The baby and kid's market is an exciting industry where mixed emotions of joy and parental challenges meet.

As a company that caters to this market, how do you navigate a space that comes from one common interest: the child?

Keep in mind that your main target audience is parents, grandparents, and caregivers of infants and young children, and not just the kids alone. Today's parents prefer to invest on product quality and a secured environment for their young ones.

Effective marketing to parents and their children goes beyond simply offering your products and solutions. It acknowledges the broader needs and concerns of parenthood and the childhood journey.

Parents only want the best for their children. This concept alone stiffens the competition between brands offering baby and kids products.

Just as seasoned parents have a wealth of "been-there-done-that" advice to offer, you can also get inspiration from these top babies and kids' brands on how to market effectively and authentically and beat the competition.

Marketing A Baby and Kids Brand: What You Need to Know

• Give reasons why you're a good pick
• Showcase hygiene and security overview
• Address purchasing concerns and specific use cases
• Share statistics to reassure parents and answer questions
• Offer practical tips for parents
• Create nursery styling guides
• Publish education content
• Build a support community for parents
• Adapt to the changing seasons
• Leverage your customers’ experiences to represent your brand
• Highlight customer feedback on your product

Frequently Asked Questions:

• What are the reasons why parents choose a baby product over the others in the market?
• How can community building support parents in their parental journey?

Give reasons why you're a good pick

Why should the customers choose your baby and kids' products over your competitors in the market? 

Customers choose a product for several reasons. 

For products intended for the little ones, these factors can include safety concerns, their practical needs, convenience and ease of use, and the parents’ personal preferences (e.g. design, and aesthetics). 

Even recommendations from experienced parents, pediatricians, and other customers can influence their buying decisions.

The way you present your product’s most important features and benefits will help the buyers come up with the decision of picking it as the best option. So grab a pen, enumerate as many strong points as possible, and then communicate it to your audience. 

Here’s a good example from Natural Baby Shower where they share 5 reasons why their Tonies are the best gift for the little ones in one of their Black Friday marketing campaigns. They use a hook statement XX Reasons why (your product) is the best ______.

Define and leverage your competitive advantage. A powerful way to do this is by tracking your competitors digital presence. Compare their marketing techniques against yours and find opportunities to get ahead. This is critical for marketing success. 

Showcase hygiene and security overview

We’ve mentioned that safety is one of the top priorities when it comes to choosing children’s products. We want our kids to be safe throughout their developmental journey, a delicate period to focus on as it’s when they’re more prone to harm. 

So we need products that promise hygienic features and security. These two factors, when provided by your company, build trust and therefore encourage potential customers to buy your products with confidence.

Here are email examples from which to take inspiration.

Baby Brezza employs this strategy when introducing new products to ensure customers have a comprehensive understanding of their product’s features and benefits.

Bambi Baby leverages this approach to compare the key features, advantages, and disadvantages of 3 different strollers. With the use of full images and labeled parts, they can provide the minutest details that aid their customer in making informed decisions.

Address purchasing concerns and specific use cases

Selling baby and kids' goods requires dealing gracefully with tired new parents scouring the internet to find the most suitable products for their newborn.

They have various needs and scenarios that you need to recognize and address as a brand if you want to win their hearts. 

Dreamland Baby’s commitment to transparency shines through in this newsletter with an intriguing subject line Our #1 most asked question👉.

They present two similar baby products while answering the question, “What’s the difference between the sleep sack and the swaddle?”.

They use a side-by-side comparison to strategically pinpoint both the similarities and differences of the two products. 

By literally taking the guesswork out of your customers' hands, you empower them to make informed decisions. It’s a great way to turn worrywart parents into confident buyers.

Share statistics to reassure parents and answer questions

To assure parents, many baby companies disclose information about their products such as the ingredients, materials, safety features, and any other information deemed necessary to make the customers opt for their brand.

Another form of marketing technique that aligns with this goal is the use of surveys.

Surveys are a great way to reach and engage with your target audience. They are also beneficial as they allow customers the safe space they need to share their opinions and concerns.

Dreamland Baby shows statistics about the impact of their product in the form of a simple survey. 

Here, they use the concept of sleep improvement while sharing significant details such as the percentage of surveyed parents, the period they saw the changes, and the extent of improvement in the hours of sleep.

All these show the positive effect of their product when worn by babies, highlighting the solution it provides to both babies and parents.

Offer practical tips for parents

Parents are always looking for ways to improve the well-being of their children. And as they recognize the challenges of being parents, it’s also important to seek ways to make their lives easier. 

