When should a New Parent be communicated to?
The new parent program is designed to increase shopper traffic and sales during a key lifestyle change event – the birth of a child. New parent households outspend childless families by 2 to 1, redeem coupons and will use samples.
The importance of new moms cannot be understated:
- There is an average of 4 million births nationally per year, and new moms spend (on average) an incremental $10,400 within a year of their baby’s birth.
- Having a baby is a life-changing event, in which new moms seek new product categories, and reconsider many of their brand loyalties.
- New moms are more social than most consumer segments – if they discover or switch to a new brand, their friends will know it, and may be influenced to do the same.
- The lifetime value of new moms converted to your brand can have a significant effect on your market share and bottom line.
Take advantage of this prime opportunity to introduce and/or reinforce your brand with consumers.