Engage, relate and inspire.
Roy Morgan research reveals mums still lead the charge and make the majority of purchasing decisions for the home.
Melbourne-based communications agency, Kids Business has collaborated with a number of appliance brands via the Bloggers Brunch, influencer campaigns, pop-up experiences and product launch events to understand the strategies that work for industry players.
Kids Business founder, Christie Nicholas has shared her insights into how appliance brands can leverage marketing opportunities and improve relationships with more mums.
Trial opportunities
If trials are a key aspect to conversion, then this should be a more prominent activity in the marketing schedule, according to Nicholas.
“For example, is there a demo model set up at retail, does your brand have presence at high traffic consumer shows/exhibitions, do you offer money back guarantee to encourage trials. These brand experiences encourage more engagements and are ideal for the lead up to key events such as Christmas and Mother’s Day,” she says.
Who is selling the product?
The latest Sensis report reveals most people will read up to five reviews before making a purchase. However, most consumers still want more information about the product to feel confident about the purchase, especially for high-value items.
Nicholas says, “Invest in the time to train, impress, and inform the staff so when a mum asks them for a product recommendation, they are equipped with the information to explain how it fits into her life.”
“Too often brands hire representatives that simply cannot relate to the end consumer. A nineteen-year-old student can be a sensational representative for some products, but might not understand what it’s like being a mum of four kids with allergies, who’s in the market for a light-weight, vacuum cleaner, perfect for spot cleaning and cleaning pet hair. It’s equally important that your representatives understand the consumer, just as much as they understand your product,” she continued.
Events, experiences and shows
To improve the impact of exhibitor stands at consumer shows and simultaneously activate reviews and endorsements:
- Demonstrate how to use your product and encourage consumers to trial it for themselves
- Host a social media promotion or incentivise consumers to leave a Facebook review
- Invite social media influencers for a masterclass
Kids Business worked with Dyson to host a series of pop up events at consumer shows by arranging 70 influencers with two million followers, to meet with Dyson, trial the product and promote the brand via social media.