The baby and parenting market
is one of the most competitive. Globally, the market is expected to increase its total sales to $66.8 billion by 2017. It’s
estimated that American parents spend some $12,000 on their babies in the
first year alone. In 2013, this resulted in $23 billion spent on baby products
in the US.
The power and competitiveness
of Internet shopping is pushing the industry into its next chapter. By 2018, it
is estimated that there will be more than 6000 companies looking to sell
These big changes and the
greater spending power of consumers are creating many opportunities for
marketing professionals to capitalize on the needs of parents and their interest
of baby and parenting products.
Here are our top tips for
marketing baby and parenting products:
Reach the decider: who will be the primary purchaser of your
product? Whether it be a mother, father or a grandparent, target your marketing
message around their needs and the reason why they would buy the item you’re
Safety first: safety is the number one concern of parents. Demonstrate the
safety record/testing of the product, as well as using information on its
design and construction as a central part of your marketing strategy.
An easy life: with the stresses and strains of a normal everyday life, parents
want to select and use products that will make their lives and the life of
their child easier. Through your marketing campaign, show how the product will
resolve any ‘problem’ that the parent may have, making the parenting experience
hassle-free and enjoyable.
Adaptable: babies don’t stay young for long! Consider promoting how your
product can be used over a longer period of time and be used as the baby turns
into a toddler. Unique features can help the product stand apart from its
competitors and resonate with the customer.
Mompreneurs: consider teaming up with mumpreneurs and ‘mommy bloggers’ to
promote your product to a new, digital audience. Use tried and tested reviews,
videos and digital driven content to engage new moms with a smartphone.
Partnership working: team up with complementary brands and
companies in the baby and parenting space to cross-promote your product. Tap
into trends and awareness days, using these campaigns to further your reach.
Contributor: Mari Escamilla, Director of Media Relations at Marketing Maven