Latest / Be Locally Loved / 028 - Building a Trusted Local Brand: How Businesses Can Connect With New Movers

Transcript

028 - Building a Trusted Local Brand: How Businesses Can Connect With New Movers · Be Locally Loved

• 0:00
  SPEAKER_00: Welcome to a Be Locally Loved mini episode where we bring you practical advice and big ideas from our full-length conversations in just a few minutes.
• 0:09
  SPEAKER_00: Let's do this.
• 0:10
  SPEAKER_01: Because he's mailing me a big expensive postcard every single month, offering me a free Sonicare toothbrush or free teeth whitening for a year?
• 0:19
  SPEAKER_01: Well, that's not gonna entice me to leave the dentist that I love and trust and know and have used for years.
• 0:26
  SPEAKER_01: That's not gonna happen.
• 0:28
  SPEAKER_01: So he's spending a lot of resources, a lot of time, a lot of money to try to pull me away from my current habit, relationships, and routines.
• 0:36
  SPEAKER_01: It's not gonna happen.
• 0:38
  SPEAKER_01: Well, why doesn't that same dentist that's accepting new patients just go right at the families who just moved here?
• 0:45
  SPEAKER_01: Because guess what they probably don't have?
• 0:47
  SPEAKER_01: That's right.
• 0:47
  SPEAKER_01: A dentist.
• 0:48
  SPEAKER_01: That's right.
• 0:49
  SPEAKER_01: Right.
• 0:49
  SPEAKER_01: And so it is way more efficient.
• 0:52
  SPEAKER_01: It is way more effective in terms of a marketing strategy.
• 0:56
  SPEAKER_01: And so that's what we offer for local businesses that are looking to grow and expand.
• 1:02
  SPEAKER_01: And I understand not every business wants to grow, can grow, can handle the increased capacity.
• 1:10
  SPEAKER_01: And that's fine.
• 1:10
  SPEAKER_01: But if you're a local business, you should highly, highly consider positioning yourself in front of new families, new movers.
• 1:19
  SPEAKER_01: If you're the landscaper, the plumber, the painter, the furnishing furniture store, the local car dealer, right?
• 1:25
  SPEAKER_01: Laura, 68% of new home buyers close on a home, turn around and buy a new car.
• 1:32
  SPEAKER_01: Because they can't use their credit, they can't use their cash.
• 1:36
  SPEAKER_01: So they're sitting on money.
• 1:37
  SPEAKER_01: There's what I call this spend habit that gets built up before they actually purchase the home and before they close.
• 1:44
  SPEAKER_01: Once they close, they go crazy.
• 1:46
  SPEAKER_01: New furniture and the new window coverings, and you know, a hot tub and a new new car and new TVs, right?
• 1:55
  SPEAKER_01: The list goes on and on.
• 1:57
  SPEAKER_01: What's the stat?
• 1:58
  SPEAKER_01: New movers spend more money in the first six-month window of moving in than they will the next three-year window combined.
• 2:09
  SPEAKER_01: And if I'm a business owner, I just want a piece of that pie.
• 2:12
  SPEAKER_01: I want to position my name, my brand in front of them, because if it's if the business isn't coming to me, it's gonna go somewhere.
• 2:21
  SPEAKER_01: I just want a small piece of that pie.
• 2:23
  SPEAKER_00: Let's dive into that.
• 2:25
  SPEAKER_00: Um, I want to go back to the the dentist with the direct mail postcard.
• 2:30
  SPEAKER_00: I want to talk about the difference between a transaction and a relationship because what that direct mail postcard says to me with free tooth whitening for a year or whatever it is, is that I want a transaction.
• 2:42
  SPEAKER_00: Like I'm sending this postcard, my marketing company has told me that I'm gonna get 0.01% on this postcard and the average lifetime value of a new client at my dental practice is X, so I can pay for this postcard.
• 2:56
  SPEAKER_00: They're thinking about a transaction, they're thinking about ROI, they're buying media in a very different way.
• 3:03
  SPEAKER_00: Can you lean into how BeLocal is completely again, opposite?
• 3:10
  SPEAKER_00: Let's turn it on its head in another way.
