Sensible
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The document discusses marketing baby products to modern dads who are more involved in childcare than in the past. It notes that 40% of mothers are now the sole or primary breadwinners. Dads want to feel useful during the "Fourth Trimester" period when babies rely most on their mothers, but dads are often unsure of how to contribute. The document outlines a marketing campaign for a baby product brand called Sensible to establish dads as heroes of the Fourth Trimester and show dads how Sensible can help them feel more confident and involved during this early period.
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Weekends with fairs held in the district,
Hot summer days that increase ice cream sales,
Fluctuations in job opportunities,
Opening new outlets and
Local tastes regarding music, food, and languages spoken.The Power of Compound Creativity - Consistency drives business outcomes
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DIGINTRA is a leading SMS Gateway Provider, offering direct connections to leading telecom operators. Our services enable the delivery of bulk text messages to over 190 countries, utilizing more than 500 networks globally.
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Gain Your Strongest Local SEO Weapon Yet
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Ad
Sensible
- 1. How do you stand out in a SEA of baby products?
- 2. No one is focused on Dads
- 3. And modern culture is starting to shift . . .
- 4. A record-breaking 40% of moms in the U.S. are the sole or primary breadwinners for their families. .. . Whereas in the past, moms have received the bulk of attention from brands, more than ever dads being included in that messaging will matter.
- 5. Theres a New Macho The new man is a nurturing man, as ready to change a diaper as to change a tire
- 6. the dude blogosphere is gaining ground faster than the kids are growing . . . changing the way moms and dads view fatherhood
- 7. Millennial DadA societal shift in which "real men" can be stay-at-home Dads.
- 8. The soccer Mom has become the Skateboard Dad.
- 9. What message will resonate with Todays Dads?
- 10. "I was surprised how little I was involved for first 6-9 months. But still I woke up every hour just to make sure he was still breathing." Tyler Thompson, 28
- 11. "Until he was mobile I didn't do much he usually just ate and slept with mom." Chris Jollay, 34
- 12. "Worry about silly things like whether he was going to stuff his blanket in his mouth I was nervous all the time. " Matt Walters, 30
- 13. The first few months of infants life are known as the Fourth Trimester, because moms share a special biological connection with the newborn. The newborn misses the familiarity of the womb and enjoys the comfort a mother brings. The Fourth Trimester
- 14. Dads want to be the hero. They just dont know how.
- 15. His newborn is just a few weeks old. His father told him this was the biggest voyage of discovery he was ever going to face. Hes not sure what his exact role is, but hes confident he will be a great dad. That still doesnt stop him from imagining all horrible things that could possibly go wrong. He notices things differently now. Still, he is kind of clumsy and clueless during this whole process. Its moms show right now, they are in the depths of the Fourth Trimester, but still he wants to be able to contribute. Ethan has taken on a lot of the roles at home, cooking meals and doing the grocery shopping. He has put together the crib and made sure the baby room is safe. Yet, Mom has a special connection with the new born. Ethan wants to feel useful, but there is not much for him to do right now. Its a whole new world Ethan has found himself in, where he is lost and clumsy. Engaged Ethan (first-time father) Our Target
- 17. *USDA expenditure by family, 2011 Creating a parent brand will allow us to move from
- 18. *USDA expenditure by family, 2011*USDA expenditure by family, 2011 $20k spent per year on kids 0-2*
- 19. Proprietary information shared from a close friend, be a good person and dont share The baby category hadnt changed in a very long time. We set out to create a better experience by making better products.
- 20. 4-moms Proprietary information shared from a close friend, be a good person and dont share 0 25,000,000 50,000,000 75,000,000 100,000,000 2011 2012 2013 2014 (exp) Only been around for 6 years Started in boutique baby stores Invested in packaging & high quality videos 500% revenue growth over the past 4 years
- 27. Creative Concept DAD Conquers Irrational Fears
- 28. CAMPAIGN ECO-SYSTEM PURCHASE FACEBOOK/ TWITTER DIGITAL HUB (VIDEO) YOUTUBE PRINT BANNERS (RICH AND FLASH) SEARCH INDIRECT DIRECT TYPE OF LINK The main goal of this campaign is to drive first time fathers to our digital hub
- 29. COMMS TASK 3 INVITE PARTICIPATION FROM CURRENT AUDIENCE TO TELL FRIENDS COMMS TASK 1 ESTABLISH THE IDEA OF THE HERO OF THE 4TH TRIMESTER COMMS TASK 2 SHOW HOW SENSIBLE ADDS VALUE TO DADS COMMS BARRIER THE TARGET DOESNT KNOW WHAT TO EXPECT AS A FIRST TIME PARENTS COMMS BARRIER TARGET DOESNT UNDERSTAND HOW SENSIBLE PLAYS INTO THEIR LIVES COMMS BARRIER NEW PRODUCT; NEW MARKET > HOW DO WE BRING ABOUT MAXIMUM EXPOSURE FROM MINIMUM SPEND TACTICS SOCIAL MEDIA GAME PR CAMPAIGN EMAIL ACTIVATION TACTICS YOUTUBE PRINT BANNER ADS TACTICS SOCIAL MEDIA GAME FACEBOOK/ TWITTER ADS PRINT WHAT WE NEED TO DO
- 30. List of top 25 Dad blogs http://www.circleofmoms.com/top25/daddy-blogs