GDM is a marketing company that partners with brands targeting new families. It provides free gift boxes containing product samples, brochures and vouchers to mothers in maternities. The boxes are delivered to hospitals by GDM and distributed to mothers by nurses. This allows brands to promote their products to new mothers at an emotional time and build loyalty. GDM then uses the database of mothers to continue relationships through digital communication channels. Market research found the program was effective in driving product trials and purchases.

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

12. 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

13. 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

15. 中国人口福利基金会

16. 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

17. 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 !

18. 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

19. 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


20. 派发实 例

21. 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