|
The Countdown to Baby
Timing is critical when marketing to the prenatal market. Pregnancies are not part of the public record, so the lists available for rent typically are response files sourced from magazine subscriptions; point of sale; insert programs; and Web sites that offer free samples, coupons and informational resources. Many expectant mothers do not publicly acknowledge their pregnancies until the end of their first trimesters, so marketers usually have a five- to six-month window of opportunity.
What's more, marketers may want to target these women in a certain trimester. This makes due date a key select. For example, Linda Lomax, director of marketing at One Step Ahead, a multichannel marketer of infant products, says she selects third trimester names for her prospecting efforts. "That's when baby showers typically are held and people narrow down their needs," she explains.
First-time mothers-to-be are another popular select because they generally have a greater need for furniture, toys and baby supplies. Early branding is particularly important with this group, because they are in information-gathering mode, notes Norma Blatto, vice president, publisher/executive director of American Baby Group, a division of Meredith Corp. "If you get in early with a strong message that shows them how it's going to make their lives easier and gives them a good sense of trust ... you will have a better shot at converting them," she says. This is why companies that sell consumables such as diapers, formula and baby food begin targeting expectant parents in the second trimester. MacNicholl agrees: "It's a first in, first win thing."
A Multichannel Delivery
Marketers are using a host of media that include direct mail, insert media, product sampling, space ads, e-mail marketing and Web sites to target expectant parents during their flurry of purchasing activity. Because much of the prenatal market belongs to Generation Y, these consumers tend to be tech-savvy and very comfortable using the Web, notes Nancy Spielmann, senior account executive at list brokerage and management firm Statlistics.
This has been the experience of One Step Ahead, which uses its print catalog as its primary prospecting vehicle. However, approximately 80 percent of its orders are placed online. "We know a very significant volume of those [orders are] driven by our print offers. We have a young customer who is very used to ordering online," Lomax confirms.
A multichannel marketing plan is best, advises Blatto, because it takes more than one impression to make a sale. "The most successful marketers have a print ad for branding, a sample to encourage trial and a Web-based solution."
Lisa Yorgey Lester is the former managing editor of Target Marketing magazine. Presently, she is a freelance writer based in Ambler, Pa. Reach her at lisaylester@aol.com.
Page 1 | 2
|
Secrets of Direct Marketing Testing
Strategic Catalog Marketing