Solution
An integrated approach utilizing four core competencies was required to identify brand-building opportunities and use customer knowledge to minimize brand-switching.

Business Intelligence: Targetbase analysts uncovered key stages when brand-switching was most likely. Traditionally thought to be linked to coupon availability, these switch-points were actually determined by the physical and psychological dynamics of mother and baby.

Data Integration: We integrated marketing contacts to focus on the age and stage of each child to better meet the needs of both child and parents. Data Integration, collecting data and customer knowledge, allowed us to match appropriate message recommendations to each customer.

Creative: A new philosophy was developed. No more thinking in silos. No more relegating brand development to mass media, while relying on unrelated programs to deliver short-term loyalty through promotional coupons. The Targetbase Creative team integrated brand development with promotional efforts and worked hand-in-glove with the client's general agency to define a strategic approach for each customer contact across all media. Communications were timed to hit at key switch-points and, when used, coupons clearly amplified brand messages.

Interactive: To further strengthen the parent-brand connection, our Interactive team designed a relationship web site using dynamically changing content based on what was known about the customer. This site was complemented by frequent e-mail newsletters that featured age-specific advice from famed parenting experts.

Results

• An initial 5% increase in market share.
• Fewer product coupons secured twice as many users.
• Client site became the fourth most-visited site in the category.
• 25% of the target enrolled for brand newsletter.