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Marketing: New Movers = New Members

New Mover

There’s a huge amount of moving activity that takes place every year. According to Epsilon, 12 percent of the U.S. population moves every 12 months. In addition, movers open their wallets and start buying within the first 90 days of their move.

Will one of the purchases they make be a membership to your gym?

With Epsilon’s New Mover data, the answer could very well be “yes.” In a recent webinar hosted by Club Solutions, Epsilon discussed its New Mover data, which consists of 1 million records of monthly New Movers, on average. In addition, they get fed over 400,000 New Movers on a weekly basis.

“There’s a lot of activity in the New Mover space,” said Neil Doherty, the executive vice president of local marketing at Epsilon, in the webinar.

With this in mind, knowing how to take advantage of this activity can give clubs an edge over the competition, and increase the likelihood a New Mover picks them to join. In fact, according to Doherty, New Movers are often in the mindset of severing ties with old business relationships, and are looking to form new ones, potentially with a gym like yours.

“Moving is a time for consumers to reevaluate their business relationships,” explained Doherty. “New Movers find it easy to severe ties with their cable TV provider, phone provider, phone and internet provider, bank, and gyms, to name a few. The tendency to evaluate business relationships makes New Movers one of the most attractive and compelling pools of new members available in the market today.”

As Doherty explained, 69 percent of New Movers are seeking information on nearby competitors and services in their new area, which they get through:

  • Driving around and observing what’s available to them
  • Referrals from friends and family
  • Internet searches

According to Doherty, the real advantage here lies in direct mail — because 69 percent of New Movers are looking for information, they actually enjoy getting it in their mailbox. “That’s a huge percentage of people who are looking for mail at that point in time,” he said.

Another advantage is knowing when New Movers actually move — according to Doherty, the highest moving period is the summer, and knowing this fact can allow you to develop strategies around this time to target the New Mover demographic.

With these insights and more, you’ll be well on your way to turning New Movers into New Members. For further insight on targeting New Movers and using Epsilon’s robust New Mover data, watch the free webinar here.

Rachel Zabonick-Chonko

Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.

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