As new families unpack boxes and settle into their new homes, a warm pizza welcome can be a great way to get through the hours of unpacking and organizing.
For local pizza shops, this is a great opportunity to tap into a fresh customer base actively seeking their new favorite pizzeria!
Why New Mover Marketing Matters
Did you know?
- New movers are 2.6 times more likely to try new restaurants than established residents.
- 64% of new movers dine out 1–4 times per week.
- 90% of new movers are open to trying new brands.
High Conversion Potential: New movers are more likely to change their purchasing habits and service providers after a move. They are actively seeking new businesses to meet their needs, which means they are receptive to marketing messages.
Lack of Local Knowledge: New residents often lack knowledge about local businesses, making them open to exploring new options. This is a great opportunity for your pizza shop to establish yourself as the go-to choice in the area.
Customer Loyalty: Acquiring new customers during their early days in a neighborhood can lead to long-term loyalty if they have positive initial experiences with your business.
New Mover Marketing Strategies for Pizza Shops
New Mover Direct Mail Campaigns
Sending personalized welcome packages or postcards to new residents with special offers can create a positive first impression. Make sure your messaging is clear, concise, and highlights the value you provide.
Learn about Welcome Wagon’s Gift Book for New Movers.
5 examples of how a pizza shop can use direct mail to target and attract new movers:
- Offer a Free Pizza!
Send a postcard offering a free pizza as a warm welcome to the neighborhood—a great way to make a positive first impression and encourage new residents to try your shop. - New Resident VIP Card
Include a personalized “New Resident VIP Card” entitling recipients to exclusive benefits like free appetizers, discounts, or priority delivery. - Monthly Pizza Subscription
Offer a monthly pizza subscription with details on how to sign up for a discounted rate. Include a tear-off order form for convenience. - Loyalty Program Invitation
Invite new movers to join your loyalty program, explaining benefits like earning points, exclusive offers, and free pizza after a certain number of orders. Include a membership card or QR code for easy sign-up. - Family Pizza Night Package
Promote a “Family Pizza Night Package” with a large pizza, sides, and drinks for four at a special price, emphasizing the convenience of an all-in-one family meal.
Key tips for effective direct mail marketing:
- Personalize pieces using the recipient’s name and specific needs or preferences.
- Use high-quality pizza images to make mailers visually appealing.
- Keep contact information, website, and ordering details clear and easy to find.
- Include a clear call to action, like “Order Now,” and create urgency with limited-time offers.
- Track campaign success through unique coupon codes or QR codes to evaluate effectiveness.
Online Presence
Ensure your business is easily discoverable online. Update your website, create a Google My Business profile, and maintain an active presence on social media platforms. New movers are likely to search for local businesses online.
Local SEO
Optimize your website for local search. Use keywords that new residents are likely to search for, such as “best pizza near [neighborhood].”
Email Marketing
Reach out to new movers with personalized welcome emails and coupons. Tips to consider include:
- Develop an email series that spans several weeks or months to nurture new mover relationships.
- Share your pizzeria’s story, values, and commitment to quality.
- Highlight your signature pizzas and popular menu items.
- Share positive reviews and testimonials from satisfied customers.
- Provide ongoing exclusive discounts and promotions for new movers.
Learn about Welcome Wagon’s Email Marketing Programs for New Movers.
Online Reviews
Encourage satisfied customers to leave positive reviews on platforms like Yelp and Google. Positive reviews can significantly impact potential customers’ decisions.
New movers are in the process of forming fresh alliances with local businesses. They are actively seeking places to eat, shop, and unwind. By tapping into this segment early on, pizza chains can secure loyal customers who turn to them each time they crave a slice of cheesy goodness.
For more information and ideas for your direct mail and digital campaigns, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.
