Baby talk

Baby Einstein, a company that makes DVDs, books, music CDs and toys specifically designed for babies and toddlers , published a press release today announcing its new word of mouth campaign. The brand promises that their products will help babies during their developmental stage and therefore can guide babies on the path of learning. Before I get into the new campaign I have to say that the business idea as a whole is genius. Every mother wants their child to grow up to be smart. Moms frequently undertake unproven prenatal brain development methods such as playing mozart or eating "brain foods" while the baby is in utero, in hopes of making the child smarter. Baby Einstein saw this opportunity and is now becoming a very successful company.
The campaign that started today took a newly designed website, launched on February 15th, and created a section that spotlights real moms and invites them to tell stories about Baby Einstein products. Moms can go to the website and submit "Baby news" and the story may even be featured on the homepage. The goal is getting mothers to gather on the site to share stories and experiences with each other- all built around the Baby Einstein products. According to Lucid Marketing, word of mouth ranks highest among moms (as high as 98%) more than non-moms (up to 88%) when referring to positive experiences they have with products. The campaign idea came naturally after Baby Einstein received thousands of letters and emails from moms gushing about how much they feel connected to the brand. The website also includes a hot topic section where moms can ask child experts any baby questions they want. The site is very interactive and dynamic. Moms can interact with the brand before they buy it. They can watch clips of DVDs and read product reviews of toys written by real moms. Susan McLain, Vice President and General Manager of The Baby Einstein Company has created a real top-notch marketing plan that will surely generate word of mouth among mothers, caregivers, and mothers to be.