• 3:12
  SPEAKER_00: Opposite is we're not trying to get a transaction.
• 3:15
  SPEAKER_00: We're trying to make a first impression, we're trying to spark a relationship.
• 3:20
  SPEAKER_00: And how do we, how do we measure that?
• 3:23
  SPEAKER_01: Yeah, there's a lot that we can unpack here from you know the direct mail that you just touch on.
• 3:28
  SPEAKER_01: Look, direct mail, sure, it works.
• 3:31
  SPEAKER_01: It works because you have to send 10,000 of them to get a few phone calls.
• 3:36
  SPEAKER_01: And it's very expensive.
• 3:38
  SPEAKER_01: It's transactional, not relationship-based.
• 3:41
  SPEAKER_01: For me, I want to know trust and like you as a homeowner, as a consumer, I will not use you unless I have seen you.
• 3:48
  SPEAKER_01: So, my my wife and I, we spent a lot of money on these doors and windows.
• 3:52
  SPEAKER_01: And we used a company that you may have heard of called Pella Windows.
• 3:56
  SPEAKER_01: And there is one reason we chose Pella over a handful of businesses that were marketing themselves to us.
• 4:02
  SPEAKER_01: One reason we chose Pella over a handful of businesses that were marketing themselves to us.
• 4:08
  SPEAKER_01: It is because I felt like I knew them and I could trust them because they market and brand themselves differently, high-end, quality.
• 4:18
  SPEAKER_01: And they were constantly and consistently in front of me because at my other houses, I didn't need new doors and windows.
• 4:25
  SPEAKER_01: I had brand new homes.
• 4:26
  SPEAKER_01: But I've seen them and I've seen them and I've seen them.
• 4:29
  SPEAKER_01: Well, now I moved here.
• 4:30
  SPEAKER_01: I entered a buy cycle and I knew them, knew of them, liked them, trusted my guy that sat down and gave us a consultation, and we did business with them.
• 4:40
  SPEAKER_01: Right.
• 4:40
  SPEAKER_01: And so, sure, you can you can market in any form or fashion.
• 4:45
  SPEAKER_01: There's a bazillion ways that you can put your business out there.
• 4:48
  SPEAKER_01: But what are you doing to specifically target your ideal client or customer on an ongoing basis, positioning your company, your name, and your brand to build trust?
• 5:02
  SPEAKER_01: And I think I use the name of Pella, but you know, if if you're the local dentist, if you're the local furniture store, it's like, you know, Ethan Allen, right?
• 5:11
  SPEAKER_01: Or Creighton Barrel or Williams Sonoma or Restoration Hardware.
• 5:16
  SPEAKER_01: I'm I'm throwing recognizable quality names, brands, because what do they do?
• 5:22
  SPEAKER_01: They do a very good job of targeted marketing, right?
• 5:25
  SPEAKER_01: You have to be able to afford their furniture.
• 5:28
  SPEAKER_01: They're high quality, but they're not cheap.
• 5:30
  SPEAKER_01: So if I'm a consumer and I want that new couch or coffee table or bed or desk, I know where I'm gonna go.
• 5:38
  SPEAKER_01: I'm gonna go to those names because they are targeting me as a consumer for when I'm ready.
• 5:45
  SPEAKER_01: They built that relationship, Laura.
• 5:47
  SPEAKER_00: So building a brand is very different than trying to get a transaction.
• 5:52
  SPEAKER_00: So lean into for me, Jeremy, building a brand.
• 5:55
  SPEAKER_00: What does it take to build a brand?
• 5:56
  SPEAKER_00: How long does it take?
• 5:57
  SPEAKER_00: How does it work?
• 5:58
  SPEAKER_00: How do you build a brand?
• 5:59
  SPEAKER_01: Building a brand is something that is very strategic, consistent, and ongoing.
• 6:03
  SPEAKER_01: It's never ending.
• 6:04
  SPEAKER_01: And really, your goal is to tell a story, right?
• 6:08
  SPEAKER_01: That is that is your brand.
• 6:10
  SPEAKER_01: And I'm going to reference Donald Miller's book, Building a Story Brand.
• 6:15
  SPEAKER_01: So if you're a business owner, if you're listening to this podcast, I would highly recommend building your story brand is about making a connection with your audience, right?
