TNT Post UK mobilises new advertising medium to reach mother and baby market

From today, advertisers looking to tap into the mother and baby market will have the opportunity to communicate their campaigns to over 1 million UK mothers and expectant mothers directly to their mobile phones, following the launch of Emma’s Diary Mobile Internet site, sponsored by TNT Post.
Emma’s Diary, created by Lifecycle Marketing, is a week by week guide to pregnancy and its paperback version has been distributed by GPs throughout the UK for the last 14 years. The new ‘mobile accessible’ version of the diary has been made available due to TNT Post’s recent sponsorship deal with its subsidiary company, Lifecycle Marketing and is a response to the growing usage and accessibility of mobile phones in the UK.
Through using this service, advertisers will have the opportunity to reach expectant mothers and those with young families with precision timed SMS and multi-media messages anytime, anywhere. In addition, by using information provided by the individual mobile user, advertisers will be able to target the recipient at the exact week of pregnancy or parenthood which best suits their product and thus increase projected ROI for the campaign.
With high read and response rates and the ability to track responses in real time, the mobile phone offers an extremely cost effective way for advertisers to reach this target market. Lifecycle Marketing has one of the largest data bases of mobile numbers available in the UK.
Simon Dolph, Head of Marketing & Communications TNT Post, said:
“TNT Post is delighted to help get this service off the ground. We are passionate about innovation and recently launched our own mobile internet site which has become an important extension of our communications programmes.
Mobile advertising offers the fastest way to get a campaign into the market because it reaches 100 per cent of the target market wherever they are and offers the widest coverage of any medium.”
David Castle, Managing Director of Lifecycle Marketing, said:
“The mobile phone offers advertisers a modern, flexible way of sending information about products and services relevant to new mums’ and young families’ changing circumstances. Expectant mums can access valuable pregnancy information easily and conveniently wherever and whenever they want to.”
Additional benefits for advertisers include:
• Advertisers can include images, photos, updates, full contact details and a movie as part of their campaign
• Specific selections can be made based on postcode
• Short lead-time required to reach market – appealing for late and special offers.
• No print or postage costs
• Data records of the respondents are automatically forwarded to a sales teams or fulfilment house in real time
• Real time interactivity, which is good for polls, competitions, samples and brochure requests
As with the paperback version of the diary, the mobile version will offer pregnant women the full contents of the diary, special discounts, vouchers and competitions as well as the option of contributing their own feedback via their mobile phone.