Converting new moms to your Brand efficiently

(marketingmagazine.com.my) – By: Asit Gupta

New moms are a very lucrative target audience. Size of the Malaysian baby food business is at US$500 million per annum, equivalent to the women’s skin care market. Just add $200 million for the diapers category and $300 million for baby lotions and wipes, and we have a $1billion industry just via 3 categories.

Sampling is a huge expense for most new mom Brands.

Companies like Kimberly Clark, Drypers, Friesland Campina, Fonterra, Nestle spend millions every year on free samples, to influence the 1 million moms of babies between the age of 0-3 years. 200,000-300,000 free samples are being given out, in the hope that new moms will continue to buy them. But hope is not a strategy. Sampling needs to enter the digital world to get higher ROI and conversion. However most sampling departments are run like they were in the pre-digital era. No body is thinking about what happens after sampling?

Boost Sampling ROI via Online Advocacy

One simple way to get higher ROI on sampling is to engage sampled moms, find out who liked the product and turn them into Advocates. This is 100% authentic as opposed to paying influencers. Getting such Authentic Advocacy is key because Nielsen research shows that word of mouth recommendations from friends is the
# 1 influence on new mothers.
Let us assume just 5% of the 300,000 sample receivers i.e 15,000 become Advocates. This might not look huge, but this is where the power of social media comes in. 1 Facebook post made by each of these 15,000 authentic Advocates, can reach 70 of their friends, of which around 15-20 might also be new moms. This means 225,000-300,000 new moms i.e 23-30% of the new moms universe reached by a Friend’s recommendation. Further, this reach is much more trusted than any brand advertising.

Integrating Offline Sampling & Online Advocacy

To offer higher ROI to brands spending millions on sampling, WOM Advocacy Sdn which has a proven online platform (WOOP) for creating Advocates, acquired BAIBOO Precision Sdn in July’ 2016. BAIBOO has been operating since 2007 and has deep relationships with both private and Government hospitals.

Every year BAIBOO reaches over 300,000 new mothers (80% of all new moms in Malaysia) with a hospital bag containing samples, coupons and relevant information. The bag is…..

To read the full article get your hands on MARKETING Magazine’s November-December 2016 issue.

Asit Gupta is the CEO and co-founder of Advocacy. You can reach him at [email protected]

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