In itself a cricketing term coined by the legend that is Geoffrey Boycott, but when it comes to migratory patterns in and out of London, the same term can be applied.
Migration for the nation
It’s not an exact science, but as recently unearthed by Savills’ research, there are definite patterns of where those looking to upsize for relative value tend to head.
It seems that those in Kensington go towards Cambridge. Residents of Westminster migrate to Oxford. Those in Camden point directly north to St Albans, whilst those native to Hammersmith look to Elmbridge in Surrey as a haven. Finally Wandsworth sellers have an eye on property in Epsom.
Migration these days is fast becoming one of necessity rather than convenience. The price inflation within city conurbations, especially the Capital, means people are forced to look outwards for better comparative value. In some cases, this even means Slough!
Savills research recently cited that 93,000 is the out-migration figure from London in the year to June 2016, with growing numbers of households leaving for more spacious surroundings.
The Power of print
When you’re trying to pull renters from such property hotspots out to less central areas, we find that direct mail still has a massive part to play. But if target market is young, everything is digital right, so just email them until they unsubscribe!
Well that’s the point, they get so many emails that their attention span has been worn down to...
... oh sorry I got distracted - well not much really.
Just imagine the look of wonderment on their face on receipt of a direct mail in the post! Personalised, tactile, with a stamp and everything – it’s like Christmas morning for nerds.
"82% of Millennials said they would engage with retail print literature." Quad Graphics Study.
This is supported by a scientific study from Millward Brown, which used fMRI scanning techniques to measure brain activity against exposure to print and digital marketing material. They came to a very interesting conclusion:
‘The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.’
So this combined with a print brochure that combines a strong narrative and information not readily available online, means that print still has a massive part to play in an Omni-channel strategic marketing approach.
Print can then play a part in targeting these migratory patterns, be it along train lines, road links (how many times have I discussed the A2 pull into Kent) or even the longer distance insights identified by Savills.
For more targeted campaigns speak to the team today and learn more at our roundtable event in July - Book Here