IN REACHING NEW MOMS, postal mail may be the best delivery channel for those who've recently delivered. A personalized direct mail offer they can touch and feel is more likely to make a favorable impression than an online banner distraction or email intrusion. However, direct mail can often require a significant upfront investment of time and resources. Therefore, it is important to consider alternative media programs that allow like-minded brands to advertise to their core audience without incurring redundant costs of distribution.
Consider testing offers that touch on an unmet need. For example, a continuity offer for coffee lovers may be welcomed by postnatal moms suffering from sleep deprivation. Insert media and co-op advertising programs have lower CPMs, and may be worth testing to minimize postal costs; it's like carpooling for direct mail. Some of the better programs even publish creative that can accommodate partner artwork, thus minimizing the partner's printing and manufacturing costs as well.
New moms spend more, too — not just on Pampers, but on pampering themselves. Health and beauty, bath and body, or rest and relaxation offers are great for maternal marketing. Maternity marketing media is a way to reach moms at a critical and memorable time in their lives. When testing a co-op program, consider adding a little extra to your offer in the form of samples, educational material, or anything that increases the overall value of the distribution vehicle itself. This makes for a strong partnership with your marketing services provider.
The list ID, total universe, base price, list popularity index (LPI), and list manager contact information is provided for each of the five Maternity lists below. The LPI shows each list's rating on a range from 0 to 100 with 100 being the highest. The scores are calculated using an algorithm that analyzes recency and frequency of more than 100,000 outside list recommendations made in the trailing 12 months of the scoring date.
A Gift for Your Baby & You — Destination Maternity's Expectant Mother Gift Bag
Universe: 2,100,000
Price: $75/M
List Popularity Index: 100
Contact: Target Media Solutions, Ann Nolan, [email protected], (770) 205-8666 x107
American Baby Welcome Issue Co-op Mailer
Universe: 750,000
Price: $65/M
List Popularity Index: 100
Contact: American Baby, Chuck Hajj, [email protected], (212) 499-1514
One Step Ahead Package Insert Program
Universe: 676,000
Price: $65/M
List Popularity Index: 100
Contact: Direct Media Millard, Anthony Dinino, [email protected], (402) 836-5108
Similac New Parents Co-op: Postnatal Hospital Distribution
Universe: 2,124,000
Price: $60/M
List Popularity Index: File new to market
Contact: Regatta, Inc., Sam Kaufmann, [email protected], (212) 475-1290 x9784
Similac New Parents Co-op: Prenatal OB/GYN Office Distribution
Universe: 948,000
Price: $50/M
List Popularity Index: File new to market
Contact: Regatta, Inc., Sam Kaufmann, [email protected], (212) 475-1290 x9784
Data cards for these are publicly available at http://lists.nextmark.com.
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