Market Focus: Expectant Mothers
Huge Market, Small Window
Just as many women feel the clock is ticking when it comes to getting pregnant, so should marketers feel
the time crunch when it comes to reaching expectant moms. The reality is: Women generally are in-term for just nine months. That’s less than one year for this emotionally charged group to make decisions about what types of products—from prenatal vitamins and maternity wear to family cars and baby gear—are worth buying.
For companies looking to sell to this market, this means targeting expectant mothers in a highly influential way, and by the quickest means possible.
The good news: The expectant mother market not only is large—the birth rate is 4 million—it’s recurring. “Essentially, there are that many women pregnant at any time,” says Chuck Hajj, managing director of American Baby Group, a New York multimedia company.
Hajj points out that while this number includes multiple births, he says companies can count on a close approximation of the 4 million births as the number of women who are pregnant at any time. “And that’s a new market every year,” he says.
Sampling Works Best
According to those interviewed, the No. 1 way to connect with this market is to send samples—a method placing products directly into the hands of the consumer.
Jennifer Kendra, group sales director for First Moments, The Parenting Group (TPG), New York, a Time Inc. group that handles expectant-mother media programs, says companies are more apt to build brand loyalty through sampling, since this may be the first time the consumer is thinking about products that support her and her baby.
“We assemble cooperative sampling kits to be handed out at childbirth education classes, which contain products that are first-time mom oriented,” says Kendra. “Having the kits distributed by class facilitators who are affiliated with hospitals or are RNs themselves, is also a plus.”