Mover Marketing Challenge #4: Creating a Strategy

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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 #4: Creating a Strategy

Luci: Once you’ve gotten your data and made it actionable, and you started to prove out ROI, you can really start looking at a more holistic strategy. I can’t stress enough about how you need to map your customer journey to see when your customers are buying. I think you’ll find that during the move journey, there are purchases happening on some level by your customers.

By understanding how movers affect your business, you can formulate your strategy and then communicate that within the organization on a monthly basis so you can start to get traction for your strategy.

Find a place to start and build. It doesn’t have to start off as an all-encompassing, end-to-end strategy. Just start it and then you can build each year on that. When I started in 2007 at Comcast with mover marketing, it wasn’t the big, robust program that I had when I left in 2019.

As you’re thinking about a strategy, decide what kind of segment you want movers to be. Is it more of a standalone segment alongside your other segments? Or do you want to integrate movers into your other programs? There are several ways to go about it.

If you’re focused on how movers affect your business, and you’re tracking those gains and losses, you can really distill that it’s an important segment for your company.

Do you have a dedicated budget for this segment? Is your team focused on it? Without budget and focus, it’s probably not going to get a lot of traction.

Up Next: Mover Marketing Challenge #5: Getting Buy-In from Leadership

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