon. Just something so simple that you probably have in market anyway, but when you’re targeting them through the loyalty and rewards program, that’s just so amazing. 

My daughter for example is getting ready to go to college. I just got an email from the Container Store with a message to help your college student move. I immediately asked my daughter about what she needed and she of course has a long list of all the things she’d like to take with her. But it was such a great outreach, and sure enough, we have plan to go to the Container Store. We could have gone to Target, Walmart, Office Depot, or there’s a lot of stores that we could go to that offer similar products, but their outreach was very targeted.

The same thing goes for movers through loyalty programs because people really pay attention to your messaging through these programs. It’s a great way to give back with a personalized offer during a time that feels so stressful and helps your customers know that you’re thinking of them and want to help.

So with the right data, you can make it extremely actionable.

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