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 firstname.lastname@example.org.