The second trimester brings with it plenty of opportunity for sales; you just need to know how to approach new moms in the right way and recognize the difficulties a pregnant Mom faces in this stage of her pregnancy. Here are three key points to consider when marketing to pregnant moms during these months.
1. Now is the time for them to consider bigger purchases
Moving safely into the second trimester tends to be accompanied by a sigh of relief from the expectant parents. New moms and dads now begin to confidently plan things for their life-changing little arrival. That also means they can start feathering the nest in earnest and planning, as well as making bigger purchases. This is a key time to reach them if you haven’t done so already. This is especially true for the larger ticket items like strollers, car seats, breast pumps, cribs, and baby monitors.
It’s been a few months since they found out they were expecting so the initial money worries have subsided and they’ve had some time to save up. As customers, they’re now more willing to splurge on better quality pieces so this is the time to promote premium product lines and upsell as well.
2. The boy / girl thing
For those who wish to find out, the second trimester is a very exciting time for expectant parents because they finally get to know the sex of their baby. With only yellow, cream and neutral items available to them up until this point, most Moms are keen to finally mix in some pink or blue! Having a gender specific product or service to offer is important during this important trimester. It’s often just as simple as adding a color.
3. Tune in to a woman’s needs
During the second trimester, a woman’s body undergoes a lot of changes that are clearly more obvious than in the first three months. Carrying around that extra weight starts to be a bit less comfortable. Stretch marks and hair loss are possible. The stress of balancing a work life with expecting a baby takes its toll and new moms are more often tired than they’ve ever been.
To communicate effectively with moms in their third trimester, choose positive language that shows you sympathize with a woman’s needs during this time. If appropriate, make sure you describe your products in a way that offers a benefit or solution to her problems. If you can do this well, you’ll build trust in your brand.
Marketing to pregnant moms has its own challenges, especially since moms change so much from trimester to trimester into new motherhood. Recognizing these key changes will help you craft a stronger marketing message and in turn increase sales among pregnant moms in each stage of their new journey.
You may also enjoy our article 3 Challenges of Marketing to Pregnant Moms (and how to overcome them) and for ideas on new ways we’re continuously developing to reach new moms during their journey, please download our media kit: