Making a Mark in a New Community

Exxon Mobil Corp is currently building a new corporate campus in north Houston. Which means that by 2015, the 385-acre area will become the workplace of 10,000 of the global brand’s employees. The major transformation - dubbed the ‘’Exxon effect” – is reshaping the Greater Houston region into becoming the nation’s energy capital. That is, with Exxon's move into The Woodlands area, other businesses are following suit. According to the Houston Chronicle, The Woodlands Area Economic Development Partnership “received twice as many formal inquiries from companies considering expanding or moving to the area.” With the influx of new residents, and the transformation of the region into an untapped and potentially prosperous market, the opportunity for brands to make an impact on new customers is high, especially if done so strategically. In a McKinsey Quarterly article titled ‘Building brands in emerging markets’, the writers make the somewhat obvious but nonetheless important observation that getting a brand on the consumer’s radar is the first hurdle for companies hoping to convert a new customer into a loyal one. New residents are a unique and important segment for brands because they represent a group of consumers actively searching for a new ‘go-to’ salon, dentist, dry cleaner etc. “Studies show that new movers are five times more likely to become long term customers compared to a settled household," Welcomemat Services' website states. This is why products and services such as those offered by marketing strategies and technology company, Welcomemat Services, come in handy. Welcomemat breaks down the initial barrier for the brand through direct mail marketing, which simply helps put the business into the consumer's consideration. Then, by offering incentives and invitations to try various local businesses, the brands are given the chance to make a positive initial impression on a new customer. Following, if the services consistently generate positive word-of-mouth and  customers enjoy dependable service, the brand will naturally establish itself in the market. Alternatively, establishing a brand in a developing market may be as simple as offering a necessary product or service alongside great customer service. Two Men and A Truck, the largest franchised moving company in the United States and internationally, is doing just that. As one of the initial brands that caught on to the prime opportunity to grow in the Houston region, the moving company’s expansion in the community is a no-brainer. The Exxon Mobil development offers another example of a scenario where joining a franchise system has its advantages. By building a business with the support of a nationally-recognized and established brand name, cementing a relationship with a potential customer in a new community is made a few degrees easier. For franchising opportunities with Two Men and A Truck, click here: http://www.twomenandatruckfranchising.com For franchising opportunities with Welcomemat Services, click here: http://www.welcomematfranchising.com