2. GDM distributes free gift boxes containing products
GDM distributes free gift boxes containing products
samples, brochures and vouchers to mothers who
samples, brochures and vouchers to mothers who
just delivered babies in maternities
just delivered babies in maternities
Companies targeting new
families (GDM’s customers)
provide samples leaflets and
vouchers to GDM
GDM Prepares and distributes
Nurses offers the Baby Gift
Baby Gift Boxes to hospitals
Boxes to mums right after
giving birth
3. Wholly Owned Foreign Company
Specialized in Gift Direct Marketing
Direct Marketing
Experience Marketing
Relationship Marketing
Cooperate with CPWF to launch Charity Program
Provide clients with integrated Gift Direct Marketing
solutions to:
Increase sales
Improve brand awareness and image
Recruit new customers
Maintain brand loyalty
4. …in the maternity hospital, just after the birth of
her baby, a mum will :
•
receive your congratulations
•
try your products
•
read your brochures
•
accept your vouchers
•
buy your products…
5. GDM develops a qualitative database (collected in Step1) to
GDM develops a qualitative database (collected in Step1) to
help brands communicate with mothers through CRM and
help brands communicate with mothers through CRM and
New Medias (Web, Mobile)
New Medias (Web, Mobile)
Weekly
Weekly
Emailing
Emailing
SMS Mobile
SMS Mobile
Community
Community
Website
Website
6. 1st communication
through the Baby Box
Continuous communication
through internet
Additional mean to
communicate
Key emotional
moment
Endorsement of the
hospital
Mums are sensitive to
the Baby Box
A practical and
interactive communication
with mums : unique in
China
Enlarge the target
mums' population
Time during hospital
stay to discover deeply
your brand and your
advertorial
Good combination of
advertorial and sales
Target population :
young and modern
High purchasing power
7. GDM fills the
boxes and deliver
to hospitals
Nurses give boxes
to mothers free
of charge
Meeting One Angel Program
Cooperation between GDM & CPWF
Company provides
gifts and DM
materials
Mothers receive
gifts and DM
Materials
8.
9.
10.
11.
12. Results of a market survey carried out on a diaper brand with its
sample inserted in the Baby Box:
• 84% mothers tried the sample
• 53% bought the product after trying
• 75% will keep buying the Brand products
13. Results of focus groups of mums who received our
Baby Box:
Even after 5 or 6 months, mums clearly
remember the products and the brands which
were in the box.
Mums are thankful to brands offering
products samples
Mums perceive the program as both
commercial and charitable. They accept this
new concept very well.
Mums trust the brands in the baby box as this
program is endorsed by hospitals.
Mums like very much the Baby Guide book
and read it monthly, including the advertorial
pages
Once they tried the products, mums are more