As part of its ongoing focus on supporting breastfeeding Mums, Lansinoh, a leading manufacturer of breastfeeding products, has appointed direct response and relationship marketing agency, WDMP, to develop its customer engagement strategy in the UK and US markets.
Lansinoh’s ‘Happy Tummy Club’ launches in the UK next week and aims to connect with expectant Mums by providing them with essential information and support at each stage of their pregnancy journey and beyond in to baby’s first years.The Happy Tummy Club advice is provided by Lansinoh’s very own Health Expert, Kate Hilton.
We’ve launched our CRM programme for @LansinohFamily – The ‘Happy Tummy Club’. Have a look here: http://t.co/qC2bwG8T30 #CRM #Marketing
— WDMP (@curiousWDMP) October 28, 2014
As well as using its own customer data, Lansinoh is working with independent pregnancy advisory service, Emma’s Diary, to build its target audience and create awareness of the Happy Tummy Club. On joining the club, Mums and Mums-to-be receive a welcome gift, e-mails every 3-4 weeks which are personalised to the stage of their pregnancy journey, as well as product offers and vouchers. The Mums will also be driven to Lansinoh’s Facebook page, encouraging further interaction and relationship building too.
‘With you every step of the way.’
WDMP was chosen by Lansinoh because of its extensive experience in the babycare market. WDMP brought key insights into what is most important for new and expectant Mums and how best to engage with second time Mum’s.
The ‘Happy Tummy Club’ name was chosen as a play on words, inspired by Lansinoh’s ethos of providing the best start for baby – happy tummy for Mum and for baby when born too. The baby club and campaign creative features a calming purple design with baby’s first footprints and the tag-line ‘with you every step of the way.’
Paul Day, Marketing Director at Lansinoh, comments:”With new additions to our product portfolio we have the perfect solution for Breastfeeding and Pregnant Mums, Babies and beyond, so creating a meaningful relationship with Mum over a sustained period of time is key to us. The CRM strategy developed by WDMP complements our approach perfectly.”
Craig Wheeler, Managing Director at WDMP comments:”One of our key areas of expertise is the baby care market, having developed strategies that have increased sales and market share for other brands based on engagement rather than price point.
Whilst the US and UK markets have different needs, priorities and cultural nuances, we are very confident we can deploy an extremely effective engagement programme in both markets.”