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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 #6: Allocating Budget & Resources
Luci: Yes, and a lot of times, you may get buy-in but no budget and that’s the tough part. We talked a lot before about first leveraging tactics and strategies that don’t cost a lot and using those as proof points to then start things that do cost.
Budget and resources don’t necessarily need to mean more. It can also mean efficiency. Should you shift budget and resources to support movers?
I’m not surprised that people find getting budget and resources challenging. A lot of the stigma of mover marketing is that it is often thought of as the old direct mail program. And while direct mail is very effective for many businesses, mover marketing is much broader and really all-encompassing. It’s really a segment and not just a one-tactic program anymore.
Mover marketing is today a very sophisticated, all-in marketing segment. If you can get the right data, and make the right data actionable, you can have a lot of success with movers for either retention for your business or as a new acquisition.
If you asked Fortune 500 companies if they’re talking to movers, I would bet that all of them are marketing to movers and have really strong mover marketing programs and all for good reason.
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