E-Movers’ Practical Guide to Marketing

July 5, 2024

In the relocation business where stress is a five-letter companion accompanying most moves, we at E-Movers promise to move you absolutely stress-free. This differentiating aspect lies at the core of our marketing communications luring more customers to try our moving services and garnering their appreciation post the move.

Given our 20+ years of experience and expertise in the relocation business, E-Movers commits to deliver high-quality moving experiences to clients. By matching communications and expectations with reality, we fulfill our promise of ‘Stress-Free’ moving, delighting our customers each time. In this article I highlight the distinction between marketing and selling and the practical marketing approaches E-Movers follows to distinguish our services from the crowd.

Marketing vs. Selling

Marketing refers to a series of actions a company takes to entice an audience to its product or services through high-quality messaging. It aims to establish a real connection between the business and its potential customers. This is achieved through in-depth understanding of the customers ‘needs, wants, desires, and challenges and then curating products or services to cater to their needs and resolve problems.

Through the comprehensive cycle of AIDA i.e. creating Awareness, igniting Interest, and building Desire for a product or service, the intent is to attract potential customers and guide them through the buying process to make a ‘Purchase’ Action. Further, marketing takes on a relationship-based approach to win customer’s trust, encourage repeat buying and build loyalty in the process. Contrarily, selling is transaction-based where a customer is persuaded to purchase a product or service and the immediate goal is to close the sale.

Our USPs define and make us stand out

At E-Movers, our marketing strategy emphasizes on our Unique Selling Propositions (USPs) that differentiate our moving services from competition. We focus communications on our reliability, efficiency, care, hygiene and customer-centric approach that enables stress-free moving. Our promise of a No Mess No Stress experience creates a pull strategy in the market making customer prefer our moving solutions over other service providers.

We showcase our USPs in moving through a series of content-driven digital media campaigns, blogs, and case studies. Also, the reviews on Google and testimonials left behind by our clients and the word-of-mouth communications acknowledge the genuine quality of our services and adds weight to our communication.

Tuned to our target market

We do all it takes to better understand the needs and wants of our target audience through research, feedback, complaints registers and online forms. This helps us serve them better and create targeted campaigns that directly address their concerns and assert their preferences.

We work backwards to train and tailor our team efforts to suit the needs of the audience. We caution our crew of movers and packers on what can go wrong and train them to prevent such incidents from happening. This way we ensure that moves are filled with only positive experiences and good reasons to keep coming back for more.

Measuring marketing success

While measuring marketing success is crucial, it is not always straightforward or simple due to the complex aspects of brand loyalty and shifting customer preferences.

Though measuring marketing success is tricky we employ different metrics such as Google Analytics, engagement statistics on social media, inquiries online, referrals generated and actual conversions that ultimately happened. We also ask our customers how they first heard about us and get this answer filled in our service booking form too.

I hope you find our marketing insights valuable and consider adopting similar strategies for your business. Additionally, I am keen to know about other marketing tactics that have been successful working for you.

Chirantan Joshi, Managing Director, E-Movers

Disclaimer: The stories are a work of fiction based on facts. Identies and details may have been altered to suit the narrative.