promoting off-line to tap into local market

[bluezebra]

I sell natural baby gifts to celebrate births, etc. They are gift wrapped either ready to give or I send them to the recipient on purchasers behalf.

I am thinking of trying to tap into my local market and offer a 'free' local delivery direct to the door or maternity hospital, etc. I am just trying to work out how best to promote this. I don't have a shop, so people can't see what they are buying.

I am thinking - should I just produce and ad for distribution locally with a web address and hope people will log on, or should I produce some type of flyer/brochure with pics of what I can offer.

Couple of things - I have a limited budget for design, production, distribution.

Also the other thing is that I use natural giftboxes and am wondering whether people may prefer wicker baskets for local delivery (as it is not going through the post and may not be as environmentally conscious as my core customers).

Just wondering if anyone has an ideas they would be willing to share?

 

Hi

I love your website, I wish I knew about it earlier.

I'll keep you in mind for any future baby gifts I am looking to buy. I think that a wicker basket option is a great idea - lots of people will love it.

As for how you go about promoting the site, I am a little unsure. Leaflets may work and word of mouth is always a good way to getting new customers.

Sorry I can't be of more help, good luck

Emma

 

[LittleAcorn]

I really like your website and the fact your products are env friendly give you a USP.

A couple of ideas for you (bear in mind I'm not in marketing!) :

- workplaces are always looking for baby gifts for staff who are off having babies. I got 2 e-mails today from former co-workers telling me about the latest baby arrivals at their office! If you can tap into your friends/collegues within this demographic who believe in what you're doing, they will champion your site/products within their circle of influence. If your champions create buzz about your service amongst their workplaces, you'll soon have your site bookmarked all over the place, ready for the next office baby. --> inexpensive and can be accomplished via e-mail.

For example, I like what you're doing. It would be pretty easy for me to fire off an e-mail to 15 ex-uni friends, all aged around 30 and living in the UK, and tell them in one sentence how convenient and cool your product/service is, and to bookmark your site ready for the next offspring within our group of friends. Prep people like me with a 1 or 2 line e-mail to send around, and you've got the word out to loads of people.

Is there someone within the local media (TV/Radio) having a baby soon, that you could send a gift basket to?

I had some other ideas for you, but can't remember them right now......
Good luck with everything.

 

[bluezebra]

Thank you so much for taking the time to reply with some really good suggestions. I had thought about getting a 'celebrity' endorsement, but can't find anyone 'suitable' I'll do some more searching.
This is a great forum, because you get some fantastic ideas and support!

 

[Rob Holmes]

Hi,

Maybe you could invent a 'Baby list' - similar in principal to a wedding list from John Lewis.

Follow their format and all expectant mums when asked can just refer the relative or friend to the list.

3 possible avenues of introduction..

Maybe sponsor the local mum's-to-be class (I can't remember the proper name as it was a while ago)

And also Hospitals usually give away a goodie bag to 'new' mums with sample creams in etc etc - maybe you've got something that could be included in there?

Or maybe go around the local maternity ward giving your business card out with a discount on it,

or teaming up with the people that take the babies photos on the maternity ward and offer them a commission for promoting you,

Or give some freebies to the local toddlers group - the kids are a bit older but it's a hot bed of ladies chatting and usually theres a few with another on the way..

A million ideas left - you've got an inexhaustble market !!!!

Rob

 

[Deleted member 3454]

Have you thought about contacting the National Childbirth Trust (NCT)?

They encourage the use of reusable nappies over disposables so may well be interested in the service you offer.

They also run local ante-natal classes and have loads of local groups of mums who meet regularly and some mums will be expecting again. Take the group I'm in since the end of of last year out of a group of 5 we've had 2 births and another due later this year.

 

[bluezebra]

I'm already in touch with NCT, but need to do a bit more.

The ideas are great, I'm just trying to decide whether or not to have little cards or A5 flyers or both .... anyone got any thoughts. I guess the flyers could be posters as well, but the cards are quite easy for people to keep.

I've already thought of the baby wish list, but my product range is a little limited - I have been considering extending it a bit to inlcude more baby basics.

Well, thanks for all your help - I love this forum!!!

 

[top-click]

Hi, like emma27 - I love your site - my son was born recently so I may have to vist again soon!

Many moons ago I worked at an ad agency and they created awareness for a similar site by having a 'beautiful baby' section on their site - new mums sent in photos by email etc.

If you did this at a local level - it would be a sure fire thing to be picked up by local press, not to mention all the traffic you would get from friends and family of the new mum visiting the site.

Additionally, driving traffic locally using AdWords/sponsored links is possible but not foolproof in the UK yet - if you need help please shout.

 

[Rob Holmes]

I've already thought of the baby wish list, but my product range is a little limited

IMHO you have enough products to start a list - I would do the list anyway

Rob

 

[daveashton]

I would look at the royal mail website and there bulk leaflet drop service.

The cost is £46.00 per thousand and payable 21 days after they have posted your leaflet through the door. You can also choose where and when it is delivered