Mum and baby
Image Source: Iuliia Bondarenko

Cutting through consumer confusion and successfully targeting new mums

The number of new brands entering the baby market has exploded over the past few years resulting in even more intense competition. Not only does this make marketeers’ jobs difficult, but women are becoming increasingly overwhelmed by the options available and these feelings only grow as they become new mums.

In fact, according to a recent survey by parenting network Emma’s Diary (1), almost half (46%) of new mums are confused when it comes to choosing the right products for their baby. And, although bigger brands may appear to have the upper hand when it comes to purchasing habits, with 47% of new mums initially opting for a recognised brand, over half of women (52%) believe that niche brands provide a better offering. This comes as one in five (18%) mums opt for products that are recycled or organic and 43% seek natural ingredients.

So, what should brands be doing to fight through the competition and appeal to new mums?

  1. Tailor storytelling with effective targeting

With over half of mums (52%) admitting that forming a relationship with a brand based on shared values is enough to sway them away from a competitor product, it’s clear storytelling needs to be at the forefront of brands’ communication strategies.

But brands shouldn’t forget that now more than ever this needs to be tailored beyond traditional segmentation with behaviour, personal interests and attitude all being taken into consideration (2).

  1. Cultivate your community

Recommendations from friends and family continue to be the most powerful influence when it comes to purchasing decisions followed by online reviews, showing that brands who provide positive reassurance are more likely to be successful.

What’s more, over half of mums use social media networks to seek recommendations and 43% are part of private groups (3), which work particularly well in giving mums a space where they feel comfortable to share their experiences in an open and honest way without concerns over being judged.

Therefore, regular posts that encourage social sharing and demonstrate authenticity of real parenting will allow for these social media communities to see both personality of the brand and benefits of products. For 49% of women, the opportunity to trial a product is key to encouraging purchase so offering sample through your channel is also a great idea.

Faye Mingo, Chief Marketing Officer at Emma’s Diary adds, “We find that content which offers advice on going back to work or providing support to those breastfeeding, for example, not only provides useful information to new mums but can easily be shared by those going through similar experiences widening the reach of our brand while demonstrating how we understand the real struggles of family life. This can then be combined with more light-hearted content such as popular or topical baby names.”

  1. Avoid high profile influencers

Although there is slightly more interest in genuine social media influencers post pregnancy (6% vs 3%), celebrities are not viewed as trusted endorsements of products to pregnant women or new mums and therefore should be treated with caution. With updated ASA regulations highlighting that any influencer with over 30,000 followers is now considered a celebrity, it’s not just the high-profile names brands should be aware of when it comes to product endorsement. Instead, brands should think about building a community of advocates instead as this will be much more rewarding when it comes to telling your story.

Overall there is a huge opportunity for brands to target new mums and social media in particular provides a platform where they can engage directly. Although big budgets are useful in targeting audiences across a number of platforms and creating multiple touchpoints for new mums to engage, brands of any size who show a clear understanding of their audience by listening to their needs and are genuine with their communications will be well received.

(1) Emma’s Diary research with 1,700 pregnant women and new mums 2019 (2) P&G, Why behaviour beats demographics when it comes to segmentation, 2018 (3) FanFinders, Socially engaged mums are using networks to influence purchase decisions, 2016

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