BABY, I AM

Posts Tagged ‘Business’

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Marketing is critical to the success of your baby food business. Here are some of the highpoints of the various marketing programs that we used during the initial launch of Sprouts Baby Food Inc. back in early 2006.

Public Relations Campaign

–Vehicle: Email press release; hand-deliver of media kits; phone calls to key targets.

–Media Kit: Cool box, birth announcement, press release, profiles, menus, etc.

–Goal: Awareness; Feature stories

–Target: Local newspapers (food editors, business editors), local TV, local radio.

Doctor Direct Mail Campaign

–Vehicle: Direct mail

–Letter, Brochure, Prescription pad w/ Sprouts info for patient

–Goal: Awareness; Get docs to refer patients to Sprouts

–Target: Pediatricians and Naturopaths

Midwife/Doula Awareness Campaign

–Vehicle: Email

–Goal: Awareness; Get midwives and doulas to refer patients to Sprouts

–Target: Area midwives and doulas.

Mommy Network Campaign

–Vehicle: Email

–Goal: Awareness; Drive people to our website; New orders

–Target: Area mommy lists/online communities on Yahoo Groups.

Baby Diaper Service Bundle

–Vehicle: Flyer inserted into diaper delivery service bundles

–Goal: Awareness; New orders

–Offer: 20% discount on initial order

–Target: Select zip codes; 500+ individuals

Poster/Flyer Campaign

–Vehicle: Posters, flyers, tear-sheets, etc.

–Goal: Awareness; New orders

–Offer: 20% discount on initial order

–Target: Area parks, playgrounds, community centers, birth centers, toy stores, libraries, and mommy hangouts.

Summer Festival Campaign

–Vehicle: Flyers & imprinted baby spoon give-a-way

–Goal: Awareness; New orders

–Offer: 20% discount on initial order

–Target: People with babies who attend the target summer events, street fairs, etc.

Launch Advertising Campaign

–Vehicle: Area Baby/Mommy/Parenting Magazines

–Quarter-page ad

–Goal: Awareness; New orders

–Offer: 20% discount on initial order

Make Your Own Baby Food Classes

–Vehicle: Classes offered at local grocery stores, in mommy groups, etc.

–Goal: Community Outreach; Awareness

–Offer: n/a

–Timeframe: Starting September

Website Subscriber Campaign

–Vehicle: Our own website

–Goal: Capture email addresses and general interest categories of people who visit our website so we can market to them in the future.

–Offer: Sign up for newsletter, promos, gift reminders, refer-a-friend, forward a page, etc.

Web Directory Advertising

–Vehicle: Google Adwords, Yellowpages.com; Superpages.com; etc.

–Goal: Drive people to our website

–Offer: n/a

–Timeframe: September

Farmer’s Market Campaign

–Vehicle: Area farmer’s markets

–Goal: Awareness; small single-unit sales during pre-launch period

Special Offers/Promotions

Baby Shower Gift Set

–Description: Special gift set for those wanting to give Sprouts as a shower gift.

–Package: Gift basket containing logo spoon, logo sippy-cup, logo shirt, mock food containers, and a gift certificate for X weeks of service.

–Price: $20 + cost of service

Pooper Parties

–Description: At home sales parties (ala Tupperware)

–Details:

oHostess orders party kit which contains 1oz samples of all products ‘ one kit per guest.

oHostess takes orders

oHostess gets free food, discounted service, etc. for subscriptions she secures.

Corporate Mommy Program

–Description: Discounted service for mommies at locally headquartered corporations. We will deliver their food to their office.

Register To Win

–Description: Sign up on our website to enter monthly drawing for one free month of baby food.

Photo Contest

–Description: Monthly contest. People email us photos of their little cutie eating or in a kitchen setting. Winner receives 12 4oz containers of baby food.

Customer Referral Program

–Description: A referral (someone who becomes a customer) earns free food in your next shipment.

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Naming

You have probably already thought up a clever name for your baby food business. It is one of the most gratifying parts of the startup phase. You probably woke up in the middle of the night with some fabulous name or had some sort of naming epiphany while taking a shower.

But if you haven’t come up with a name yet let me help you come up with a strategy for creating the right name for your business.

Branding Yourself.

A quick and easy way to name your company is to give it your own name. Like: “Mischelle’s Baby Food Catering” or “Mischelle’s Baby Food Service”. It is quick, it is easy, and if you add your last name it is unlikely that someone else has already trade marked the name. “Chef Mischelle Davis’ Baby Food Bistro”.

The Thesaurus Strategy.

A good thesaurus is your best friend when trying to find the right name. If you don’t have one on your bookshelf you can go to an online thesaurus.

Spend time looking up synonyms for words that relate to what you do. Mix and match the words coming up with lots of combinations that seem to fit your personality and the mission of your baby food business. During my 15 year career in high tech I helped name several companies and lots of products. Whether we came up with a name or selves or hired a fancy, high-priced branding or advertising company to help us we ALWAYS broke out the thesaurus.

You’ll need several potential names as some enterprising mompreneur may have already trade marked one of the names. Try playing around with synonyms to words like: baby, food, plate, cup, fresh, new, dinner, meal, nutritious, good, healthy, little, sweet, farm, chef, bliss, tummy, spring, birth, mother, etc.

The Contest Method.

If you are not the creative type and are more concerned about the operational pieces of getting a baby food company up and running, you can always turn the naming of your company into a marketing event.

You may already be a member of an online parenting group. Most cities have a Google or Yahoo! news group dedicated to local parenting issues. In big cities like Seattle every neighborhood has one. Tell the parents in your online community that you are going to be launching a baby food service and offer FREE baby food to the person who comes up with your company name.

This is a great way to create some buzz for your company and get your potential customers involved. During the later chapters of this book you will learn just how important customer involvement is.

Taglines

It’s difficult starting a new business and creating an effective business name and brand. Businesses often have names that don’t particularly resemble their products and services – a tagline can help clarify.

Taglines are typically descriptive phrases that accompany a business name. E.g. Sprouts ‘ “Catering to baby’s nutritional needs”. Taglines help explain what your business does or create a feeling associated with it. They should be simple and memorable.

There are generally two types of taglines. Descriptive: they explain what your business does. Emotional: They create a tone or feeling about your business.

When creating a tagline follow these simple rules.

- Keep It Simple – short and simple, easy to remember

- Affirmative – people like positive statements – negatives are a turn-off

- Appealing – the tagline should spark interest

- Enduring – your tagline might around for years, so don’t add text that could date it

Baby food catering, delivery, etc. is a new idea. Help potential customers quickly identify what you do by choosing a good tagline.

Logo Creation

Since any business that is associated with babies is inherently emotional and cute you can feel free to break all of the corporate rules about logo creation. Have fun! Get creative. In the case of a baby food business it can actually be positive. But remember when choosing a name, creating a tagline, and developing a logo this is a FOOD BUSINESS. Food that people need to feel good about giving their babies. You need to establish that you are trustworthy

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