Page 91 - 100 Great Marketing Ideas (100 Great Ideas)

Much of the site is available to new mothers without logging in, but
those who want to post comments or access all of the site need to
provide some basic information to register. The mothers are asked
about the expected delivery date of the baby, which supermarket
they usually shop in, and their names and addresses. In return,
they are sent a £4 voucher to redeem against Huggies products.
The information allows Huggies brand managers to tailor their
marketing approach, and of course populate a database. Feedback
from the site helps in tailoring new products, identifying recurring
problems, and identifying new market opportunities.

Childbirth is a worrying time for most women—the excitement of
having a baby is tempered by fears of not being able to cope, fears
about the changing relationship between the parents, and so forth:
since so many women now live far away from their mothers, aunts,
and grandmothers any support and advice is welcome. Huggies
have filled a gap, and at the same time developed loyalty and greater
insights into their products.

In practice

• Don’t be tempted to take over the site to plug the product. If you

do this, you’ll frighten people away.

• Use the members’ personal information carefully. Don’t abuse

their trust.

• Give a small reward for providing the information—it’s cheap at

the price!

• Recruit some women to start the forums rolling. New visitors

will not post to a blank site, but once it gets moving it will be
self-sustaining.

• Publicize the club somewhere other than online.

82 • 100 GREAT MARKETING IDEAS