Market Focus: Expectant Mothers
According to a survey conducted by The Mom Connection, TPG’s online consumer panel of moms, 52 percent of expectant moms said a free sample can be highly influential in getting them to try something new and different.
The same survey reveals that respondents’ purchase decisions are more influenced by receiving coupons through medical channels (46 percent), over those coming through the mail (38 percent).
Hajj confirms the success of sample kits. He says American Baby Group runs sampling programs through childbirth educators and also conducts a direct-to-home co-op that mails monthly. “These kits are filled with offers for new moms, including photo studio coupons and prenatal vitamin information,” he says.
Kendra adds that sample kits also offer the perfect opportunity for the sale of diaper ointment, pacifiers, skin care products, laundry-safe products and breast pumps.
What They Crave
When it comes to marketing products specifically for expectant moms—more so than the baby—Kate Lawler, editor of Parents Expecting magazine, New York, reports that more than ever women are interested in looking good and wearing hip apparel.
“Tent-like dresses and baggy overalls just don’t cut it these days,” she says. “These women are seeking cute, sophisticated and sassy maternity wear. They want to show off their pregnancy. They are healthy and they’re proud.”
Expectant mothers also are prime prospects for wellness and beauty products. Women undergo immense, changes during pregnancy, says Kendra.
“Their hair and skin is different and will react differently to their usual products,” she explains. “As such, expectant moms are often on the market for new deodorant, lotions and shampoos.”
Kendra adds that another significant marketing opportunity exists for those in the foods business. In fact, of the women participating in TPG’s The Mom Connection survey, 67 percent said they actively seek quick meal tips.