Emma's Diary to give out samples to new mothers before birth

by Daniel Farey-Jones, Brand Republic 10-Apr-08, 09:00

LONDON - Lifecycle Marketing is changing the sampling programme it runs alongside pregnancy guide Emma's Diary to distribute products before birth for the first time.

Lifecycle decided to make the change after seeing research that showed 99% of new mothers start to buy products for their baby before giving birth. The majority, 71%, start to buy before the end of their second trimester.

It will change its programme in the third quarter to pilot distribution of its main pack four to eight weeks before the baby is due rather than after the birth.

It is also giving mothers the choice of having the pack delivered to their home for the first time, as well as picking it up from Lloyds' Pharmacy stores.

David Castle, managing director of Lifecycle Marketing, said: "This research is a wake-up call to us and to all marketers of baby-related products. These marketers are wasting time and money by targeting new mums far too late in the decision-making process.

Castle added the early delivery of the pack had a clear advantage for mothers.

"For mums it helps them to prepare for the arrival of their new baby rather than it coming afterwards when they have got their hands full," he said.

Emma's Diary is published by Lifecycle on behalf of the Royal College of General Practitioners and is given to mothers to be on confirmation of their pregancy.

The research was carried out among 2,600 new mothers and pregnant women in January by independent market research company.