Challenge
Shortly after starting a new job in a new industry, the marketing director of a moving company in Florida reached out to Taylor for help. He had used Taylor’s Marketing Advantage Program (MAP) in the past with great success while working for a furniture retailer. However, could the proprietary data sources that performed so well in the furniture category also work for a moving company? Taylor was called in to apply those insights to the unique challenges of the moving and storage industry.
Solution
Taylor devised a special MAP strategy that sought to reach prospective movers multiple times well in advance of their anticipated move dates.
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The Mover 2.0 data source was used to identify verified pre-movers in Florida cities where the moving company operates.
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Two postcards were mailed to the verified pre-mover candidates approximately one week apart.
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Those same mailing addresses were simultaneously targeted — via their corresponding IP addresses — with a series of 15 digital ads promoting the moving company.
Results
Taylor’s multichannel use of Mover 2.0 data quickly outperformed all expectations for the program.
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