Market Focus: Expectant Mothers
While sending samples is key, the wording and visuals can be crucial. Kendra says companies that connect best will talk to the woman about what is important to her. “She’s eager to be the best mom, to be the best prepared, and that needs to be addressed in an informative, yet nurturing voice.”
Hajj says ad testing for American Baby Group indicates that large photos of babies draw attention as do free gift offers in direct mail packages.
“Gerber gives a free spoon to those who sign up for their products through direct mail,” he says. “As far as the tone that should be used, companies should be caring, comforting and reassuring as well as non-alarmist.”
Hajj reports that American Baby Group estimates the average couple in the United States spends $14,000 on baby products within the baby’s first year. “Companies need to start targeting before the baby arrives—when the expectant mother is making her decisions—if they want to get in on this lucrative market,” says Hajj.
Sharon Cole is a Philadelphia-based freelance writer serving the print media industry.