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Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
Baby Marketing in China, GDM Services
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Baby Marketing in China, GDM Services

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Baby marketing, giftboxes sent to maternity hospitals in China. Direct marketing to new families.

Baby marketing, giftboxes sent to maternity hospitals in China. Direct marketing to new families.

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  • 1. 中国人口福利基金会
  • 2. GDM distributes free gift boxes containing products GDM distributes free gift boxes containing products samples, brochures and vouchers to mothers who samples, brochures and vouchers to mothers who just delivered babies in maternities just delivered babies in maternities Companies targeting new families (GDM’s customers) provide samples leaflets and vouchers to GDM GDM Prepares and distributes Nurses offers the Baby Gift Baby Gift Boxes to hospitals Boxes to mums right after giving birth
  • 3.  Wholly Owned Foreign Company  Specialized in Gift Direct Marketing Direct Marketing Experience Marketing Relationship Marketing Cooperate with CPWF to launch Charity Program  Provide clients with integrated Gift Direct Marketing solutions to: Increase sales Improve brand awareness and image Recruit new customers Maintain brand loyalty
  • 4. …in the maternity hospital, just after the birth of her baby, a mum will : • receive your congratulations • try your products • read your brochures • accept your vouchers • buy your products…
  • 5. GDM develops a qualitative database (collected in Step1) to GDM develops a qualitative database (collected in Step1) to help brands communicate with mothers through CRM and help brands communicate with mothers through CRM and New Medias (Web, Mobile) New Medias (Web, Mobile) Weekly Weekly Emailing Emailing SMS Mobile SMS Mobile Community Community Website Website
  • 6. 1st communication through the Baby Box Continuous communication through internet Additional mean to communicate  Key emotional moment  Endorsement of the hospital   Mums are sensitive to the Baby Box  A practical and interactive communication with mums : unique in China Enlarge the target mums' population  Time during hospital stay to discover deeply your brand and your advertorial  Good combination of advertorial and sales  Target population : young and modern   High purchasing power
  • 7. GDM fills the boxes and deliver to hospitals Nurses give boxes to mothers free of charge Meeting One Angel Program Cooperation between GDM & CPWF Company provides gifts and DM materials Mothers receive gifts and DM Materials
  • 8. Results of a market survey carried out on a diaper brand with its sample inserted in the Baby Box: • 84% mothers tried the sample • 53% bought the product after trying • 75% will keep buying the Brand products
  • 9. Results of focus groups of mums who received our Baby Box:  Even after 5 or 6 months, mums clearly remember the products and the brands which were in the box. Mums are thankful to brands offering products samples Mums perceive the program as both commercial and charitable. They accept this new concept very well. Mums trust the brands in the baby box as this program is endorsed by hospitals. Mums like very much the Baby Guide book and read it monthly, including the advertorial pages Once they tried the products, mums are more
  • 10. 中国人口福利基金会
  • 11. GDM 赠 送免费 的婴 儿礼盒给 刚 分娩的新生儿妈妈 GDM 赠 送免费 的婴 儿礼盒给 刚 分娩的新生儿妈妈 (( 礼盒里包括产品小样 ,,育儿手册和产品优惠券等 )) 礼盒里包括产品小样 育儿手册和产品优惠券等 瞄准新生儿家庭的公司 ( GDM 的客户)向 GDM 提 供产品试用小样、宣传单 和产品优惠券 GDM 制作和派送 婴儿礼盒到医院 护士赠送礼盒给刚分娩 的新生儿妈妈
  • 12. 设 想…… 在医院伴随宝宝的出生 , 妈妈将 : • 收到您温馨的祝福 • 试用您品牌的产品 • 记住您的品牌 • 收到您提供的优惠券 • 购买您的产品…… 在特殊的时刻 , 以记忆深刻的方式 , 向您的目标消费者宣传 !
  • 13. GDM 利用第 1 步中收集到的资料创建高质量数据库 GDM 利用第 1 步中收集到的资料创建高质量数据库 并且通过 CRM 和 New Medias(Web, Mobile) 并且通过 CRM 和 New Medias(Web, Mobile) 和妈妈进行交流 和妈妈进行交流 电子育儿周 电子育儿周 刊 刊 手机短信 手机短信 Mamatalk 网 Mamatalk 网 页 页
  • 14. 宣传优势 线下 - 第一次接 触 线上 - 连续宣传 特殊时刻  得到医院的认同    妈妈对婴儿礼盒 印象深刻  值得信任的宣传 渠道:医院 持续的宣传 互动 , 及时 , 方便的 与妈妈们交流(在中 国GDM独有) 扩大受众面   宣传销售双结合  年轻时尚的家庭 主妇群体  具有消费能力的 目标群体 
  • 15. 派发实 例
  • 16. 派发过 程 2 GDM 制作礼盒 并配送到医院 3 医护 人员 将礼 盒免费赠 送给 新生儿妈妈 天使之约项 目 GDM 与中国人口福利基金会合 作 4 1 企业 提供礼物 及宣传 品 新生儿妈妈 收到企业赠 送的 礼物和宣传 品

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