Your newsletter is a great avenue to provide relevant content and a supportive space for parents going through difficult challenges. Aim to establish yourself as a trusted thought leader by giving them the best advice and practical tips.  

Evenflo shares five important tips for safer sleep so parents can learn how to nurture this vital activity for their children.

Create nursery styling guides

From choosing the best baby products to creating a safe, comfortable, and serene room for their newborns, new and expectant parents need help.

Creating a nursery for their babies should be fun and exciting but with all the options and things to consider, it can be overwhelming.

Kit & Kin addresses the overwhelming nature of Pinterest boards dedicated to nursery inspiration through helpful guides.

They recognize the challenges faced by subscribers in creating the perfect nursery and step in to offer 10 valuable tips.

In this email, they share a curated list of style tips from 11 interior design Instagrammers. This practical advice not only simplifies the nursery-making process but also cleverly integrates the benefits of their products. 

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Publish educational content

The Baby & Kids are among the industries where information dissemination is vital in promoting the products and services. ‍

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Most customers will only buy once they know well enough about the practical use and importance of the product, its safety features and ingredients, age appropriateness, and many more factors.

It is therefore crucial for your marketing mix to incorporate educational content to lead your audience to purchase your offer.

This email from Happiest Baby sparks the readers' curiosity using the subject line When to Stop Swaddling Your Baby 🤔

The email body has a simple layout with catchy images and CTA buttons that lead to more comprehensive information about certain topics that parents might be interested in.

At the bottom part of the email, they also offer expert parenting guides based on the age of the child (from the womb to toddlerhood). It’s an excellent way to engage your audience and establish loyalty and long-term relationships with them.

Build a support community for parents

Building a community where parents can connect and share their experiences provides a supportive space for advice and inspiration. 

When parents become part of an active network, they are less likely to experience burnout and feelings of being overwhelmed.

Knowing that they can seek help from the members who share the same journey with them lessens the burden and strengthens them emotionally and mentally. 

By fostering a sense of community, Little Spoon positions itself not just as a brand but also as a partner in the parenting journey, understanding the unique challenges and joys that come with this season of life.

We love how this email creates a welcoming vibe for the potential members with the subject line {Name}, you're invited! while using the term “judgment-free” when referring to their Facebook community.

Adapt to the changing seasons

Selecting the appropriate attire for different seasons can be daunting, especially for first-time parents. The sensitivity of babies and kids to temperature changes complicates the process. 

If you are a brand offering babies and kids apparel and accessories, you must provide valuable insights to help your customers navigate through seasonal wardrobe changes for their little ones.

Natural Baby Shower sends this newsletter to showcase their sleepwear and its cooling benefits perfect to provide comfort during the summer.

Additionally, they share a temperature guide to provide more information and tips on what to wear when the weather hits a certain temperature. 

Leverage your customers' experiences to represent your brand

They say that the best brand advocates are happy customers. Leverage their support by crafting content that promotes their stories.

A video advertisement can be a perfect way to do this. Take this video ad as an inspiration. 

Here, Dreamland Baby utilizes a green screen filter and the hook “They won’t stop thanking me.” to grab attention.  

By sharing content about the superior experiences of your customers, you can cultivate brand loyalty among your target audience.

This Tubby Todd ad takes a powerful approach by featuring multiple customers in a single video, all speaking about their love for the product. This strategy effectively showcases a variety of reactions and testimonials, making the ad more persuasive and appealing.

Highlight customer feedback on your product

On a similar note, collecting and leveraging customer feedback is vital for brands because it is a direct line to understanding customer needs and pain points.

Mamas & Papas compiles 5-star customer reviews conducted through a review platform Trustpilot. 

Tubby Todd showcases a before-and-after transformation thanks to their baby care product. 

They feature a story of a baby who was suffering from eczema. This ad also shows other moms' recommendations for using Tubby Todd products which serve as extra social proof on top of the main story.  

Using a carousel format, Dreamland Baby shares popular magazine and media mentions such as Forbes, Elle, and BuzzFeed. This further boosts trust and credibility as a brand.  

Frequently Asked Questions:

What are the reasons why parents choose a baby product over the others in the market?

Parents choose a product for different reasons and a combination of factors including safety for their children, practical use and functionality, personal preference, and recommendations from other experienced parents.

How can community building support parents in their parental journey?

Building a community of parents can provide a supportive space for parents (both experienced and first-time parents) to connect, share experiences, and help each other in their common journey of parenthood.

Your business will be more likely to find success when you strike a delicate balance between appealing to what kids want and what parents need and are willing to purchase for their little angels.

We hope that the above insights help you formulate your marketing strategy for success.