Transcript Marketing and PR - Amy Chappell

Marketing and Public Relations
2007 Distributors Conference
19th – 21st April 2007
Introduction
UK Media Plan
What is a media plan used for?
• Goals
• Niche Market
• Resources
• Events and Opportunities
How could a media plan help you?
Consumer Magazines and Target Audiences
• Bambino Mio’s target audience
• The importance of pregnancy magazines
• Building a relationship
• Giveaways
• Editorial
• Product Reviews
Magazines and Target Audiences
• Classified
adverts
Bounty Magazine and Emma’s Diary
• Distributed to majority of pregnant women in UK
• Key media in the UK for pregnant women
• Emma’s Diary: 408,000
• Bounty Your Pregnancy: 810,000
Bounty Magazine and Emma’s Diary
• Adverts in magazines beginning to differ to suit
• Recently redesigned advert
• In-depth more information
• Do not make presumptions
Trade Magazines
• Nursery Industry and Nursery Today
• Importance of trade publications
• Advertising
• Press Releases
Baby Shows and Trade Fairs
Baby shows: Birmingham, ExCeL, Earls Court and
Glasgow
• Brand building
• Meet the consumer- niche market
• Sponsorship
• Press coverage
• Baby Show offers- not competing but promoting
Trade fairs: Harrogate and Cologne
• Brand building
• Trade contacts
• New products and processes
• Feedback
Incentive Schemes
• Mainly marketing and promotional purposes
• Originates from the Waste and Resources Action Programmes,
‘Real Nappy Campaign’
• Consumers can get cash back or incentives from local authorities
• Stickers in UK on bigger products
• Pushes consumers to our website
• Brand awareness
Midwives Pack and Pregnancy Wheel
“Necessity is the mother of invention, it is true -but it's father is creativity, and knowledge is the
midwife.”- Jonathan Schattke, computer scientist
• Brand awareness
• Pregnant women listen carefully to their midwives
• Valuable promotional tool
• NEW Pregnancy Wheel
• Primary Care 2007
miotalk
• Produced quarterly: Spring, Summer, Autumn, Winter
• Communication tool
• Electronic or in post
• Brand recognition
• Covers: staff stories, stock issues, new products, general news and events
• Would this help you?
Catalogue entries
• Similar to magazine
• Entries in Mothercare UK and Ireland, Babies R Us and
various independent store brochures.
• Child Trust Fund Promotions
Online Marketing Strategy
• Beginning 2007
• First banner on homepage of Mother and Baby Magazine website
• Impossible to measure success until there are others to compare with.
• Brand recognition not pushing sales through website.
• Must attract niche market
• Banners, newsletter, advertorial, sponsorship and forums.
Guide to writing a press
release
Online News Page
• Localise your own website, more personal to the consumer
• Stories: products, events, human interest and feedback
• 250 viewed page so far – Wednesday 18th April 2007
• Simple to use for distributors
Questions and answers and discussion
• What is you opinion on the PR and Marketing strategy used in the UK?
• Do you have any suggestions of what else could be done?
• How do you approach marketing and PR in your market?
• Do you consider Bambino Mio products easy products to promote?