• 6:27
  SPEAKER_01: Being very intentional about who you're in front of and creating a band brand.
• 6:33
  SPEAKER_01: It's way more than a logo, colors, right?
• 6:36
  SPEAKER_01: It is a story.
• 6:37
  SPEAKER_01: Why am I gonna use Pella Windows?
• 6:40
  SPEAKER_01: Or why am I gonna go to Crate and Barrel?
• 6:42
  SPEAKER_01: Why am I gonna buy a Cadillac or a Mercedes, right?
• 6:47
  SPEAKER_01: Why am I going to?
• 6:48
  SPEAKER_01: I just recently uh stumbled upon this story, and I think this is interesting, right?
• 6:52
  SPEAKER_01: Where there's a company that we're all familiar with called Coca-Cola.
• 6:56
  SPEAKER_01: And Coca-Cola for a long time really struggled to sell during winter months.
• 7:02
  SPEAKER_01: And you may remember the marketing strategy, which I think is genius, with the polar bears.
• 7:07
  SPEAKER_00: Yes.
• 7:08
  SPEAKER_01: And the polar bears really created this brand and image that I can drink Coca-Cola when it's hot or when it's cold.
• 7:16
  SPEAKER_01: And now, guess what happened to Coca-Cola sales through all 12 months of the year?
• 7:22
  SPEAKER_01: Stabilized, right?
• 7:24
  SPEAKER_01: And so it's making a connection with your audience, right?
• 7:28
  SPEAKER_01: It's being relatable.
• 7:30
  SPEAKER_01: Most important, trustworthy.
• 7:33
  SPEAKER_01: Why am I going to use you over somebody else?
• 7:37
  SPEAKER_01: The more times that I see you as a consumer, the more it resonates.
• 7:41
  SPEAKER_01: See, a marketing strategy is consistent and ongoing because you have to position your brand and your company early on and often and ongoing because you don't know when they're in that bicycle.
• 7:54
  SPEAKER_01: You've got to build that trust and you want to be on the forefront of their mind when they want to coke, when they're thinking about a new car, buying a new coffee table, or buying a new TV, or needing a new dentist, or needing landscaping.
• 8:07
  SPEAKER_01: Right.
• 8:08
  SPEAKER_01: In marketing, you never have a crystal ball, but you have to set yourself above and beyond your competition.
• 8:16
  SPEAKER_01: And that's building a brand.
• 8:17
  SPEAKER_00: Mm-hmm.
• 8:18
  SPEAKER_00: I think so many uh business owners think uh I just need X number of new customers.
• 8:25
  SPEAKER_00: I want to uh, I don't know, run Google ads, run Facebook ads, send a direct mail postcard, I don't know, show up at a BNI meeting and just get some new customers.
• 8:34
  SPEAKER_00: And they're they're thinking very linearly uh between an interaction and a transaction and building a brand, to your point, is something you're always doing.
• 8:44
  SPEAKER_00: Coca-Cola runs a sale on Coke at the Olympics.
• 8:50
  SPEAKER_00: Like that price off promotion might actually work because people know what Coke is and it has a following.
• 8:56
  SPEAKER_00: And people that drink Coke, they might be responsive to that price off promotion.
• 9:00
  SPEAKER_00: But going back to your dentist giving away free tooth whitening, if you're not loyal to that brand, if you don't know like and trust that dentist, you don't care if they're giving you free veneers.
• 9:11
  SPEAKER_01: Right.
• 9:11
  SPEAKER_00: It's not gonna resonate, right?
• 9:14
  SPEAKER_00: So uh lean into how BeLocal helps a local business build a brand in a way that they are seen as a trusted local resource and not a solicitor.
• 9:23
  SPEAKER_01: Yeah.
• 9:24
  SPEAKER_01: So our objective with our Be Local platform is to reach these new movers, these families early on in the move process, but continuously targeting them strategically through the first year that they live here.
• 9:37
  SPEAKER_01: So it's a combination of building a brand and continuous marketing.
• 9:42
  SPEAKER_01: See, going back to this, you can't have a brand without marketing and advertising, and you can't market and advertise without having a brand.
