Marketing to New Parents

Two weeks ago my wife and I became the proud parents of our first child – an adorable baby boy. As anyone with children knows, becoming a parent is truly a life-changing experience. Parenthood can also be a little overwhelming, especially as various companies start marketing their products to you as a new parent who’s looking to provide the best for your baby.

Maybe I’m more conscious of these marketing efforts because I work in the marketing field, but I’ve found it interesting how quickly my wife and I have been put on the “new parent” radar. Within the two weeks since our son’s arrival, and leading up to his delivery, we have received and have been exposed to the following:

Product Samples. Just yesterday at the pediatrician’s office we were handed a sample for a new dye-free, baby-friendly laundry detergent. We’ve started using a different brand of baby detergent, but I’m sure my wife will try the free sample and it may persuade her to switch brands. We’ve also received free diapers and two large containers of baby formula in the mail, along with persuasive literature on why this particular baby formula offers the best nutritional benefits.

Online Advertising. My wife is frequently exposed to ads on Facebook that are targeted at expecting and new mothers – even an ad for her current doctor.

Insurance Company Outreach. Surprisingly, we haven’t been approached by any new insurance companies, but our current provider has sent literature with tips for new parents and a popular DVD that offers soothing techniques for newborn babies. These materials were extremely useful, and my wife now has a deeper appreciation and sense of loyalty for this provider.

Registry Offers. Baby registries are very profitable for retailers and the ones offering this service have done a great job letting us know they’re there. Even though our son has arrived and the baby shower was held months ago, we continue to receive direct mail from various retailers, including the ones we’d already registered with.

All these channels are smart ways to get a product or service in the hands of a target audience, particularly when the message comes through an already trusted source, like a pediatrician. It gives your brand credibility and could easily turn a first-time customer into a loyal one.