Mother’s Day is upon us, and this year, I get to celebrate it for the first time ever with my growing belly and my spouse. It is a very exciting feeling, yet scary and sometimes overwhelming. As a new mom-to-be, there is a lot of information that gets thrown your way, from family members, doctors, advertisements and websites, it can be a little too much. So with all this information targeting expecting moms, is there a right and a wrong way to market to them?

As a professional in the marketing industry, I understand the process of being geo-targeted and the ROI that advertising to expecting moms brings. However, there are several things that can be done wrong when developing this type of campaign. Here are a few tips on ways to target moms-to-be:

1. Timing is everything: Begin targeting this demographic in the early stages of pregnancy. Online advertising and email marketing is usually the best way to reach them without invading their privacy.

2. Develop sample kits for your clients to give away to customers or organizations they partner with.

3. Geo-targeting campaigns: Targeting customers in specific geographical areas and IP addresses allows you to gather information on the customer based on their web searches.

4. Know your boundaries: While timing is everything, be sensitive to their situation. Most expecting moms go through various feelings in the early stages of pregnancy.

5. Direct mail: Be careful when sending out direct mail pieces; expecting moms don’t always tell their family members right away.

6. Sell comfort and provide them with a sense of security. Let them know your brand can be trusted.

Here at Oster and Associates we have several moms and one new mom-to-be, so we like to consider ourselves as experts in both the marketing industry and mom department. Utilizing some of the tips above may help you get started on a marketing campaign that will create brand trust and customer loyalty when targeting to new moms or their family. 

-Aryana