A small town in Norway called Bamble is doing something concrete to solve a to common problem:
“How much are you willing to pay to have a few nights alone for wild sex with the wife/husband? Many countries and cities feel like their growth rate isn’t good enough and are taking drastic action to encourage families to have more children.” Adventuredad.com
The problem is big problem for companies to. Do you think Pampers could sponsor the payment for parents? So they could make more consumers for Pampers? I have addressed this problem to some politicians, but most of them are to scared address the problem seriously. Did recommend that they at least can play more Barry White music on the local radio (his magic voice has inspired the creation of more kids than most small town has residents).
Here is another solution for Pampers for a “growing market.”
When is Advertising a Mid-Wife?
On extremely competitive markets advertising often doesn’t pay. This leads to companies staking out new markets. Diaper manufacturers today find themselves in such a situation. The market is flooded with products and improved ways of keeping your baby’s bottom dry. Let’s try a fictional example using Pampers.
Suppose Pampers wants to find a new market. They buy 100,000 addresses to couples who have been married or living together for three years in a given area. If Pampers can encourage these couples to have children within a year, their market will grow considerably. With a response rate of 3%, this would mean 3,000 new customers that use 6 diapers per day for a total of 700,000 more diapers sold in a year.
In this case, the cost of the campaign is now easily paid for by increased sales. Once a database with 6,000 new customers has been created, other products can be marketed in the same way or the names can be sold to makers of strollers, baby food, car dealerships, etc. Sales to other retailers alone would pay for the entire campaign.
All moral issues aside, the example serves to illustrate the opportunities for creating a new market.
The battle to create a market and capture the consumer first has intensified lately along with issues of privacy. One way of actively searching for birthrate trends is using the Internet. The Baby Basics site, for example, deals with the final months of pregnancy. Here visitors are encouraged to send electronic postcards to pregnant friends to encourage them to introduce their newborn to joys of consuming as early as possible. The friend receives a starter kit up to 8 weeks before the baby is due. By the time she wakes up in the maternity ward, the baby has already gotten his first advertising message.