• 9:49
  SPEAKER_01: The two go hand in hand and feed each other.
• 9:52
  SPEAKER_01: And so this is an audience that, you know, our businesses get to position themselves right as people are moving in, right as they're getting settled, and right as they're actively searching for the dentist, the chiropractor, their go-to grocery store, coffee shop, their local favorite restaurants, right?
• 10:11
  SPEAKER_01: It was just Valentine's Day.
• 10:13
  SPEAKER_01: So where am I going to take my sweetheart on Valentine's Day, right?
• 10:16
  SPEAKER_01: The staycations, the local boutiques for shopping, right?
• 10:21
  SPEAKER_01: All the things we can just keep going on and on and on and on.
• 10:24
  SPEAKER_01: And so they get the coffee table publication.
• 10:27
  SPEAKER_01: And Laura, 83% of consumers said that they a high-quality periodical over any other form of advertising that exists, right?
• 10:39
  SPEAKER_01: Think about it.
• 10:40
  SPEAKER_01: We all want to be printed, we all want to be published, right?
• 10:44
  SPEAKER_01: Whether it's a personal story, whether it's your business, right?
• 10:48
  SPEAKER_01: Seeing our name and lights, so to speak.
• 10:50
  SPEAKER_01: And when you have a high quality publication, and certainly with be local, it's a long shelf life.
• 10:56
  SPEAKER_01: And so there's that continued.
• 10:59
  SPEAKER_01: It's a reference guide, it's the community connector, it's the roadmap.
• 11:03
  SPEAKER_01: They're opening it over and over and looking at different restaurants and looking up different coffee shops and looking.
• 11:09
  SPEAKER_01: I remember seeing a dentist in here, right?
• 11:11
  SPEAKER_01: My dentist has had my back cover uh here in Parker since I launched in 2019.
• 11:17
  SPEAKER_01: He still has it to this day, right?
• 11:20
  SPEAKER_01: And so the value of the new movers, the value of our stay power.
• 11:25
  SPEAKER_01: Then you sprinkle on the digital magazine that gets downloaded hundreds of times a month with the hyperlinks and clickabilities, right?
• 11:33
  SPEAKER_01: And then you sprinkle in the digital marketing that we're supplying for our businesses, right?
• 11:39
  SPEAKER_01: Through geofencing and geo-targeting.
• 11:41
  SPEAKER_01: And we continue to position our businesses again early on in the move process and continuously through that first 12-month window.
• 11:50
  SPEAKER_01: And the reason that we do that is it's a layered approach, it's a print and digital marketing campaign combined through the most significant opportunity to put our businesses in front of this audience.
• 12:01
  SPEAKER_00: And I want to layer on that when someone that already has built a brand like Be Local and has credibility in their brand, like BeLocal, when BeLocal talks about you, when BeLocal introduces you, when be local endorses you, that's far more powerful on your quest to be known, liked, and trusted than if you were to promote yourself.
• 12:31
  SPEAKER_00: I think we all take self-promotion with a grain of salt.
• 12:35
  SPEAKER_00: So can you lean into how BeLocal works almost like an ambassador or an influencer, a community leader?
• 12:43
  SPEAKER_00: Like, how do we influence the way a new mover sees our local businesses?
• 12:50
  SPEAKER_01: Yeah.
• 12:50
  SPEAKER_01: So in our communities, we've got the platform.
• 12:53
  SPEAKER_01: We've built the name, we've built the trust, we've made the connections.
• 12:58
  SPEAKER_01: I mean, right on our front covers of our be local, it says discover local favorites.
• 13:04
  SPEAKER_01: And as a business, isn't that what you want to be considered?
• 13:08
  SPEAKER_00: Right.
• 13:09
  SPEAKER_00: Don't you want to be that?
• 13:10
  SPEAKER_01: You want to be that, right?
• 13:13
  SPEAKER_00: Thanks for joining us on Be Locally Loved.
• 13:16
  SPEAKER_00: If you enjoyed today's episode, we'd love for you to subscribe, leave a review, and share this conversation with someone who believes in the power of being locally loved.
• 13:26
  SPEAKER_00: Until next time, keep showing up, serving others well, and building the kind of trust and connection that makes communities stronger.