Marketers too late in targeting expectant mums

Marketers are dramatically failing to target expectant mums at the right time of the pregnancy and birth cycle according to independent research specialist Mum’s Views.
The research entitled “What Mums Really Want” was commissioned by Lifecycle Marketing, publishers of Emma’s Diary the UK’s leading pregnancy guide.
Currently 84 per cent of new mums receive the market-dominant sample packs of baby products whilst in hospital with most given out after giving birth but the research confirms that this is not the most effective channel or time to be influencing new mums’ purchasing decisions.
The research which polled over 2,600 new mums and pregnant women, shows that 99 per cent of new mums start to buy products for their baby before giving birth, with the majority (71 pct) starting to buy before the end of the second trimester of pregnancy (26 weeks).
The research also found that, generally speaking, mums are loyal to the brands that they use, with 79 per cent of mums claiming loyalty to the brands that they buy.
Of the new mums that were polled, over 90 per cent said they had bought most of the items they needed for baby by the time they went into hospital and the following percentage of respondents had bought these everyday mother and baby items before the birth of their baby:
David Castle, Managing Director of Lifecycle Marketing, said:
“This research is a wake up call to us and to all marketers of baby related products. These marketers are wasting time and money by targeting new mums far too late in the decision-making process. Our job is to listen to the findings of this research and to deliver what mums really want.”
Paul Petrie of Mum’s Views commented on the research findings:
“There are important messages in here for brand owners in all mother and baby sectors. The most important of these is to establish your communication with Mum at the earliest possible stage so that she can give your product her fullest consideration during the decision-making process.”
David Castle concluded:
“As a result of the findings we are today announcing the launch of a new 3-stage sampling pack programme for mums, including a new pack to be distributed 4 to 8 weeks before the baby is due. Mums will be able to choose how they receive their sampling pack including, for the first time, delivery to her at home.”
Emma’s Diary, created by Lifecycle Marketing, is the leading guide to pregnancy in the UK (ABC) and is published on behalf of the Royal College of General Practitioners. It has been distributed by GPs and Midwives throughout the UK for the last 15 years and is given to Mums-to-be on confirmation of their pregnancy.